A majority of “Gen Food,” a cross-generational group of baby boomers, Generation X, millennials and Generation Z, sees food as an important part of their value and belief system, with 35% saying that food actually defines who they are and what they believe, according to a survey by public relations firm FleishmanHillard.
More than three fourths (78%) of consumers have taken action to address food issues important to them, with reducing food waste emerging as their top priority, the survey found.