{"id":62026,"date":"2020-01-26T22:47:51","date_gmt":"2020-01-27T03:47:51","guid":{"rendered":"https:\/\/awesomejelly.com\/?p=62026"},"modified":"2020-02-17T21:58:13","modified_gmt":"2020-02-18T02:58:13","slug":"boomer-brands-struggling-in-the-time-of-millennials-t2","status":"publish","type":"post","link":"https:\/\/awesomejelly.com\/boomer-brands-struggling-in-the-time-of-millennials-t2\/","title":{"rendered":"29 Boomer Brands Struggling In The Time Of Millennials"},"content":{"rendered":"
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Source: Awesome Jelly<\/p><\/div>\n

Many of the brands that shaped our childhood are in danger of disappearing as they struggle to appeal to millennial consumers with tastes different from older generations, particularly baby boomers. Today, with millennials being the largest generation of buyers, companies need to identify what goes into the younger group\u2019s purchasing decisions to avoid that terminal decline that leads to brand extinction.<\/h6>\n
Millennials value authenticity, transparency, convenience, and choices. They tend to be more health-conscious, choosing breakfast sandwiches over processed cereals and sparkling water over carbonated soft drinks. They are also more interested in buying experiences instead of buying things, and they\u2019ll be traveling to Indonesia and renting scooters instead of purchasing houses and cars. This digital generation of consumers use online and mobile channels to get information and reviews to find the best products and deals, therefore companies need to find ways to attract and engage these non-impulsive shoppers.<\/h6>\n
Read on to find out which classic brands need to start evolving and innovating to stay relevant to the largest group of consumers.<\/strong>
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Campbell’s Soup<\/h2>\n
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Source: https:\/\/i.ytimg.com\/<\/p><\/div>\n

Who doesn\u2019t enjoy a hearty bowl of chicken noodle soup when you have a cold or the flu? Well, the canned soup doesn\u2019t appeal to U.S. consumers ages 24 to 40. The retro brand may have once dominated the kitchen, but its chemical additives, preservatives, and processed ingredients have driven away health-conscious shoppers who would rather eat homemade soup instead of store-bought canned soup that typically contains a high level of sodium. Consuming too much sodium increases your risk for high blood pressure, heart failure, and stroke. Campbell’s soup sales have been declining in the past decade, and we are more likely to see the brand on a graphic t-shirt than on the dinner table. However, the company that produces over 300 soups is trying to reheat sales by discontinuing some products and focusing on organic soups and broths.
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Jell-O<\/h2>\n
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Source: https:\/\/thenypost.files.wordpress.com\/<\/p><\/div>\n

The iconic snack that reminds us of our childhood, cafeteria food, and molded desserts our grandmothers served on holidays is losing its jiggle and slipping on sales. The Jell-O cup has been a staple of many diet plans for people trying to lose weight, but younger consumers don\u2019t consider it healthy because it has chemicals and artificial sweeteners, making it high in sugar but low in fiber and protein. Instead of buying Jell-O from supermarkets, millennials would opt to make their own gelatin snack with fresh fruit juice and powdered gelatin. Jell-O’s owner, Kraft Heinz, is trying to be creative to increase sales. The company recently came up with edible slime\u2014a pink, strawberry-flavored Unicorn Slime and a green, lime-flavored Monster Slime\u2014to win over kids. However, unless Jell-O quickly responds to health and wellness trends, the jiggly, fruity treat might disappear forever.
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Kellogg’s<\/h2>\n
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Source: https:\/\/cdn-a.william-reed.com\/<\/p><\/div>\n

