Dairy Processing - December 2021 - 69

* Gen Z is on such a diverse array of media that we must
maintain a steady drumbeat to reach them. We must
work as an industry to show up in various channels
and be able to speak their language. We also must work
harder - with a strong fact base - to answer questions
about health and the environment, whether that's in
online searches, their social media feeds, through
trusted influencers or directly on products.
So, is reaching Gen Z a lost cause?
Far from it.
We have many reasons for optimism, but it requires turning
the milk jug on its head. We know Gen Z isn't necessarily
against dairy, but they have a " what's in it for me " proposition
that goes beyond dairy's 13 essential nutrients message.
Moving into how dairy not only helps the body but
emotional wellness and how it helps you feel is a great place
for dairy to be. In fact, checkoff research shows that milk is
highly aligned with teenagers' physical and emotional needs,
and that connection has only grown through the pandemic.
This is our opportunity to reimagine milk and dairy's benefits
in a way that is highly relevant and sets us apart from
other options.
OPPORTUNITIES FOR GROWTH
This is why checkoff strategies are focusing on benefits
that have what Gen Z is looking for. Here are four growth
opportunities we discovered through our research:
* Immunity - Gen Z wants their immune systems to be
as healthy as possible, so our science will show how a
diet featuring dairy can support that.
* Calm - there is growing demand for products that bring
calm and steadiness to their stressful lives. So, with
teens and young adults returning to a hectic schedule,
we'll lean into how milk, cheese and yogurt can provide
a calming moment.
* Energy - dairy and its many nutritional components,
including protein, can offer the sustained energy Gen Z
needs to get through the day.
* Digestive Health - while this isn't an area Gen Z
proactively discusses, it can be why they won't
consume dairy. We must show there are dairy foods for
every lifestyle.
It's certainly a long way from the " bone-building "
campaign days but these benefits - backed by research that
was led or supported by the farmer-founded National Dairy
Council - can make dairy relevant or even cool. We can offer
a badge of worthiness to Gen Z, such as the whole milk latte
story illustrates.
This new approach is the foundation of a campaign we
launched with our 16 state and regional checkoff colleagues
The Reset Yourself with Dairy campaign has been
launched with state and regional checkoff partners.
called Reset Yourself with Dairy. Its aim is to build deeper
connections with Gen Z and give them new reasons to choose
dairy over other products.
It's an all-out blitz using various media channels and
marketing strategies, including gaming, social media
influencers and digital content. Dairy content, including
humorous videos, is appearing on Spotify, where Gen Z heads
for music and podcasts, as well as across YouTube and Google
video searches and via television streaming providers Hulu,
Roku and Vevo.
There is continued outreach to the gaming community, and
the content is on TikTok, Instagram and Snapchat where we'll
work with social media influencers, who Gen Z finds to be
authentic. The effort also includes a partnership with Kroger
Digital and Instacart for content to appear in their apps and
mobile sites.
Additionally, we'll have activations on about 400 college
campuses, including on TV screens in recreation centers
and cafeterias.
There is lots to be excited about on our Gen Z journey.
This is our time to show them that dairy is more than they
ever knew, and it can hold a place of relevance in their lives.
And it may even deliver a " cool " social media opportunity.
Dairy Management, Inc., Rosemont, Ill., is an American
trade association dedicated to promoting the sale of
American-made dairy products.
DAIRYPROCESSING.COM | DEC 2021 69
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Dairy Processing - December 2021

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