Poultry USA - November 2019 - 19

WATTPoultryUSA

Not Millennial moms on steroids
Bailey said marketing professionals in any industry
have long struggled to figure out the millennial mom.
Now that Gen Z women are of child-bearing age, there
is a completely new segment. Many may think of Gen
Z moms as "millennial moms on steroids," but that
perception is far from reality.
Members of Generation Z are more frugal, because
more of them were raised by single parents than those
from any other generation, and they have a more realistic sense of budgeting and finance. Their attitudes are
also different in the sense that they like to be socially
involved in causes and like to collaborate with brands.
In the U.S., Gen Z is the most diverse generation in
history, which Bailey says is good
news for chicken marketers.
"There's all these opportunities
for new, exotic foods that can be
made with chicken," she said.

New marketing techniques
needed

"THEY SPEAK
IN EMOJIS.
They speak in
expressions,
rather than
words..."

The Gen Z mother is "not
impressed with old marketing techniques," she said.
They are also more curious,
which means brands will need to
create more content.
"She's going to dig deeper," Bailey said. "If you
educate her on the value of chicken, and the things you
can do with chicken, she's open to learning."
Bailey recommends empowering the Gen Z mother
to use chicken products her way. Put more recipes
online. How-to cooking videos on YouTube are another
technique to consider.
"If I was a chicken or meat company ... I would go
and create a video for YouTube on the best way to cut a
chicken breast into kids' nuggets," she said.
"Create the content that you do either in store
or online to empower them and teach them about
using the product."
She also recommends using podcasts, calling them
"the next marketing tool that you will hear about."
November 2019 ❙ www.WATTAgNet.com

Maria Bailey, BSM Media
Austin Alonzo

However, she advises against the
trend of hiring online influencers.
She believes the "influencer bubble
will burst," and the influencers Gen
Z moms followed when they were
youths don't fit their current lifestyle as mothers.

Speak their language

In order to reach Gen Z mothers,
companies will need to "up their Insta-worthy game."
"Whether it's packaging or positioning on the shelf,
you're going to have to realize these moms are all
about logos and like to Instagram everywhere they go,"
Bailey said.
"They speak in emojis. They speak in expressions,
rather than words, and that may impact the packaging
you may want to create in the future, because that's the
way she communicates." ■

For the opportunity to hear more
insights from Metcalfe, register for the
2020 Chicken Marketing Summit:
www.WATTGlobalMedia.com/chickenmarketingsummit

❙ 19


http://www.WATTGlobalMedia.com/chickenmarketingsummit http://www.WATTAgNet.com

Poultry USA - November 2019

Table of Contents for the Digital Edition of Poultry USA - November 2019

Poultry USA - November 2019
Contents
Further antibiotic use reduction will be hard
Bringing tech solutions to poultry industry challenges
Bell & Evans grows in organic, specialty poultry
Gen Z moms will dig deeper for information on chicken
8 digital technologies to disrupt the turkey industry
Efficiency, sustainability key for Pilgrim’s Sanford
Tyson, Sanderson earn Clean Water Award honorable mention
Marketing poultry products to younger generations
Bulb type doesn’t have much impact on broiler performance
Product Review
Market Place
Ad Index
Poultry USA - November 2019 - CT1
Poultry USA - November 2019 - CT2
Poultry USA - November 2019 - Poultry USA - November 2019
Poultry USA - November 2019 - Cover2
Poultry USA - November 2019 - Contents
Poultry USA - November 2019 - Further antibiotic use reduction will be hard
Poultry USA - November 2019 - 3
Poultry USA - November 2019 - 4
Poultry USA - November 2019 - 5
Poultry USA - November 2019 - Bringing tech solutions to poultry industry challenges
Poultry USA - November 2019 - 7
Poultry USA - November 2019 - 8
Poultry USA - November 2019 - 9
Poultry USA - November 2019 - Bell & Evans grows in organic, specialty poultry
Poultry USA - November 2019 - 11
Poultry USA - November 2019 - 12
Poultry USA - November 2019 - 13
Poultry USA - November 2019 - 14
Poultry USA - November 2019 - 15
Poultry USA - November 2019 - 16
Poultry USA - November 2019 - 17
Poultry USA - November 2019 - Gen Z moms will dig deeper for information on chicken
Poultry USA - November 2019 - 19
Poultry USA - November 2019 - 20
Poultry USA - November 2019 - 21
Poultry USA - November 2019 - 8 digital technologies to disrupt the turkey industry
Poultry USA - November 2019 - 23
Poultry USA - November 2019 - Efficiency, sustainability key for Pilgrim’s Sanford
Poultry USA - November 2019 - 25
Poultry USA - November 2019 - 26
Poultry USA - November 2019 - 27
Poultry USA - November 2019 - Tyson, Sanderson earn Clean Water Award honorable mention
Poultry USA - November 2019 - 29
Poultry USA - November 2019 - 30
Poultry USA - November 2019 - 31
Poultry USA - November 2019 - Marketing poultry products to younger generations
Poultry USA - November 2019 - 33
Poultry USA - November 2019 - 34
Poultry USA - November 2019 - 35
Poultry USA - November 2019 - 36
Poultry USA - November 2019 - 37
Poultry USA - November 2019 - Bulb type doesn’t have much impact on broiler performance
Poultry USA - November 2019 - Product Review
Poultry USA - November 2019 - Ad Index
Poultry USA - November 2019 - Cover3
Poultry USA - November 2019 - Cover4
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