Some cereal companies are quick to blame millennials for their drop in sales, saying millennials are too lazy to eat cereal or they don\u2019t want to pour cereal into a bowl that they have to wash later. However, this isn\u2019t the real reason the younger generation is ditching the breakfast food. Millennials are less likely to buy processed food than other age groups, and this includes sugary breakfast cereals containing trans fats that increase your risk of developing heart disease, stroke, and type 2 diabetes. Kellogg’s Honey Smacks and Kellogg\u2019s Fruit Loops are 44 to 55 percent sugar by weight with every 12 grams of serving. Moreover, millennials now how many breakfast choices with less sugar and more protein and fiber, such as sandwiches, quick-cooked hot grains, yogurts, and smoothies. Fortunately, the multinational food company introduced the low-calorie Kellogg’s Special K Protein Cereal, a healthier option with crunchy rice, soy, and wheat flakes.
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Wheaties<\/h2>\n
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Source: https:\/\/content.fortune.com\/<\/p><\/div>\n

The breakfast of champions is another cereal brand that is not selling like it used to. Despite being tied to sports and fitness since the beginning, with the basketball legend Michael Jordan featured on its boxes 18 times, millennials won\u2019t purchase a brand that\u2019s better known for its packaging than its taste and nutritional value. The younger generation prefers egg sandwiches and breakfast burritos over processed cereals loaded with sugar, refined carbs, additives, preservatives, and synthetic vitamins and minerals. Unless Wheaties finds ways to align with millennials\u2019 nutrition standards, the next wave of champion athletes won\u2019t get to know the cultural icon. The good news is over 80% of millennials consider cereals a great snack, so instead of wasting resources to make millennials eat cereals for breakfast, companies should revamp their recipes, reduce sugar content, and make cereals a more appealing snack.
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Wild Planet Tuna<\/h2>\n
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Source: https:\/\/i.pinimg.com\/<\/p><\/div>\n

Millennials appreciate all the health benefits of tuna. The fish lowers your blood pressure, reduces cholesterol in the arteries, improves your immune system as well as your skin\u2019s health, helps with weight loss, strengthens your bones, provides you the energy that keeps you active, and has antioxidants to fight cancer cells. Millennials love tuna, but they just prefer the fresh and frozen ones and not the ones inside a can like Wild Planet Tuna. The consumption of canned tuna has dropped by 42% over the past three decades with roughly only 30% of millennials reportedly buying it from supermarkets. While some companies might again put the blame on millennials, saying they are too lazy to open a can of tuna and some don\u2019t even own can openers, this reason doesn\u2019t hold up. The younger generation just prefers fresh, protein-rich, relatively affordable fish meals like the Hawaiian Pok\u00e9 bowl which is diced raw fish, like salmon or tuna, served as an appetizer or a main course.
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Yoplait<\/h2>\n
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Source: https:\/\/inmamamaggieskitchen.com\/<\/p><\/div>\n

The largest franchise brand of yogurt, jointly owned by global manufacturer of consumer foods General Mills and France\u2019s leading dairy cooperative Sodiaal, is struggling with sales. There are more yogurt choices than ever before, and millennials are gravitating toward other brands coming from Australia, Bulgaria, Iceland, and specifically, Greece. The younger consumers are favoring the more filling, protein-rich Greek yogurts over light yogurt brands like Yoplait. Then, there\u2019s the fermented milk drink, kefir, which is all the rage in the health and wellness community. Millennials are buying this trendy milk drink, finding it healthier than yogurt because of its many nutrients, antibacterial properties, and cancer-fighting and digestion-friendly probiotics. It is also proven to improve bone health and boost your immune system. Furthermore, millennials choose brands that support a cause, and even though Yoplait helps raise funds for breast cancer research through the program \u201cSave Lids to Save Lives,\u201d it has also been a target of animal advocates urging them to redesign their tapered cups which can trap small animals that get their heads stuck inside, causing them to suffocate and die.
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Diet Pepsi<\/h2>\n
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Source: https:\/\/payload.cargocollective.com\/<\/p><\/div>\n

