We Grow Comfort with Millennials and Gen Z in 2023

Gen Z and millennials seek comfort in nearly every aspect of their lives. No matter how much the world returns to normal, Gen Z and millennials have redefined what it means to step back from the craziness and focus on moments of serenity.

Peanuts and peanut butter have always been there to provide comfort. Peanuts not only bring back fond memories, but they also help make the times we are in a little bit cozier. This year, the National Peanut Board (NPB) will show younger generations how peanuts can go from being a comfort food to helping the world be more comforting.

We will do this through activations that redefine what peanut butter and comfort means to them. We do not just grow peanuts, “We Grow Comfort.” NPB will fill 2023 with comfort and care by putting peanuts and peanut butter at the center.

Self-Care

Self-Care is the focus in our first activation. From face masks to dopamine dressing, millennials and Gen Z find comfort in their self-care rituals. These routines can include anything from nutritious eating patterns and beauty product benefits, to calming candles and soothing playlists. For these two generations, acts of selfcare are a way to provide comfort amid the stressors of daily life. NPB will show how peanut farmers can grow this comfort by sharing the lesser-known functional benefits of peanuts — including the use of peanut oil as a moisturizing hair oil or the nutrient benefits of peanut skins (1). Comfort food becomes a comforting ritual that introduces the benefits peanuts one can add to their self-care routine.

A Common Comfort

A Common Comfort will be our second activation and will take place this summer. Throughout history, humans and animals have bonded with each other. Though we love to give them their own creature comforts, peanut butter is one human comfort food that we can safely share together. NPB plans to make the first snack that both dogs and owners can enjoy together featuring peanuts and peanut butter (2) — helping humans and their pets find a new way to bond.

Dine with Comfort

Dine with Comfort is our third activation, which will take place this fall. Diners are a comforting home away from home, and America’s love for them runs deep — from funny sitcoms to famous paintings. We will tap into that nostalgia by adding peanuts and peanut butter to the menu and on your plate. Our chef-driven diner experience for media and influencers will bring the comfort of peanuts to a space known for being free of everyday stresses.

Footnotes

(1) Emerging research is ongoing to better understand the antioxidant levels and potential properties contained in the skin of peanuts.

(2) Xylitol, a sugar substitute found in lower or sugar-free products, is the only ingredient that could be in peanut butter that is bad for dogs.