Generation Y: What the next generation needs and how to reach them

Understanding who your audience is, well that is just one part of the puzzle - then comes the question, what do they expect from the brand and how can you meet their expectations?

Generation Y: What the next generation needs and how to reach them

Understanding who your audience is, well that is just one part of the puzzle – then comes the question, what do they expect from the brand and how can you meet their expectations?

Just Spices, the spice blend experts, boast a huge following in their native Germany, in Spain and most recently here in the UK. Of their loyal customers, around 50% are under 39 years of age, which is a significant amount for a business of this calibre. The figures speak for themselves, and so Just Spices are well positioned to offer tips to keep this audience engaged.

Know your platforms

Just Spices has a following of more than 1.2 million people on Instagram and TikTok across Europe – above average than most other companies in the food sector. Because we realised very early on that Gen Y’s were using these platforms, we were able to get ahead of the curve and leverage the channels to engage with the audience. In 2020 our team realised that TikTok was about to be the next big thing – even though it was early days for companies and we were unable to track sales, we saw the potential and increased our activity through the channel.

Observing how the channels are used

We do more than just acknowledging which channels Gen Y are using, we note HOW they use the channels, what interests them, what is new and exciting. We’ve learned to look at each channel independently and not use the same content for all channels. For example, in 2015 we launched a new product, Avocado Topping, within two weeks we saw that photos of avocado toast were starting to trend. Perfect timing, and we were able to piggyback on this, resulting in Avocado Topping now being our best selling product. 

Meeting the customers’ needs

The opinion of our customers is really important for us, because in the end they are the ones using the products. After every launch we send an after-sale survey to the customers and ask for their feedback. After that we decide if the blend is interesting for the trade and maybe adjust some things if there is significant feedback. This is core to the success of our business – we know that there is a demand and love for each and every product we sell.

ABOUT THE AUTHOR
Béla Seebach
Béla Seebach
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