Checklist: Talking About Cultivated Meat by Age Group

David Bell
Jul 9
9 min read

Updated: Jul 17

Cultivated meat is made by growing animal cells in controlled settings, offering the same taste and nutrition as traditional meat but without animal slaughter. It uses significantly fewer resources - 95% less land, 78% less water, and can cut greenhouse gas emissions by up to 92%, especially when renewable energy is used. While 26% of UK consumers are open to trying it, generational differences shape how people perceive and respond to it.

Here’s how you can approach discussions about cultivated meat with different age groups:

Young adults (18–34): Focus on sustainability, animal welfare, and cutting-edge food technologies. Address concerns about taste, cost, and availability.
Middle-aged adults (35–55): Highlight health benefits, food safety, and family-friendly options. Reassure them about transparency and practical use in meals.
Older adults (56+): Emphasise safety, ethical benefits, and how it aligns with traditional values. Provide clear explanations to ease concerns about it being "unnatural."

Understanding these preferences helps create meaningful conversations about cultivated meat, bridging generational gaps while addressing the UK’s pressing food production challenges.

Communication Strategies by Age Group

Different age groups place varying levels of importance on specific values when it comes to new food technologies. For instance, studies reveal that 88% of Generation Z and 85% of Millennials describe themselves as "at least somewhat open" to trying cultivated meat, compared to 77% of Generation X and 72% of Baby Boomers [4]. Younger generations tend to show greater enthusiasm, while interest declines slightly with age [2].

Here’s a breakdown of strategies tailored to each age group, designed to address their unique concerns and priorities.

Young Adults (18–34)

Young adults are often the most enthusiastic audience for cultivated meat. They view it as a forward-thinking solution that aligns with their values, such as sustainability, animal welfare, and technological progress [4]. Conversations with this group should focus on how cultivated meat fits into their vision of a better future.

Key focus areas:

Environmental benefits: Talk about how cultivated meat can significantly cut greenhouse gas emissions.
Animal ethics: Highlight that cultivated meat eliminates the need for animal slaughter while offering the same taste and texture as traditional meat.
Technology: Frame cultivated meat as a cutting-edge innovation that’s shaping the future of food.
Social impact: Show how choosing cultivated meat contributes to broader societal progress.

Common concerns to address:

Taste and nutrition: Reassure them that cultivated meat mirrors the taste and nutritional value of conventional meat.
Affordability: Explain that as production scales up, prices are expected to become more accessible.
Availability: Provide insights into regulatory timelines and when they can expect to see these products in stores.

Talking points:

"Did you know there’s a way to enjoy real meat without raising animals?"
"Imagine eating your favourite meals while drastically cutting food production emissions."

Middle-Aged Adults (35–55)

Middle-aged adults often prioritise practical concerns like family health, food safety, and convenience. To engage this group, discussions should focus on how cultivated meat can seamlessly integrate into their daily lives while supporting ethical and sustainable food practices [3].

Key focus areas:

Health benefits: Emphasise that cultivated meat is produced in controlled environments, reducing the need for unnecessary additives.
Food safety: Highlight the reduced risk of contamination and foodborne illnesses due to the sterile production process.
Nutritional value: Reassure them that cultivated meat offers the same protein, vitamins, and minerals as traditional meat.
Ease of use: Show how cultivated meat can be easily incorporated into family meals and recipes.

Common concerns to address:

Transparency: Provide clear, straightforward explanations of how the cultivation process works.
Cost and availability: Discuss the potential for prices to drop as production scales and outline when the products might become widely available.
Family acceptance: Offer tips for introducing cultivated meat to family members who might be sceptical.

Talking points:

"How would you feel about serving your family meat that’s cleaner and safer to produce?"
"Imagine cooking the same meals you love, but with meat that avoids some of the issues tied to traditional farming."

Older Adults (56+)

Older adults tend to value tradition, safety, and ethical considerations. They may approach cultivated meat with more caution, especially if they perceive it as "unnatural" [1]. Messaging for this group should connect cultivated meat to their values while addressing their concerns about safety and tradition.

Key focus areas:

Ethical benefits: Position cultivated meat as a way to reduce animal suffering while maintaining cherished food traditions.
Safety assurances: Highlight the rigorous testing and regulatory oversight that ensure the product is safe.
Familiarity: Reassure them that cultivated meat is real meat, offering the same taste and texture they’re accustomed to.
Legacy: Emphasise how adopting this technology can benefit future generations.

