Gen Z (b.1997-2010) prioritize their health, are the most environmentally-friendly generation the world has ever seen, and have a mistrust of big brands. This is the narrative spread by the media and marketing agencies as well as a vocal minority of digital Gen Z activists.

But a closer inspection of the data shows these are myths and brands which take them too literally will struggle to grow. In this presentation, experienced food and drink thinker, Jonny Forsyth, looks at what Gen Z really prioritizes from food and drink brands, and how this understanding can drive growth for your brands.

Meet the Presenters

Jonny Forsyth

Mintel Food and Drink Director

Having previously been responsible for researching and writing all of Mintel’s UK drinks reports, Jonny now works as a Mintel Food and Drink Director. He brings more than ten years of experience working in the marketing industry, with roles at Starcom Mediavest, AB-Inbev, and Trinity Mirror. He holds an MSc in Business Psychology from the University of Nottingham Business School.

Shelley McMillan

Head of Consulting, South APAC

Shelley joined Mintel in 2017. Previously she has worked at Nestlé, General Mills and Associated British Foods in marketing, managing brand strategy and new product launches across multiple markets. She is also a qualified Food Technologist. At Mintel, she is responsible for the South APC Consulting team delivering customised consulting projects around client’s strategic innovation objectives. Over her career she has worked across multiple markets including Australia, New Zealand and EMEA.