The no-calorie carbonated drink Diet Pepsi was very popular in the 1980s and 1990s. It even had professional athletes and famous celebrities promoting it, as well as Ray Charles singing its jingle ad \u201cUh Huh\u201d that became part of pop culture. However, sales have fallen drastically the past years because even though diet sodas were introduced to the market in response to concerns about sugary drinks, millennials are not keen to ingest artificial sweeteners. Because Diet Pepsi does not have calories, fat, and carbohydrates, it gets its flavor from aspartame, caffeine, citric acid, and phosphoric acid. The drink also contains a preservative, potassium benzoate, and phenylalanine that can cause anxiety and restlessness. Early in 2019, PepsiCo replaced aspartame with a mix of Splenda and acesulfame potassium, but so far, the health-conscious generation does not seem impressed with the new formula.
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Sun-Maid Raisins<\/h2>\n
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Source: https:\/\/i.pinimg.com\/<\/p><\/div>\n

The health-conscious millennials are cutting sugar out of their diets. They don\u2019t just avoid the added sugar in desserts and artificial sweeteners in drinks, they\u2019re also choosing to skip sugar from natural sources such as fruits. Despite the many benefits of raisins, known to be rich in fiber, vitamins, and minerals, millennials are not buying boxes of Sun-Maid Raisins as much as older generations do because the naturally sweet snack is high in sugar and calories. Even though dried-up grape aids digestion and boosts iron levels, raisin companies need to address the younger consumers\u2019 nutritional concerns if they want to increase their sales. Recently, the century-old company hired a younger CEO to better market the iconic raisin brand, starting with new raisin-focused snacks made with natural fruit juice instead of added sugar and an ad campaign that taps into the millennials\u2019 childhood nostalgia.
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Budweiser<\/h2>\n
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Source: https:\/\/www.pymnts.com\/<\/p><\/div>\n

Budweiser has lost its title as \u201cThe King of Beers\u201d because even though it is recognized as the most valuable beer brand in the world, smaller brewers are winning the hearts of the largest group of consumers. Mainstream beer brands such as Budweiser, Coors, Corona, and Heineken are losing sales with more and more millennials choosing to guzzle craft beer, sip on wine, or even get a cleaner buzz with healthier cocktails. Beer has lost 10% of its market share to wine and hard drinks the past decade. Even the Super Bowl, a public event associated with beer-guzzling, showed 20% of young drinkers opting for wine and another 20% choosing spirits over beer. The younger crowd are demanding new and more exciting alcoholic drinks, and the smaller brewers and trendier bars are more than willing to provide them.
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SlimFast<\/h2>\n
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Source: https:\/\/i.pinimg.com\/<\/p><\/div>\n

The convenient diet shakes product line that offered simple and easy-to-follow plans to effectively lose weight once gained widespread success. However, SlimFast, the maker and marketer of diet shakes and dietary supplement food, has failed to attract millennials despite having products that are high in protein and low in calories. The company was valued at $2.4 billion when the multinational consumer goods company Unilever bought it in 2000, but the brand\u2019s net worth has drastically dropped when it was recently sold for only $350 million, a fraction of its original value. SlimFast is attempting to boost sales by adding new products like protein bars, but with a controversial history, a lack of evidence to prove its effectiveness, and once having to recall all its canned products because of possible bacterial contamination, the brand might soon disappear without the trust and patronage of millennials.
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Hellmann’s Real Mayonnaise<\/h2>\n
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Source: https:\/\/www.costco.co.uk\/<\/p><\/div>\n

