Consumer expectations of the food industry are changing with an increasing focus on the environmental impact of food production.
Research shows that Australians are changing their eating habits to lessen their impact on the environment.
More than a third of Australians claim to have changed their eating and drinking habits over the past 12 months to be more sustainable, with health and the environment being key influences.
To address these concerns and help improve trust and acceptance of the Australian dairy industry, Dairy Australia delivered an online 'environment campaign' from November 2020 to February 2021, targeting highly engaged, socially conscious consumers.
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The campaign communicated the environmental commitments and associated goals identified in the Australian Dairy Industry Sustainability Framework, with a focus on the areas that resonate with this consumer group, including wildlife and forest preservation, environmentally friendly packaging, water conservation and reduction of emissions.
The campaign was delivered through digital display advertising, video content and paid articles across The Guardian and The Australian websites, featuring farmer and processor case-studies to demonstrate tangible actions the industry is taking.
Dairy Australia communications strategy adviser Amber Beaumont said that dairy farmers were a trusted source of information for the public, so it was important to share their stories and demonstrate what creating more sustainable dairy farms and a greener future looked like in practice.
"In addition to demonstrating widespread action, we were able to showcase some unique approaches to water and effluent and highlight new research underway such as feeding cattle a native algae to reduce methane emissions from cows," Ms Beaumont said.
Consumer tracking showed the campaign was well received with above-average page views and time on page for the articles.
A reader panel with The Guardian showed 90 per cent of these respondents felt positive about the content. Interestingly content related to 'land' and 'climate' performed the best across channels, with females 18-24 years being the most engaged.
The campaign also resulted in strong positive sentiment towards the dairy industry with an 8pc uplift in belief that the dairy industry cares for the environment.
Dairy Australia will continue to target these consumers and share the industry's sustainability commitments through a public relations program of work for the next 12 months, using a wider range of channels.
This includes showcasing how dairy is tackling climate change and dairy's role in a healthy, sustainable diet.
Dairy's commitment to transparency will continue to be demonstrated through the 'You Ask, We Answer' platform which can be found at www.dairy.com.au.
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