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Gen Z does not got milk. 

Apr 06 2023

Gen Z does not got milk. The dairy industry is working hard to sway the younger generation toward milk—and they know that tapping into the nostalgia of the iconic Got Milk? movement from the ‘90s and early ‘00s is not going to convince Gen Z to put down their beloved plant-based milk alternatives. But the Milk Processor Education Program is building a multi-faceted campaign including the support of young women in sports and presenting dairy (including chocolate) milk as a sports drink. For example, “every woman who joins #TeamMilk, the milk processors will make a donation to Girls on the Run, a national nonprofit sports organization.” The industry is also entering the gaming world, “milk processors declared milk the official ‘performance beverage’ at last year’s TwitchCon gaming convention.” While Gen Z isn’t giving up on dairy altogether, YPulse’s Cooking and Diets report data shows that 17% of Gen Z say they drink plant-based beverages (e.g. oat milk, almond milk, etc.) regularly, but nearly a third (32%) who don’t drink / eat plant-based say they are interested in it. (NYT)