Even our favorite white and creamy condiment used in the preparation of snacks and salads is feeling in the pinch. Mayonnaise sales have fallen by roughly 7% in the past years, and popular brands like Hellmann’s and Kraft had to slash their prices just to keep shoppers interested. Just like processed cereals, artificially sweetened drinks, and naturally sweet raisins, millennials are removing mayonnaise from their diet and replacing it with low-fat Greek yogurt, cottage cheese, mustard, olive oil, hummus, almond butter, pesto, or mashed avocado. There\u2019s also nayonaise, the vegan alternative to mayonnaise that\u2019s egg-free and made from soy. Mayo companies are now forced to venture outside their eggy comfort zone to improve sales and survive. After Heinz came up with Mayochup which is exactly what it sounds like, a mayonnaise and ketchup hybrid, Hellmann’s is delivering more choices with organic and eggless products, such as its organic mayonnaise that comes in original, roasted garlic, and spicy chipotle flavors.
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Downy Fabric Conditioner<\/h2>\n
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Source: https:\/\/www.dollargeneral.com\/<\/p><\/div>\n

Downy and other fabric softeners have also been falling in popularity in recent years. Despite adding a sweet fragrance and making your clothes and sheets softer, eco-conscious millennials are concerned about the potentially hazardous chemicals these laundry conditioners contain that manufacturers do not disclose on product labels. Aside from the highly flammable ethanol that can cause skin and eye irritation, the fabric softeners\u2019 scents have also been reported to trigger asthma attacks or breathing problems among sensitive individuals. Millennials also see the product as an unnecessary expense since there have been improvements in detergents and upgrades in washing machines. Moreover, the Net Generation can easily come up with cheaper DIY equivalents, making homemade fabric softeners using vinegar and baking soda. Some experts even suggest scratching off the laundry product from your grocery list because they\u2019re bad for your clothes, particularly on sportswear that specifically states on the tag that it\u2019s not to be washed with fabric softeners.
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Pampers Diapers<\/h2>\n
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Source: https:\/\/images-na.ssl-images-amazon.com\/<\/p><\/div>\n

Millennial couples are making an impact on the baby diaper market in the United States and not in a good way. Unlike previous generations, younger parents are choosing to have fewer babies. The country\u2019s birth rate is at its lowest in 30 years since Americans have better access to contraceptives, and they don\u2019t feel the pressure to settle down and start a family. With birth rates dropping since 2008, popular diaper brands like Pampers and Huggies are faced with a problem. Even when they decide to become parents, younger consumers have a different approach to evaluating baby products and shopping for diapers. The majority of millennial parents use their smartphones to research baby products, use a same-day shipping option instead of going to an actual store, and shop online using a subscription service. Amazon, for example, has a family program where new parents can subscribe to get 20% off on all diapers. Giant retailers like Walmart and Target have also wisely followed the trend and now offer online shopping, diaper subscription and discounts, and free shipping.
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McDonald\u2019s Big Mac<\/h2>\n
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Source: https:\/\/ae01.alicdn.com\/<\/p><\/div>\n

The symbol of American capitalism, the Big Mac with its 540 calories and 34 grams of fat in its two all-beef patties and other ingredients, might be headed out the door. Since millennials prioritize health and wellness, they skip McDonald\u2019s signature burger because it doesn\u2019t only contain a lot of calories and saturated fat, it\u2019s also high in sodium and fructose corn syrup, ingredients that can cause diabetes and obesity. The hamburger can raise your blood pressure to abnormal levels, and if consumed regularly and excessively, it can lead to heart disease and stroke. The majority of millennials believe it\u2019s important to eat healthy and indulge only once in a while, and in a poll conducted by a McDonald\u2019s franchisee, only one in five millennials has tried out a Big Mac. Unless the massive fast food company comes up with healthier and more natural ingredients, sales might continue to dwindle as millennials opt for gourmet sandwiches made from lean chicken, kale, and avocado.
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Buffalo Wild Wings<\/h2>\n
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Source: https:\/\/i.insider.com\/<\/p><\/div>\n

