New analysis from Meat & Livestock Australia (MLA) has proven metropolitan Australians who’re educated in regards to the pink meat business are prone to be consuming extra pink meat.
The most recent Neighborhood Sentiment Analysis surveyed 1501 Australians aged 18 – 64 who reside within the 5 foremost capital cities in Australia. It’s carried out annually to tell MLA’s investments in neighborhood communication and advertising and marketing to drive higher understanding of pink meat manufacturing and dietary advantages for on a regular basis Australians.
In accordance with Group Supervisor – Neighborhood Communications and Occasions at MLA, Samantha Jamieson, the analysis signifies a optimistic notion of the Australian beef and lamb industries by metro neighborhood members.
“Neighborhood perceptions of the business stay regular with 63% having a optimistic notion of the meat business and 60% having an identical notion of the lamb business,” Ms Jamieson mentioned.
“An extra 27% – 29% haven’t any considerations, with the remaining 16% – 18% both not figuring out or having some stage of concern, the bottom stage over the previous three years, and much like ranges over the previous decade.
“Notably, most Australians see the pink meat business as very important to the Australian economic system and job creation, particularly in regional areas. 71% of these surveyed even have confidence in Australian beef and lamb producers to supply protected, nutritious and sustainable meals.
“Practically two-thirds of Australians additionally say that they belief the pink meat business to do what is correct, and farmers are trusted practically as a lot as engineers, academics and scientists.
“The analysis demonstrates Australians’ optimistic perceptions and understanding in regards to the necessary function pink meat producers play in feeding the nation.”
The excessive stage of belief within the pink meat business facilities round schooling and information of the Australian beef and lamb industries.
Whereas a 3rd of Australians take into account themselves educated in regards to the business, over half wish to study extra. As well as, 73% suppose kids needs to be studying in regards to the business in class.
“Importantly, the correlation between greater ranges of business information and higher perceptions in regards to the business have been seen once more on this yr’s survey,” Ms Jamieson mentioned.
“For Australians who’ve information in regards to the business, 72% say that they imagine Australian cattle are raised humanely, which compares to 55% of metro Australians with out that information.
“An identical development applies for the atmosphere. As understanding of the business will increase, so does the sentiment that individuals imagine producers take care of the atmosphere.
“This demonstrates that the extra you understand in regards to the business, the extra you want about it, which is encouraging to see. It highlights the significance of neighborhood engagement and academic investments via initiatives like Australian Good Meat, College academic assets, the Crimson Meat Ambassador program, and dealing with social media influencers,” Ms Jamieson mentioned.
“One of many massive current influencer traits is round well being, the place there’s a rising understanding of the significance of protein.
“MLA continues to play an enormous function in arming social influencers with proper info and language to have an attractive dialogue with the neighborhood.”
The neighborhood is keen on studying extra about animal welfare (45%), diet advantages (40%), carbon neutrality (39%) and atmosphere initiatives (35%).
Sustainability additionally ranked as a key consideration for metro Australians, with 91% citing it as necessary to them, and 56% say that they’d suppose extra positively in regards to the pink meat business figuring out that the business has an ambition to scale back internet greenhouse fuel emissions to zero.
Supply: MLA. For extra info and to learn the whole report, please go to | Community sentiment research 2024
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