He writes:
"Let’s be honest - if you are reading this, then there’s a pretty good chance that like me, you can remember life before the Internet and social media. And like me, you may fear you don’t have the linguistic ability to have a conversation with people that can’t remember the old days. For they have grown up in a world continuously connected and have developed words I can’t even guess the meaning of.
But this summer I've had occasion to mix farming policy with Generation Z and boy are they good at articulating their opinions. This cohort, born after the millennium, are creeping towards adulthood in the knowledge that society is not exactly delivering prospects. Their adulthood is likely to be poorer than their parents, they will truly experience the effects of climate change and feel frustrated with the current political process (perhaps we do have something in common!).
Faced with challenges seen by no other generation it would be safe to assume this is an age group disengaged from farming. For this is the generation the tabloids like to tell us have never heard a cow moo or think all sugar is grown in the Caribbean, but if I have learnt anything this summer it is that this could not be further from the truth.
In July I attended a consumer panel facilitated by DairyUK who presented a snap shot of views from over 1000 Generation Z’s some of whom I was lucky enough to meet to talk all things cheese toasties and buttered crumpets. The panel reflected the findings of a wider consumer survey undertaken by DairyUK with not always comfortable views on dairy products.
This is a generation that has learnt food habits and cooking skills from their parents but have since been challenged by social media influencers with an anti-farming agenda. They want to eat healthily but are price sensitive and very focused on the environmental impact of farming techniques. This mixture and lack of dietary evidence to follow has left them conflicted.
They will buy Almond *juice* to help save the planet but will have cheese sandwich for lunch because its cheaper than the chicken.
They believe dairy farmers need to go further on welfare but are not always willing to question food sources when eating out of home.
Being continually connected they are sceptical of their sources, even turning away from sponsored social media influencers in favour of the new 'micro influencers’.
All of this has left them conflicted. Conflicted about what’s healthy to eat, conflicted about farmers impact on the environment and dubious about who to believe. Most of all they are conflicted because they care and want to have their say.
I also found being concerned about my linguistic ability to engage with Generation Z unfounded when visiting students in secondary education. I have been lucky enough to speak with a number of groups in my time on the Dairy Board, but I am delighted to report that I have yet to find a more engaged, informed and probing audience than I found in school.
They had well researched although conflicting views, but they were also hugely aware of the challenge faced by farmers of needing to feed a growing population whilst trying to improve our environmental credentials. Although one year group was happy to dismiss the interruption of an extreme vegan heckler (a teacher no less!) they still wanted to constructively criticise emissions from farm businesses.
Make no mistake, Generation Z that I have met this summer are engaged with food production.
They are continually influenced by conflicting information on the diets they should be choosing for health and environmental reasons. They want to support British farming and help us be the very best.
But most of all, my real take home message I want to share with those of you that have got this far is that Generation Z want a conversation about farming - but be warned a conversation works both ways - as most of all, Generation Z want to be heard."
You may be interested in reading...