PPB November 2019

WATERCOOLER Millennials Get All The Cred, But Older Gens Have Also Gone Digital A new study by the Pew Research Center reveals that older generations are close contenders when it comes to using digital. Millennials aren’t the only generation responsible for the digital boom. Although other generations, namely Gen X (ages 39-54) and Baby Boomers (ages 55-73) are behind in stats, they aren’t far behind. A new study from the Pew Research Center reveals that 93 percent of Millennials own a smartphone, but so do 90 percent of Gen Xers and 68 percent of Baby Boomers. Further, 55 percent of Millennials own tablet computers, as do 52 percent of Gen Xers and 33 percent of Baby Boomers; and 86 percent of Millennials use social media, along with 76 percent of Gen Xers and 59 percent of Baby Boomers. The consensus: nearly everyone is going digital. The only group that trails behind in the digital arena is the Silent Generation (ages 74-91); 40 percent of this generation own smartphones, 33 percent own tablets and 28 percent use social media. The Silent Generation is also the least likely to see the internet as beneficial for society. According to Pew, 73 percent of Millennials believe the internet has been “mostly good” for society, compared with 63 percent of the Silent Gen. A positive perception of the internet also declined for Gen Xers, dropping from 80 percent believing the internet was “mostly good” in 2014 to 69 percent in 2018; Baby Boomers were one point behind with 68 percent. When asked about whether they believe the internet is “mostly good” for themselves, 90 percent of Millennials agreed, followed by 89 percent of Gen Xers and Baby Boomers, respectively, and 78 percent of the Silent Generation. SELLING POINT Taco Bell’s Unstoppable Growth The fast-food eatery launches a campaign for back-to-school wear. Taco Bell has ventured into unprecedented waters this year. The fast-food brand launched a campaign that included a branded experience at a Palm Springs, Florida, hotel, overtaking 70 rooms and adorning them with branded pillows, bedding and artwork, which sold out in minutes. It also launched its Taco Bell-themed wedding venue at its Las Vegas Cantina restaurant, which offers a full “I do” experience with custom merch—including a sauce packet bouquet, garter and bow tie—and, of course, tacos and dessert. Last year, Taco Bell also launched three versions of a party pack, two containing 12 tacos and one containing 10, to enjoy at larger gatherings—yes, like weddings—or during late-night grub fests. But now, Taco Bell is allowing its fans to sport their love for the bell through a back-to-school branded merch collection, available through its online store. New merch, which ranges in price from $5-$85, includes a USB portable charger and pens and pencils resembling hot sauce packets; branded notebooks, sticky notes, a pencil pouch and backpack; shirts, leggings, sweatshirts, joggers, scrunchies and jewelry; and DIFF eyewear blue-light blocking glasses, which are presented in a pouch resembling none other than a sauce packet. For a look at branding done right, Taco Bell’s marketing this past year has been packed—just like its tacos—with a ton of creativity, success and consumer interest and loyalty. | NOVEMBER 2019 | 85 THINK