Gen Z—the newest generation of food consumers with purchasing power—is more open to food technology than older generations, according to new research from Ketchum, New York. The research also showed that food makers communicating about food technology may be more effective at reaching consumers by selecting the right combination of scientifically supported facts and benefits.

According to the Food Tech Consumer Perception study, Gen Z respondents indicated they are more likely to try a food grown with technology (77%) and are more comfortable overall with the use of technology to grow food (71%) than are Millennials (67% likely to try/56% comfortable), Gen X (58%/51%) and Baby Boomers (58%/58%).

Higher percentages of Gen Z and Millennials qualified as Food eVangelists, a type of influencer first identified by Ketchum in 2013. While 27% of Gen Z and 29% of Millennials fit the profile of this small but globally powerful group who want to impact the way food is raised, packaged and sold, just 8% of Baby Boomers and 15% of Gen X can be considered Food eVangelists.

Ketchum used its Unfiltered biometric methodology, powered by september Strategie & Forschung, Germany, to test multiple food technology videos in order to better understand the words and images that support consumers as they seek to learn more about food technology. The Unfiltered methodology measured physical responses such as micro facial expressions, heart rate and skin fluctuations, followed by in-depth interviews to understand if and how the content helped consumers get the information they want.

“Food can evoke powerful emotions, so companies that make food technology or food produced using technology need to understand how consumers react to messages on both the conscious, rational level and the subconscious level,” says Bill Zucker, partner and managing director of food for Ketchum. “Consumers want access to information that is understandable and transparent, so they can make decisions that are right for them.”

“Getting this message right has never been more important,” adds Kim Essex, partner and managing director of food agriculture and ingredient for Ketchum. “Food eVangelists are open to learning about food technology and will share more with their networks, but they are also quick to dismiss a poor explanation. Food eVangelists in their 20s are especially powerful, not only for purchases they influence today, but also for the future generations they’ll impact. This group’s openness to food technology points to a major opportunity for food marketers to rethink their messages.”

“Our biometric study showed what kind of missing information can trigger skepticism receptors, the importance of succinctly explaining the problem upfront and that being transparent does not always mean communicating a litany of facts,” says Zucker. “What emerged is a customizable roadmap that can act as a starting point for companies creating food technologies and a reality check for those already marketing foods using those technologies.”