Cereal giant Kellogg isn’t buying columnist Bernard Salt’s avocado generation description of the nation’s millennials, outlining its concern that just under half of young Aussies are skipping the most important meal of the day.
Kellogg research has found that 2 in 5 (41%) of millennials are skipping breakfast on concerns over the cost, saying that they’re opting out “just to get by in the current economic climate”.
44 per cent admitted they didn’t feel confident in managing their current finances, while only 48 per cent felt that they comfortably met their financial needs and could easily save money.
In response the Cornflakes owner is undertaking a drop-in-the-bucket competition that will see one millennial given a 10-year supply of cereal. Kellogg said while the prize isn’t a key to a terrace in Surry Hills, “every little bit counts”.
Kellogg spokesperson Rebecca Boustead said the marketing play would demonstrate that in modern Australia there’s no reason why everyone, no matter what age, should go without breakfast each day.
“Kellogg’s understands that millennials have copped a lot of flak lately, so when we found out that they’re skipping the most important meal of the day just to get by financially, we wanted to do something about it,” she said.