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Research studies millennials’ views on ‘factory farming’
The beef industry is making a greater push to reach the millennial generation, which is generally defined as that group of individuals born between 1982 and 2001.
With millennials poised to bypass baby boomers in buying power, the industry is working to convince millennials that beef isn’t only delicious and nutritious, but also sustainably- and humanely-raised.
At the Cattle Industry Summer Conference in Denver, Shawn Darcy, associate director of market research for the National Cattlemen’s Beef Association, gave a presentation on a recently-completed research project looking into how millennials view “factory farming”. Darcy says the findings indicate that 81 percent of millennials showed “at least some concern” with factory farming. And even more concerning to the beef industry, 79 percent associated “factory farms” with beef production, even higher than the egg and pork industries.
The good news, Darcy says, is that their research was also able to identify some messages and techniques that may help change those “factory farming” perceptions among millennials.
Following his presentation, we visited with Darcy about the research project.
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