Just when we were getting settled in with the target of millennials, a new generation has entered the scene—Gen Z! Young people born between 1997-2012 are included in this latest demographic. They are entering the workforce, increasing their buying power and have behaviors and values that both complement and conflict with their millennial elders. We'll explore the key attributes of Gen Z, why they’re important to marketers and how a common love of peanut butter will bring the two youngest generations together. Our conversation features Ginny Lewis from Golin, Brendan Brannock a Gen Zer, Jeanne Cashman from Hampton Farms, and Arkansas peanut farmer Greg Baltz. 

Show Notes: 

Peanut water usage data: This data presents U.S. water usage per ounce based on blue water (irrigation) for the period 2000/2016 and grey water (to assimilate applied nitrogen) for 2004/2013. The sources of the data are the California Department of Food and Agriculture; Food and Agriculture Organization of the United Nations; Mekonnen, M.M. of the University of Alabama; and the United States Department of Agriculture. Limitations of the results include the quality and availability of data.