Contrary to the news that millennials prefer eating at home, the younger consumers eat out more than any other generation. Most of them just don\u2019t go to restaurants with sit in booths like Buffalo Wild Wings, Applebee’s, Olive Garden, or Ruby Tuesday. Instead, millennials are flocking to fast, healthy casual chains like Au Bon Pain, Chick-fil-A, Chipotle, and Panera Bread. These bakeries and bistros offer a comprehensive menu with healthy, organic, and locally-sourced ingredients aligned with millennial concerns on nutrition. They also have easy grab-and-go options that answer the millennials\u2019 need for convenience and efficiency. Moreover, some eateries, like Au Bon Pain, even have on-site nutritional information diners can access using computer kiosks so they can read each option\u2019s ingredients and calories. Still, the sports bar chain isn\u2019t about to go down without a fight. They\u2019re trying out smaller, quick-serve restaurants to attract younger customers.
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Chef Boyardee Ravioli<\/h2>\n
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Source: https:\/\/media.glassdoor.com\/<\/p><\/div>\n

The brand that brings us canned Italian flavors and quick, microwavable pastas is falling out of favor with millennials looking for fresher and healthier options. Founded by the Italian immigrant, Hector Boiardi, after his restaurant customers kept asking for spaghetti sauce, he first distributed the product in milk bottles. From there, he opened a factory, was commissioned during World War II to produce army rations, sold his company after the war to ensure everyone got to keep their job, and continues to produce canned pasta today. Unfortunately, today\u2019s younger consumers are more concerned about the fat and sodium contained in every can of beef ravioli than the company\u2019s impressive history, and they won\u2019t buy the canned food that can have adverse effects on their health. Chef Boyardee\u2019s canned spaghetti and meatballs even has high fructose corn syrup, soy protein concentrate, and artificial coloring that contain potentially carcinogenic chemicals. Today, Conagra Brands is trying to increase sales by improving the canned pasta with healthier and higher-quality ingredients.
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Newman\u2019s Own<\/h2>\n
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Source: https:\/\/images2.minutemediacdn.com\/<\/p><\/div>\n

The brand started with a homemade salad dressing that led to Newman\u2019s Own, a company that produces mostly organic foods such as cookies, pretzels, pasta sauce, lemonade, and fruit cocktail juices. The food company also donates all of its after-tax profits to many educational and charitable organizations and has given over $500 million to charity since the business started in 1982. Homemade, organic, and gives to charity\u2014this is exactly the kind of brand designed to appeal to millennials. However, many young shoppers are missing out because they are not familiar with the brand and they don\u2019t know the critically acclaimed American actor, race car driver, and philanthropist Paul Newman. They should check out the prison drama film Cool Hand Luke or the Western film Butch Cassidy and the Sundance Kid to know just how amazing the company\u2019s founder was.
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Kenmore Appliances<\/h2>\n
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Source: https:\/\/middlebury.coop\/<\/p><\/div>\n

In today\u2019s increasingly digital society with millennials researching and checking their options online, there are fewer shoppers stepping through the doors of outlet stores likes Sears Hometown to buy appliances, garden equipment, and tools. As the retail company\u2019s sales drop, so do the sales of refrigerators, vacuum cleaners, washers and dryers, and other home appliances sold by the once highly regarded Kenmore brand. Only one out of five millennial shoppers consider buying a Kenmore while most of them are opting for familiar electronic brands such as LG and Samsung. Most millennial renters prefer Dyson\u2019s technology and its lightweight cordless vacuum over Kenmore\u2019s bulky canister vacuum cleaner. Even as the younger consumers start building their own nest, the new homeowners are choosing Whirlpool, Dyson, GE Profile, Avanti, and Bosch selling appliances designed with a modern approach to style. However, Sears is building a new strategy and counting on the millennials\u2019 baby boomer parents to have a hand in buying their children\u2019s appliances and go for the Kenmore brand.
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Kodak<\/h2>\n
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Source: https:\/\/prnewswire2-a.akamaihd.net\/<\/p><\/div>\n

