the system immediately, there is an enormous contrast. i think this is something that we have got to sort of honor. this is, again, very different and where we were a few years ago which is why i think we're having events like this to honor of the new data that we have and don't create a clear picture of where we are today. >> i'm not going to rise to the bait. i could. i live in your house. i want. maybe later in the conversation. >> the devil's den. >> i enjoy it. i want to get to a couple of reporters in the room, and then we will get back to some other folks. >> thank you. financial magazine. this is a very important issue for our readers. the question i have is, is this purely a republican versus democratic disagreement, or is

it really had geographic disagreement? if it is geographic primarily, hal is the experience of people on the border states different then people like us to live in that d.c. metro area where the immigration seems benign. is there a real difference in experience? >> well, the politics of someone else to talk about the regions. i think part of what we're saying here is there is less about -- in some ways despite the partisan budding of heads and the gridlock : in some ways there is less of a partisan divide than you might argue. i think any administration will prioritize and said the border is important. when republicans would look at this honestly people would say,

adding in a deterrent to the border is a good thing. in some underlying wais this but the fact that they can agree on anything will we're standing here agreeing and saying, you know, we are adding a new deterrent to the border. yes, we could talk about why the politics don't work. that's kind of where we started. i think people and the government, both sides realize we're not going to get to a fixed unless we have rules that work and more agreement. >> just one other point. twenty years ago the answer to your question was once more yes, than it is now. one of the major things that has happened is that an unauthorized immigration has become of 50 state phenomenon. their districts all over the country where even of the numbers are as big, the rate of

change is very noticeable, and it's a new or phenomenon. it's not the case that only border districts are concerned about immigration the way it was for many years. >> geographical impact having to do with religious enforcement. recently there is an effort to build effective enforcement where the public outcry as some of the san diego, a c-span2 a corridor. this really shut down that corridor. all the traffic was driven to arizona. that's why arizona became ground zero in our national immigration debate. you guys started. all the traffic cantor. but that has largely been shut down. numbers are very, very small compared to what they were a decade ago. >> the places where public opinion is most upset is the southeast. that is where it has gone from zero to 60 so --

>> it is interesting, the historic role in this debate. john mccain and two republicans being the most outspoken advocates for comprehensive immigration reform in this last senate around. and the congressional delegation in arizona is 5-for democrats. we're coming out the other side, even in places like arizona in part because the flow has been significantly diminished over where it was a decade ago. chief among going to go to you. we have an actual legitimate expert. [laughter] >> well, first of all, let me congratulate you and this panel for a very complex situation. all of these things are critically important.

what i got out of all three speakers was you thought that we have been struggling with fest the late 70's when illegal immigration started climbing at a dramatic pace. the strategic -- strategic approach to you describe, how we move forward, measurement of what is happening out there. how can we actually get to the level of detail that is going to be meaningful, not just a specific pockets within our nation, but the nation as a whole. and then i absolutely agree, the need for legislative reform, rule of law, policy, standards that need to be set. having said that one of the things that i think is critical is that the strategic approach that we took has, in fact, worked. andre is to put together these depictions of pier, an outstanding job. it depicts exactly what it is that this happened.

the peak of illegal border activity. there were all about 8,000 united states border patrol. we felt about 364 in 2012. a 72% to 78% depending on what number you looked at drop in cross border illegal activity. imagine for a minute that new york city and the drop in crime and half of that. we would be giving the commissioner or the chief of police, mayor, governor of parade, a ticker-tape parade down main street. look at what has happened. we have held at that point. there has been that evolution. 1981 when you were brought in the border was climbing into a dramatic rate. yet to get to its feet it was about 18 years from its peak to where it peaked out. this nation was at an outline. something had to be done. we approached it strategically, measured. even here we're talking about

data, numbers, statistics democratically important. but what this young man describes, what about all the other considerations. measuring what i would refer to as the environment, some things that are deafening in the silence. the border. trade is up dramatically. after passing $500 billion worth of trade, 444% increase him. my friend here from the mexican consulate. tremendous growth. >> with a border patrol be supportive of that kind of growth? crime has dropped dramatically. it just goes on and on. the projection economically is tremendous. all of these things going

forward. so i urge that we get away from just the facts and the data. it is the environment. what is it supported? what is it leading to? where is it taking this as north america to back all of these things need to be taken into consideration. looking at the border through the appropriate lenses. we all hear the horror stories. i have heard so many times. the stories about 20 years old. is the same one. there are horror stories out there, but there are localize stories that make the national media. how do we capture the national environment of the border? what is that true national environment of the border? i will close out with the legislation, will wall it really

our country of laws and need to continue to be that. comprehensive immigration reform had to do all over again, i wish we could go back and tell this comprehensive border security reform. that is exactly what it is if this quickly passes it will be the largest force multiplier from an enforcement perspective of this nation will never do in support of its borders. >> thanks, chief. >> we are going to be able to get into or three more. so just after we will do a lightning round. thank you for coming. what i wanted to ask you, at that. [inaudible question] but i want to ask you,.

[inaudible question] you keep on saying to a family's . that's completely incorrect. no communal record of one to talk to you. you mentioned people can choose their way of life. families don't use that. they get deported and tried to go back to the families. >> i mean, we can't deny that reality. and it's an important part of the discussion. we appreciate your being here and adding that to the discussion. but our --, i mean i stick to my

argument. we will never get it fixed for go a situation of anarchy and the american public looks as what they see as anarchy, no control the border. americans will not accept the level of immigration we want to have if we said before we get to a face you have to live with anarchy for a few years. we aren't going to get there. yes to what there are stories and we're not denying the reality. you about the bringing them here painfully. at think we all feel the pain in describing, but it does not mean that if we were to listen to that and say, okay, this let everybody come and go there will never passed along. >> just one other. i do sympathize. i have not experienced it personally. i don't recognize her pain.

and there was a safety thanks. one is that it is certainly the case that a lot of people or -- to technically fall into one of those priority categories don't necessarily look like bad actors when you look at their lifetime record to be maybe they got convicted of a minor crime, previously reported. so those are defined as priorities, but somebody who was deported 20 years ago comes back in 19 years ago and has been here with the family doesn't seem like a bad actor. you know, the one thing the obama administration is looking at is adjusting those priorities what i would add to the, is that ultimately is not a problem that the administration can fix by itself. even old facade congress is never going to do anything, the best version does not have the authority under any scenario that you could possibly describe as legal the start issuing green cards.

all it does is buys a two years. but if somebody commits a crime or sort of has a better run and then there are still vulnerable and is not release something the president can fix without congress. finding a formulation that allows a bill to go the congress has to be part of the conversation if you're trying to give durable solutions will of trust immigrants. >> the political process operates on multiple levels. that dream match movement has transformed the discussion of this issue. getting on the cover of time magazine. i think we're at a transformer of moment. equivalent to the history of the civil-rights movement, a gay-rights movement. and if you look now, if you look at the senate bill on the house republican principles, everybody agrees we should have the real dream act. a path the citizenship. we have the republican in the house on record saying they

favor a legalization with some paths to citizenship for a fair number of those people. there has been extraordinary progress, and a lot of that has come from the energy of people like you and a very personal level. the reason i work so much is you really have been the missing piece. the last thing we have had to persuade the republicans to try to get them over the finish line i'm pretty gosar about was going on. i'm trying to tease out a little bit of optimism. maybe they're still there. all the issues that you care about we actually have pretty substantive agreement which is not where we were five or six years ago. where there now. the question is can we get there. really change the situation. a kind of deferral. >> house republicans, it's in some ways the elephant in the room. i'm not going to pretend i'm not disappointed.

