Global communications consultancy Ketchum recently published a wide-ranging research study on the attitudes and beliefs of Gen Z about food. The report, “The Gen Z Say/Eat Gap,” expands on Ketchum’s legacy of food insights, intelligence and landmark research and provides guidance for food companies and communicators on how to connect with Gen Z successfully. Ketchum’s research also looked at Gen Z RDs and nutrition students and identified differences in motivations, preferences and behaviors of Gen Z RDs and nutrition students compared with other generations of nutrition professionals. Ketchum's report "Tomorrow's Dietitian: A First Look at Gen Z RDs" offers a preliminary look at 10 different areas that are important considerations for nutrition professionals across a wide range of professional settings.
Tune into this episode to learn about:
· Gen Z consumer insights
o the “say/eat” gap and factors that influence purchase decisions
o why Gen Z feels pressured about their food choices and the sources of pressure
o what leads to negative emotions about food
o if they are cooking differently from their parents
o if their childhood diet impacts their current eating pattern
· Gen Z RD insights
o career motivations
o their interest (or lack thereof) in diet culture, plant-based and culinary nutrition
o what earns their trust
o generational tension and shared concerns
· tips for communicating nutrition to Gen Z audiences
· the RD’s SciVantage and 3 steps to a productive conversation
· how to get more information and access the full report
Full shownotes, transcript and resources at: https://soundbitesrd.com/257