Poultry farming costs are expected to rise due to inflation, higher borrowing costs, and the incorporation of new technologies. In the next decade, grain and feed, and animal health and welfare costs will also increase. Sustainability will play a bigger role in the poultry industry, particularly to millennials and Generation X. The industry can move towards sustainability by showing consumers the carbon footprint of products and showing that they come from regenerative agricultural production. Transparency about poultry health and welfare will be key in building consumer trust.