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transition—our pause to reassess Regeneration is much more than addition to these young adults being
current structures and long-term regenerative agriculture, a current heavy users of technology, they are
goals—our entry point to redesign buzz word. It’s not about setting a also the ultimate foodies, with 86%
and nurture a food system that not goal to do less harm. It’s about how of millennials (born between 1980
only feeds 10 billion-plus people but you can design and create better and 1996) and 84% of Gen Zers (born
improves the planet as well. It is, in than the current. between 1997 and 2010) saying that
short, one of the greatest challenges they are passionate about food,
and opportunities of our lifetime that “The concept of regeneration says according to data gleaned in a
all of you can lead.” simply ‘better than,’” said Rinne. Datassential research study Turow-
“Regeneration doesn’t see the world Paul commissioned for her recently
To effectively address the challenges as a series of trade-offs or zero-sum released book, Hungry.
facing the food system, Rinne games, but rather as a process of
explained how we must “shift” continuous improvement.” Turow-Paul theorized that young
from a consumer mindset to the adults are turning their attention
mindset of a global citizen. She The third lens—intention—involves to food and dining experiences
urged the audience to evaluate their having your efforts be aligned with in an attempt to satisfy unmet
future actions through three lenses: your values and desired outcomes. psychological needs. She cited
distributed innovation, regeneration It’s about change. findings from the study that
and intention. established a correlation between
This includes a change in mindset emotional states and food behaviors.
Distributed innovation involves regarding how we source protein.
an open approach to sharing ideas It should not be surprising that Millennials and Gen Z consumers
among multiple disciplines, she alternative proteins, such as those are more anxious and experience
explained. “As history has taught from insects and plants, as well as more feelings of loneliness than
us again and again, innovation those grown in a lab, were a focal other generations, according to
thrives when it’s nested within point of many technical sessions Turow-Paul said. And this was before
and connected to innovation in and supplier presentations. COVID-19 quarantining. Almost 60%
neighboring fields. This means get of millennial survey respondents
to know your allies in neighboring There was also a great deal of characterized their anxiety level as
disciplines. Go to other conferences discussion about formulating foods high, and 73% said they wished they
beyond your domain. Invite others in, that appeal to younger adults. Author had a stronger sense of community.
and learn to think like an ecosystem. and youth culture expert Eve Turow-
Become a nexus, where the many Paul spoke at a live virtual event on There are three basic drivers of
different pieces of your innovation the topic of “Hacking Millennial and human behavior, according to Turow-
puzzle fit together.” Gen Z Tastes.” She explained that in Paul. There’s the need for control, the
need for community and a sense of
belonging, and the need for purpose
and meaning. She described some
of the ways in which she believes
young consumers are attempting to
address those fundamental human
needs via food choices.

With these drivers currently
hindered by the pandemic for many,
it’s more important than ever that
consumers connect with their food.
This presents an opportunity for true
out-of-the-box innovation.

Millennials are a generation of
anxious eaters, according to Turow-
Paul. For some, diet restrictions

Food Marketing & Technology 34 December 2020