Understanding the Impact of Dairy Marketing Messages

Motivation. The dairy sector faces shifting consumer perceptions and increasing competition from alternative dairy products, making effective communication strategies critical. Understanding how different audiences respond to marketing messages is essential for promoting dairy consumption in ways that resonate with consumers and align with their values.

What we do. We are partnering with the United Dairy Industry of Michigan to evaluate alternative marketing campaigns that can inform the design of UDIM’s 2026 marketing strategy. Using interviews and survey data, we will test the effectiveness of different campaign messages across key consumer segments, including K–12 school staff, athletes and coaches, and health professionals. The findings will provide the dairy industry with actionable insights to navigate evolving consumer trends and implement marketing strategies that strengthen dairy consumption across diverse audience groups.