A generation ago, \u201cKodak Moments\u201d were valued and cherished. Today, with smartphones and social media allowing everyone to take and share as many photos as they want at zero cost, the company whose core business was selling cameras and film has been struggling since the late 1990s with its declining sales and its slow transition to digital photography. Even though the former cutting-edge company invented the world\u2019s first handheld digital camera, it had to let go of several businesses, shut down film factories, and lay off tens of thousands of workers in order to emerge from the bankruptcy it filed in 2012. Today, the photo company that had once employed over 145,000 workers has downsized to 5,400 employees doing graphic communications, functional printing, packaging, and professional services for businesses. Kodak has also started dabbling in cryptocurrency, introducing Kodakcoin which is an innovative way for photographers to manage their rights to their images.
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Chevrolet Volt<\/h2>\n
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Source: https:\/\/kosmofoto.com\/<\/p><\/div>\n

Car sales have also been dropping because millennials are not as keen on purchasing and driving their own cars as older generations. Based on surveys and much to car manufacturers\u2019 dismay, younger people don\u2019t place car ownership high on their to-do list. They also don\u2019t actively pursue getting a driver\u2019s license because they don\u2019t see it as a rite-of-passage the way prior generations did. Because of this, the Chevrolet Volt is getting the same fate as other sedans. General Motors has stopped making the plug-in hybrid electric car since sales have dropped with millennials wanting to avoid the frustrating task of driving in heavy traffic. They don\u2019t want to worry about car glitches, insurance, maintenance, and parking. Instead, they would rather take advantage of the ubiquitous availability of ridesharing. Moreover, the younger ones who do prefer to drive on their own feel safer in larger vehicles and buy SUVs and pickup trucks instead of cars.
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Harley-Davidson<\/h2>\n
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Source: https:\/\/cnet3.cbsistatic.com\/<\/p><\/div>\n

Even Harley-Davidson motorcycles are failing to get the interest of younger consumers. While their baby boomer parents might have dreamed about buying and riding the most iconic motorcycle brand like Peter Fonda in Easy Rider, Arnold Schwarzenegger in Terminator 2, or John Travolta in Wild Hogs, the quintessential big bikes simply don\u2019t have the same cultural appeal to millennials. While the speed machines might have symbolized rebellion and freedom for earlier generations, millennials see them as unnecessary luxury items they could do without while they still deal with the financial consequences of student loans. Instead of buying a gas-guzzling Harley-Davidson, environmentally conscious millennials are going with more affordable, practical, eco-friendly scooters that they find more conducive to urban riding. Or, they\u2019ll just use public transportation, ridesharing, or ride-hailing apps.
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Crocs<\/h2>\n
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Source: https:\/\/www.harley-davidson.com\/<\/p><\/div>\n

The rubbery comfortable clogs called Crocs that you either love or hate appears to be seeing their final days. Even though they are incredibly durable, the digitally informed and health-conscious millennials are concerned if the lightweight, non-restricting, easy-to-clean footwear is, in truth, bad for their feet. Some podiatrists even discourage using Crocs for long walks or all-day use because the shoes do not adequately secure the heels, and this could lead to tendinitis, nail problems, toe deformities, corns, and calluses. Even though Crocs are great for people with wide feet or those suffering from edema on their legs and ankles, people with narrow feet won\u2019t get good support from the shoes because of their loose fit, likely causing the wearer to trip or fall. It\u2019s also easy to copy Crocs\u2019 simple design and younger shoppers can easily buy cheaper knockoffs from markets. However, though the company has been closing many of its retail stores, it\u2019s making a comeback with Generation Z, the group that follows millennials. Teenagers are once again embracing the brand because it allows self-expression, particularly with last year\u2019s Goth Crocs.
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Gap Inc.<\/h2>\n
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Source: https:\/\/scstylecaster.files.wordpress.com\/<\/p><\/div>\n

