DON'T underestimate the influence of world events on consumer sentiment.
That was the warning from MLA Global Markets forum guest speaker Sarah Hyland.
About 200 producers listened to Ms Hyland in Brisbane as she explained the global mega trends that would impact the red meat industry.
"Global mega trends are generally defined as a shift in economic, social and environmental thinking," she said.
Millennials, who are now aged around 21 to 35 had become more conscious about what they purchased, she said.
"They want to know where it has come from and how it was made," she said.
"They have all kinds of moral and ethical concerns about the stuff they are buying and experiences they are having.
"The other thing they want is personalisation."
Ms Hyland encouraged the red meat industry to consider these trends.
"Everyone now feels they have a right to know, they want transparency about how the food was made, who is dealing with it and where it has come from."
The origin of food could become more important to millennials than the nutrition, she said.
Future markets and what they would look like was hot on the agenda at the forum MLA forum, which also had speakers discussing markets in Japan, USA and the Middle East.
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