New – Changing Target. Millennials Age 13-34 Older Millennials Age 20-34 Food & Health Involved Older Millennial Parents Age 20-34 Food & Health Involved
Why Millennials? Largest population cohort U.S. has ever seen: 86 million strong. Growing incomes: Spending power will significantly increase in coming years More mouths to feed: Spending on food will jump by $50 billion annually by 2020 Chicken Nugget generation: Critical that existing chicken-focused mindset needs to be corrected.
The Millennial Generation: “Things aren’t perfect. I need Beef to be...” SOURCE: Millennial Generation and Beef, Conversion, December 2011
Why Not Baby Boomers? Population will continue to contract: Falling below 20% of total U.S. population in next eight years. Incomes become fixed: Moving from peak earning years to retirement. Fewer mouths to feed: Household size shrinks. At-home food spending decreases: By $15 billion per year through 2020.
New York Beef Council What are we doing Socially?
Why We Want YOU Promote You and Promote Beef in New York Source and Support Advocates and Evangelists Create Communities Solve Problems FUN
The Result is… Cultivate trust and credibility Get people to talk about beef
How you can do it? Engage with us (5 minutes) Like New York Beef Council Facebook page Comment on a post Share a post Promote your business (10 minutes) Post news/pictures/specials Examples: farmers market activity, freezer trade, educate the public Pictures of baby calves, cattle in the field, families interacting with cattle, something personal