AUDIENCE PERSONA
TARGET AUDIENCE
Our primary target audience consists of women aged 27-35 residing in large urban areas, particularly in Dallas, TX. These women are highly successful professionals who excel in the business world. They prioritize their physical health and well-being, maintaining an active lifestyle with regular workouts and clean eating habits. This group values personal hygiene and enjoys social activities, often attending happy hours. They seek high-quality, convenient snacks that align with their healthy and busy lifestyle.
PERSONAL DEMOGRAPHICS
Locations: Dallas, TX
Dallas is a popular destination for millennials. According to SmartAsset, millennials are moving away from cities like New York and Chicago and gravitating towards the South, with Dallas and Austin being top choices. Census Bureau data reveals that 15,217 individuals aged 25 to 39 relocated to Dallas from other states. Like other vibrant cities attracting millennials, Dallas is an ideal market for Spudsy, with a potential customer base likely to be found among the city’s health-conscious and socially active population.
Age: 27 - 35 years old
Millennials, defined as individuals born between 1981 and 1996, are currently aged 28 to 43. The target age range for Spudsy’s audience, 27-35, falls within this generational group. This cohort is characterized by a strong emphasis on health and wellness, a preference for convenience, and a desire for experiences over material possessions. As they navigate busy professional and personal lives, millennials in this age group are looking for products that align with their values and lifestyles.
Marital Status: Single
Millennials, defined as individuals born between 1981 and 1996, are currently aged 28 to 43. The target age range for Spudsy’s audience, 27-35, falls within this generational group. This cohort is characterized by a strong emphasis on health and wellness, a preference for convenience, and a desire for experiences over material possessions. As they navigate busy professional and personal lives, millennials in this age group are looking for products that align with their values and lifestyles.
PERSONAL DEMOGRAPHICS
Annual Household Income
According to the U.S. Census Bureau, the median household income in Dallas is $63,985. However, data from Glassdoor indicates that marketing professionals in the Dallas-Fort Worth area earn an average salary of $86,745 per year. Given that our audience persona is a successful professional likely working in a high-earning field, she is expected to fall on the higher end of the income spectrum. This higher earning capacity suggests that she has the disposable income to invest in quality products that align with her lifestyle, such as Spudsy snacks, which offer clean ingredients and convenience.
Gender Identity: Female
According to Mintel, “54% of women are looking for ‘Better For You’ snacks to satisfy an unhealthy craving in a healthier way.” Because more than half of women are more concerned with healthier-alternatives in snack choices, Spudsy should primarily be looking at women as a consumer.
Children: No
The New York Times reports that women with college degrees tend to have children an average of seven years later than those without, often using the intervening years to complete their education, establish their careers, and increase their earning potential. Given that Spudsy is positioned as a high-end snack brand, it targets consumers with successful careers who value quality and healthy living. It is likely that women in our target audience, who prioritize professional and personal growth, may delay starting a family compared to the national average age of 27.3 years for first-time mothers, as reported by the Pew Research Center.
LIFESTYLE
Health and Wellness Priorities
According to a Mintel report, millennials are increasingly concerned about their mental health and maintaining healthy habits. They show a strong interest in personalized health solutions, which suggests growth opportunities for products like wearable devices that offer detailed health tracking.
A Medium article highlights that 81% of millennials exercise regularly, compared to 61% of Baby Boomers. This generation is more likely to engage in fitness classes offered by gyms and health clubs. Many millennials prefer structured exercise environments, with 45% participating in fitness classes such as yoga, pilates, and dance. Millennials are more health-conscious than previous generations. They are diligent about their diet, often avoiding junk food and laziness. They also frequently take vitamins and supplements to support their health goals.
Pain Points
Millennials face several notable pain points, reflecting their unique challenges and concerns. A significant area of focus for this demographic is social and sustainability issues. Millennials are deeply concerned with social equality and climate change, seeking products and brands that align with these values. This concern speaks to their needs for esteem, belonging, and self-actualization, as outlined in Maslow’s Hierarchy. Brands that effectively address these social and environmental issues can build strong connections with millennial consumers who increasingly affiliate themselves with brands reflecting their personal ideologies (Mintel).
Another major pain point is the fear of artificial intelligence (AI). Millennials, along with Gen Z, are worried about job security due to AI advancements, and they are also concerned about AI-generated misinformation and the potential erosion of human agency. This uncertainty about AI’s role in society contributes to their anxiety. To address these fears, brands should focus on promoting transparency regarding AI content and provide a clear vision for how AI will be integrated into the future (Mintel).
Health and wellness also present significant concerns for millennials. Many feel that their bodies no longer function as well as they did in the past, with 62% expressing this sentiment. This has led to a heightened interest in vitamins and health supplements that promise long-term health benefits. Additionally, financial challenges are a common frustration among millennials. They often feel less financially secure compared to previous generations and frequently use budgeting apps and tools to manage their finances and maintain control over their spending (Mintel).
MEDIA CONSUMPTION
News Consumption Patterns
According to data from Statista and API, social media remains a crucial source for news, with 45% of individuals using it daily for updates. However, younger millennials still rely significantly on traditional media. Specifically, 44% of this group consume news from television daily, while 32% turn to online news websites. Additionally, 27% read print newspapers weekly. Despite the growing use of news aggregators like Apple News and Google News, traditional media outlets, including TV and print newspapers, continue to maintain higher levels of trust among consumers. It is essential to approach research sources critically and recognize the diverse trust levels associated with various news platforms.
