This is Generation Z — about 55 million people born between 1997 and 2012.
Marilyn Hershey is the chair of Dairy Management Inc. She says to target this age group, DMI has to use methods never heard of in previous generations — influencers. This is because Gen Z doesn’t get their news in the same way other do. So DMI partners with Mr. Beast, one of the world’s top Minecraft gamers, to share the positive message of dairy through games.
“Nine out of 10 Gen Z-ers are gamers. They will either game or watch games,” she says. “So we work with one of the strongest gamers in the country… Mr. Beast. He has over 100 million followers. He is currently writing the dairy sustainability story into his game.”
In other news, Hershey says U.S. dairy exports are on the rise and setting records. She says the industry is pushing the administration to make sure that current trade agreements with other countries remain strong.
“You look at parts of the world where they have a middle class that is growing, a middle class that is looking for more quality protein, and maybe they need a boost in that area, maybe there is not enough protein meeting their demand,” she says.
Hershey is also a director on the United Dairy Industry Association board. UDIA and the National Dairy Board fund DMI, which manages the national dairy checkoff program. She and her husband own and operate Ar Joy Farms in Pennsylvania where they farm 550 acres and milk 800 cows.
