PoultryUSA - September 2017 - 32
32 ❙ WATTPoultryUSA
Millennials and livestock:
A mindset worth changing
Millennial consumers are self-experts, making it difﬁcult for producers
to teach them fact-based information.
BY DEVEN KING
Millennials believe they are self-experts, explained
Richard Kottmeyer, senior managing partner with
Farm to Fork Advisory Services, at the 2017 Chicken
Marketing Summit in Asheville, North Carolina, on July
17. This makes marketing products from the poultry
industry to them a challenge. Consumer research based
around millennials can be summed up in five points.
Millennials ﬁnd sciencebased information
Martinan | iStockPhoto.com
"Common sense has to replace [the] complexity of
data and science," Kottmeyer
said about how to deal with
millennials and their ability to self-teach through the
Google-centric world we live
in. He noted that if you only
approach these consumers with
they will believe the poultry producer is trying to hide
"I call it the 'duh' principle," he said. "If you can't
reach the consumer with the 'duh,' you are simply going to lose."
A desire for transparency
There are a couple of other things producers
need to understand about the millennial consumer.
Millennials believe in transparency, for instance.
Kottmeyer said nine out of 10 millennial women have
taken and distributed nude or semi-nude pictures of
That statistic pushed him to ask producers the question: Is your brand as naked and vulnerable as what the
statistic says the consumer is?
"If your brand isn't naked, it isn't going to last very
long," Kottmeyer said.
Millennials think any sort of brand privacy is a
way for producers to hide facts. Kottmeyer said this
generation is all about the character of a brand or company. Millennials relate to companies' products with
which they can see a benefit, even if they don't exactly
know what that benefit means.
Food as a luxury or statement item
The fourth point is that "Food has become a luxury or statement item versus a necessity," he said. He
explained that chicken is no longer just chicken.
www.WATTAgNet.com ❙ September 2017