E.GCC.2025 - J23782 - E.GCC.2025 - Australian Good Meat Cocreation

Summary

This project builds on Australian Good Meat focus group research conducted under E.CSR.2024, which explored how different messages and content styles resonate with different community audiences. The research confirmed that attitudes to red meat are shaped by a mix of values, concerns and information sources, and that no single message works for everyone.

Using a co‑creation approach, the project brought different audiences into the conversation to test and refine communications that could better support informed decision making and positive behaviour change.

The work highlighted the value of a holistic 'circle of life' narrative that connects good farming practices with outcomes for animals, the environment and people. It also showed strong community interest in Australia’s leadership in best‑practice red meat production, particularly where progress and challenges are communicated honestly and transparently.

Overall, the project reinforces the importance of consistent, visible and authentic communication across all media, ensuring the red meat industry is present wherever people are seeking information and forming opinions.

Objectives

Australian Good Meat focus group research (conducted under E.CSR.2024) to test community key messaging and content style demonstrated the power of different communications to engage and communicate different messages to different audiences. It highlighted the complexity of different target audiences, platforms and issues.
This project aims to optimise these complex communications using a co-creation approach whereby different audiences can work side by side with different ideas to identify and optimise the best communications that will shift opinions/behaviour.