Giving meat meaning: Creating value-based connections with consumers

Abstract

Americans like meat. According to the U.S. Department of Agriculture, Americans are poised to eat more red meat and poultry in 2018 than ever before. At the same time, we are seeing a difference in how younger consumers perceive meat and the future of meat in their diets. An analysis of current social media conversations, as well as attitudinal research, shows a growing segment of consumers have questions about meat's environmental and social impact, as well as nutritional benefits. Members of the highly studied and coveted Millennial audience most likely to consider dropping meat from their diets are especially socially conscious, pride themselves in being informed and are more likely than other meat eaters to voice their opinions. This audience requires a new framework for how the food industry engages with the individuals who are shaping what and how we eat. Communications must directly engage with targeted consumers on their terms, recognizing their concerns and connecting to their values. In addition to better communicating the nutritional benefits of meat as a source of protein, the meat industry must clearly demonstrate an understanding of what is important to this audience and more directly connect with them about the concerns they have about meat.