Posts in Content Marketing

Pet brand engagement and social media

Pet Age magazine published our column on social media best practices

February 4th, 2021 Posted by brand advocacy, brand marketing, brand messaging, Brand preference, branded content, Content Marketing, Digital marketing, Emotional relevance, engagement, Pet food, Pet food marketing 0 comments on “Pet Age magazine published our column on social media best practices”

How to optimize social media strategy for pet brand marketing

Our new monthly column for Pet Age magazine tackles how to build consumer trust and engagement with one of the most powerful, credible channels of brand communication. You can read it here.

Learn how to maximize social channel outreach for impact and connection for your business...

Or, enter this link in your browser: https://bit.ly/SocialChannelStrategy

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Brand storytelling must be emotionally relevant

Why so many brands miss the storytelling sweet spot

January 13th, 2021 Posted by brand marketing, brand messaging, Brand preference, brand strategy, branded content, CMO, Consumer insight, Content Marketing, Differentiation, Emotional relevance, engagement, Growth, Human behavior, Insight, Marketing Strategy, storytelling 0 comments on “Why so many brands miss the storytelling sweet spot”

Turning forgettable messaging into UNforgettable engagement…

The vast majority of brand communication fails to engage its intended audience. It’s like continuously pumping messaging fuel into a mental gas tank with a hole in the bottom. Why? Because it is inadvertently constructed to be quickly forgettable.

  • Numerous behavioral research studies confirm within an hour people forget more than half of the information they’ve read, seen or heard. That percentage rapidly accelerates as more time goes by. Pfft, gone.

The message creator hasn’t fully grasped the critical elements of compelling, memorable storytelling that respect with what we know about how people operate. Instead, they lean on fact-based, logical feature/benefit oriented pieces of communication that won’t intersect with the emotional drivers that secure engagement and trust.

Consider this: stories are 22 times more memorable than facts. But what constitutes great storytelling? The best of the best storytellers recognize they are interacting with humans and work to understand specifically what drives cognition and outcome. For one you have to move beyond the product “plot” to plant a beating heart in the brand story with consumer as hero.

You’re speaking to a human

The magic occurs when great communication engages the neurotransmitters that drive people towards and not away from what is being conveyed. The two most important physical elements of messaging brain chemistry are Dopamine and Oxytocin.

Dopamine is a ‘feel good’ neurotransmitter that is produced when a person is expecting some kind of meaningful reward or pleasurable experience. Dopamine helps us strive, focus ourselves and find things interesting. It has a direct impact on learning, motivation, mood and attention. The key here is creating anticipation of a sought-after reward.

Oxytocin is a hormone that operates as a neurotransmitter. It is created when people hear and experience how much you appreciate and care about them. Unsolicited acts of kindness can be instrumental in building this response. Oxytocin is the precursor to enhancing empathy and trust. You already know how fundamentally important trust is to any kind of real brand-to-consumer relationship.

  • Do you still believe that fact-based arguments are the way to go? The information will begin to disappear from your customer’s head within an hour.

The most powerful example of this I’ve ever experienced was during our work for home safety products brand First Alert, and the introduction of the world’s first residential carbon monoxide alarm. It is a living illustration of the link between emotion, empathy and impact on behavior.

The carbon monoxide (CO) poisoning story is laced with facts about sources of this unseen gas in the home, how leaks occur, what happens in the human body when it is ingested, and what the impacts look like. Yet our message testing revealed that none of that held a candle to the power of a personal story about a Maine family who lost their eldest daughter in a CO poisoning incident.

The heart-wrenching narrative about what happened to this family made the case for protection from an invisible threat in a far more personally-compelling way than any fact or figure ever could. Relate-able emotion is a powerful and influential communications tool.

The path to better communication outcomes

What is your consumer looking for? People resonate to a desire for love, connection, acceptance, safety and happiness. The goal here is weaving together a story that encounters this insight in various ways.

Your cheese business is not selling cheese. You are using compelling visuals and copy to convey mouth-watering desire. You’re actually selling incredible taste experiences delivered in a shared social environment people crave. Your narrative wraps in beliefs and values that embed your brand with deeper meaning. This transcends the forgettable ‘buy my cheese’ message because you know people want to be a part of something greater than themselves.

  • Tone here is important. The more human you are in storytelling, the better. Vulnerability and honesty come in to play when you’re reaching for resonance and relevance. Give your audience experiences they can relate to, empathize with and recognize in their own lives.

Want to hear the voice of honest and human?

“Smart phones exist already and they’re stupid. But mine is smarter than your computer at home.” Steve Jobs, launch of the iPhone. Does Jobs employ facts, technology examples or recitation of features? No. He nails the proposition by creating a relate-able context of what was an astonishing revelation in its era. Beautiful.

Story structure

Here’s the question that must be answered in brand storytelling: how does your product change a person’s life? You are working to unearth the true “why” behind a consumer’s reason and desire to purchase.

