Consider this Part 2 of our “The Consumer Just Might Be A Moron” post from a year ago. Except the subjects in question today aren’t consumers, rather what I would call “consumers in training.”
Few would agree with me though, since the trend recently has been to highlight Gen Y/Millenials, and the cohort just behind them, as consumers extraordinaire. Such as:
- How much influence they have on their parents’ and their friends’ spending decisions
- How savvy they are as shoppers
- How they Hoover up digital media in a way that makes the rest of us look like stooges
In an earlier post, we called them “Gen F.” Use your intuition to guess what the “F” stands for.
Today, we pass along some new research that indicates the “F” doesn’t stand for flawless, at least.
A couple of academics in Belgium set up a study to test what college students on steady, cafeteria-based meal plans ate. Analyzing their “food diaries” before and after putting up signs designating the healthiness of the cafeteria food options, they found that the students ignored the information provided and mostly ate the unhealthy crap.
For example, 70% of the food the students consumed was openly and clearly designated with zero stars or one star (on a scale of three stars), meaning they were the least healthy options.
Maybe the cafeterias in this study had no Internet access, preventing the students from Facebooking and Twittering (aka functioning normally). Or maybe they were channeling John Belushi.