PoultryUSA - September 2017 - 34
34 ❙ WATTPoultryUSA
A MINDSET WORTH CHANGING
For instance, organic products appeal to consumers simply because they're labeled differently, even
if the consumer doesn't fully understand what that
label means. The consumer may simply believe the
product to be better because it's labeled differently.
Millennials struggle with self-identity
protein, but maybe not
A new form of common sense
The final point Kottmeyer made from the consumer
analysis reports is that millennials struggle with self-identity.
"No judgment being made, but there are 58 ways to
gender identify now on Facebook," Kottmeyer said. What
this means is the millennial generation is trying to find
themselves. If an individual feels lost, they don't know
what to believe other than to follow the trend. Poultry and
producers must create that trend.
Pets have become like children to a millennial.
Therefore, they trust vets even more so than they do
their own family care physicians. Some of this may
have to do with the fact that pets can't tell you if they
feel better so pet owners believe the vet when he or she
says the animal is better, Kottmeyer said. Consumers
don't see the same vet treating their pet as the vet also
treating poultry and other livestock.
How to deal with the millennials
Chicken Marketing Summit 2018
Millennials are not set in what they want; they just follow the trend they believe to be popular. For them to follow a trend, they need to be inspired and coached.
"Be willing to counter punch," Kottmeyer said when
he explained that instead of producers following the trends
they should be starting a new trend of their own.
The best thing a producer can have on their side is a
soulful brand that stands for something and allows the
millennial to relate to the company.
Chicken Marketing Summit uniquely explores issues
and trends in food marketing and consumer chicken
consumption patterns and purchasing behavior. In addition to educational sessions, attendees have numerous
networking opportunities to foster interaction between
speakers and fellow poultry industry peers. Chicken
Marketing Summit 2018 will take place at the Four
Seasons Resort Orlando at Disney World in Orlando,
Florida, July 22-24, 2018. ■