Instagram, Facebook, Twitter, Snapchat… It’s crystal clear: social media is evolving on a scale that just a few years ago would have been unimaginable. Its influence seems to be spreading to all aspects of our lives, with an unstoppable force that is reshaping everything: from the way we interpret time and space to the way we form eating habits and define fun.

From Facebook to Twitter, Instagram to Snapchat, social media platforms have spread all over the world and established high value in the minds of their users. And when we say “users” – we mean Millennials, of course. As the biggest social media consumers – as well as the biggest trendsetters (especially in the nutrition and wellness sector), they have evolved from being mere users and moved to a more active role of small scale producers. And the success rate surrounding this phenomenon only shows how skilled they truly are in spotting and catching new waves of opportunity.

But when did this transformation happen, and more importantly, how?

What seems to lie beneath this newfound success of small size, sometimes even individual start-ups belonging in the health and wellness category is the shift of trust from big brands towards small scale consumers-turned-producers. Today it seems that the smaller and less known the producer, the faster the hype spreads around their product. This shift is most easily recognized in all things “artisan” or “craft”: artisan bread, artisan coffee, artisan pasta, craft beer, craft candy…the list goes on.

The role social media plays in this phenomenon is the one of information providing. These days you can find just about anything and everything, as long as you are well equipped with skills in the social media department. The access to information we have today has not only led to a decrease of popularity of many big brands that literally stood on top of the food chain for a very long time, but has also contributed to the rise of the small scale local producers. These days, “I’ll believe it when I see it” seems to be running the show, and those who recognized it are now reaping the benefits.

Whether it’s Kombucha in Sweden or green juices in the US, craft beer in Germany or artisan coffee in London, when it comes to newly established producers, smaller is definitely bigger (and pricier). And who is the wheel that made the first turn? Once again the arrow of success points right back to the Millennials. Being the consumer who goes beyond “liking” the product, they have developed skills that transformed them from being passive consumers into becoming active producers, turning into the vessel of change in the food world as we know it. And their secret weapon? Knowing how to use social media to learn, develop and grow their passion product and turn it into the next best thing nutrition has coming.

Original article was published in Healthy Marketing Team Blog.

Statistically, the consumption of energy boosters such as Monster or Red Bull has kept, if not increased its level. However, a pattern has been emerging – one that could have great impact on the way we understand the relationship Millennials have with this beverage category. If we zoom in on the age factor, what pops up is the difference in the consumption among the younger vs the older Millennials. Age 27-37 Millennials have increased energy drinks consumption (29% said they drink more and 22% said they drink less), while the younger generations of 18-26 have actually decreased (27% said they drink less while only 16% said they drink more).

And while the biggest names in the industry continue targeting the younger members of this category, the real wave of opportunity might just be in a less expected age group. The years of first time parenting and career development require a steady level of perkiness needed for success. Yes, the health concern is a major player in their choice making. But that doesn’t necessarily create an issue for brands.

Take Club Mate. Produced and bottled in Germany, this fizzy bottle of wake-me-up is actually a new twist on an old tradition. Yerba Mate has been popular for a very long time all over South America. Known for its high caffeine content and the unique cup it is sipped from through a silver straw, it has been the main go-to drink when your eyes begin to droop and your head hangs heavy. Yet the new refreshing version exploded in the center of Europe. It’s been steadily growing in popularity and spreading to all corners of the Earth, especially on the U.S. hackers’ scene.

Bottom line? Know your consumer. It cannot be stressed enough how important a role understanding your target plays here. And this is exactly what Club Mate did. They made a hip yet versatile drink that appeals to the young hacker generation as well as the slightly older one concerned with health maintenance. The not so high sugar content and energy boosting without the big up and low down that usually go hand in hand with both coffee and energy drinks appeals to the older Millennials, while the weird taste, cool bottle design and that its capability of being the best mixer for a cocktail appeals to the younger ones.

Understanding consumers also lies in the core of Trust Marketing, a tool created from Peter Wennstrom’s Four Factors of Success®. Focusing on unraveling patterns behind loyalty and brand trust, it shines a light on consumer behavior and what influences their decision making. Like Club Mate, we understand that for a successful brand there must always be a connection with the product’s final consumer. This is why we have redesigned our approach and have been achieving astounding results. It is time for you to ask yourself: Is your brand in touch with your consumer? We can help you reach your consumer in a way that builds trust and loyalty.