A global food and beverage company commissioned a sharper read on how Zillennials eat, a generation negotiating contradictions like wanting wellness and pleasure from the same plate, drawn from the people who watch them most closely.
Work
Work
Understanding health trends across global youth cultures
Publisher
Global food and beverage company
Markets
Agency
I recruited a Cultural Council of five reporters across strategic global markets, from cultural writers to restaurant industry insiders and consultants, and designed it as a one-week online council where members collaborated, generated ideas and built on each other's thinking.
The council pulled the threads further, into convenience against craft and tradition against novelty, and all of it fed into the client team's own frameworks and ongoing research.
One theme kept returning: wellness fatigue, the sense that performing health has started to feel like a chore.