Millennials gravitate towards products that communicate a genuine message and offer a sense of discovery. This has resulted in craft-style branding that emulates a sense of community for millennials and other consumers.

Symrise set out on a journey to define what craft means to millennials, and conducted an in-depth study across the United States. Learn more about our discoveries in Craft with the video below.

Learn more about our Craft Initiative with our Infographic: Defining Craft Branding in Food and Beverage!

_{This article was originally published on 11/06/2019.}