we have a really good chance and going into the house principles we were really close. it has not happened, and i'm as disappointed as anyone. i do think that we -- compare where we are aware we were in of six or even at the time when romney was running. used to have the people of the republican conference. we are the majority. there were few out wires and the help of people who ran the conference. and as recently as '06 days of we're going to hold up, not do it and hold on to a else. you get a standing ovation. as recently as when romney was running he consists of the port which basically represent or a lot of house republicans work. now you have house leaders saying legal status for millions of people. basically what they used to call amnesty. you have the majority leader writing a dream act. i'm sure you don't think it's

good enough and prefer the administration's version, but i don't think there is a republican in the conference who don't realize that something is going have to happen and that the republican party is going to have to be part of the solution. it really is about when to when not enough. i think they're in denial and delusion. so let people know they have to go to the dentist. i know i have to go eventually. they know they have to. they say, could put it off. i think they're probably in denial about how doable it will be. there are in a place that could, but we do have to recognize how far they have come and that we basically are at the last 10 yards. and so to throw that away by having the president to a unilateral act that gives them basically an excuse to say forget it, i don't think the smart.

>> and going desk. we have a lot of hands. let's 23 and then we will sort of all take those questions and make your final comments and let you guys go. suzanne into a loss? a question over here. we will go through these. >> a question on timing. president obama and asking for patients. [inaudible question] is that the right way to go? and then talking about the rule of law. at one point it becomes the enforcement of rule of law.

supportive of this idea of the president taking action, much like president bush did when congress did not pass. >> i just want to -- over here. >> how is it going. they still everybody for the very interesting -- i am with that national labor organized network, the d.c. coalition. we fought really hot for localizing and compliance with the actual component of us. and so i guess it's a two-part question. i think one of the important things to think about, the numbers, the question specifically of washington d.c., a border city. there's a really great that put out by the aclu.

you can look at of the website. a hundred mile border. is new york city, los angeles a border city? because i think it's a little bit misleading if we say only -- we don't have an idea. a hundred miles is huge. and so the second one is in terms of how you balance demand for the gentlemen at the end, in terms of criminality i think the question is really the lycee the president is supporting only the dangerous, dangerous criminals, how do we explain the huge momentum and consensus growing against compliance with secure communities and specifically the component, the oregon federal district court decision, we will complete -- local compliance is in violation.

you know, california the passage of the trust back, philly, baltimore, massachusetts. now that former d.h. as head paula, can not, the key components of obama's deportation trackman. [inaudible question] >> let's go straight down the line here. >> so i will address the first two questions and let to maritain's in the third. but the you know, the first question it's a piece of want to talk about, the difference between prosecutorial discretion understood as, you know,

prioritizing who was going to be focused on verses what you were describing which is the executive branch exercising the authority to choose certain laws not to enforce because they are not in the national interest. that is a different understanding of prosecutorial discretion to men none of us are lawyers. i think the constitutional scholars have written on both sides of that how far the executive could go if it decided that it's never going to happen in congress and we're going end of this as much as we can on our own. in terms of the politics of making a decision like that, that is, you know, a very confrontational -- it would be of very confrontational position for the administration to take. much more so than even the types of discussions we of seen so far, it really would be motivated by recognizing that congress will do anything, but certainly become a self-fulfilling prophecy of the

president or to say not let more deportation. congress its service and not. and just -- your question, i think that there is no question that there convicted criminals who are defined as priorities you are identified to secure communities who are not, you know, serious criminals and terrorists. that is part of what has motivated. you have seen a broad reaction to secure communities across a lot of different jurisdictions. you also had jurisdictions that are going the other way. it's right at the heart of the difference views that people laugh about how we should be using force. there is no question that the administration has focused in on this priority and that those are not as narrowly defined as many people in this room would like to be. >> just quickly, correct me if i'm wrong, the border zone is

only operative as a land border. you have interior checkpoints. some on the northwest border. so our coastal borders don't fall under that definition. >> i want to talk about the executive action question. this is much more of a personal opinion. i have worked closely with people who are very active on both sides of this issue. i was project director for the council task force on u.s. immigration which was cochaired by jeb bush. the very, very active. for the president it becomes a calculation of can anything happen with the congress? and i would look at a time frame of through the summer. the republicans haven't made some movement, if it doesn't happen this year i don't think it will happen in the next two years. i don't see the congress doing this in 2015. i think it's pushed off until

after the presidential election. at that point the question is what can the president do? potentially can do quite a lot. on not sure that the politics of it are necessarily bad. the message that says to people, if you're not willing the legislation will do everything within my executive power to fix this problem. there the congress to challenge the. i think you could equally plausibly make a claim that that might force action on the republican side. you can go and see what they say. i can see the arguments both ways. obama has tried very, very hard to go down the road of addressing republican concerns, particularly enforcement. at some point he will say enough is enough. >> so i'm not sure why anyone ask me any more so. it's not -- it's on life support

would not bet you a cup of coffee the speaker wants to five he said the other day hell bent. he wants it in the worst way. there are lots of other powerful republicans, people in positions of lead and future positions. you can -- obviously the current position understand this needs to happen and wanted in the worst way an hour as we speak having meetings trying to make it happen. there's a lot going on. i still would not give it -- i'm not giving it high odds, but it's not dead. next year will be hard. assuming republicans take the senate certainly the first act is not a point to the immigration reform. again, i think everyone understands this dynamic.

the republicans' national prospect, this has to get down eventually. if your local guy facing election this year there is not much advantage in doing it check. but next year to the hope would be the some of those concerns would start to have an immediacy. there are a lot of people up there who do say we will do it next year. i think it's hard. i think this year is a better opportunity, but there are a lot of people who said we will do it next year. it's sort of like sam going to go to the dentist. that's going to be hard to get the point. so 2016 seems unlikely, but i also think let's just imagine the presidential debate, whether it's jeb bush or someone else who is a very pro reform can get it talking about this and making it favorable. we're going to be -- its contested. so i don't totally rule out this year or next year.

i think if i was president making the calculations if you think you might get it next year why would you kill it by acting this year? in some way if i were him it would be like finding money in the street. how could he not pick it up? if he's making a long return calculation there still some chance of getting it done. i hope you would say i'm not going to act unilaterally. republicans act unilaterally to advocating for a unilateral hesitation on enforcement, never it's one thing -- president bush, when president bush acted administratively. in no, there were reasons for that, strategic reasons like getting to a better position to get legislation, but i don't see wrigley anyone i can think of coming out publicly and say

we're never going to get it done. let's start making it easier for people to go back. >> three points. one is, i do think that the folks to talk about the hundred miles and someone, in my conversations that vhs, you may know this, their just are not a lot of actual agents position far outside the border itself. just from a statistical standpoint i talked to the person who wrote the ice report that came out of the in the 2013. looking through, only several thousand of the 200,000 or actually people who were caught, not physical crossing the border. so we don't have the data on that. i think this is one area where i would recommend to the group's where these folks were caught and whether they were with the number of miles or being caught at the border itself, this is a

material thing that needs to be answered. it is an unanswerable question and it should be answered this as humanly possible. certainly i have been vocal. it has become a very important part of a conversation and our family. the second thing is getting to the politics. i -- my concern and one of the reasons, the first meetings in washington to organize his campaign happened in this office over there and a table. one of my closest friends in the world. and i had been a stalwart advocate of immigration reform for nine years. in as that there are few non latinos in washington husband as much time plotting for this as i have over the last decade. ..

