How chicken brands can plan for the future of sustainability

The consumer definition of sustainability is changing and now is the time for chicken brands to prepare for it.

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Choat Boonyakiat |
Choat Boonyakiat |
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The consumer definition of sustainability is changing and now is the time for chicken brands to prepare for it.

“Sustainability has become this huge umbrella-like term,” explained Joyce Neth, vice president, director of audience development and research, WATT Global Media. “Consumers are now willing to pay more for sustainable items.”

“It’s a very big deal to get the messaging right, whether it’s animal welfare-related or environmental impact-related,” added Chris Dubois, senior vice president and principal, IRI

“The time to get the credit for it is now. This means understanding consumer motivation, their knowledge sets and values, because it’ll vary by product lines, by protein and across the store.”

Neth and DuBois will reveal the big things chicken companies don’t want to miss to gain and maintain consumer trust in the expanded dimensions of sustainability at the 2022 Chicken Marketing Summit.

Make plans to attend the 2022 edition of Chicken Marketing Summit scheduled for July 25-27, 2022 at the Château Élan in Braselton, Georgia. Registration is now open with early savings available.

Sustainability’s definition is changing

Long associated only with environmental issues, sustainability has transformed into a catch-all term that also encompasses animal welfare and other issues. 

“Sustainability can mean a lot of different things, depending on who is talking about it,” DuBois said.

During the COVID-19 global pandemic, sustainability expanded even further to include social issues. For meat and poultry processors, this meant that consumers gained awareness of the extra work frontline workers took on, as well as greater scrutinized the conditions in meat plants.

Sustainability especially plays a big role in the purchasing decisions of members of Generation Z and Y.

“When chicken companies make sustainability promises, they’re going to be watching. Social media makes it really easy, for better or for worse, to have word spread about those promises being broken,” Neth said. “So, make promises that are meaningful and measurable and that you can keep.”

Attend the 2022 Chicken Marketing Summit

The 2022 Chicken Marketing Summit will be held at Chateau Elan in Braselton, Georgia on July 25-27. Serving a unique cross section of the chicken supply chain, Chicken Marketing Summit explores issues and trends in food marketing and consumer chicken consumption patterns and purchasing behavior.

NEW FOR 2022: Submit your free nomination for Chicken Marketer of the Year.

For more information and to attend, visit:

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