Rural Issue

How Gen Z consumers understand and communicate about agriculture

Dr. Wes Jamison, associate professor of public relations at Palm Beach Atlantic University in Florida, used to do presentations to ag groups about the animal rights movement. But Jamison says he’s gone a different direction in recent years.

“I’ve become far more interested in the younger generation—specifically Generation Z, defined as kids who were born since 2000—and the way they understand and process information about agriculture,” Jamison says.

Brownfield spoke with Jamison at the recent Iowa Swine Day in Ames, where he was a featured speaker.