A lot has been written about millennials, a term used to describe those born between 1981 and 2000. Also known as Generation Y, Boomerang Generation and Echo Boomers, this segment of the U.S. population is estimated to be 76 million to 80 million strong, or roughly one in four people.

Ranging in age from 14 to 33, they currently spend $600 billion dollars a year in the market, which according to Accenture is expected to rise to $1.4 trillion by 2020. This will account for 30 percent of total retail sales, giving millennials an increasing say in what they do or don’t like about products and services, and how these are delivered.

In order for both retailers and produce growers to be in a position to serve this emerging buying group well, they need to understand some of the characteristics that make this group different from previous generations.

Who they are?

Millennials are able to multitask very well, largely a function of them growing up in the emerging digital age.

They are able to watch TV, a YouTube clip, text and catch up on social web sites all at once. Whatever is most interesting at any point in time will attract their attention, which means millennials are easily distracted.

Most millennials are very tech-savvy, very comfortable around the latest smart phone releases, working with a wide range of software applications and knowing how to integrate other technical devices into laptops, tablets and phones.

Being tech-savvy also allows them to connect well via social media and explore alternative sources of information, such as blogs, web sites and online information repositories. And they do this with dazzling speed!

What they want?

Living in a connected world and knowing how to use technology and the Internet means millennials want instant gratification. They also want instant recognition, even if their moment of fame is just for a short period of time.

For most part, millennials have experienced absentee parents who have either both chosen to pursue their own careers or been forced to provide dual incomes to keep a certain standards of living. As a result, most millennials seek a better work-life balance and are open to supporting worthy causes.

millennials like transparency, authenticity and being valued as individuals. They are also far more collaborative in their approach to solving problems or seeking answers.

How will millennials influence produce?

While there are countless ways in which millennials have and will influence the produce industry, there are examples that already point the way forward.

Equiterre, a Quebec-based non-profit organization, connects farmers and customers by pairing up their needs via their web site.

Customers buy a stake in the farmers production ahead of the growing season and can count on a fresh supply of produce delivered directly to a convenient point of collection for most of the summer and fall.

Today they service 30,000 customers, a growing number of whom are millennials, through this connectivity.

As community gardens prosper in many urban settings, many millennials are becoming engaged in the growing of fruit and vegetables. This is driven in large measure by the collaboration required to grow produce successfully and what appears to be an interest in re-connecting with food in a natural way.

Concordia Greenhouse and Santropol Roulant are two examples in the Montreal area that are supporting the establishment of community gardens and are involved with local student communities.

Looking at Toms Shoes recent entry into the coffee business is a very interesting case of a millennial business owner showing how products can be linked to good causes.

Building on a business model that gives away a free pair of shoes for every pair purchased, their foray into coffee takes a similar approach. For each bag of coffee purchased, Toms Roasting Co. will give one week of clean water to a person in need through its One for One program.

Tom’s message is clear that they are in business to help improve the lives of others, a message that resonates with millennials.

Fair Trade bananas are a good example of how this idea has taken hold in the fresh produce industry, but we have yet to see how this will expand into other product categories.

So, as the ranks of the employed start to swell with more and more millennials, whether you are a grower, wholesaler or retailer, your future success will increasingly become dependent on how well you understand this group and are able to cater to their needs.