and a president who is a son of an immigrant himself who has moved on dhaka power down interior enforcement fought hard to get immigration reform. i think the false equivalency created by friends on our side is being damaging to the cause. that's my personal belief. the third thing is we can't let the republicans off the hook.

how many times and what else can we do here lacks 68 votes and all sorts of stuff on the enforcement side. as the chief said everyone in this room who cares about the border. the border will be far more fortified after the senate both past and it is now. it's going to get -- the tools that customs and border going to have for every inch and are going to get much more sophisticated after we pass the senate bill so i don't think we will get this done in 2015 or 2016. if you look at the republicans field ted cruz is a champion against immigration reform. rand paul despite his recent efforts to portray himself as a more ecumenical leader on this and voting gives comprehensive immigration reform. jeb bush i don't think is going to run. chris christie maybe could've been a champion severely damage. the republican but i marry will look a lot like what we signed 2007 in 2008 and 2011 and 2012 which is the anti-immigrant

forces pulling the republican party towards the anti-immigrant position and not allowing the debate i think we would all want to happen in the republican party. the truth is forever in this room move the presidency in 2016. we could have republican senate house and president in 2017. what does immigration reform look like with a guy like rand paul? i don't think any of us in this room would want to see that so i do think it's all about right now. we have to be putting all the pressure we possibly can on the republicans taking them off the president who has been a champion of these issues and force them to do the deal now because my concern is that may not be until 2024 when after redistricting and the democrats when the house back that house back that we get a bill that any of us would be happy with. so it's now one that is why this organization has stuck their neck out and taken risks to try to break a little china here because i think the political imperatives to get this done now and keep the pressure where it deserves to be which is on john

boehner and the republicans. thanks everybody for being here. let's continue this conversation. let's thank our three guests. [applause] i want to once again thank tamara for coming here and sharing her views despite the fact that we don't agree. she's been a great champion on immigration reform from her side and she deserves a lot of credit for that. thanks everybody. [applause] >> my generation and the law had to overcome certain obstacles. by then it was okay. it was not okay to indulge in

jokes about race or religion but women were fair game. i will give you one example of that. i was arguing before a federal court in new jersey and there were three judges on the court. they said i understand that women have made great progress. they even have equal opportunity in the military. and i said your honor, we are not allowed to have flight training and the judge respondel me that. women have been in the air always. i know my own wife and daughter. so one thing you don't say is you sexist. [laughter] you want to win the case.

so if you get angry that would be self-defeself-defe ating. the best thing is to have a sense of humor so to say your honor i have met many men who don't have their feet planted firmly on the ground and then raise the next line. >> for more than a year there

have been allegations and insinuations that i knew about the planning of the watergate break-in and that i was involved in an extensive plot to cover it up. the house judiciary committee is now investigating these charges. on march 6, i ordered all materials that i had previously furnished to the special prosecutor turned over to the committee. these included tape recordings of 19 presidential conversations and more than 700 documents from private white house files. on april 11 the judiciary committee issued a subpoena for 42 additional tapes of conversations which it contended were necessary for its investigation. i agreed to respond to that subpoena by tomorrow.

>> the consumer federation of america held its annual food policy conference this week in washington. one discussion focused on the millennial generation's leading habits and how they are shaping america's food supply. this is an hour and 20 minutes. >> thank you kris-ann good morning everyone. welcome to our panel. this will be time to explore how the millennials will shape and even dictate the future of our food system. everyone i'm sure has heard a lot about this generation. millennials are generally in their 20s and early 30s. birth years can differ depending on who you ask but generally they were born between the years of 1980 and 1995.

so we have a great panel assembled here today who will share a variety of insights about this generation from social and religious views to health and wellness attitudes down to exactly what they are eating at any given point in the day. allow me to introduce our panel. we will start with paul taylor. paul is the executive vice president of special projects at the pew research center where he oversees demographics, social and generational research. paul also is the author of a new book called the next america and the book examines generations in the countries changing demographics so he will give us a good overview of how to look at millennials from the 50,000-foot view. following paul we have hairy are from npd. not many people in the u.s. have followed american sexual eating patterns as long. he's the chief industry analyst

at npd. he is the author of the annual report on eating patterns in america. which celebrated its 25th anniversary in 2010. he knows what you are eating and what are millennials are eating. marsh is a senior director of health and wellness communications at the international food information counsel. if marcia is going to help us understand how to look at millennials when it comes to communicating of bout health and wellness issues. finally we had kate wyatt is senior vice president and group had for edelman's washington's d.c. based food and nutrition team. kate has touched virtually every aspect of the food scene if you will food and nutrition from

working with commodities to national brands to restaurants to retailers. she is going to share with us some information about millennials at a brand level at a specific attitude and behavior perspective from research to and interestiinteresti ngly she will take us a step further and introduce us to generations so we will understand not just where we are with gen y but where things are headed as we look to the up-and-coming generation. each of our panelists will speak and share insights and then we will have an opportunity for questions. we will have a good amount of time for questions so i'll ask that you hold any questions while they speak and once we have concluded with thou remarks we will open up the floor and we hope we will have a freewheeling discussion so please come armed with questions. i will introduce paul taylor and he will share with you some insights from the pew research center.

>> thank you cathy. delighted to be here. i think i'm the only speaker who's not going to mention the word food because i'm not an expert and there are plenty of people who are. the pew research center does a lot of social science research and we express our stories in numbers. going to throw a lot of numbers at you in the short period of time. to look at this generation whether it's demographics there are social and political values. as cathy said its distinctive demographically. when we first started looking at millennials 10 years ago i thought of them teenagers or lung adults but the oldest are in his or her older 30s. they are forging a distinctive path into adulthood. it starts with who they are. more than four in 10 millennials are not white. in this sense as compared for example to our oldest generation

only two and 10 are nonwhite and in this sense they are transitional the census bureau tells us the majority of the country will be nonwhite so that's one thing that is quite distinctive about them demographically and there are large generation. baby boomers are famously a large generation we are crossing the threshold into old age. this is also a large generation moving in to the workforce in the electorate. let's find out a little bit about how they are moving into adulthood. i apologize for this. it's a little bit complicated that these are two charts one of which, the one on the left is the% of people of all ages and the darkest line of millennials and the next line or the gen x'ers and the green line are the boomers and the light green line art that -- and we are looking at seven to 14 the same age cohort moving through time and what we see politically is interestiinteresti ng because we are learning that millennials in

terms of voting patterns in political attitudes are quite liberal and democratic but if you asked them to identify with the democratic party the republican party or independent 50% of millennials say independent. we have never seen numbers that high and we see a similar pattern if you go to the same chart on the right with what religion are you. we see through the lifecycle of millennials they are about three in 10 say i'm not affiliated with any religion. it doesn't mean they are agnostic. it means they don't choose to identify with the religion. the united states stands out in the world for advanced countries the most religiously devout and affiliated people in the world but millennials are not asked about or affiliated as their elders have been. an interesting pattern. there is yet another social institution and anchor institution of society if you will that millennials at least so far not attached to and that is called merit.

if you look at millennials today in 2013 ages 18 through 32 what share. if you look at the older generations moving up to people in their 30s and 40s and 50s and 60's these are the shares who were married back when they were the age that millenniamillennia ls are today. this is a dramatic change and there is a mix of economic and attitudinal data to explain the change. seven and 10 unmarried millennials say i'd like to get married one day and when we ask why not? why hasn't happened yet they say i'm not a good marriage partner. i don't have a job. i don't have a career. i don't have the economic foundations a lot of this is a reflection of their difficult economic circumstances. some of the quite frankly is a reflection of the value they place on marriage and children.

