I’m not a big fan of Halloween. Even without the creepy clowns at the local haunted house or a slasher movie, there are plenty of things that make me uneasy and uncomfortable in everyday life.

It may seem counterintuitive for an industry blogger to feel this way, but sometimes the proposition of advocating for myself - or our industry – is scary. Especially when it feels like our industry is reluctant to change, and our practices and our products may be falling out of favor with certain groups of consumers.

As a mom, I’m tasked with ensuring that my four daughters advocate for themselves when they have conflicts with teachers, coaches, and friends. After all, most conflict arises from miscommunication, and if you can effectively share your story, no one will ever advocate better for you than you can for yourself. No one. (Not even Mom!)

My daughters are the epitome of Generation Z. While they may be hesitant to advocate for themselves on a personal level, they are pretty bold and brave when it comes to speaking out on social media. They have been raised in an environment where everyone has the opportunity to comment, without consequence, any time anyone makes a statement publicly. I routinely monitor my daughters’ social media accounts, and I am shocked by the bravery that comes from sitting behind a screen. I often find myself asking- who ARE these kids and where did they learn to talk and act like this?

Social media – for better or worse – has proven to be a valuable advocacy tool for anyone with access to the internet. It has given everyone the ability to communicate to a much larger audience than they would otherwise be able to influence. We have a few brave, vocal farmers who use social media to share their passion for what they do, and we invite bloggers to come to our farms and industry events and ask them to influence their followers for us. Yet, as an industry, we remain hesitant to share our stories. Why are we so reluctant to advocate for ourselves in a way that no one else can? Is it fear?

For those of us who grew up or still live on the farm, there’s a natural reluctance to toot our own horns. It’s more important to do good things with humility and no expectation of recognition than to tell everyone about it. No one likes a braggart at the local coffee shop.

And while actions will always be more important than words, by not sharing our story with consumers and not engaging in dialogue, we’re letting others influence them – sometimes with incorrect information about what we do and why we do it.

“These kids” who are our future consumers - they are a tough crowd. I hear my girls’ friends talk about “being vegetarian” and how “GMOs are bad.” I watch them buy products because of whatever cause is the current cause of the month. (Save the turtles! Buy a stainless-steel straw for your Hydro flask!)

They already have their own disposable income (even if it is an open-ended expense account funded by mom and dad). They buy what they want, when they want it. They eat what they want, when they want it. And if they don’t like something you do or say, they WILL call you out for the world to know. How does pork fit into this? Or does it at all?

Boo! Facing our fears; leaning into advocacy, social media and Gen Z

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