New Study Provides Guidance FOR AG TO REACH GEN Z

Every generation poses new challenges to established ways of communicating and doing business, but according to a new study by The Center for Food Integrity (CFI), America’s food system has a lot to do to win over this group. However, there are bright points in the data that point to some areas of commonality that could just be at the heart of how U.S. pig farmers and pork production can win over the increasingly important Gen Z – authenticity and shared values.

“The findings equip the food industry with insights to engage Gen Z consumers, Gen Z farmers and ranchers, and the Gen Z workforce,” said Roxi Beck, CFI Consumer Engagement Director, who led the Gen Z initiative. “The guide details engagement strategies agriculture organizations can use to attract and retain young members and future leaders. Additionally, it details how food companies, restaurants, retailers, agribusinesses and others involved in the business of food can attract and integrate this up-and-coming generation into today’s multigenerational workforce.”

The research culminated in a communications guide, “Engaging Gen Z: The Consumer, The Farmer/Rancher, The Workforce,” that details CFI research and other Gen Z findings, along with specific strategies to engage each audience.

“Gen Z consumers are looking to food not only for sustenance –they want it to positively impact long-term health for the body and the mind, but they also want it to be produced sustainably for the future of our planet,” said Beck. Importantly, they are proponents of technology and innovation as they have many examples of how life is improved through innovations. “Be forthcoming with the role of technology in food production and how it directly relates to consumer goals. They see innovation as critical to solving global challenges. Sharing examples of your efforts and progress demonstrates your commitment to sustainability.”

OPEN TO FARM TECH, SHARED VALUES

What might be surprising to some was the finding that unlike trends seen in previous generations, Gen Z is more accepting of technology used to produce food—if it aligns with their other values.

According to Beck, Gen Z values and champions technology, having been immersed in it since birth and seeing it as a path to solving some of the most pressing challenges in our world. That’s part of why they are open to learning about ag technology used to produce food that will provide the taste, quality, health and sustainability attributes that appeal to them.

Ultimately, whether consumers accept or reject technology in food comes down to trust, which must be earned. When communicating about technology in food, like gene editing, primary messages should include key drivers of trust, like food safety, sustainability, naturalness of the technology and making information readily available and easy to understand.

In the end, Beck points out that when it comes to food-related conversations with consumers, shared values are 3- to 5-times more important to earning trust than simply sharing facts. For America’s pig farmers, achieving this goal with Gen Z will likely depend on how well they share their stories about how they live out their values every day on the farm in areas such as food safety, animal care and environmental stewardship.

To view the Gen Z Engagement Guide, scan the QR code.