Cultural Self-Identification within the Millennial Market: A Qualitative Examination

Abstract

The goal of this study was to examine the degree of cultural self-identification among a sample of U.S. Millennials attending a New York City community college. A case study technique using personal interviews was employed, based on input from twelve Millennials in attendance at a large, public community college in New York City. The object was to explore participants’ knowledge regarding their cultural affiliations’ effects on ethnic food purchases and consumption. Results showed Millennials’ cultural self-identification with cultures differing from their original family background, as well as their knowledge of cultural pluralism. Participants tended to select ethnic foods from one culture above all other cultures. Findings from the present study buttress cultural pluralism as a segmentation method and can assist in development of marketing stratagem, while also furnishing an invaluable contribution to current literature.

A Quantitative Exploration of Culturally-Pluralistic Segmentation Among Millennials

“…According to Thanos and Clark (2018), Millennials (Generation Y) have become the most influential American generation since the Baby Boomers (people born between 1946 and 1964). Gen Y is also considered by many as one of the most unique generations of all time (Fromm & Garton, 2013).…”

“…Fatburger Inc. is stepping up its efforts with its vegetarian, lower-calorie burger, which is made of plant-based protein and has a beef taste, hoping to appeal to the healthier eater (Food and Beverage, 2018). Thanos and Clark (2018) emphasized such strategies to magnetize this generation must include the marketers' ability to recognize and capitalize on the cohorts' culturally-pluralistic tendencies, along with their overall desire to move toward healthier lifestyle choices.…”

“…The authors have previously noted the need for marketers to be increasingly responsive to changing tastes and trends in order to compete in a volatile, global economy (Thanos & Clark, 2018). Similarly, Ladhari (2015) noted the importance of cultural sensitivity in moving forward.…”