whites, 15 percent less than the baby boomer generation. This reflects the changing face of the country, as seen in the last two elections, with a larger number of minority voters. Some 43 percent of millennials are non-white, the highest share of any generation. The US Census Bureau projects that the full US population will be majority non-white sometime around 2043. By then, today’s leaders of the rendering industry will have made way for the next generation of renderers, who will be millennials themselves. The rendering message needs to resonate across the broad spectrum of millennials. Most believe in activist government but do not align with a political party. They are largely independent and shun being labeled an environmentalist, feminist, or other “ist.” Yet they care deeply, for example, about the planet, with clear air and clean water for their children. Millennials have had the three R’s of recycling engrained into them since toddlerhood so they are very interested in “cause marketing.” This is positive for the rendering industry. They are more likely to support an industry or business associated with a particular cause over others with no cause tied to them. The rendering industry has powerful “causes.” It is good for the environment with reduced greenhouse gas emissions and a negative carbon footprint. Rendering produces feedstock for biofuel and protects public health when compared to other disposal means. The vast majority of the industry is committed to stewardship through NRA’s Code of Practice. Importantly, rendering is an essential link in the nation’s food chain that produces a safe and abundant food supply, including healthy protein from livestock, poultry, and aquaculture. Finally, millennials are optimistic about the future. Despite their recordhigh level of education debt and many living with parents, they are confident and upbeat about what lies ahead. Knowing this key group, NRA is committed to reaching out and connecting with them where they are. Activists are telling their story and so must we. The more we do, the better. Your comments are welcome. Please feel free to contact me at nfoster@ nationalrenderers.com. R www.rendermagazine.com Render April 2014 51
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