Prominent focuses on millennials:

“It’s one of the most influential generations in history”

In the third and final video of the series, Prominent gives us a glimpse of Bella’s life. A girl growing up in the city. Born in the late 1990s, and shaped into who she now is at the start of the new millennium. “Millennials like Bella consciously choose a healthy lifestyle. It’s one of the most influential generations in history, and they’re about to be the ones to decide how money is spent in coming years,” says marketing manager Wim den Berg.

“Millennials like Bella consciously choose a healthy lifestyle. It’s a daily routine. They are more active, eat more responsibly and smoke less than previous generations. They also behave differently while shopping. Because product information, reviews and price comparisons are all within reach, this target audience prefers maximum convenience at realistic prices. And everything is preferably sustainably produced and packed,” Wim continues. “To be healthier, shoppers like Bella don’t mind spending more. They’re therefore willing to spend more on fresh produce.”

The right tomato for the right consumer
Millennials (or generation Y) are ready to reshape the economy. Their experiences will change the way we’re now buying and selling. Each target audience is characterised by a certain lifestyle. “For example, take a look at the generation of mother Femke, or entrepreneur Laurens besides Bella’s generation… All three use their day differently, and they all have their own needs in the field of food. These insights are important to offer the right tomato to the right consumer in the most appealing manner possible. Following these target audiences that are most influential, offers us and our customers interesting insights, and ensures a better shopping experience.”

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