Millennials and the Market

HOW CAN WE INCREASE THE INTEREST AND USAGE OF HAMILTON’S FARMERS MARKET TO MILLENNIALS?

Project Description: The Hamilton Farmers’ Market is one of our city’s gems but is struggling logistically and economically. Millennials (those born between 1982 and 1997) are the largest demographic in the city and have a strong sense of belonging to Hamilton by participating in community life. The goal of this project is for SUSTAIN 4S06 students to learn about the attitudes and perceptions of millennials towards the Hamilton Farmers’ Market, which will provide opportunities for data-driven decision-making to enhance the Market and, as a result, the local community.

City Staff:  Elly Bowen, Board Member of the Hamilton Farmers’ Market, Citizen Representative

Bill Slowka, Market Manager, Hamilton Farmers’ Market 

Instructor(s): Kate Whalen, McMaster University

Department: Faculty of Science

Students: One Student Group

Course: Sustain 4S06

Deliverable(s): Students will conduct primary Research (ie. conducting surveys and/or collecting data), a feasibility study, interviews with stakeholders, site investigation, and a review with partners to implement project goals.

Location: Citywide and Hamilton Farmer’s Market

City Strategy Priority: Community Engagement and Participation, Built Environment and Infrastructure, Culture and Diversity