Glamour Magazine’s Dairy Renaissance
Sporting a vintage “got milk?” t-shirt while vacationing in Italy, celebrity Hailey Bieber sparked controversy, but inevitably got noticed by millions, including Glamour magazine. Bieber, who initially got recognition for her now famous photo, led to the well-known style-beauty-wellness magazine to run an entire article talking about dairy’s Gen-Z reawakening that directed their audience to Dairy Herd Management articles.
Glamour’s article, “Got Milk? Gen Z Does, Apparently” shared, “The Milk Processor Education Program (MilkPEP), the marketing firm for the dairy industry administered by the United States Department of Agriculture, has spent the past couple of years making a concerted push to win over younger generations that have abandoned the drink in favor of its soy, oat, and nut alternatives.”
The stories in their featured dairy resurgence article included two Dairy Herd Management stories:
An October 2022 article, Dairy Checkoff Reconnects with YouTube Star MrBeast article from October 2022. The article talks about Jimmy Donaldson, better known as MrBeast, working with National Dairy Checkoff.
Glamour also linked to the Dairy Herd Management story, Wood Milk—Calling Attention to What People Are Drinking that highlights an ad funded through MilkPEP, who featured the “White Lotus” actress, Aubrey Plaza. This knock-off Got Milk?” campaign called attention to plant-based milk alternatives while making some fun of broader food-brand claims of environmental and animal-friendly products.
Glamour’s article concluded with a quote from MilkPEP CEO, Yin Woon Rani.
“People are saying, ‘Oh, plant-based. That’s what’s destroying you.’ That’s not it. Dairy milk sells as much at retail in a week as oat milk sells in a full year.” She added elsewhere in the piece, “We have to reclaim milk’s mojo.” And where better to start getting one’s groove back than on a dairy farm in Minecraft.”
To read the full “Got Milk? Gen Z Does, Apparently,” article in Glamour, go to Got Milk? Gen Z Does, Apparently | Glamour
