In a world of evolving consumer expectations and shifting generational preferences, staying ahead requires more than intuition—it demands insight. Over the past two years, Dairy MAX has embraced this principle by conducting extensive research into dairy consumption habits within its eight-state region: Texas, Louisiana, New Mexico, Colorado, Oklahoma, Kansas, Wyoming, and Montana. This data-driven approach sets the stage for a transformative strategy tailored to the unique needs and values of today’s consumers.
But why does this matter, and why now? Let’s explore the generational insights driving this shift, why Gen Z represents a critical opportunity for the dairy industry and how Dairy MAX plans to address this need.
Why Focus on Gen Z?
The key to securing the future of dairy lies in understanding and engaging with younger generations—specifically Millennials and Gen Z. While Millennials remain an important audience, it’s Gen Z, born between 1997 and 2012, that has emerged as the most dynamic and influential consumer group.
Gen Z makes up over 20% of the U.S. population, representing more than 68 million people. Their buying power is staggering—estimated at $360 billion annually, with influence extending well beyond their personal spending to include the purchases of their families.
What Matters to Gen Z?
Tech-Savvy and Socially Conscious
As the first fully digital generation, Gen Z is adept at navigating online spaces, consuming content, and advocating for causes they care about. They prioritize ethical consumption, favoring brands that demonstrate sustainability, transparency and social responsibility.
Skepticism Meets Curiosity
Gen Z questions traditional norms, including narratives about food and agriculture. They demand transparency and fact-based communication. This presents a critical opportunity to address misinformation and provide compelling, truthful information about dairy’s health and sustainability benefits.
Evolving Media Habits
Gen Z has moved away from traditional media like television and print, favoring platforms such as YouTube, TikTok, Snapchat and Instagram. To connect, Dairy MAX must create entertaining, authentic, and visually engaging content that aligns with their consumption preferences.
Key Insights
Dairy MAX’s research has unveiled key insights into Gen Z’s relationship with dairy products:
- A Complex Relationship: While younger Gen Z teens often have positive views of dairy, Gen Z adults are more skeptical. This signals a need for campaigns that foster trust and positive sentiment, particularly among older members of this generation.
- The Power of Storytelling: Gen Z loves food-related content but prefers storytelling over simple recipes or hacks. Videos like “What I eat in a day” and food experiences that combine entertainment and creativity resonate with them.
- Sustainability and Ethics: Gen Z’s decision-making is strongly influenced by their desire for ethical and sustainable practices. Emphasizing dairy farmers’ sustainable practices and cow care can help align dairy products with Gen Z’s values.
What’s Next? How Dairy MAX Plans to Reach Gen Z
For over 40 years, Dairy MAX has championed the benefits of real dairy and the hardworking farmers who make it possible. Today, these efforts are guided by fresh insights into Gen Z and a commitment to building trust while driving demand.
Dairy MAX’s strategy to connect with Gen Z revolves around developing a dedicated brand voice focused on three key objectives:
- Position Dairy and Dairy Products as Better
- Highlight dairy’s superior qualities: it’s delicious, craveable, nutritious and a natural part of a balanced lifestyle.
- Support Dairy Farmers
- Showcase how dairy farmers contribute to making agriculture better through sustainable, modern and ethical farming practices and cow care.
- Showcase How Dairy Makes Life Better
- Present dairy as a fun, playful and relevant part of life—whether through fresh collaborations, creative food experiences or engaging content that captures the joy of dairy.
Dairy MAX is actively working on a comprehensive strategy to influence Gen Z’s purchase decisions. By focusing on elements like messaging, visual identity, brand tone and assets, we are building a plan to effectively connect with this audience in the market. Guided by research and attuned to Gen Z’s unique perspectives, Dairy MAX ensures every initiative is both impactful and informed. Stay tuned as we reveal how these insights are transforming into action, shaping a future where dairy is celebrated for its taste, sustainability and essential role in everyday life.
