The Importance of Connecting the Consumer to their Food Source Our Consumer Trust Challenge

Transcription

1 The Importance of Connecting the Consumer to their Food Source Our Consumer Trust Challenge Emily Metz Meredith Vice President, Communications & Membership Animal Agriculture Alliance

2 About the Animal Ag Alliance Established in 1987, the Alliance is the oldest and largest national coalition of farmers, ranchers, agriculture associations, allied industry, veterinarians, scientists, and retailers. Alliance Mission To communicate the important role of animal agriculture to our nation's economy, productivity, vitality, security and that animal well-being is central to producing safe, high-quality, affordable food and other products essential to our daily lives. Alliance Primary Roles Connect stakeholders across the food chain Educate media and the and public Protect consumer choice and producers ability to provide safe, affordable food

3 The Alliance MONITORS animal rights activist and other detractor groups and ENGAGES proactively in those same spaces.

4 Millennials & Food MOST INFLUENTIAL CONSUMERS & HOW TO REACH THEM

5 This ad has reached out to Millennials on many levels, just the way Chipotle intended; it reaches business-savvy Millennials as well as the environmentally-conscious ones. It reaches the artsy crowd and it reaches the tech crowd. The marketing minds, eat up the controversy surrounding it and delve into analysis simply for the fun of it.

6 Millennial Basics Generation born roughly between According to the Pew Research Center: They are the most ethnically and racially diverse cohort of youth in the nation s history.... They are the first generation in human history who regard behaviors like tweeting and texting... not as astonishing innovations of the digital era, but as everyday parts of their social lives and their search for understanding.... They are more inclined toward trust in institutions than were either of their two predecessor generations...

7 What about Millennials?

8 2 Crucial Millennial Myths Myth #1: They don t have any disposable income so why should we care? Fact: They already have 21% of consumer discretionary purchasing power (or about $1.3 trillion) and influence many purchase decisions made by Generation X and baby boomers.

9 Millennial Myths Myth #2: Millennials are a selfish generation that only care about themselves. Fact: Wrong! Millennials like to give back!

10 Concern about farming is growing In general, would you say you have a attitude toward? (SPLIT SAMPLE) HOW FOOD IS GROWN AND RAISED IN THIS COUNTRY THE FARMERS AND RANCHERS WHO GROW AND RAISE FOOD IN THIS COUNTRY Very favorable 12% 33% Somewhat favorable 25% 36% Neither favorable or unfavorable 33% 24% Somewhat unfavorable 23% 5% Very unfavorable 7% 1%

11 they want to know Millennials have the same priorities as food evangelists But they ve grown up exposed to so much more information and are willing to ask even more questions Millennials are practically skeptical about everything they hear

12 Filling the void Detractors have learned how to harness Millennials desire to have an impact (and lack of knowledge) And Millennials will engage with their material even if it s just out of sheer curiosity Did you see that one about KFC and how they raise their chickens? Millennial, Austin Why wouldn t I click on it? It s a VIDEO. Millennial, Boston

13 But There s a Tipping Point The more extreme the message, the less willing Millennials are to see it positively There is an opportunity to communicate with your audience more constructively I wouldn't retweet anything from PETA. They re crazy. Millennial, Boston Stevo-O? He s a clown I wouldn t take him seriously at all. Millennial, Austin

14 At the end of the day, you can look at all these things, but I usually use my own judgment. Not about it being accurate or a fact. But is it credible according to my personal beliefs. Millennial, Austin

15 Key Findings The starting point: consumer awareness is low on understanding how food is grown and raised The good news: consistent language and action can bring results The less-good news: there are deeply held beliefs that the way food is being made today is not in consumers best interest The bad news: consumers are easy prey for misinformation about food because of low trust and distance from food production

16 What responsibility means to them making statements about individual issues Leading a conversation about modern animal agriculture

17 What about Millennials?

18 What about Millennials?

19 generation selfie Millennials want to engage with the world around them Millennials are confident that they deserve to be seen and heard And they are ready to have a conversation about anything For millennials, social media isn t about perpetuating a cause It s about self-expression Sharing the news stories that are important to them Seeking entertainment Engaging with celebrities Blogger Nicole s #felfie (farmer selfie)

20 What about Millennials?

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22 Millennial Do s And Don ts Do Recognize that they are engaged and interested Invite them to a conversation that includes back-and-forth on social media Use a realistic tone that takes their skepticism and cynicism into account Provide them with information that allows them to draw their own conclusions Don t Assume that they are more likely to side with activists Use social media simply to broadcast a message to them Give them a reason to question your true motives or poke holes in your story Attempt to discredit other sources of information as less trustworthy or credible

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24 What about Millennials?

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26 Because I said so Doesn t Work Anymore

27 What RADICAL Transparency Looks Like:

28 #FarmtoPork

29 What RADICAL Transparency Sounds Like:

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31 Your opportunity These questions aren t the challenge they re the opportunity Millennials want to matter to you are interested in seeing the whole story want answers from all different sources You have the opportunity to engage with them, on their terms

32 @animalag Thank You! Phone: (703) Website: /animalagalliance /animalag Animal Ag Aware (Members Only) /animalag Real Farmers Real Food Blog