Generation Z, or those born between 1996-2010, is made up of “old souls in young bodies,” says Jeff Fromm, president of FutureCast and an expert in youth marketing, customer trends and innovation. The statement comes during Fromm’s conversation on the latest episode of Dairy on the Air as he distinguishes Gen Zers from their millennial predecessors and highlights how this influential generation presents big opportunities for the dairy industry.
Fromm also discusses Gen Z’s loyalty to brands. “Brands are code for value,” says Fromm. Day-part, need state and palate state all play a role in building loyalty among consumers. But, Fromm points out, consumers can bore quickly. The dairy industry would be well-served to move past the notion of being a commodity food and look for more exciting, innovative ways to establish itself as a brand. Fromm cites Chobani as a success story in this area because they’ve brought new life to the yogurt category by establishing their product as something to be enjoyed at other times during the day than breakfast.
Dairy on the Air is a monthly podcast that features relevant conversations impacting the dairy community. Find all episodes online at MidwestDairy.com or on podcast platforms including iTunes, iHeartRadio, Google Play, Stitcher, Spotify and more.