I’m a scientist, and I often get excited about data. Especially good data. Data that tells me things so I can improve my knowledge. Scientific data makes me happy.

I remember when I started college I was fascinated by consumer trends and preferences and the discussions around early adopters and late adopters, and when the pendulum swung between the two groups. What was considered the tipping point? I loved this type of data, or what we call social science. I loved it because it told me how people behaved and why. And I love to explore these topics. That’s why I became a life coach for our industry. I love knowing why people make certain choices.

I had a group of mentors at the time (starting college) that really discouraged me from walking into the social science field. Maybe because I wanted to go into anthropology and go study tribes in the middle of nowhere. But i was young and had big dreams back then. So for peer pressure reasons and some strong mentors with thoughts about my future support, I didn’t peruse social sciences.

Fast forward to today (2024) and having spent the week at the Annual Meat Conference sponsored by the Meat Institute. If you have never been, I highly suggest attending. Great information! And a lot of social science information. This key information really drives our industry today: how consumers shop, where they shop, when they shop, who buys specific meat and when and where, and what else goes in the cart with the meat they are purchasing. These are the need-to-know items that make us understand the current consumer and the next generation of consumers. It’s our plan and our path forward.

With so many ways we can target consumers with food items, this information becomes critical to our businesses; whether it be race, religion, age, gender, or socioeconomic status, providing consumers choices is what we do. Understanding these choices and how and when they work is what makes us profitable. For example, understanding that processed meat consumption is declining for “health reasons” is important. The science behind the why — what does “health reasons” actually mean? — is the social science data we need to then make changes to improve available choices to consumers. These choices will then improve and increase purchasing power for our customers (consumers).

A lot of information has been presented regarding these trends and consumer patterns in the last few weeks among several seminars, podcasts, and meetings. It’s seriously a lot of information and a lot to process. I thank those social scientists that are doing this important work, and I challenge all of us in the industry to listen and learn. It’s about meeting our consumer needs, pivoting when needed, having an open mind, and that will create a better business model for our industry.

Social Science for the Win

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