Bridging the Trust Gap: Engaging Gen Z Consumers in the Chicken Industry

As the chicken industry looks to connect with Generation Z, it’s clear that authenticity and transparency are paramount. This demographic’s skepticism towards the food industry presents both a challenge and an opportunity. Michele Murray, Ketchum’s executive vice president of food agriculture and ingredient practice, delved into this topic during her presentation at the 2024 Chicken Marketing Summit. Her insights, based on a Ketchum Analytics survey, shed light on the complexities of winning over Gen Z.

The Trust Deficit

Gen Z is notoriously distrustful of the food industry. According to Murray, a staggering 73% of this demographic believes that food companies prioritize profits over consumer well-being. This sentiment isn’t confined to food companies but extends to big business, higher education, and brands at large.

Murray coined the term “say-eat gap” to describe the disparity between Gen Z’s expressed values and their actual purchasing behaviors. “They say they care about these things — their heart is leading them to feel that way — and yet they’re eating in a different way,” she explained. This creates a cognitive and emotional dissonance in their relationship with food.

For instance, although 75% of Gen Z emphasizes the importance of supporting animal welfare, only a small fraction, about 5%, have altered their behavior accordingly. Like previous generations, their choices are influenced by factors such as flavor, food safety, quality, price, and nutrition.

However, the pressure surrounding food choices is more pronounced for Gen Z. They experience significant stress, influenced by their parents and social media influencers. Murray noted that 61% of Gen Zers struggle with mental health issues, which extends to their food decisions, with 60% reporting feelings of judgment about their choices.

Marketing Strategies for Gen Z

Despite their skepticism, chicken holds a unique appeal for Gen Z. While 15% of Gen Zers profess an inability to live without chicken, another 17% are indifferent, and 11% will only eat it if no other options are available. To capture the interest of the “moveable middle,” Murray recommends leveraging viral food trends and the demographic’s curiosity about diverse cuisines. Here are some key strategies:

1. Meet Them on Their Platforms:

Gen Z spends a significant amount of time on TikTok. Brands need to establish a presence there to bridge the gap. Engaging content that resonates with their interests and values is crucial.

2. Recognize Their Influence:

Brands should allow organic conversations to happen rather than dominating the dialogue. Authenticity is key, and interrupting can be counterproductive.

3. Highlight Impact:

Demonstrating a company’s positive impact on society, the community, and the environment can resonate deeply with Gen Z. They want to support brands that align with their values.

4. Engage in Meaningful Conversations:

Approximately 37% of Gen Z is discussing topics like animal welfare on TikTok. Brands need to participate in these conversations meaningfully.

5. Address Skill and Confidence Gaps:

Gen Z is eager to learn but often lacks the skills and confidence to make informed food choices. Creating educational and engaging experiences can bridge this gap.

Opportunities for the Chicken Industry

Murray sees substantial potential for the chicken industry to connect with Gen Z by focusing on joyful and accessible experiences. “As much as we stopped that negative pressure, we also saw an opportunity to grow satisfaction and to show up as a player that can help create that experience that consumers are looking for. Joy that’s accessible,” she said.

Overall, Murray expressed optimism about the future of the chicken industry. “I think there’s so much opportunity for a strong future with chicken — coupled with their interest and openness,” she noted.

Building Trust and Loyalty

To build trust and loyalty among Gen Z consumers, the chicken industry must prioritize authenticity, transparency, and engaging experiences that resonate with this demographic’s values and aspirations. Here are some actionable steps:

1. Transparency in Practices:

Be open about farming practices, animal welfare standards, and sustainability efforts. Transparency builds trust and reassures consumers that their values are being respected.

2. Storytelling and Content Creation:

Share stories that highlight the positive impact of the industry. Whether it’s through social media, blogs, or videos, authentic storytelling can create a strong emotional connection.

3. Interactive and Educational Campaigns:

Develop campaigns that educate and engage. Cooking tutorials, behind-the-scenes farm tours, and Q&A sessions with industry experts can demystify the food production process and build confidence in the brand.

4. Collaborations with Influencers:

Partner with influencers who genuinely align with the brand’s values. Their endorsements can carry significant weight with Gen Z consumers.

5. Feedback Mechanisms:

Create platforms for consumers to share their thoughts and feedback. Actively listening and responding to their concerns can foster a sense of community and loyalty.

By understanding Gen Z’s unique perspectives and meeting them on their preferred platforms, the chicken industry can bridge the trust gap and build a loyal customer base. Authenticity, transparency, and meaningful engagement are the keys to winning over this influential demographic.

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