again if you ask questions like this and you see millennials place marriage a little bit lower on the scale of what's important in life than the older generations did the same stage of the lifecycle. just the same as the economic explanation it's an important part. they had the bad luck of coming into the workforce and we know what has happened. it deep recession and we haven't fully recovered in a lot of these kids have struggled to find their way. five and 10 at some point in their young life boomerang back home to live with mom and dad and maybe some of them are living with you. that turns out to be a pretty good place to hang out you can't undo job. they have in slow to pass all of the traditional milestones of adulthood finding a job, finding a spouse, buying a home, buying a car. millenniamillennia ls do this at lower levels than older adults

did. they are also the first generation in history to have a lower standard of living in the way you measure whether by unemployment, poverty wealth or income than older adults had when they are at the age the end results are now. they're not attached to traditional anchor institutions. how do we organize their lives collects these are the first generation of -- my job still drops on all the things i can get with two or three? and frankly it takes three? to get them but for them it's all they have ever known and the smart phones and digital technology and mobile technology is there and is dental platform for information acquisition and for building networks. these things allow you to build your own networks. somebody described him as the

pre-copernican generation. the world can revolve around them because they can organize their world in a way that they can place themselvethemselve s at the center of it. people have given them a rap that they are narcissistic in my own sense that's a little bit unfair to them. i suspect any generation that grew up with this and allowed you to place yourself at the center would take advantage of that. decide amongst yourselves. these are the people use facebook and a network of friends so either there has been a quantum leap in friendliness over the last generation or so or there something about the nature of these technologies that younger dolls are able to use an organized and i suspect that's the case. here again i apologize. there's a lot data but here's a question we asked people of all generations. here are some ways you might think of describing yourselves and you see the interesting patterns. you think of yourself as a

supporter of. the darker as the millenniamillennia the millennials and bass down and out differently from the older generation. do you think of yourself as a patriotic person? millennials stand out less so than older adults. a religious person less so and this one a bit of a surprise environmentalists where again there is a gap. we know from other data that millennials are sensitive to issues like climate change and environment but i suspect we are picking up a better resistance to identify with a cause within institution. on a couple of social issues there have been dramatic changes in our society. the pew research center surveys these kinds of issues all the time. i think it's fair to say over the last decade the change in public opinion towards same-sex marriage has been breathtakingly fast.

here you see support for same-sex marriage and how it has moved over the last 10 or 12 years in the sea has gone up among every generation. millennials started a higher level and a higher liberal still so some of the change here and you see this on this issue and on the next one as well is the story of generational complacency and i will tayeb besser in a moment. a the young come and and become part of the electorate and part of the economy. they all move on and as that happens if it's the values of the young that are more important. you see this in growing support for marijuana legalization and that's an issue that is changing around the country and again here we go back all the way back to 1969 so the timeframe is different here. the millennials only come in at the very end and they are that sharp line much higher levels of

support. you lomer's the long trend among boomers back in the 60s and 70's were all for it maybe because they have kids at home who knows that kids are out from under and they have rebounded and returned. [laughter] there are some social and political hot-button issues a lot such as abortion and gun control where we don't see generations of differences so while it is the case the classic questions support if the government and chris asked me to give details on support for programs for the poor for example. there is no question millennials are more supportive of the government and more willing to call themselves liberal in this era. not that many americans do call

themselves liberal. it's a classic values question. you think the government should do more to help the poor or should the poor do more to help themselves? millennials, not a huge difference. millennials are more inclined to say government should do more to help the poor although if you look at the race break downs it's not clear that white millennials are that different from older whites on that question. nonetheless when you add it all up this again is a complicated chart but the orange line is expressing the votes of 18 to 29-year-olds for the democratic candidate in every presidential election since 1972 and the blue line is expressing the votes of 65 and over in every presidential campaign since 1972. what you see is throughout the 80s, 90s and early arts there was little age gap between the way younger and older adults

voted but as the millennials have come into the a lot to it for the last election cycles and particularly with the last two presidential elections where we have barack obama on the ballot you see the biggest age gap in the way young and old have voted at any time in our history. this is part and again if you think about generational here is a statistic that seems to be every political figure in washington. it in 2012 millennials on election day cast 18% of all votes and they were heavily for barack obama. they were however 27% of the age eligible. through history young tend to vote at lower rates than older folks. as you get older you get married and you have kids and you pay attention and you have more of a stake in the system menu or like you to vote millennials haven't

yet done that. 18% of the vote, 27% of the eligible electorate, by 2020, six years from now millennials will be 38% of the eligible voters so if you think about who they are in the economy and the electorate they are indeed the future. the attitudes that they carry with them there is no insurance they locked in and as we learned earlier in this presentation they are a little bit -- i don't want to necessarily call myself a democrat or republican but it's clear they bring a liberal set of views so here is my last slide. i'm not sure i know quite what to make at the this is a classic question that social scientists abass for decades and decades which is a question about social trust. the question goes something like this. generally speaking would you say people can be trusted or you can't be too careful when you

are dealing with other people? this is the share who say by generation that people can be trusted and again millennials this goes back 25 years. millennials are just coming in for the last four or five administrations and they start out with low levels of social trust. this is an interesting finding in it may comport with findings that social sciences, correlations to social science has made about this finding which is that minorities and people at the lower end of the socioeconomic scale tend to be less trusting of others because they often feel they are in vulnerable situations and less fortified to do with the consequences of misplaced trust. this doesn't necessarily mean that millennials are alienated from society. we have other ways of measuring that. it doesn't necessarily mean millennials don't think things will work out well. we have a lot of measures that say in terms of their own economic futures in terms of the country's economic future they

are actually extremely optimistic, more optimistic than their elders are. maybe this is the invincibility of young. maybe it's that they don't realize someone my age looks at their economic circumstances and said they had it rough. someone their age doesn't have that to compare with so it's a complex generation. i will close with what i was amused by when we put out these findings in the report a month or six weeks ago. i think it was the new york daily news headline said millennials, no jobs, no spouse, no money, no future. no problem. [laughter] so that is who they are. they are a fascinating generation and i look forward to listening to more on the policy. [applause]

>> nice job paul. thank you cathy. thanks for inviting me here. it's not often i get to speak to this group. i haven't -- have talked mostly to restauranteurs and supermarkets and food manufactures, the egg groups. mpp is a consumer marketing research firm. i've been collecting information on how the population beets. i look at every number and you can't talk about how people eat unless you know -- this is my passion and this is what i've done for the last 36 years now watched how americans eat. we have data services that we collect informatiinformati on on. there are two primary ones that we are going talk about today. the first one is national at eating trends. it's a consumer market research service that has 5000 people to keep a record of all foods and

beverages consumed for 14 days. everything you be everywhere. additives and ingredients and there are only three things i ask. starts and marc a. -- march 1, 1980. i got a request, harry t. know how people eat on tax day? yeah, i do. people get drunk on tax day. that is what they wanted me to tell them. we start in 1980 and we don't want to change. the most important thing in trends is don't change what you are collecting. three things. i don't know anything about your pepper consumption. i don't want to know anything about your salt consumption. i don't want to know anything abut your water consumption. we would put collecting all kinds of data that no one would

interested them. as time went on i had wished i had the salt in water one. we will change that and we will talk about that later. the second one is -- we started collecting information on how people use restaurants and what fruits and vegetables they bite restaurants. we have people every day telling us the foods and beverages they buy at restaurants. the purpose of all the stages to the information on how people eat. that's a tough commodity these days. we hear on the news that we have powdered alcohol. did you see this? that's going to go over big. there are people waiting in life life -- waiting in line for grown-ups. we are surrounded with databases. i get the good fortune of ringing them together for this report. i want to share a couple of highlights from this year's report. every six months there is another decade.