Stories should address three fundamental elements:

  1. Set up – the problem your product solves. Think long and hard on a higher level about what this is.
  2. Conflict – create some tension around how you go about solving the problem. Is there a villain you can identify?
  3. Payoff – the happy outcome of what success is and what it feels like to prevail.
Remy and food passion
Passion, heart and soul create the basis for message engagement

The Pixar movie “Ratatouille” isn’t about a rat as chef

Yes, the central character Remy the rat can read cookbooks and has ongoing conversations with a famous French chef who is a figment of his imagination. The magic of this story is his love affair with food and flavor combinations. It is his passion for incredible taste experiences that drives him and the arc of the story.

He makes you want to cook, to pick up a knife and chop, to invent and create because of the romance he liberally dollops into his sauté pan. Pixar studios is famous for embedding heart and soul in its movies. What inevitably happens? You get invested, you care, you become engaged and feel empathetic for the characters involved.

  • This understanding of great storytelling is no less important and meaningful in business communications. Your brand deserves this kind of thinking and expression under what could become the unforgettable stories you tell.

If this approach resonates with you, Emergent employs a proprietary brand story telling process to tease out these great narratives and bring them to life. Use this link to find out more.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Big ideas inform business and brand behaviors

How Emergent can help you win in the year ahead

December 3rd, 2020 Posted by Agency Services, Brand Activism, brand marketing, branded content, CMO, Content Marketing, Digital marketing, food retail strategy, Healthy lifestyle, Healthy Living, Higher Purpose, Marketing Strategy, Navigation, Social media, social media marketing, storytelling, Transformation 0 comments on “How Emergent can help you win in the year ahead”

2021 will not be kind to ineffective strategies

Emergent’s secret sauce is our unique ability to help clients understand and navigate barriers to their growth – mission critical in what will be a challenging year ahead. The 2021 strategic goal posts have already been moving. In sum, current conditions place an extraordinary premium on correctly dialing in your brand’s higher purpose and deeper meaning – essential to creating consumer trust that unlocks the path to purchase.

  • We can help you define brand higher purpose in your category. Translate this understanding into a strategic go-to-market game plan and map your brand’s relevant messaging. Then create the communication tools to help build an enthusiastic core of brand fans who voluntarily spread your message in their own communities and social circles.

Why this matters to you: consumers’ trust in companies and brands has been declining for years. People believe the voices and experiences of other people before they will accept a brand’s claims and assertions. Social proof is the required verification and validation of what you want people to believe about your brand and products.

Our services:

  • Brand sustainability analysis: defining your higher purpose and brand stand that informs every aspect of the go-to-market plan.
  • Connecting consumer insight to strategic planning: dialing in and optimizing your brand’s relevance to consumers’ lifestyles.
  • Messaging and brand storytelling that engages, enlightens and guides: making the consumer the hero of your brand communication.
  • Building social channel strategies and tools that engage consumers in word-of-mouth activity: the most powerful, credible communications tool on earth.

Free consultation and audit:

We’re offering an easy, zero cost way to assess fit. We start with an informal conversation about your needs and interests in the year ahead. With signatures on an NDA if you desire, we will conduct an audit of your current brand messaging and business priorities. We’ll provide our guidance and thinking at no charge. If what we offer creates value for you and further interest, then we can discuss a scope of work appropriate to your unique needs.

Use this link to open a conversation and let’s talk about how to transform your outcomes in 2021.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Creative agency services

Time to test drive fresh thinking?

November 5th, 2020 Posted by Agency Services, brand marketing, brand strategy, branded content, CMO, Consumer insight, Content Marketing, Digital marketing, Emergent Column, Emerging brands, Integrated Communications, Public Relations, Retail brand building, storytelling 0 comments on “Time to test drive fresh thinking?”

So much has changed during the last few months.

Like many we talk to you might be wondering:

  • “Does my current marketing plan still hold up given everything?”
  • “Am I missing something here that could be the difference-maker?”
  • “I’d love to get some fresh eyes on this, but where?”

Every brand in the food, beverage and lifestyle space is going to encounter barriers to growth and unforeseen disconnects in brand communication.

We are focused entirely on helping you leap over these impediments and challenges. We do this by applying our unique ability to weave innovative strategic guidance together with insight driven communications.

The result is transformational acceleration of your business results.

We know it’s difficult to let someone new in the door before fully trusting the players involved. That’s why we’re happy to take on projects that serve as a commitment-free test drive of our work.

