The current younger generations are redefining pet ownership. This means marketers need to rethink how they’re reaching these younger pet owners with their messages.
Marketing to younger generations is challenging. Nom Nom is showing how successful brands can reach ... [+]
I’ve always been impressed by companies that know how to market to the trend-setting yet oft-unpredictable younger generations. Understanding what makes a millennial tick or what motivates a Gen Zer to get out of bed in the morning isn’t easy.
That’s why I was impressed when I connected with Alison Ehrmann, the CMO of the innovative fresh pet food brand Nom Nom.
During her time at Nom Nom, Ehrmann has overseen a promotional initiative that aims to capture the attention and loyalty of next-gen crowds as they cater to their pets’ needs. Here are a few nuggets of generational marketing wisdom from my conversation with her.
It Starts With Understanding
I asked Ehrmann how her team formulated their approach to marketing to a next-gen audience.
“Understanding your audience is paramount to successful marketing,” she said. This goes beyond basic demographics and traditional market research. Marketers need to deeply understand what their ideal customer’s life looks like and what motivates them.
“What is their day like?” she asked, “What are their goals and challenges? What keeps them up at night? How do they measure success? Once you truly understand their unmet needs, you can make an emotional connection on how your product or service is a solution to this void.”
I followed by asking, “What does going beyond basic demographics look like?”
Ehrmann explained that members of the millennial and Gen Z generations have distinct values, behaviors, and preferences that they identify with. “These generations demand authenticity and transparency and can astutely spot insincerity,” she said.
Next-gen marketing must go beyond basic buying and selling. Even with something as simple as pet ownership, younger generations are looking for brands that understand their goals, share their values, and fit naturally into their lives. “For them,” Ehrmann said, “the brand story can be as compelling, if not more so, than the value propositions they’re offered.”
The concept isn’t unique. Forbes Council Member Rebecca Brooks reports that younger shoppers are “more inclined to view their purchases as key to understanding who they are and what matters to them.” She adds that 68% of Gen Zers and millennials agree that the products they buy “are a reflection of their personality, values and beliefs.”
What Does This Look Like In Action?
Nom Nom knows that millennials and Gen Zers are becoming more conscious and proactive about health — not just for themselves but for their pets, too. When Nom Nom users sign up for fresh dog food delivery, they provide information through a pet health assessment survey. The company uses these data-driven insights to tailor product recommendations, personalized email campaigns, and a variety of marketing content.
The brand also offers recipe recommendations and provides portioning suggestions based on the individual dog’s health needs. Their website provides a plethora of resources that can help dog owners, from newbies to seasoned veterans, find suitable food options for dogs of all kinds, from puppies up to senior canine citizens.
The brand likes to meet its customers on their turf. “You need to show up where and how they already engage,” Ehrmann explained, “This often means digital platforms where authentic influencer partnerships can help tell your brand story in a relatable and engaging way.”
Nom Nom doesn’t just interact on social media. The company also works with creators and influencers to create content surrounding their brand. This is repurposed into authentic, relatable advertising collateral that Nom Nom’s marketing team can use over and over again.
Value Each Touchpoint
From Ehrmann’s perspective, Nom Nom’s success isn’t a one-time event. It’s a reproducible approach that starts with initiative. “Regardless of what demographic you’re targeting,” she said, “every touchpoint is a chance to engage, inspire, and build a strong connection that goes beyond the screens.” Those touchpoints are critical to connecting customers with solutions. They are all win-or-lose moments. Make each one count.
Jennifer Harmon a content unicorn with Convince & Convert explained, “Having kids is no longer a given. Increasingly, Millennials and Gen Z’ers are choosing to forgo parenthood, thinking long and hard about factors like climate change, rising costs of living, and how free time is spent. Instead, dogs dominate many child-free households. As values and priorities change, so do consumer purchasing behaviors. This’ll mean increases in spending power—and competition—in the pet care space for years to come. And marketers that engage in social listening, personalization, and authenticity will come out as leader of the pack.”