i know this because i get questions because i have data. the last two years of questions i received and again this is my own. frozen yogurt. what is the peak year for yogurt consumption? does anybody in this room have any idea of? 1992. that was the peak year. it's a while before we get back to that. we had new yogurt shops opening. blueberries the new superfood. i wouldn't disagree with you on that one. cupcake shops. we love our cupcake shops. that's the new. and hamas the food of the decade right there. the food of the decade because it had the highest sales. you've are proud of you can just say this word.

keno while. just don't eat too much of this. i get questions and it's a reflection of who the population is at this point in time. these reboots reflect who we are. this is the newest one. i went back and the question came to me i understand americans are being more weird vegetables. you have trends on this? >> kale was one of them. here's the turn of the population that two-week period had kale at least once in their diet areas 1984 to today. ..

a new lettuce. it's like kale. this lettuce. lettuce is one of the top vegetables we consume. by the way, the top festival we assume that we seek, not used as an ingredient that we put on our plate is corn. is not broccoli. no. it's corn. the number one festival consumed in america. this country is is looking for new vegetables. give me a new version of the onion to my new version of the tomato, new version of lettuce. that is all we will talk about in the future. but this, if you are most interested in millenniums, what you're most interested in is what is it they eat.

the top ten things reported to me exclusive of saltwater, and pepper as an end is consumed by 18-30-year-old last year through november 2013 which also should impress you, how people read this country. [laughter] here is the top ten things. when gordon of volume or sales but yes or no you reported concerning this product says. the most popular thing consent, jews. impact the millennial died, affect the san things. here we go. coffee. number nine analyst. mostly who is preparing it and where are we getting it from. cereal. like how much space is dedicated salty snacks on the list, chips. potato, i tree potatoes

separately from all vegetables. i treat them alone. such a big category. mast, fries. number six analyst, a glass of milk. not now used as an ingredient, but milk as a glass of milk. fruit. not true as an ingredient. third on the list, vegetables. investable, not the onion, lettuce, the tomato, but vegetables that you see, corn. number two on the list, carbonated soft drinks. you may not like it, but that's life. this is what we do. the number one thing that we consume as a millennial -- as a matter of fact, the number one food america. any idea what it is? who said pizza? that is so broad. good answer. so wrong. no, the number one thing -- and i could make an argument that

more changes have occurred in all american diet in silences. because i know three of the five fastest-growing restaurant chains in america, three of the five do only one thing, prepare fresh sandwiches for you because it's the number-one thing consumed by this age group. went back and said what did this look like ten years ago for 18-34 year olds. here we go. here's the list. carbonated soft drinks dropped one, and it is moving downward. juices moving downward. you pick up the one thing that fell off the list, salads replaced by coffee. [laughter] that's a good trade. as a matter of fact salads overall have been declining. a main dish salad at a restaurant, when do you think it occurred? the peak year for having a main dish salad at a restaurant was?

1989. 10 percent of all lunches and dinners bought at a restaurant in america included a main dish salad. today it's about 5%. you think you know america by what they say. you want to affect america, try these ten things. what do you think this will look like ten years from now? anybody want to bet with me? 110 will fall off. i don't know what it will be, but mostly this is the american valley. 48 percent of everything that this group consensus one of these items. let me continue. i was still the number of times last year -- meals want it real. real food as if what was i looking for. fake food? and never understood what you look at frozen foods? the likelihood of a millennial having a frozen dinner or frozen items as the main dish as opposed to the side dish of deserts of bread, from 1984 to

today, 1984, when i was that age tennis or frozen. they is 13%. my daughter, her main meals a frozen. do they want it real or easy to machen damage about this and much is being made in restaurants? let them worry about fresh bread, lettuce, tomatoes. they're doing the same thing. they want life to be easier, not just deasy, but easier. want to be healthy but easy. the single biggest difference between me and my daughter, when i was rich with this generation verses the boomers, any idea what the item might be? it is pizza. as the single biggest difference of the number one soup -- to the

consumer. also you. here in 198436% of my age group back in when i was 18 to 34 were happy to at least once. today my daughter's 67%. that gap of 31 points, 31 percentage points, there is no other food. what to speak to say about us? bubble anneals? all right. one last thing. this is probably the single biggest thing affecting will anneals that is not affecting anybody else, their use of restaurants. the group is growing in every year there are more. even though the group is growing , the number of meals being bought is less. they are -- this used to be the heaviest restaurant user america they defined what the food with look-alike for the next 30 years this group is not having that opportunity because it come. in my mind it has to be in come.

i want to go, but when i do go out to my nest of got quite a bit, when i do go out on changing the landscape. the group that is growing right now are casual restaurants. fest casual, the place that's like panera or to pull the, what we -- i would say they have expanded with fast food can be the can be a place that you relax, have a good, quality meal without a waiter returns. the full-service casual dining restaurants are having a problem of boomers my age. this group who has problems. i'll leave you with one last comment. the real purpose of all this research? i came across this about 20 years ago. nobel prize winner of the purpose of all research in my leave you with this. see what everybody else sees.

sometimes just seeing is the artist and. once you see you can start being -- thinking about something has been thought about before. there's my e-mail address. feel free to give me a call. i have probably looked at it in somewhere form. thank you very much. [applause] >> hi, everybody. i'm marsha greenlawn, registered dietitian, and i work for the international food information council. a lot of this discussion about millenniums became really important to me. it really hit home when my son who is currently 24 got his first job, moved away, lives on his own. this is somebody who would never schedule classism the morning.

sleep till two in the afternoon. you know that type. he calls me after working for couple weeks and says, mom, i'm eating contests cheese for breakfast. i thought to myself, oh, he's going into the approaching world and he's getting -- and i said, white are you eating garnishees? he said, mom, because you because she's. that must be healthy. so on realizing that when this age group thinks about what foods are healthy foods, how to eat healthfully they are thinking on what they know. maybe they're role models on their parents. maybe not. maybe it's somebody that they consider a healthful leader. but they are trying to get this information, and they don't have very many sources. they don't have a set of references. so it became obvious to me that that's part of the challenge.

obviously there's the economy and time constraints, but i think one of the other things is that they also need some help to try and put together all the messages that are probably in their environments that is becoming very overwhelming. so why are we addressing the issue in the first list? well, the journal of business psychology in toward the ten has a "that says the millennium generation has poor eating habits including inactivity, poor nutrition which can contribute to the early development of overweight and obesity. so that is one of the reasons that we need to consider their eating habits. also, two-thirds of the adult population and one-third of the children as country according to the iom is developing obesity.

