MRO Magazine

At Global Pet Expo, GfK Will Focus on Millennials’ Purchase Behavior, Attitudes

March 2, 2015
By Business Wire News


Millennial pet owners pose a crucial question for pet brands: How can marketers effectively target this up-and-coming generation? This week, two GfK thought leaders will present new findings on this issue at the 2015 Global Pet Expo.

Kathy Sheehan, Executive Vice-President of Consumer Trends, and Maria Lange, Senior Product Manager of Retail and Technology, will co-present “Marketing to Millennials” at the Expo’s Academy Seminar on March 5, 2015, at 10:30AM. Sheehan and Lange will expand on the difficulties of marketing to Millennials and offer research-backed insights on how best to appeal to their values.

Lange and Sheehan will also answer three questions vital to understanding younger consumer generations:

  • How can successful brands use customer touchpoint experiences to build strong relationships with Millennial consumers?
  • Which types of experiences are most effective in reaching and winning over Gen Y consumers?
  • What role does social media experience play in attracting Gen Y consumers?

“Millennials represent the future of so many products and services –including pet food and other pet products,” said Lange. “Understanding how they live a brand is key to winning their business, in the pet marketplace and everywhere else.”

“Millennials seek brands that are unique, and will actively search for them online,” says Sheehan. “Marketers should be highly attuned to Millennials’ input, provide thoughtful responses, and take other steps to cultivate healthy relationships with this key generation.”

The Global Pet Expo, presented by the American Pet Products Association (APPA) and the Pet Industry Distributors Association (PIDA), will run from March 4 to 6, 2015 in Orlando, Florida. Last year, over 5,000 people attended the event.

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit or follow GfK on Twitter:

David Stanton, 908875-9844
Vice President, GfK Marketing and Communications, Consumer Experiences North America