Common concerns to address:

Natural processes: Explain that cultivated meat uses the same cellular growth processes found in animals, just in a controlled environment.
Safety validation: Stress the extensive testing and regulations that guarantee its safety.
Taste and texture: Reassure them that cultivated meat retains the familiar qualities of conventional meat.
Traditional values: Show how cultivated meat aligns with their long-standing beliefs about food and ethical responsibility.

Talking points:

"What if you could enjoy your favourite dishes while ensuring animals are treated more humanely?"
"How do you feel about a food technology that could help solve challenges for future generations?"

Comparison Table: Motivations and Barriers by Age Group

Gaining insights into how different generations perceive cultivated meat can help shape more effective conversations. Research shows younger consumers are generally more enthusiastic, while older groups often need additional reassurance before embracing the concept [5].

Table Structure

Age Group	Primary Motivations	Key Barriers	Messaging Strategies
Young Adults (18–34)	Environmental sustainability, animal welfare, technological innovation, social impact	Concerns over taste and perceptions of affordability	Highlight environmental benefits, cutting-edge technology, and forward-thinking innovation
Middle-Aged Adults (35–55)	Health benefits, food safety, nutritional value, and family wellbeing	Transparency concerns, cost issues, and family acceptance	Emphasise clear health advantages, robust safety standards, and practical family integration
Older Adults (56+)	Safety assurance, ethical production, and alignment with traditional food values	Perceived unnaturalness, need for safety validation, and resistance to change	Focus on transparent processes, rigorous testing, and trust-building through social proof

These trends underline the importance of tailoring messages to each age group. Research confirms that younger generations are enthusiastic about innovation, while older consumers tend to prioritise safety and trust. Keri Szejda, Ph.D., Founder and Principal Research Scientist of North Mountain Consulting Group, notes:

"The results suggest that cultivated meat is likely to be widely accepted by the general public, especially the younger generations and an eager group of early adopters who appreciate its benefits across a wide range of social issues."

On the other hand, older adults often need more evidence to feel confident in adopting new products. Didier Toubia, Co-Founder and CEO of Aleph Farms, explains:

"In contrast to the younger eager adopters, the older generations are more wary of change. Social proof is important to them and they want to be assured that a product is safe, functional, and beneficial before they adopt it. This is why transparency and trust are cornerstones of our company."

Studies highlight that engagement tends to decrease with age [6]. However, younger generations are increasingly motivated by concerns about food sustainability and animal welfare [7]. In both the US and UK, 40% of consumers express a strong willingness to try cultivated meat [5]. Furthermore, early majority groups show significant potential, with 98–99% indicating they would consider making cultivated meat a regular part of their shopping [5]. Overcoming initial barriers could pave the way for broader acceptance across all age groups.

Communication Tips

Building on strategies tailored to different age groups, these tips provide additional ways to connect with a variety of audiences. With many British adults still unfamiliar with cultivated meat, there’s a real chance to shape perceptions through clear and thoughtful communication.

Start with familiar language. Instead of overwhelming people with technical terms, use accessible phrases like to bridge the knowledge gap.

Tackle the "unnatural" concern head-on. Since 42% of Britons see cultivated meat as unnatural [8], it’s important to explain that it relies on the same natural cellular processes as traditional meat production. Drawing comparisons to familiar methods - like fermentation used in making bread or cheese - can help make this concept easier to grasp.

Connect to British food traditions. Use examples of beloved dishes like Sunday roasts, shepherd’s pie, or fish and chips to show how cultivated meat can fit seamlessly into the nation’s culinary favourites.

When communicating, balance the positives with an honest discussion of current challenges.

Highlight animal welfare. A third of Britons (33%) see avoiding animal slaughter as the main benefit of cultivated meat [8]. Leading with this ethical advantage can resonate strongly, especially with younger audiences who are increasingly open to alternative proteins.

Be upfront about limitations. Acknowledge that cultivated meat is still in its early stages and that its long-term impacts are being studied. This level of honesty helps build trust, particularly with those who value transparency and safety.

Leverage social proof. Share recent regulatory milestones to demonstrate that scientific and safety validations are progressing.

Peter Cooper, director of global Omnibus services at Ipsos, notes:

"With limited knowledge about cultivated, or 'lab-grown' meat, there is a chance for producers to shape perceptions before it's done for them." [9]

Focus on practical benefits. Tailor your message to what matters most to your audience:

For families, highlight food safety and consistent nutrition.
For environmentally conscious individuals, discuss the reduced environmental impact.
For health-focused consumers, point to emerging research on potential health benefits.