The clothing retail company once ran a jingle ad that invited customers to \u201cFall into The Gap,\u201d but its shoppers from over 90 countries around the globe appear to have a falling out with the fashion retailer instead. Under weak leadership failing to improve Gap\u2019s lackluster image to effectively compete with modern retailers, the company\u2019s sales have been in a slump for years and did not improve even during holiday seasons. Millennials who also readily choose brands that support a cause would not want to patronize a brand known to have sweatshop workers forced to work in dangerous environments in Saipan and don\u2019t get paid for overtime work. The retailer faces a future where sales will continue to drop unless it sorts its labor issues, improves its products which shoppers are beginning to find the same, monotonous, and boring, upgrades its outdated advertising, and addresses its painful expenses from many physical stores with low foot traffic.
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Abercrombie & Fitch<\/h3>\n
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Source: https:\/\/assets.bwbx.io\/<\/p><\/div>\n

The retail chain powerhouse Abercrombie & Fitch with over a thousand stores around the globe has been on a losing streak and going through a rough sales patch for years. The company and its high-quality apparel and accessories do not appeal to younger consumers who find the brand too exclusive and out-of-fashion. Just like the former preppy favorite J. Crew with its dated aesthetics and exorbitant prices, Abercrombie & Fitch is struggling to compete against more reasonably-priced and modern retailers that regularly add to their wide array of clothes to keep up with today\u2019s fast-changing fashion trends. The younger shoppers prefer to get their urban casual wear from H&M, Forever 21, Mango, Zara, Front Row Shop, and Topshop. These retailers offer budget-friendly collections of fashionable and chic outfits, with seasonal campaigns and fashion-forward styles, attractive discounts and offers, free shipping of online orders, and blogs to keep subscribers informed about the latest trends in fashion.
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Macy\u2019s<\/h2>\n
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Source: https:\/\/amp.businessinsider.com\/<\/p><\/div>\n

Macy\u2019s has redesigned its flagship store in New York by adding an Instagram wall and a 3D printing area, but despite all of its attempts to get the millennials\u2019 attention, the younger shoppers are not buying from the luxury department store. The American company even partnered with the eCommerce website Etsy and tried a tuxedo rental service targeted at millennials who needed clothes for special occasions such as weddings, but its sales and stocks have continued to fall, and it has no choice but to close more and more of its physical stores. However, even though the Net generation is known to prefer doing their shopping online, they aren\u2019t completely turning their backs on brick-and-mortar stores. Rather, they\u2019re skipping traditional stores with limited yet pricey selections like Macy\u2019s. Millennials may form the biggest generation of buyers today, but their spending power is also weighed down by student loans and other financial obligations, so they have to be practical about how they spend their money. Unfortunately for Macy\u2019s, their current and potential customers have access to a massive selection of online shops that offer not just the convenience of shopping from your home with orders getting delivered right at your doorstep, but also more choices at more affordable prices.
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Victoria’s Secret<\/h2>\n
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Source: https:\/\/content.fortune.com\/<\/p><\/div>\n

Even the sought-after lingerie brand that has angels walking down the runway in sensual and provocative underwear is looking a little ragged these days. The designer, manufacturer, and marketer of women\u2019s lingerie and beauty products may be the largest lingerie retailer in the United States, but its sales have been steadily declining since 2016. It appears its annual elaborate fashion show is not enough to bring younger shoppers through its doors with direct-to-consumer competitors like Lively and MeUndies appealing more to millennials. The value-conscious shoppers also find Victoria\u2019s Secret too expensive compared to other brands that also offer quality lingerie. The convenience of online shopping with free shipping and stress-free returns has women opting to purchase their intimate apparel online rather than go to an exclusive brick-and-mortar store like Victoria\u2019s Secret where women end up buying expensive bras that don\u2019t fit them properly. Lastly, millennials are rejecting Victoria\u2019s Secret\u2019s sexy lingerie image that objectifies women and instead gravitate toward brands that promote positive body image.
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Bed Bath & Beyond<\/h2>\n
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Source: https:\/\/www.cheatsheet.com\/<\/p><\/div>\n

