Though teens are an enigma to many adults, they are the consumers of tomorrow — heads of households and holders of the family purse who will make the decisions and shape the habits and attitudes of yet another, even newer generation. With enormous potential buying power and influence, we may believe we don’t understand this group, but what we do know about them offers great potential to vegetarian food businesses.

First, we know that the diets and lifestyles of “Millenials” are taking a different path from generations past. Although more and more adults are moving toward healthy diets, teens are making vegetarian choices for different reasons, and usually earlier. In fact, a 2003  Teenage Research Unlimited study found that about 33% of female and 15% of male survey participants considered vegetarianism to be “in,” with the 18-19 year old age group expressing the most positive attitudes about a vegetarian diet over any other age group. Moreover, most of these teens had chosen vegetarian diets based on environmental or animal concerns in contrast to the health reasons that most often motivate older consumers.

What else do we know about teens? We know how to reach them. In a new survey by the Pew Research Center , experts found that the Millenial generation has already embraced social networking technology, and these habits will carry forward as this group becomes the adults of tomorrow. Specifically, 69% of the Millenials surveyed said they will “continue to be ambient broadcasters” to stay connected and “take advantage of social, economic, and political opportunities,” compared with 28% who believe this trend will fade.

All in all, what these studies tell us is that focusing efforts on this new and upcoming generation is very likely to reap long-term rewards. With early interest in social causes and the environment combined with health concerns later in life, this is a consumer segment that is well worth investing in. So begin now, harness the language and channels that are the mainstay of this generation, and you will have established a direct channel of communication to the consumers of tomorrow.