end of the city is actually contributing about 190 billion in cost our economy. it is important that we often to try and understand what healthy eating is. the majority are americans and to understand that they have some control. according to the ific food and health survey we did last year, they do recognize that they have some control over what they eat, with they are very unable to take that control. i think the challenge is not what is a healthy food and what isn't, but understanding how they can harness those influences and challenges that will help them to change those eating behaviors. so wire really gamble anneals eating behaviors? well, one of the questions you have to ask is what is the evidence that there is problem and also, harmelin sales unique

in some way? what do we know about millennial eating behavior and what challenges are they experiencing what are their resources? corridor they get this information? when they do eat what help they need to try and figure out what is most helpful and how do we mostly empower them to eat better and eat more healthfully. also, as i said, because these people will be the role models for the next generation, we want to try and help them to understand what healthful eating is so that they will teach their children. and then this whole vicious cycle of child of obesity will then be ended because there will be teaching the right things to their children because children watch more than a lesson. they observer and the model after the parents.

so here is what we learn from some research that we did. millennial some knowledge that healthful eating is important. already we have that biggest obstacle. they do think it's important that the, but they do say that they don't always eat healthfully and they readily admit that they eat too many fried foods, don't eat enough produce, vegetables. we are seeing that there is an opportunity there to help. so looking at the literature, what is known about millennial eating habits? well, we know that in 2010 there was a report to fat to fight the said that the percentage of 17 to 24 year olds that did not qualify for the military service

was 75% so that these people were not able to defend our country and they -- mostly it's because of obesity. that was a major concern. also physicians according to a report in 2012 and the journal of adolescent health to not address obesity and excess weight gain with young adults. there are just not even seen as physicians. those positions that see it don't seem to address it with decent people. the food and health survey said that they don't get targeted messages that are directly related to them. they do see themselves as eating less heavily. they do recognize that there needs to be something that they can do and that night, but they are not doing it right now. and it they are concerned about other things which may actually persuade them to not eat

healthfully because they're worried about some many of the other issues in their environment, food safety, concerned about the ingredients. perhaps they are not really focused on just eating healthful, balanced diet. so i think that they are also vulnerable to certain issues with people's agendas, and they do laxer and skills that they're parents or grandparents might have had. the meal planning skills. they generally skips breakfast which causes the need for additional snacking later on in life. they are very susceptible to the emotional triggers. frequently when they're tired or when they need a break, they're using their emotions to got whether it's time to eat rather than looking at what their body needs are. understanding millennial eating habits is what we decided to a look at.

what are their views toward nutrition no help them to balance their eating habits? we wanted to focus more on what influences their decision about what they do we cannot weather if there are barriers to cheesing for is that the tanker healthier, the sources of information and do they trust. as we mentioned, there is difficulty in establishing trust . the group that has the least trust in the messages that they see. understanding the trust factor is of very major part. so what we did is looked at six messages that we tested with parents of young children in 2010 to try and see if some of those also resonate and motivate your people today. so that was our mission in

understanding more about eating habits. we conducted six focus groups in two places around the country. we selected arkansas because they had one of the highest rates of obesity, and we chose maryland because they have one of the lowest rates. different levels of education to see if that had something to do with they're eating habits and the knowledge base as well as male or female and the location obviously. we chose to different magicians. we did not choose people that were parents because we want to see once your parents you establish a from eating habits because your home more often and obviously you have may be arrived of what you already established as eating habits. we're looking at those people that are between the ages of 20 and 30 better living on their own and now preparing for themselves or trying to from

foods that they have chosen. and our give you some key findings. their current eating habits include -- they know that they -- that its importance to eat healthfully. milosevic don't often need a soulfully as they should i think they do recognize that they have opportunities to eat better. the rate themselves as far as their helpfulness of the evening as a c plus. they consider more of their diet , red meats and fried foods to be very few festivals. they did note that there are things that they don't know enough about and would find it helpful. one of them is to know more about what is opprobrious

serving sizes for them. we do a lot of messaging about serving sizes of packages, but they recognize that they are not the subject of that information. they don't know how many of those serving sizes are appropriate for them, and frequently they do feel hungry after reading so that they are wondering the right size for them personally. and they also want to know how many calories per day is appropriate for their size, for their nutrient needs. for behavioral challenges they say that they lack time as we just heard that they're working very hard and don't have time. convenience to them does not just me conveniences' and cooking. cooking is something definitely don't have time for. eating something of one hand or your drive here operating something. that's why it's not surprising the sandwiches and number one. you can wrap something happen go

with it. ramps or another thing the people find helpful to read anything you can use one hand and then keep on doing something else is a convenience. they're also very economy strapped. they obviously don't have money. a lot of things that they think helpful they don't recognize are available. things that they could be buying also their fair share of -- social predella to eat and talk to each other. i think it affects how their scene. they try not to be outside of their peer groups and eating healthfully is something that they may not find his socially simple. that's part of the weakest of them with.

we already mentioned they're very involved in the incident. the use a lot of different sources, but they do save the you're information from al professional they would accept that as something that they feel has some merit. it's hard to know who the police . there are having those challenges. there are very skeptical of messages. trying to reach them with something that is very relatable to their needs. they want to know somebody that has been successful that is like them, somebody that they will believe. a trust is what am i going to get out of what you meant to say

something a believe in something visual because visual is the way they like to operate. they prefer to be something that droopy ears. giving them a feeling that something has been successful, short and to the point is probably a message that would work well. least of all of all generations. katie recognize that they have some challenges. just looking a some of those messages that said that will resonate with this group, testing the messages that we had tested with and found to be successful with parents. these are the ones that actually resonated with them and also

they added some ideas about what they fell without. they don't want things that are -- the messages are unclear. what specifics. p. don't to because i think that's an environment. they won the gold that they could achieve and it wanted to be short and to the point. i now think this is just millennial spivvy we are all going there. the two messages that we found to be the most successful about helping them to eat healthfully is cy -- fun stuff counts. it's short. unlike the encouragement and the fact that they could go from there to find out more information they don't want you telling them everything.

you engage in to find out more information rather than telling them exactly what is. gives them a feeling that they can do something, and encouraging that they can do something they liked the participation. i think the notable quotes that we got from some of these people and our focus group or very nice. there's always an angle, always some tried to sell something. i think that when we really don't understand that they are surrounded by so many messages that they recognize that all these messages have some kind of point to sell something. have a hard time sifting through .

the ones that have more value. i think that when looking at the program we're pretty shocked. someone in baltimore said i guess i would trust it. it's a government source. it sounds really boring to me. i just would not be interested in hearing it. something that's really going to catch my attention more. we need to catch their attention, and gays in cognitive in so that they feel like they have some control time and money . [applause]

>> hi, everyone. thank you for allowing me to be here. thank you to the panel. i hope i can and some interesting layers to will we have already heard here based on information that edelman has gathered so. primarily what you will hear today is state and insights that i gave it to our project sun named as kathy mentioned for millenniums born between 80 and 95, but also more of a snapshot of attitudes and behaviors that we have gathered from studying this crew for quite a few years. i think it is supported by will be heard today. one key take away as my title suggested that really what we have found, deals are not a monolithic block.

but for my dad thought i would do a fine exercise. the group that money is made up mostly of mullen heels and hundreds of them work in our office. the network with your food philosophy. i think the answer that you see here is kind of funny, but absolutely representative of the dichotomy that we see. some of the ones, they tried eat healthy, eat healthy, he organic , it's all cheeseburgers and pizza hours of the in. i thought it sounded soon. this is literally just sent to me last night. atop that was interesting.

