Understanding millennial shopping habits: Insights from Coca-Cola

This report describes how The Coca-Cola Company, the beverage corporation, is engaging American millennials (born between 1978 and 1995) and discusses the differences between this generation and those before it.

Understanding millennial shopping habits: Insights from Coca-Cola

Stephen WhitesideWarc

Few companies have consistently tapped new social and cultural trends like Coca-Cola. And in determining how to engage millennials – the 80 million consumers born in the US between 1978 and 1995 – the company has discovered that this young, digitally-savvy audience demands a fundamental rethink in tried and tested strategies.

"A lot of us are used to marketing to boomers and Gen X-ers; millennials are a totally different animal," Daren Sorenson, Coca-Cola's director of shopper marketing insights, told delegates at the Shopper Marketing Expo, held in October 2013. "It's...

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