WHO: Laura Knebusch – Senior Director, Shopper Insights & Marketing, Georgia-Pacific
George Carey – CEO and Founder, The Family Room Strategy Group
Robert I. Tomei – President, Consumer & Shopper Marketing, IRI™
WHAT: During their Grocery Manufacturers Association (GMA) Leadership Forum presentation, “Millennials’ Changing Path to Purchase: Navigating the New Realities of Millennial Family Decision Making and Their Evolving Shopper Journey,” Laura Knebusch, George Carey and Robert I. Tomei will help CPG marketers gain a better understanding about millennials, who at 79 million strong are not only the largest generation since baby boomers but also the most diverse. In addition, it is important to understand the family dynamics that exist as a result of this generation and how they influence purchase decisions.
WHY: Millennials have an important impact on the marketplace: their dollar share of CPG spending will grow by an estimated 70 percent between now and 2020, to an estimated $290 billion.
While millennials are uniquely different from previous generations in many ways, they are most certainly not one homogeneous group, although typically labeled as one. Marketers need to be prepared to customize their messaging and promotional activity with specific segments of this diverse generation in mind, so that they can target millennials effectively.
WHEN: Saturday, Aug. 15, 2015; 1:30 p.m. MT
WHERE: 2015 GMA Leadership Conference
1 Lake Ave.
Colorado Springs, CO 80906
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