The Canadian Centre for Food Integrity’s (CCFI) Public Trust Research has shown that millennials—individuals born in the 1980s and 1990s—are changing the way the public views food responsibility.
Millennials are now the largest Canadian workforce demographic, meaning their perception of food integrity goes beyond ideological posturing: they are the marketplace for the foreseeable future.
CCFI’s research revealed that food issues are front-of-mind for millennials, including the rising cost of food and keeping healthy food affordable. A perceived lack of transparency or uncertainty toward how food is produced, including animal welfare, is commonly cited by millennials with moderate to low trust ratings.
To address these concerns, outreach must be loud, clear and credible. And it starts with producers.