We’ve cheered for Cheers, rooted
for Rose Apothecary, and checked in at the Rosebud Motel. From sitcoms to
social feeds, small businesses have long held center stage in pop culture — but
what about in real life? According to a sweeping new global study led by Rank Vella, CEO of Constant Contact, it turns out the true impact of
small businesses isn’t fully appreciated by the audiences who rely on them
daily. And that’s a missed opportunity — especially when it comes to connecting
with younger consumers.
As
The Grocerant Guru®, I’ve
seen firsthand how small businesses — especially those in foodservice, retail,
and local experiences — are evolving to meet the lifestyle demands of
Millennials and Gen Z. These younger demographics aren’t just shopping; they’re
voting with their wallets. They crave authenticity, values-driven messaging,
and real human connection — all of which small businesses are uniquely
positioned to deliver.
But
here’s the twist revealed in Vella’s
research: while 82% of global consumers say small businesses positively
impact their lives, a shocking 80% dramatically underestimate just how many
small businesses exist in their country. In the U.S. alone, small businesses
make up 99.9%
of all enterprises and generate over 43% of
the nation’s GDP. That’s not a side hustle — that’s the engine
of the economy.
And
yet, consumers often don’t recognize the scope of what qualifies as a small
business. They think of their local coffee shop or yoga studio (and yes, maybe
that viral food truck from TikTok), but overlook the insurance agent down the
street, the online artisan bakery, or the grocerant blending retail with
restaurant flair. Small businesses are everywhere — but too often, hiding in
plain sight.
This
disconnect is especially crucial when speaking to younger audiences. Today’s
consumers — especially Gen Z — want brands that reflect their values. They care
about impact, inclusion, and intimacy. They want to shop where the staff knows
their name, their usual order, and maybe even their dog’s name. Small
businesses already deliver on this front — but they need to tell that story
better and louder.
Vella’s
study also found that 40% of global consumers would
feel devastated if their favorite small business shut down. And
that’s not just nostalgia talking — it’s loyalty, trust, and emotional
connection at work. These aren’t just places to shop; they’re spaces to belong.
So
what’s the takeaway for small business owners — and those who market them? If
you want to win hearts, especially among younger consumers, you have to show up
with more than just a great product. You need messaging that reflects your
purpose, community roots, and personal touch. Because when your story aligns
with their values, they don’t just buy from you — they believe in you.
As
we’ve long said in the grocerant space, the future of food, retail, and service
lies in the hybrid experience: where convenience meets connection. Small
businesses aren’t just part of our routines — they define
them. Whether it's your weekly stop at a local bakery, the barista who
remembers your name, or that neighborhood market serving up both meals and
meaning — this is where loyalty lives.
In
the words of one of TV’s most iconic theme songs, people want to go “where
everybody knows your name.” And thanks to insights from Rank
Vella’s latest research, we now have the data to back up what
we’ve all felt intuitively: small businesses matter —
economically, emotionally, and especially to the next generation of consumers.
Let’s
give them more than a cameo. Let’s make sure they stay the stars. Success
Leaves Clues—Are You Ready to Find Yours?
One
key insight that continues to drive success is this: "The consumer is
dynamic, not static." This principle is the foundation of our work at Foodservice
Solutions®, where Steven Johnson, the Grocerant Guru®, has been
helping brands stay relevant in an ever-evolving market.
Want
to strengthen your brand’s connection with today’s consumers? Let’s talk.
Call 253-759-7869 for more information.
Stay Ahead of the Competition with Fresh Ideas
Is
your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s
playbook? If you're ready for fresh ideations that set your brand apart, we’re
here to help.
At
Foodservice Solutions®, we specialize in consumer-driven retail food
strategies that enhance convenience, differentiation, and
individualization—key factors in driving growth.
👉
Email us at Steve@FoodserviceSolutions.us
👉 Connect with us on social media:
Facebook,
LinkedIn,
Twitter
No comments:
Post a Comment