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Designing Luxurious Food Experiences for Millennials and Post-Millennials

Designing Luxurious Food Experiences for Millennials and Post-Millennials

Monica Mendini, Wided Batat, Paula C. Peter
Copyright: © 2021 |Pages: 13
ISBN13: 9781799858829|ISBN10: 1799858820|ISBN13 Softcover: 9781799868576|EISBN13: 9781799858836
DOI: 10.4018/978-1-7998-5882-9.ch014
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MLA

Mendini, Monica, et al. "Designing Luxurious Food Experiences for Millennials and Post-Millennials." Developing Successful Global Strategies for Marketing Luxury Brands, edited by Fabrizio Mosca, et al., IGI Global, 2021, pp. 261-273. https://doi.org/10.4018/978-1-7998-5882-9.ch014

APA

Mendini, M., Batat, W., & Peter, P. C. (2021). Designing Luxurious Food Experiences for Millennials and Post-Millennials. In F. Mosca, C. Casalegno, & R. Gallo (Eds.), Developing Successful Global Strategies for Marketing Luxury Brands (pp. 261-273). IGI Global. https://doi.org/10.4018/978-1-7998-5882-9.ch014

Chicago

Mendini, Monica, Wided Batat, and Paula C. Peter. "Designing Luxurious Food Experiences for Millennials and Post-Millennials." In Developing Successful Global Strategies for Marketing Luxury Brands, edited by Fabrizio Mosca, Cecilia Casalegno, and Rosalia Gallo, 261-273. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-5882-9.ch014

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Abstract

The relationship between young generations (Millennials and Gen Z), luxury, and food is a current and complex subject. Millennials and Gen Z are the first digital native generations to be very comfortable with technology devices and interested at an early stage in luxury food experiences. By exploring youth food culture and current luxury food experiences and practices, the authors identify three trends (digitalization, extended realities, and cause-related marketing) as key areas food brands and food actors (e.g., restaurants) should capitalize on to educate, facilitate, and promote the adoption of pleasurable, healthy, and sustainable food consumptions. The authors provide an overview of these three new key trends together with examples Millennials and Gen Z consumers are attracted to considering luxurious food consumption and experiences. This chapter contributes to the need to look at contexts of application (food) where sustainability and the digital transformation highlights the present and future for the promotion of luxury goods and experiences.

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