Daily Content Consumption
As the largest, most connected generation in the US, Millenial consume media across many platforms. Millenials are more likely to prefer social networks when researching brands online (Kepios). 70% of US survey respondents from Deliotte’s Digital Trends Survey say they follow an influencer on social media, with one-third stating that these online personalities influence their buying decisions — a figure that increases to more than half for US millennials. According to a report conducted by GWI, the daily time spent online by Millennials has been on a steady decline from a peak of 7 hours and 36 minutes in 2017, with the average sitting at 6 hours and 48 minutes as of 2023.
PURCASE FACTORS
1. Millennials value experiences over possessions
A survey by Eventbrite found that 78% of millennials prefer spending on events or experiences rather than physical items. Brands have adapted by offering curated and immersive experiences, focusing on creative packaging and unique digital experiences to engage this demographic (Khoros).
2. Millennials find comfort with online shopping
A 2022 survey by ESW revealed that 73% of millennials intend to maintain or increase their online spending in 2023. As digital natives, they find e-commerce platforms both convenient and familiar, relying heavily on reviews and recommendations when shopping online. As a result, it is crucial for brands to manage their online presence effectively, ensuring they engage customers across social media, websites, blogs, online marketplaces, and forums (Khoros).
3. Millennials favor socially responsible and sustainable brands
Millennials are concerned about climate change and social responsibility, which drives their commitment to sustainability. They actively seek out eco-friendly and ethically produced products, favoring companies that reflect their values. For instance, a McKinsey & Co. report found that 75% of millennials consider sustainability when buying clothing. Adopting sustainable practices can boost a brand’s reputation and trustworthiness among millennials (Khoros).
NEEDS
What needs do Millenials have that relate to Spudsy?
Millennials prefer to buy products from ethical brands that truly care about their brand and products according to the New York Post. They also claim that 82% of millennials make an effort to only buy products that use naturally sourced products. According to the NY Post, 80% of millennials are likely to base their purchases based on the brand’s mission or propose. Millennials genuinely care about what is being put into the products that they are consuming and how the product is being made.
How can Spudsy help meet those needs?
Spudsy has a powerful mission statement on their website: “We are inspired by our ability to deliver delicious snacks rooted in sustainable practices that help reduce food waste and we hope you enjoy our products as much as we do!” Spudy also has many health features for their puff including: non-GMO, vegan, plant based, gluten-free, kosher, and upcycled. By continuing to upcycle sweet potatoes and deliver a natural product, Spudsy can meet the needs of Millenial consumers.
INTERVIEWS
Questions:
Are you married?
Where do you live?
How old are you?
Do you have children?
What is a typical day in your life?
What are your biggest frustrations at this time in your life?
What are your pain points?
What are your goals?
Where do you get your news?
What type of content do you consume daily?
What is your favorite social media platform?
What encourages you to make a purchase?
What products grab your attention?
How do you decide which product or service to purchase?
INTERVIEWS
Emily Faller
Cousin of Carolyn
Emily Ervin is a 26-year-old woman living in Dallas, Texas. She is dating and lives with her boyfriend, but they are not married. They have a joint income in the six figure range. Emily cares about exercise and has a membership to a local pilates studio, and enjoys trying the local Dallas cuisine. While she maintains a diet, Emily said she loves to order in take out with her boyfriend. A typical day in Emily’s life is going to work, coming home and walking their two dogs with her boyfriend. Some days she trades walking the dogs for an evening pilates class. A frustration of hers is the high income tax in Dallas, and that her boyfriend and her have different spending habits. While she tries to limit social media time, Emily indulges in Instagram and Tik Tok. She is often influenced by style influencers, leading her to impulsively buy clothing. She spends money on quality, but can fall into trend traps. She wouldn’t waste money on clothing that was cheap, or food that was full of junk.
Jenny Schultz
Sister of Eric
Jenny Schultz, a 32-year-old single resident of Kansas City, prioritizes a healthy lifestyle through regular workouts and clean eating. Balancing work, fitness, and nutrition in her daily routine, Jenny values convenience and seeks solutions for her time constraints. Actively engaged in various news sources and social media, she makes purchasing decisions based on bargains, limited-time offers, and sustainability. Brands targeting Jenny should focus on convenience, health promotion, and sustainability to align with her busy and health-conscious lifestyle. Understanding her preferences provides key insights for tailored product and marketing strategies.
INTERVIEWS
Ally Pera
Friend of Gracie
Ally Pera is a 29-year-old single woman living in Florida. She works in the business world and enjoys living a healthy, clean lifestyle. She makes six figures at her job. Ally’s daily routine consists of working out, going into the office, walking her dog, and hanging out with friends. Her favorite workout to do is pilates, especially when it is with her girl friends. She is on social media but uses Tiktok the most. The most important things that Ally looks for in products are the health benefits, how it is made, if it is easily accessible, and if it comes in bulk packaging. She is passionate about her personal health and is easily turned off by unhygienic and lazy people.
Paige Farmer
Cousin of Megan
Paige Farmer is a 30 year-old woman living in Chicago. She lives with her husband Drew whom she recently married. They live in a two-room apartment in Lincoln Park. She enjoys fitness and has recently gotten into hot yoga. Her 2024 resolution includes taking more yoga classes and making sure to walk on a daily basis. Whether it be outside or on the treadmill. Paige and her husband also stay active through a local kickball league in the city. Not only does this allow them to socialize with friends but it keeps them active at the same time. Paige has recently gotten into clean eating. She decided to go glutenfree after struggling with stomach issues for the past five years. Implementing glutenfree options has been an adjustment for both her and Drew. A typical day in Paige’s life includes starting her day at hot yoga, taking a quick shower, and heading into her office at the marketing firm where she’s been employed for the past six years. Paige ends her day cooking her new favorite gluten free dinner for her and Drew and finally winding down on the couch to watch their new favorite Netflix show.
PERSONA VISUAL - KATIE
APPENDIX
References
APPENDIX
