This session will focus on consumer insights into sustainability and what factors are currently driving purchasing decisions for dairy products. 

Farmers often assume that “sustainability” equals climate, but consumer research shows that buyers think of sustainability more broadly, including cow care, farm succession and transition planning, responsible land stewardship, and community care. Consumers want to understand what farmers value, how they care for their animals and land, and what sustainability means to them personally. 

In this training, we’ll

– Break down what consumers mean by sustainability and how it influences their dairy purchasing decisions. 

– Explain why farmers are trusted, authentic voices and discuss the power of personal storytelling to build trust and connection with consumers. 

– Provide practical messaging tips and examples to help you talk about the aspects of sustainability that matter most to your audience. 

By the end of this training, you’ll have tools and talking points to confidently share your sustainability story in a way that resonates with consumers and helps build trust in dairy farming. These insights are rooted in consumer research showing that sustainability perceptions are broader than environmental metrics alone and that storytelling is essential for consumer connection.  

Funding for this project is provided by the Connecticut Milk Promotion Board.