Dairy MAX is proud to announce the launch of Better With Dairy, a dynamic new initiative designed to inspire and engage Gen Z consumers by showcasing the benefits of dairy. This bold new brand is backed by two years of comprehensive research into dairy consumption trends across Dairy MAX’s eight-state region: Texas, Louisiana, New Mexico, Colorado, Oklahoma, Kansas, Wyoming and Montana.
Recognizing the rapidly shifting landscape of consumer preferences, Dairy MAX aims to leverage data-driven insights to ensure dairy remains a relevant and celebrated choice for younger generations. Gen Z, born between 1997 and 2012, represents a powerful consumer group with an estimated $360 billion in annual buying power (NeilsenIQ). Beyond their own purchases, they significantly influence household buying decisions, making them a crucial audience for the dairy industry.
Dairy MAX’s research has revealed that while younger Gen Z teens generally have positive views of dairy, older Gen Z adults express more skepticism, making it essential to address their concerns with facts and transparency. Gen Z is drawn to engaging content that blends entertainment with education. Additionally, they prefer visual, interactive content on platforms like YouTube, TikTok, Instagram and Snapchat rather than traditional media channels.
With these insights in mind, Better With Dairy is strategically designed to reintroduce dairy in a way that connects authentically with the Gen Z audience. The initiative will focus on positioning dairy as a delicious, nutritious and natural part of a balanced lifestyle. It will also highlight sustainable farming practices, another critical decision-making piece for Gen Z, while creating playful, engaging and shareable content that integrates dairy into the everyday joys of life.
“Dairy MAX is committed to ensuring dairy remains an integral and celebrated part of the Gen Z lifestyle,” said Elizabeth Hurst, vice president of communications at Dairy MAX. “Better With Dairy is more than a campaign; it’s a movement designed to share the excitement, enjoyment and deliciousness with the next generation of dairy lovers.”
The launch of Better With Dairy marks a pivotal step in Dairy MAX’s strategy to drive demand and foster a deeper connection between Gen Z and dairy. Through fresh storytelling, digital innovation and data-driven messaging, Dairy MAX is paving the way for a vibrant and sustainable future for dairy. For dairy resources and recipes visit BetterWithDairy.com.