we have heard a lot of us today. when matter, the largest generation. in just ten years there will make a 75 percent of our work force. if you don't already work with the millennia you will. we sort of refer to them as often influences because there absolutely influencing broke their parents and peers purchasing decisions. our study specifically 74 percent said that they believe they influence the purchasing decision of people around the. like any generation before and after them they are unique. what makes this generation unique, i think paul and harry spoke to this a little bit. they have come of age during pretty tough troubling times. they are an incredibly diverse generation. in fact our most diverse. and really what i think is a mix of traditional and non-traditional values really

mean that there are a new kind of consumer. beyond statistics memo we found, this is years of studying them, counseling clients on how to reach and resonate with mullen kneels, we sort of to find them in a lot of ways. they are smart, curious, social, flexible, moral, hedonistic, very values and trick which makes them avers. they've really value community. a very deep sense of family. this idea have friends and family. and yes we have heard some of it today. they face a lot of challenges and statistics that all share the average mullen kneele has over $28,000 in stigma that. the unemployment rates for this age group or this generation is double, nearly double the

national average. the median net worth of money as between 2005 and 2010 is 37%. but just that they're facing tough economic times. surprisingly there remain really optimistic. as i said, surprisingly traditional values. in fact, when we ask the men need 18 and fast it with their most import levels are among the top three answers they're having a job coming home, getting married starting a family. really traditional values more traditionalist with a twist. they want a job that matches their personal pension. they want the will of their job to be individualized. that was supported by some of what marcia just shared. there really want individual attention.

they define a career as a collection of experiences adding to my personal value price is something i think, maybe some of the generations would describe as security on longevity. as they think, they do want to get married and start a family. they're pushing back the decisions. a lot of times they are committing by cohabitate to be that think that this dichotomy that we have seen translates to what their hopes and fears are. they want to settle down without saddling. the want to make a difference in the world, but they want it to be theirs. they have a fear of having an average life. the worry about money, no surprise, worry about not having enough, losing it, the parents guard broke, and i really can't stand the thought of being alone

in fact, that fear of being alone translates to their shopping patterns. as marcia just mentioned, there are really social. we found that 63 percent of them view shopping as a social activity. you know, as we are here today to talk about how the shape the food systems, consider that statistic. 63 percent are going to the garage store with different of a family. we have said that they are often influences. there are absolutely influencing the decisions that are being made at the grocer's store. because oftentimes they will even make a decision without the approval of friends and family, this is all coming into play when they shop. what have they buying? believe that and not they're actually pretty sensible. our survey shows that fifth bloody as willing to pay a

premium, some not just purchases, but willing to pay a premium for health related goods and services. 81 percent said they would be willing to pay a premium for health-related items. followed closely by electronics and into the dining. 73 percent said they would be willing to pay a premium for food and dining committee will we saw earlier. so their attitudes about health and wellness and food and dining, i think that statistics illustrates that we have heard here today, really well-educated group. they're very sophisticated in their views on food. again, we hear some of that contrast come through. they want to look good, feel good. they are concerned not only without a field but how they look. they want to indulge.

lease on the quota the beginning. i eat mostly organic and healthy until i have beaches and cheeseburgers because i worked really hard. they want to handle spirited just want a ton their way. they want to control. we have seen them really enthusiastic foodies. a seafood as a badge of their values so all that said, cat the alluded to this when she introduced me, but why do money as early matter? i think what is interesting is they aren't kids anymore. parents, carriers. they are they here now consumer, but who is the consumer of tomorrow? we have been looking at this next generation. i don't know that we have landed necessarily on the name for them, but to me it is

fascinating how much this generation of taine's and differs and have their attitudes and perceptions will shape the food system in really profoundly different ways. so i thought it would be fun to spend a few minutes going through. quickly, why they matter, it may not be as big as mullen deals, but they are estimated to be nearly 90 million strong. there are also highly influential. interesting to point out, they exist and family center counsels. they are absolutely influenced by and influencing parents, friends, grandparents, the communities in which they live. like any generation, they are unique. what makes them particularly unique is that they are the first ever truly global generation. you can see for the first time in history more people living in

cities and suburbs. that is going to impact out a few the world. as i said, i think what makes them most unique is how much their attitudes and values differ from millenniums. so as i said, we have spent a lot of time looking into this. i hope to do more quantitative studies of generation z. what we found is what we call the i can change the world generation, you know, like money else they're not only tech savvy attack intuitive. not only have they not known a world without computers and the internet and mobile phones and smart phones, they have not had two. it is all that they know. they are aware, an excellent joke or reckless, unbounded, fiercely individualistic, maybe even more so. social, smart, curious, socially conscious, extreme multitask years. marcia alluded to that, but this

is the generation that -- i've heard this woman put it this way, that they are doing their homework with there, you know, ipod, your phones on, music playing, the tv on in the background sitting in the kitchen as mom is making dinner and a totally focused on their homework and getting it done. it's just a completely different world certainly than the one i grope been or would not be able to concentrate with all those distractions. these are really multitask years as i said, they are being influenced and are influencing in equal proportion of love this they scatter kamal, spot command and, if anyone knows what you mean by that, you have a kid that age aren't super breast. what are this generation's hopes and fears? these are teens and teens. knowing that is reflected in to their hopes and fears. what is interesting here is you can see that social consciousness come through.

they want to understand their role in the larger world. the want to make it different, they appreciate being able to share her opinion. issues that matter to them and their peers mater, and they want to raise awareness. it want to experience new things and explore and discover, but they want to do it in the comfort and familiarity with the no. what worries them, amazingly they worry about not feeling a part of something bigger, not understanding that they are part of something bigger. the want to be heard, taken seriously. they don't want to wait until adulthood and tell -- to realize their dreams, and that think if you are even a casual consumers news these days he can recall a story that you read your piece that you saw on a 14 year-old entrepreneur. i think that waiting until adulthood to realize dreams is something that we see. one i will call i hear is that

scare tactics don't work. in extreme or frightening messaging isn't going resonate. marcia alluded to this. positive messaging works. given the time, the answer did they have grown up in, keep in mind, these are kids that school shootings and violence and school has become quite commonplace which is incredibly sad. certainly shaping who they are and what they hope and fear. so how did they differ specifically? when we compared money was at the same age, it's like -- i think martian may have talked about this. millenniums at age 8-17 in 1997 verses generation z of the same age, there were more optimistic that there would be better off. there are less likely to think it's cool to be smart. i would argue that they will

probably answer that it is cool to be kind. there are more likely to daydream about running their own business, helping others, traveling around the globe, being a great artist and musician, writer, individualistic expression of creativity. and they are far more influenced by their parents than alleles. certainly mullen meals probably care of the influence of difference. all that to say, i think this is an indication of our really shifting mindset when we're talking about the consumer. the consumer of tomorrow. that was a lot of stuff. none would be happy to provide information. thanks. [applause] >> well, thanks to all of our panelists. really great information and insight. we have a few minutes for questions from the room we will

be walking around with the microphone. we already have our first sticker. fantastic. >> dan mccurry chicago consumer coalition. another has been discussion about a particular age group, but we have also talked about sex, geographic location, health status of philosophy, and other parts. not one speaker has been much time breaking this down and did not -- the rich versus the port. you can afford to eat what and you cannot. why is that? >> that's a great question. look at a lot of these things you can see. two months ago.

one of the reasons why this generation. much more likely to have student loan debt. about one-third -- we looked at 25 to 30. so presumably at that stage they are beyond their formal education and in the workforce. their economic circumstances. divide between those to come and gone to college and not on how much. first of all, about 33%, as high as any other generation in history. they are stuck, however. two-thirds of them western loan that. it's a very hard way to get started in life. you compare their economic certainty to the are connected of economic circumstances of the 60 or 55% in d.c. a much bigger

gap that he sought to give 30 years ago. so, for example, the unemployment rate of total five to 33 year olds for college graduates is actually not that bad. for those in that same age group , 12%. the jobs are out there. the world has collapsed and you see that in their incomes, the wealth. so it's a very good question. the economic divide. >> well, i would answer his question this way. when you ask me the difference between this too, would be more than happy to do it. tough minutes, talk about what ails. talk about how people need in this country is not easy.

