Generation Y, referring to the generation born between the 1980s and early 1990s, is full of questions about food animal production.
Why are farmers using antibiotics? Why are cows housed inside rather than on grass? Why is there such a big debate on the difference between production methods of foods? Why are almonds being milked instead of cows these days? That last question may have been more of my own personal wondering. Gen Y, also called millennials, are not the only ones looking for answers.
In the dairy industry, we have our own set of “whys” with which we struggle. Mainly, why doesn’t this generation know where their food really comes from?
We in the industry know dairy products are a result of hard-working, dedicated men and women, on and off the farm. They are a result of animals treated with the utmost comfort, care and respect. And they’re also a healthy source of nutrition that will do the bodies of Generation Y a whole lot of good.
The millennial generation, whether we like it or not, is already having a significant impact on food purchasing. As they grow older and start families, that impact will continue to grow. The success of our industry is dependent upon this generation knowing our story and believing in what we do.
Their support of the dairy industry will have a significant impact on how we manage and feed our cows in the future. The time to take action in ensuring our success is now.
You’re probably thinking, “That’s great, but how do we get started?” You may also have been frustrated by an experience of trying to talk to a millennial whose eyes were locked on their smartphone or tablet. As a millennial myself, I understand; we’re not easy to talk to.
In particular, I’ve noticed that we love to be offended. You can see it in today’s media trends: Bad news is generally the only news. Our task, as the team behind dairy production, is to reverse that trend and start focusing on spreading the good news of the dairy industry.
Good for us, the National Pork Board has already done the dirty work of creating a “Millennial Code” on how to talk to Gen Y. By following this code, we can bridge the gap between farmers and millennials instead of building it. Here were some of my key take-aways from the board’s webinar:
Learn to listen
Listening to others is a huge step to gaining their support. Not only does it show you have an open mind, it also proves you care what a person thinks by considering the opposite point of view. Listening to millennials share their viewpoint is a key step to earning their trust.
Find your avenue
Are you a talker, a writer or something else entirely? Know your strengths in communication and play to them. If you’re scared silly of public speaking, making an impassioned speech to your town council on behalf of local farmers probably isn’t your best bet.
Maybe you’d rather start a blog, host schoolchildren at your dairy or even just strike up a conversation with someone at the grocery store. There are plenty of ways to share your knowledge and passion with others; just learn to identify the right method with the right moment.
Know your tone
Be careful not to come across condescending, defensive or preachy. Be careful with humor as well. People may not think you’re as funny as you think you are.
Be careful with your presentation. The way you act, react, speak and provide can make all the difference.
Be engaging
How can you make something more exciting? Often, sharing your own personal experience can make a controversial or complex issue tangible and relatable, especially for a consumer who has never smelled dairy air before.
Know that participating in a conversation of this type is a two-way street, and be receptive and open to others sharing their views, questions or concerns. This is also a good way to recognize what we should focus our education efforts on.
Build up your credibility
Don’t preach something you don’t know. Share points you can confidently and accurately articulate. When you share information you know well, you’ll be far more convincing. Use a combination of proven facts and personal experience to effectively incorporate both science and self.
If you don’t know, just say so; it’s nothing to be embarrassed over. Never lie; you can always point someone in a different direction or get back to them after you do more research.
The battle to promote and gain support of the dairy industry is never going to end. There will always be a new fad, complete with a new generation to push toward it.
We as a dairy industry have to recognize the current needs of millennials and work toward helping reach them. Together, we can tackle the millennial generation and have them asking, “Why is supporting the dairy industry even a question?”
Resources
Here are several resources you can use to support your story:
- USDA ( www.usda.gov )
- FDA ( www.fda.gov )
- Dairy Good ( dairygood.org )
- National Dairy Council ( www.nationaldairycouncil.org )
- Dairy Farming Today ( www.dairyfarmingtoday.org )
- Dairy Management Inc. ( www.dairy.org )
Watch the full "Millenial Code" webinar here .
How farmers are reaching the millennial generation
For real-life examples, I asked two active dairy promoters how they reach the millennial generation.
Dairy farmer and activist Marilyn Hershey - Twitter @dairy_activist and Blog dairyactivist.com
“For so many years, farming happened without a lot of attention, maybe an interview here and there, but not the instant and intense attention that social media brings. Now, people, especially the millennials, want to know where their food comes from. So how have I successfully communicated? Well, I try my best every day. I pay attention to my kids, who are in this generation, and how they communicate and I try to understand how to plug into that platform, as well as how can my farm story fit into that platform.
"We don't always lack communication because of fear, but because we don't want to expose ourselves. Millennials see that as us having something to hide. Communication is critical to the future of our farms, and our farming freedoms hinge on this generations’ approval.”
“We’ve been successful reaching out to the millennial generation by creating a Facebook page for our farm. The hardest thing about our page has been keeping it educational and interesting enough for a fellow farmer as well as the public and non-farmers as well. Having followers from all over the world is great. However, all I want is for everyone, young and old, to know where their food comes from, and the amount of work that goes into putting it on their plate. Telling the public about our business as a family affair and our livelihood seems to make people realize how much the cows and land truly mean to us.” PD
Rebecca Shaw is a dairy marketing specialist with Cargill Animal Nutrition. She also blogs here .
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Rebecca Shaw
- Dairy Producer
- Williamsburg, Pennsylvania
