Moms, Millennials and More
ANCW explains why moms and millennials are target audience of new advocacy program.
Millennials account for about 25% of the U.S. population, so it is imperative to reach them as potential beef consumers, says Sarah Bohnenkamp, executive director of the American National CattleWomen Inc. (ANCW). Woman-to-woman conversations are powerful, and there are more than 80 million millennials in the United States.
Bohnenkamp noted that the older millennials have young families and spending power. They like beef, but have concerns. They are health-conscious, and this gives ANCW an opportunity to influence mothers of the “nugget generation.”
A new checkoff-funded program in which ANCW will manage each tactic is the Moms, Millennials and More (M3) program. It aims to inform and persuade millennials, many of whom are moms, to consume beef more often. The goal will be accomplished through many avenues, including retail and metro shows, Moms’ Day on the Farm events, campus events and social media advocacy. Additionally, youth-development programs to help achieve the overall goal include the National Beef Ambassadors Program, consumer youth education, collegiate CattleWomen programs and junior CattleWomen programs.
Bohnenkamp urged members to fill out the ANCW M3 feedback form, because more action will be taken soon from the ideas generated from the forms.
In all aspects of the program, good advocacy skills are needed, Bohnenkamp said. She recommended that all members become Masters of Beef Advocacy, which is a free and self-paced program on www.beef.org.
Sherry Hill, Cook-Off program director, said, “You are viewed as [a] consumer’s connection to all things beef, good or bad. You must engage, listen, share appropriate information and make a positive impression.”
She shared some social persuasion research, and while some of the results may seem like common sense, they are still important to realize. What you say is just as important as how you say it. Messages from credible sources are more persuasive, as are those that connect to the audience. Persuasion is influenced by price, message framing and sequencing, and the environment affects the extent to which the message is received.
“When making claims, the optimal number of claims is three,” Hill emphasized. Having a moderate amount of claims, ideally three, reduces skepticism vs. an overload like 10 claims.
To optimize interactions with consumers, Hill explained a few tactics. Ask the consumers questions, and then paraphrase and empathize when emotions are high. Keep your message simple, and watch your body language. Share simple resources.
She suggested sharing three resources with consumers: www.beefitswhatsfordinner.com, www.beefnutrition.org, and www.factsaboutbeef.com.
Editor’s Note: This article contains information compiled from the Angus Journal’s online coverage of the 2014 Cattle Industry Convention and NCBA Trade Show, which is available online at www.4cattlemen.com.