By Robert Giblin, who consults, writes and speaks about food and agriculture trends, policy and issues for American Farm Bureau
In 2001, millennials emerged as the top consumer demographic, but their children — Generation Z — will make up 40% of consumers by 2020, according to Fast Company, a business magazine that focuses on technology, business and design. Made up of those born between 1995 and 2010 — Gen Z goes by many titles: the Selfie Generation, iGeneration, Post-Millennials, the App Generation, First Connected Kids, the Technology Inherent and more. Regardless of titles, Gen Z already is showing its independence and economic power in driving food trends, and will have profound impacts on agriculture and the food industry, as well as the workforce of the future.
The food industry has recognized the marketing importance of Gen Z for some time. Agriculture, on the other hand, more recently began exploring the tremendous opportunities and formidable challenges presented by this generation.
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