Press Releases

IRI, Georgia-Pacific and The Family Room to Discuss the Evolution of the Millennial Path to Purchase at the GMA Leadership Forum

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
The Broadmoor
1 Lake Ave.  
Colorado Springs, CO 80906

About the IRI Partner Ecosystem
IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders to create innovative joint solutions, services and access to capabilities to help its clients more effectively compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such companies as Oracle Data Cloud, The Boston Consulting Group, comScoreDatalogix (an Oracle company), Experian, GuestMetrics, GfK, Intage, IpsosKantarMaxPoint, Millward Brown DigitalRentrakSPINSUnivision and others.

About IRI
IRI is a leader in delivering powerful market, consumer and media exposure information, predictive analytics and the foresight that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-the-counter health care industries by pinpointing what matters and illuminating how it can impact their businesses. Move your business forward at



IRI Contact:
Shelley Hughes
Phone: +1 312.474.3675

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