Chicken marketers need to start planning how to future-proof communications with the unique consumer expectations and needs of Generation Z.
“Our future consumer is really forging a new food future. What I mean by that is that they’re doing things differently from their parents in terms of food,” Michele Murray, executive vice president, Food Agriculture and Ingredient Practice, Ketchum, said.
For example, 68% of Generation Z say they are cooking differently than their parents, with only 20% indicating that the way they ate as kids impacts the way they eat now.
“We’re seeing a major shift in how this particular target audience, Generation Z is choosing their food, making purchasing decisions and their general attitude about food,” she added.
Murray will share insights on the Generation Z mindset around food and agriculture and what it means for your marketing efforts to keep chicken as the protein at the center of the plate at the 2024 Chicken Marketing Summit.
Registration is now open with early savings available.
What Generation Z wants from food
One of the biggest differentiators between Generation Z, born between 1997 and 2012, and previous generations is that there is a large part of this demographic that considers themselves food evangelists. This is likely due to their lifelong exposure to social media and the internet.
“When we first identified this as a consumer segment back more than 10 years ago, 22% of the overall population fit into that food evangelist category,” Murray explained. “But for Generation Z, we found that over half describe themselves as food evangelists.”
In other words, this demographic is highly interested in understanding more about food and sharing that food story with the people around them.
Generation Z is also highly value-driven when it comes to the food they purchase in terms of the environment. They also believe their food choices say something about them – from sustainability to body issues and even when it comes to certain political issues.
“Compared to Generation Z and boomers, most of Generation Z says they feel really judged about eating patterns,” said Murray. “They feel the weight of the world to make certain decisions about food and I think we’re seeing that pressure come through in different ways.”
While some members of Generation Z aren’t yet purchasing food with their own money, it’s still important to pay attention to what they want.
“We have this canary in the coal mine in terms of the signals that we’re seeing. It’s important for marketing and brands to start evolving what we’re doing so that we can keep check with what those values are,” she added.
Attend the 2024 Chicken Marketing Summit
Make plans to attend the 2024 Chicken Marketing Summit at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama, on July 29-31, 2024. This one-of-a-kind event will look forward to the consumer of 2035 and the issues that will impact their protein choices.
For the first time, the Summit will have two content tracks. As always, one track will focus on consumer trends of today and what will be expected in 2035 and how advancing digital technology will impact how chicken will be sold and marketed in the future. The second content track will explore how the industry will meet consumer expectations by adapting new and existing technologies to raise and process broilers utilizing fewer resources and with improved welfare, food safety and convenience.
Submit your free nomination for Chicken Marketer of the Year.
Registration is now open for the Chicken Marketing Summit with early savings available.
