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360 Live Media is an award-winning marketing, strategy and experience agency that solves business challenges for the most progressive industry associations and the world’s best brands.
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Milk & Meat

It’s fascinating to step back and look at how almost every aspect of life is changing in America. I don’t think there is any doubt that we will look back from 2029 and remember how simple things were in 2019. The rate of change is dazzling.

 

Take, for example, two mainstays of the U.S. diet, milk and meat. U.S. Milk consumption is down 39% over the past 40 years. Soy milk alone now accounts for 11% of milk/dairy alternative sales.

 

And who would have ever thought McDonald’s and Burger King would be selling and promoting Beyond Meat and Impossible Burgers, the hot new alternatives to animal protein?

 

Food is a deeply personal and intimate part of our lives, and heavily rooted in our social and cultural norms.

 

These changes, along with what we drive, how we are entertained, how we communicate, how we shop, and how our country is led, are only the tip of the iceberg of how our first-world lives are changing.

 

So the question is, in spite of these seismic shifts all around us, why don’t we expect major changes in our organizations? What shifts in the world around the members of your community are impacting what they want from you?

 

For many of us, the question is closer to home. How does the expectation of relevance from your large annual event change as the world around your member’s changes?

 

Are you serving food at your events that mirrors the changing tastes of your audience?

 

Take for example, the large tech company Salesforce.com who just announced that they have eliminated beef from the menu at their large event called Dreamforce (170,000 attendees). They are promoting sustainability and expect the move to conserve millions of gallons of water.

 

Every journey starts with a question or an idea. What are the questions, and who has the ideas that will keep you in sync with your members and your audience?

 

Where will you get the ideas and inspiration to begin your journey?