The American chain of retail stores selling home merchandise, Bed Bath & Beyond, is also floundering. Sales and foot traffic are declining as customers go to its major retail competitors, such as Costco, Crate & Barrel, IKEA, JCPenney, Pottery Barn, Target, and Walmart. There\u2019s also a rise in competition from eCommerce companies like Amazon, Alibaba, eBay, and Rakuten. Amazon has become a household name when it comes to online shopping, and it has the largest revenue worldwide today. In contrast, the home furnishings giant is not doing enough to market itself to younger shoppers. It is also moving too slowly in creating any significant digital presence to attract millennials. The company finds itself in a sales slump, its shares have plunged nearly 20%, and it has been ousting many executives with no clear sense of where the company is heading.
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Tiffany & Co.<\/h2>\n
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Source: https:\/\/dynl.mktgcdn.com\/<\/p><\/div>\n

The luxury jewelry and specialty retailer is on an extended sales slump and faces an uphill battle as it tries to appeal to the younger millennials with priorities different from prior generations who coveted its diamond and sterling silver jewelry. The younger generation simply refuses to settle down early and has less interest in fine jewelry. They are not buying the company\u2019s signature rings, bracelets, and accessories, and are instead investing in affordable trendy jewelry made using sustainable raw materials sold by modern brands, such as Edge of Ember, Katie Mullally, and Maria Black. The company\u2019s stock has been down by 20% since younger couples aren\u2019t getting married, and even if they do, they avoid splurging on diamond engagement rings. Hoping to attract the younger demographic, make the brand more current, and increase sales, Tiffany & Co. formed a partnership with Lady Gaga and ran new ads that featured young celebrities, including Elle Fanning and Zo\u00eb Kravitz.
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De Beers<\/h2>\n
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Source: https:\/\/regardjewelry.com\/<\/p><\/div>\n

The home of diamonds for over a century and the biggest diamond company in the world that pretty much invented the concept of diamond engagements rings isn\u2019t too happy with the millennials\u2019 lack of interest in their dazzling rocks. Not only is the younger generation opting to marry later, if ever at all, but they are also not interested in buying luxury goods. Instead of blowing a ton of money on authentic diamonds, they are purchasing less expensive substitutes such as white sapphires, rubies, and emeralds. Millennials also buy less but rent more now that they have the option to rent expensive jewelry for only a fraction of its retail price. These younger clients can be glamorous for special occasions without burning a hole in their pocket by borrowing designer jewelry from popular online rental sites like Red Carpet Rocks, Rent the Runway, Haute Vault, and Switch.<\/h6>\n","protected":false},"excerpt":{"rendered":"

Many of the brands that shaped our childhood are in danger of disappearing as they struggle to appeal to millennial consumers with tastes different from older generations, particularly baby boomers. Today, with millennials being the largest generation of buyers, companies need to identify what goes into the younger group\u2019s purchasing decisions to avoid that terminal decline that leads to brand extinction. Millennials value authenticity, transparency, convenience, and choices. They tend to be more health-conscious, choosing breakfast sandwiches over processed cereals and sparkling water over carbonated soft drinks. They are also more interested in buying experiences instead of buying things, and <\/p>\n","protected":false},"author":1,"featured_media":61992,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","footnotes":""},"categories":[29],"tags":[544,20532,20529,20531,483,20530],"yst_prominent_words":[10987,10774,20519,13453,9186,14212,20520,20525,20324,20524,20516,20526,20523,20517,15292,8811,20527,20518,20521,20522],"_links":{"self":[{"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/posts\/62026"}],"collection":[{"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/comments?post=62026"}],"version-history":[{"count":0,"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/posts\/62026\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/media\/61992"}],"wp:attachment":[{"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/media?parent=62026"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/categories?post=62026"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/tags?post=62026"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/awesomejelly.com\/wp-json\/wp\/v2\/yst_prominent_words?post=62026"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}