the question is often asked, the upper income money as being different? there is no question. we may have the same aspirations , but the money is just a different factor in what you will do. if you ask me the question i would be happy to answer. >> my name is rihanna. i used to work for new york city council. my question is, on a panel about how much money as a shaping our food system they're is a shocking lack of money on this panel. i don't think today we could get away with having a conversation about women's issues are african-american issues without having a single one of those people on the panel. as someone who i feel is very

engaged and does the well, i found some of these comments of little -- maybe a little insulting. i guess some curious how we can engage in a thoughtful way and really bring them to forums like this because there are -- it wasn't that baby boomers just decided to start eating differently. a push as and parents, young people, young farmers association. i guess my question is how can we gives them more? >> again. is not my fault watching how deeply. clearly. you can just invite them. >> thanks.

a living breathing focus group of a group of millenniums. we're tapping that community for insights and information on behalf clients. all the stuff that i shared we gathered from all anneals. i mentioned to 4200 employees at the gunman as across the world. i would venture to say at least half if not more harmelin deals. they are informing all of what certainly in my role and will we do, you know, on a daily basis. reflected in the research that we've seen. >> and last comment. i did report on the focus groups that we did with the mullen meals. was a reflection of what they're saying. >> the well director food safety for see sdi.

i'm wondering if you -- i am interested local, natural, organic. and farmers' markets. in this generation have you tested the -- how many of them every two weeks to shopping and farmers' markets or eating organic or natural? i'm just interested what -- whether they are part of the driver in that direction. thank you. >> is this working? i see that guy coming up. we want everything. again, it was time constraint. i could have gone on for hours. i was glad i had to stop. but no question about it, this generation, deals are going to

define the future of leading in this country. when i was up a barrasso was defining -- was looking for how to avoid harmful substances. that was the driving force. that's what the discussion was. they're talking about whole wheat, and dioxins, things the un that make your diet better. clearly on the organic, wonderful one where we had 13 percent of the u.s. population consuming inorganic item at least once. by 2006 that number doubled. over three years you don't have anything of that fast. since 2006 that number is not move one iota. still a quarter of the population. big number, important. can you afford to have organic? money comes up more and more

often. i'm not sure i know what naturalist. i would say to you, the bloody else, 18 to 34 year group is going to define for the parents and the next generation will work going to talk about until a new generation comes out and does the same. no different than the baby boomers. >> anybody else? >> i'm i nutrition policy department, wondering if any of your research or experiences shed some light on whether mullen deals are more likely to make impulse purchases in the supermarket, and their food choices and if there how that affects their health. >> again, i don't really know shopping habits.

cost of the setting an ounce. impulses stilled of very small thing. you see things, but most is more plan than you think. i really don't know but the impulse shopping. >> from the focus cribs which did, one of the skills that they admitted that they don't have really is planning. so when they do go the supermarket frequently it is to fill a recipe. for a specific event rather than as a long-term what do i need have in mind covered for the entire month for week. so i think those are skills and i think we could help them with some of it is in polls.

might not be as affordable and beneficial over the long term. >> they are somewhat risk averse in the consumer behavior. part of it is they don't have the money to take risk. if you look at their share of cars sold today versus a generation of two ago, sales of cars to this generation has gone back. if you read the reports from the financial agencies, the fidelity's about how young adults handle their retirement, they tend to be conservative in they're investing habits. they're not taking on all of debt. they started with a lusty and monday. they have are rather risk averse view. whether that translates into and paul spine is not my area of expertise. >> kennelly, you go in the 2,000

households to look at the pantry, just what's in there, what you have that will affect your eating habits. start another one of those three hits. attitude does fun and filicide kidnappings and miles. the pantry is being diluted. we are buying as needed. the pantry is being shot in the american household to discount the to the you're going to use. think that's changing. >> to go back to a couple of things you already raised. in addition to the question of income inequality talked-about

the generation being the first, but he did say anything about differences among whites, blacks, hispanics, and the other groups. also differences between men and women. secondly, on the question about organics, walmart recently announced that they're going to try to the provide organic products more cheaply. do you think that is the major issue, people really want organics but can't afford them? >> let me take a crack at the demographic diversity. there really is the story of the future of america. as i mentioned this generation is about 43 percent non-white. is not so much that the blacks share the population. if you go back, we were mostly a black -- a white kutcher with a minority black population. the black population share hasn't changed much. what has changed has been a huge immigration wave, the third

great innovation wave in our history. late 19th in the early 20th and nine in ten european. this wave has brought more immigrants than the first to combined. latin-american now about three into information. in the last few years asian and rents have surpassed. we opened our doors in 1965 in the millennium generation, the children of this wave. most of them of the children of this and iran way. they are the future. immigration is likely to continue. they're strivers and believe in the future. we're going from white or black checkerboard which is most of our history to much more of a rainbow. to summarize very briefly, the minority groups, all of them,

with a black, hispanic, or asian have voted very demographic. if you look at the social and political values they skew more liberal their is a belief in the importance of government to be the last question was about men versus women the gender differences on political and social attitudes and economic circumstances. very similar. and to summarize it briefly, women tend to be more liberal and in many ways more empathetic in their political and social values. this generation of women, this generation of women six and ten undergraduates these days are women, nearly six and ten. if you look on in the graduate school and beyond this generation is starting in the work force better prepared

economically than they're male counterparts. and at the starting line that wage gap which we read a lot about and it's been a part of our economics in the wake of much smaller. about a month ago, its $0.93 on the dollar. but we've also like to have this generation in the next oldest generation progresses through their economic circumstances in that camp which starts now widens back up and wide as back up as women and men moving to a late 20's and 30's commanded is likely to that has to do with starting a family which has to do with the differential experiences. >> one thing, we did a study last year, america's kitchen where we looked at has been in

lives and moms and dads for the same household. literally header and the phone to that. and what we found was may be surprising that moms and dads values and food behavior's in particular, how they feed their families to know what they think is important actually did not differ that much. moms and dads are actually shared a lot of the same values and beliefs. i'd be happy to share that steady, but i thought that was kind of interesting. it down "me, but i think that that was also held in that particular study among multi-cultural groups. >> i don't even know where to begin. so much research we could do on where the differences are. let me answer the first one.

i have no doubt in my mind this country wants cheaper organic food. if you give its meal by. again, this is something the boomers started one of the top concerns. the desire for this food. it's just a matter of money. the difference between canadians and americans, people live in florida and people who don't live in florida, young and old, your mother, your father. on answer with this life lesson that i learned. for just watching how really, if you want to find differences between groups, you can to beat you can find any difference. you give me to grips and often do the difference. i also guarantee a will find more things i like. we tend to strive and focus on

our differences. we are more alike than we are different. i have the data to prove it. >> thank you. on that now we will end the session at back. >> next on a special weekend edition of book tv books about the civil rights movement. first a panel on the annapolis boat festival including todd bergen, author of an idea whose time is come. in an interview with arab vesuvian and his book down to the crossroads. and later historian taylor branch talks about his book the king years. and this year's an apple is book festival a panel of doctors discussed the civil rights