For year we have been told that Millennials, born after 1982, wanted healthier, nutritious food and it had to come in microwave pouches that were recyclable and in all ways environmentally terrific.
Millennials were also being told that, by companies selling all of those features - at highly inflated prices.
Yet Millennials have been hit hardest by progressive economic policies in place since the 1990s that stipulated it was more paperwork to deny someone a mortgage, even if they could not afford it, than to give it to them with a federal guarantee. The recession from the housing, bank and automobile industry collapse that lasted through 2014 hit Millennials hardest - they are the first American generation who do not expect to be better off than their parents, despite having a college education guaranteed by loans they found they can't pay back.
They are not buying the mythology they have been told they demand - and Whole Foods, who had banked on training them in belief that organic food was better health and aesthetic self-identification all in one, is discovering that one label matters most. The one with the price.
Credit and link: Capital Press
Can they succeed with a new chain of lower-priced stores, where they have to compete with the big kids on margins?
Whole Foods Is Learning That Millennials Aren't Who It Thought They Are - Washington Post
