Dairy Processing - January/February 2022 - 8

The path
forward
The dairy industry reasserts its place in the lives of young
people while processors continue to innovate.
by Pamela Accetta Smith | pasmith@sosland.com
A
s Millennials are getting older, the
Generation Z population is growing,
and growing fast.
According to MNI Targeted Media, Gen
Zers - ages 19 and under - influence the way
their parents spend more than Millennials did.
That includes family food choices and items
purchased for them. They're willing to challenge
their parents, questioning things like how much
they're going to pay for something, trying to
evoke their own price sensitivity. Gen Zers have
high expectations. With that said, if marketers
focus on Gen Zers over Millennials, using them
as the barometer, they're likely to please other
generations, as well.
As the generation continues to expand
rapidly, marketers need to understand them.
Dairy processors are no exception.
To that end, Rosemont, Ill.-based Dairy
8 JAN-FEB 2022 | DAIRYPROCESSING.COM
Management Inc. (DMI), has been pivoting its
marketing and communications activations
to not only create relevancy with younger
audiences, but to show up in the right places.
" To compete in today's environment, dairy
needs to reassert its place in young people's
lives in a way that is in the social media and
entertainment spaces they love and that
speak their language, " said Anne Warden, vice
president of strategic integration at DMI. " This
is our way of reaching consumers who can have
the biggest return on investment for dairy. "
Gen Z constitutes about 20% of the US
population, Warden said, adding that they have
the spending power of more than $100 billion.
" It won't be long before they're the ones in
the grocery store making decisions for their
families, if they aren't already, " she said. " Until
then, they have a lot of influence on their Gen X
┬ęGalina Malinka - stock.adobe.com
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Dairy Processing - January/February 2022

Table of Contents for the Digital Edition of Dairy Processing - January/February 2022

Dairy Processing - January/February 2022 - Intro
Dairy Processing - January/February 2022 - 1
Dairy Processing - January/February 2022 - 2
Dairy Processing - January/February 2022 - 3
Dairy Processing - January/February 2022 - 4
Dairy Processing - January/February 2022 - 5
Dairy Processing - January/February 2022 - 6
Dairy Processing - January/February 2022 - 7
Dairy Processing - January/February 2022 - 8
Dairy Processing - January/February 2022 - 9
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Dairy Processing - January/February 2022 - 11
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