A Taste of Generation Yum - by Eve Turow

Why I picked it up: Young adults are foodies.  A number of studies have indicated that, compared to older Americans, they are more likely to self-identify as a foodie (Ypulse) and they also spend more on eating out, despite having relatively lower incomes (Restaurant Marketing Labs). True, foodie-ism seems to be increasingly more prevalent across generations, but is there something specific about this generation of young adults that make them even more prone to it? If so, is this an opportunity for museums as they seek to engage young adults (and teens)? 


The gist of it: Overall thesis is that yes, young adults are food obsessed.  Suggests that a main reason is that food is a very analog, multi-sensory experience and an antidote to their screen-based lives:

• "…this generation is, without doubt, lacking in sensory stimulation, and we're finding a remedy in food." - Kindle location 638

The book is very much written from the perspective of a well-educated Millennial, so while the assumptions made may hold for those with the financial resources to support "foodie-ism," they seem unlikely for those of lower socio-economic status.  Goes on to explore Millennial farmers, etc. 


Implications for museums:  Two overall thoughts.

1. Data does seem to bear out that young adults are more likely to be foodies than older adults, especially among the well-educated.  Thus, high-quality and interesting food programs and events, held on-site or at an interesting location, likely would do well.  Especially if you make an excellent tie-in with your mission.  See the Interpreting Food Facebook page for ideas.
2. If the second part of her thesis is true, that food is a rich, multi-sensory, and analog antidote for the virtual lives of young adults, then museums may be in an interesting position to build on the very multi-sensory experiences we already provide.  How can we use high-quality, interesting foods to further enrich the object-based, tactile experiences museums are capable of?

Read or skip?  Skip.  While I think the overall thesis about  young adults being more food-obsessed than older adults is generally true, this book is lacking substance.  Sources were scarce for the data she shared; a definite concern, especially when she states things like nearly 60% of young adults grew up in upper-middle-class or wealthy families.  How is that possible?  This makes me also question the direct line she draws between virtual lives and food as analog antidote.  It is a good hypothesis, but not proven.


Two additional tidbits:

1. Food is the new art for presenting oneself as educated and sophisticated, per a William Deresiewicz op-ed:  "Nobody cares if you know about Mozart or Leonardo anymore, but you had better be able to discuss the difference between ganache and couverture." - Kindle location 820

1. Outdoor history museums and historic sites may be sitting on a gold mine: "…the farm wedding may be hipster chic - Mason jars, mismatched China and burlap runners …" - Kindle location 2185

Full citation:  Turow, Eve.  A Taste of Generation Yum.  (Amazon ebook)


Have a suggestion for my reading list?  Email it to me at susie (at) wilkeningconsulting (dot) com.

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