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Making multicultural millennials healthy: The influence of health ‘edutainment’ and other drivers on health-oriented diet change
Journal of Cultural Marketing Strategy,
4
(1),
29-41
(2019)
Abstract
Is society doing enough to improve health outcomes for non-white millennials? Are marketing and advertising campaigns effective, especially when it comes to reaching millennials? Within the USA, explicit consideration is now being given to the role of the media in influencing millennials’ perceptions of healthy living. Drawing on theories of expanded cognitive elaboration and storytelling, this research proposes a communication strategy for marketing, advertising and digital scholars and practitioners who want to address health issues for multicultural millennials. Incorporating qualitative and experimental design methods, this study finds that by bolstering self-identity and employing health ‘edutainment’, it is possible to have a positive impact on the health intentions and behaviours of the millennial generation
Keywords: millennials; health; edutainment; diet; empowerment; multicultural
The full article is available to subscribers to the journal.
Author's Biography
Tyrha M. Lindsey-Warren is a Clinical Assistant Professor of Marketing at Baylor University, and has over 15 years of experience working in marketing and communications in corporate America, Hollywood and nonprofit arenas for such firms as Quincy Jones-David Salzman Entertainment, NBC, Creative Artists Agency, LAI Communications and UniWorld Group. Dr Lindsey-Warren speaks nationally on the topics of crosscultural marketing, digital marketing, effective communications and empowered leadership. Her research streams are rooted in narrative transportation theory, media and advertising, health edutainment, the emotion of empowerment, millennials and movies.
Charlene A. Dadzie is an assistant professor of marketing at University of South Alabama. Prior to her career in academia, she held positions at Accenture and GE. Her research interests include topics from consumer behaviour, international marketing and the intersection of marketing and public policy, including using imagination as a persuasive tool, marketplace inclusion, firm strategy in emerging markets and subsistence consumer/ producers. Her work has been published in the Journal of African Business, Journal of Business Research, Journal of Business and Industrial Marketing, Journal of Marketing Theory and Practice, Journal of Public Policy & Marketing, Journal of Marketing Channels and Journal of Product and Brand Management.
