Dairy MAX is launching Better With Dairy, a bold, regionally focused lifestyle brand designed to connect with one of today’s most influential consumer groups: Gen Z. Born between 1997 and 2012, this generation accounts for over 20% of the U.S. population and wields an impressive $360 billion in annual buying power, making them a driving force in shaping the future of consumer trends.
In the first part of this series, “Understanding and Engaging Gen Z,” Dairy MAX explored why this audience is pivotal for the dairy industry. Extensive research revealed key insights into Gen Z’s values and consumer habits related to dairy, emphasizing the need for authentic connections to build trust, foster engagement and ultimately drive demand for dairy products.
Dairy MAX transformed these insights into a comprehensive strategy focused on influencing Gen Z's purchasing decisions. The Better With Dairy brand integrates messaging, visual identity, brand tone, and assets to engage with Gen Z in the marketplace.
The Better With Dairy brand is built on four foundational pillars that align dairy with Gen Z’s unique values and lifestyle.
1. Deliciousness
From its rich, craveable taste to its role in self-care and mental wellness, dairy has always been synonymous with comfort. Whether it's a creamy latte to kickstart the day or a cheesy pizza shared with friends, the deliciousness of dairy makes every moment more enjoyable. With a playful and modern twist, we celebrate how dairy brings flavor to life.
2. Nutrition
Dairy is packed with essential nutrients that fuel everyday health. From supporting heart health to managing conditions like diabetes, the nutritional benefits of dairy play a vital role in a balanced lifestyle. Better With Dairy helps consumers rediscover the natural goodness of dairy and how it supports overall well-being.
3. Performance
For athletes and weekend warriors alike, dairy is the ultimate performance partner. With the perfect balance of protein and other key nutrients, dairy fuels energy and aids recovery, making it essential for active lifestyles. By connecting with Gen Z’s love for movement and adventure, we position dairy as a vital part of achieving their personal best.
4. Sustainability
Gen Z cares about the planet, and so do dairy farmers. Through innovative, sustainable farming practices and a commitment to animal welfare, the dairy industry is leading the way. Through Better With Dairy, we celebrate the connection between farm families and their dedication to protecting the environment, ensuring transparency and trust with a generation that values ethical and sustainable choices.
Better With Dairy will launch in early February 2025 with a fresh digital presence aimed at connecting with Gen Z. A new website, BetterWithDairy.com, will replace the current consumer site DairyDiscoveryZone.com. An exciting feature of the Better With Dairy website will be shoppable recipes, allowing users to purchase dairy products and other ingredients directly from the site with just a few clicks, simplifying meal planning and grocery shopping while showcasing the versatility of real dairy in everyday cooking.
On social media, Dairy MAX’s Instagram and Pinterest accounts will evolve into Better With Dairy platforms, creating colorful, interactive spaces for recipes, influencer collaborations, and captivating content that resonates with younger consumers.
“By leveraging extensive consumer research, Dairy MAX has crafted a strategy tailored to the influential Gen Z population,” said Todd Green, Dairy MAX vice president of industry image and relations. “Better With Dairy will help us connect with this demographic, build trust, and drive sales of real dairy.”
As the campaign unfolds, Dairy MAX will implement robust tracking and analytics to measure the success of Better With Dairy’s initiatives. By monitoring website engagement, social media metrics, and shoppable recipes, the team will gain valuable insights into the campaign’s performance and refine strategies to maximize impact for dairy farmers.
Visit BetterWithDairy.com for shoppable recipes, dairy sustainability stories and more. Together, we’re not just reaching Gen Z—we’re building trust, creating demand and showing the world why life truly is Better With Dairy!
