Whole Foods recently announced a new initiative designed to reach out to its younger customers and get them involved in green and healthy living. The grocery giant is running a contest (through YouTube, naturally), in which eco-minded youth aged 8-17 years old can submit 2-minute video clips detailing what they are doing to be part of the Whole Earth Generation.
Some submissions will be selected to appear on Whole Foods’ official YouTube channel leading up to Earth Day on April 22nd. Six winners will be then be selected from all the submissions, and they’ll go on to host an episode of Whole Foods’ Whole Earth Generation Video Podcasts.
This is how companies should be leveraging the Web and social media to connect with youth. It’s not about banner ads or passively managed Facebook pages – it’s about connecting and interacting with your audience and listening to what they have to say.