Ready or not, here they come. Generation Z is poised to change the face of the food industry. Born between 1997 and 2012, this emerging consumer segment brings a distinct set of values, behaviors, and purchasing power. And their decisions about food will be influenced by their perceptions of the values of people and companies producing our food, their approaches, and the impact on people, animals, and the planet. Accounting for 20.67% of U.S consumers and nearly one-third of the global population, Gen Z’s economic power is the fastest growing across all generations and their income is predicted to increase fivefold to $33 trillion by 2030, surpassing Millennial incomes by 2031. This purpose-driven Gen Z segment is the most racially and ethnically diverse generation, too, and sets itself apart from others by craving immersive experiences, transparency, and the ability to engage. To effectively navigate this up-and-coming group, those involved in agriculture and the food system must have a deep understanding of the drivers that define it. To that end, Roxi Beck from The Center for Food Integrity details new, comprehensive Gen Z research that provides a 360-degree look at this influential group – outlining specific strategies for the broader food industry to not only engage Gen Z consumers, but to integrate Gen Z employees into today’s multi-generational workforce. Ready or not? We prefer “ready” – and this presentation can help the food industry understand and prepare for an influential generation set to reshape the future of food. Speaker: Roxi Beck, MS