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Making multicultural millennials healthy: The influence of health ‘edutainment’ and other drivers on health-oriented diet change

Author

Listed:
  • Lindsey-Warren, Tyrha M.

    (Clinical Assistant Professor of Marketing, Baylor University, USA)

  • Dadzie, Charlene A.

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

Suggested Citation

  • Lindsey-Warren, Tyrha M. & Dadzie, Charlene A., 2019. "Making multicultural millennials healthy: The influence of health ‘edutainment’ and other drivers on health-oriented diet change," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 4(1), pages 29-41, September.
    • Handle: RePEc:aza:jcms00:y:2019:v:4:i:1:p:29-41
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    More about this item

    Keywords

    millennials; health; edutainment; diet; empowerment; multicultural;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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