‘Gen Food’ is Shaping the Future of Food
Report from FleishmanHillard Identifies Cross-generational Influencers Defined by Food
ST. LOUIS, November 8, 2018 – In a time when so many issues divide Americans, a group of consumers that crosses generations and demographics is shaping the future of food. A new report released by FleishmanHillard today at The Culinary Institute of America’s reThink Food conference shows, when it comes to food and nutrition, an emergence of shared beliefs and behaviors among Gen Z, Millennials, Gen X and Boomers.
“We call these cross-generational influencers ‘Gen Food’ because food defines them and is an important part of their values and belief system,” said Jamie Greenheck, global managing director of FleishmanHillard’s Food, Agriculture and Beverage practice. “They’re taking personal responsibility for improving the way we eat and drink, which provides a tremendous opportunity for brands looking to connect and drive action through food.”
The study of engaged consumers shows food unites more than it divides Gen Z, Millennials, Gen X and Boomers. Some highlights:
- 91% say food is an important part of their values and belief system.
- 35% say that food defines them.
- 79% feel it’s their role and responsibility to share food information with others.
- 81% believe they can make a difference in the kinds of foods we eat and how they are grown.
- 78% have taken action to address food issues important to them – with reducing food waste emerging as their top priority.
- 60% say they bear the responsibility for improving what and how we eat – more than food companies, government entities or health professionals.
“The implications for food, agriculture and beverage companies are profound,” said Greenheck. “Speaking Gen Food’s language and understanding their values is important to having relevant conversations about everything from sustainable nutrition to agricultural practices and food waste. It’s also vital to focus on the benefits of innovation as they become the primary drivers of food choice. Additionally, companies should make it easy for consumers to participate and contribute to a better, more responsible food system.”
FleishmanHillard’s Shaping the Future of Food study was conducted by its TRUE Global Intelligence practice, which conducted an online survey with 2,001 nutrition-forward consumers September 14-20, 2018, and evaluated drivers related to food, influences and behaviors. Respondents were screened for engagement on such factors as seeking information about food, sharing content about food and paying attention to ingredient lists.
FleishmanHillard specializes in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy. FleishmanHillard was named Agency of the Year at the 2017 North American Excellence Awards; 2017 ICCO Network of the Year for the Americas and EMEA; PRWeek’s Best Places to Work 2017; PR News’ Best Places to Work in PR 2016-2017; Human Rights Campaign Best Places to Work for LGBTQ Equality for 2018; PR Awards Asia 2017 Greater China Agency of the Year; and NAFE’s “Top 50 Companies for Executive Women” for 2010-2018. The firm’s award-winning work is widely heralded, including at the Cannes International Festival of Creativity. FleishmanHillard is part of Omnicom Public Relations Group, and has more than 80 offices in 30 countries, plus affiliates in 43 countries.
About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, global health strategy and corporate social responsibility. It encompasses more than 6,300 public relations professionals in more than 370 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group delivers for clients through a relentless focus on talent, continuous pursuit of innovation and a culture steeped in collaboration. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.