By David White, Ohio Livestock Coalition
For the first time in history, four generations of grown consumers are working and communicating side-by-side — Traditionals, Baby Boomers, Gen X and Gen Y — and they all have different preferences when it comes to food and farming issues. Each group has their own set of values, expectations, perspectives and communication styles.
This presents a major challenge for Ohio agriculture. The first challenge is that we are facing an unprecedented number of individuals who are three to four generations removed from the farm and do not understand what farmers do and where their food comes from. The second challenge is that this is the first time we’ve had to develop and communicate our messages across such a wide generational gap to share our stories and educate them about farming. Acknowledging that a one-size-fits-all approach will not work, it is critical to understand who these generational groups are, what they value, and the best communication medium to reach them.… Continue readingRead More »