A few days ago, I posted a storyon aUniversity of British Columbia surveyof nearly U.S. 500 consumers about what their ideal dairy farm looks like.
Essentially, those surveyed want milk produced from cows housed in little, red barns grazing lush, green pastures every day where no hormones or antibiotics are used. Idyllic? For sure? Reality? Not even close.
Before anyone panics, however, it's important to keep in mind that even the researchers who conducted the study acknowledge the results shouldn't be considered representative of the entire U.S. population. For one thing, those surveyed heavily skewed to the young. Seventy percent were under the age of 35. And 85% had at least some college training; almost 50% had college degrees.
The bad news is that these young millennials represent the future. These folks tend to live in the digital world, get most of their news from the internet and likely consider themselves hip, savvy, sophisticated and informed. It's more than disconcerting they pretty much believe what they see on-line.