Offer credible resources. Direct people to trusted sources like the Cultivarian Society (https://cultivarian.food), which provides science-backed answers to common questions. This supports their mission of promoting real meat without slaughter through informed and open conversations.

Keep it simple. Limit discussions to one or two key points at a time. With fewer than one-sixth of respondents claiming to know much about cultivated meat [9], this focused approach ensures clarity.

Listen and engage. Actively address concerns about taste, safety, or cost. Showing empathy and understanding builds trust and encourages meaningful dialogue.

Key Takeaways

Communicating effectively across generations means tailoring messages to align with their values and levels of familiarity. When it comes to cultivated meat, generational differences are clear - while younger groups are generally more open to the idea, older generations tend to be more sceptical [10]. These differences stem from varying values and exposure to emerging technologies.

Younger audiences are drawn to ethical considerations, environmental advantages, and the ability to customise nutritional content. For example, Gen Z places high importance on personalisation and shows less concern about potential health risks compared to older groups [3]. Their familiarity with new technologies allows for deeper discussions about how cultivated meat works and its benefits [10].

Middle-aged adults often need a balanced message. They’re motivated by practical concerns like food safety and family nutrition but also seek reassurance about long-term health effects and regulatory oversight. Addressing both the opportunities and limitations of cultivated meat can resonate well with this group.

Older adults, on the other hand, respond best to messages that make cultivated meat feel less foreign. With around two-thirds of Baby Boomers being unfamiliar with the concept [10], it’s helpful to start with simple explanations and draw comparisons to traditional food production methods. Addressing concerns about the "unnaturalness" of the process is also key to building trust.

Interestingly, over half of all consumers remain unfamiliar with cultivated meat [10]. This creates a unique opportunity to shape public perception through well-thought-out, age-appropriate communication strategies.

To connect effectively: focus on innovation and customisation for younger generations, emphasise safety and practicality for middle-aged groups, and lean on tradition and familiarity for older audiences. The Cultivarian Society (https://cultivarian.food) offers science-based resources to help advocates engage with different age groups, supporting the vision of delivering real meat without slaughter. This tailored approach helps bridge generational gaps while promoting a shared understanding of cultivated meat.

FAQs

What makes cultivated meat different from traditional meat in terms of its environmental impact and resource use?

Cultivated meat could offer a way to produce food with a smaller environmental impact compared to traditional farming. It has the potential to cut greenhouse gas emissions and requires less land and water to produce. Initial studies suggest this method might significantly reduce the strain on natural resources.

That said, the actual environmental benefits depend on improving the production process. Some research warns that if current techniques aren't refined, cultivated meat might even end up with a carbon footprint higher than beef. The key to its long-term viability will be technological advancements and energy-efficient practices.

While the concept holds promise for reducing the environmental toll of food production, its ultimate success hinges on ongoing innovation and a strong commitment to sustainability.

What concerns do different age groups have about cultivated meat, and how can these be addressed?

Different age groups view cultivated meat through lenses shaped by their individual values and priorities. Younger generations, like Gen Z, often question whether it feels "natural", if it’s safe to eat, and how it tastes. Some also wonder if it aligns with vegetarian or ethical eating principles. Older adults, however, tend to focus more on health and safety, voicing concerns about potential risks, the production process, and whether it can truly replicate the taste and texture of traditional meat.

To address these varying concerns, it’s crucial to share clear and transparent information about the strict safety standards and technological advancements behind cultivated meat. Emphasising its ethical benefits - like reducing animal slaughter - and its smaller environmental footprint can resonate across different generations. Creating opportunities for open dialogue and even offering tastings can go a long way in building trust and excitement for this approach to producing real meat without the need for slaughter.

How can cultivated meat be included in traditional dishes while respecting cultural and family values?

Cultivated meat can easily find its place in traditional recipes, acting as a straightforward replacement for conventional meat. This means you can still enjoy those beloved family dishes and honour long-standing culinary traditions, all while making a more ethical and environmentally conscious choice.

By focusing on shared values like compassion, care for the planet, and preserving culinary heritage, cultivated meat creates a bridge between generations. It respects cultural identities while encouraging a modern approach to food that aligns with sustainability and ethical principles - a vision strongly supported by The Cultivarian Society.