You might need fresh thinking on:

  • Transformational strategic guidance and brand refresh
  • Building a compelling messaging platform to optimize your brand storytelling
  • Creating optimal social channel content and credible earned media attention
  • Producing the ultimate video-based story to differentiate your brand and business

Let us know if you are open to a conversation about your next win. We can bring a fresh perspective to a challenging problem or address a specific new product or category creation need.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Substance overtakes stunts

Substance Over Stunt: The new era of marketing

October 7th, 2020 Posted by Agency Services, brand marketing, brand messaging, brand strategy, Consumer insight, Content Marketing, Growth, Higher Purpose, Insight, Integrated Communications, Social media, storytelling 0 comments on “Substance Over Stunt: The new era of marketing”

Help not hype defines the path to engagement victory

In 2008 Johnsonville Sausage famously conducted the classic publicity stunt of outsized proportions, building a giant grill on north Michigan Avenue in Chicago, with plans to drop an equally giant brat (from a crane) on the grill to celebrate the official start of BBQ season. I saw it, my office was two blocks away. Does this qualify as different? Yes. Was it super-sized in hopes of adding drama? Yes. Was the intention to create the requisite “Buzz” in the media? Yes.

Did it fulfill its objective? I think not. Media were critical rather than faithful reporters of the intended message. The stunt was a less effective vehicle for the very reason people were increasingly interested in substance over spectacle. The event was in some ways a marker of the end of the stunt as a path to PR glory, and perhaps a harbinger of change as consumer and media interest in the more blatant forms of brand self-promotion was shifting. Aside from a few mishaps on delivery drop of said brat to grill, it was inevitably a shameless publicity maneuver.

A moment of honest reflection: during the golden era of stunt strategy, we leveraged a summertime event called Molson Chiller Beach Party in Miami for client Molson Beer. We put 10 tons of snow on Miami Beach in July, positioning a TV satellite truck on the sand to capture images of what appeared to be a snow descending on Miami Beach. Video scenes of men and women making snowmen and snow angels on the beach were edited in real time for a package we titled Freak Snowstorm in Miami. Satellited to TV stations around the country, the video story aired in more than 100 markets that day.

The real goal, though, wasn’t just simple brand awareness. We were creating a compelling, powerful story for beer distributors to demonstrate that the Molson brand was relevant and resonant in a market far from their core volume territory in nine cities close to the Canadian border. Our video drama added to the sales team presentation securing a larger Molson share and investment in their import beer programs. That was then. Now, the path to consumer engagement has changed.

Substance overtakes hoopla

The world of effective marketing has advanced. People have changed, which demands that marketing best practices advance with them. At one time, how brands typically engaged with consumers was focused on interruption, hyperbole, entertainment, assertions and at times, crazy stunts in a belief that any publicity was good publicity. Buzz was seen as a component of hype, driven often by some form of outrageous display.

Marketing that works effectively is more successful now when it coalesces on authentic help for the consumer over media hype. People lead busy and complex lives. What they need is guidance, help, advice, coaching, training, ideas, support and empowerment. Your brand’s relevance to them is connected to how you become a useful and valued partner on their life journey.

If this sounds like a more mature form of relationship, I think you would be right. We have evolved and improved in that respect – more thoughtful and interested in overcoming our problems and challenges than being influenced by headlines falling from ‘the largest, biggest, tallest______________.”

Utility = valuable-ness

Real engagement is a form of acknowledged partnership. People grant you their precious and valuable attention in return for something that makes them better. This quid pro quo is an exchange founded in reciprocity and constructed on help or community-building that satisfies our inner need to tell the world around us what we stand for, what we care how about, what our values and beliefs say about us.

A brand that has trimmed its audience definition and scope to a narrower segment of true, committed fans has a shot at mattering. This approach works because in most product categories that escape the debilitating rust of commodity sold on price, a majority of the sales and profit is delivered by a smaller cohort of engaged enthusiasts. Some examples:

  • Kitchen commanders
  • Pet lifestyle buffs
  • Outdoor adventure seekers
  • Health and wellness advocates
  • Exercise aficionados
  • Fashionistas

You get the idea. Call them geeks or fans or ambassadors, the unifying characteristic is their innate interest in and devotion to these lifestyle associations. Your goal is to get close, real close to who they are and what they care about. Your ability to walk in their shoes and operate in service of their interests is the grist for content marketing that works.

Your brand voice is optimized when you separate the help from hype, the social proof from brand assertion, earnest helpful guidance from brand self-promotion. Only then, can your brand be perceived as and appreciated for contributing in real ways to the consumer’s journey. Think about it:  what is media hype but a disposable form of awareness with no shelf life. It’s there and then gone. What has been achieved? A moment of ‘I saw you’?

  • Your desire for buzz or recognition or mention is better served by enabling and contributing to the things your best users care about.

Perhaps the most famous stunt of all time was the Stratos Jump by Red Bull when Felix Baumgartner launched himself from a helium balloon 124,000 feet above earth, televised to more than 8 million viewers many of whom might remember the stunt – but not the advertiser or product. Was the reported $65 million cost worth it? If you’re selling a product that tastes like melted gummy bears to an adventure-seeking consumer, maybe.

For the rest of us, meeting the heart and mind of your customer in authentic ways that contributes measurably to their quality of life is another form of ‘adventure’ – but decidedly more relevant and valued than simple awareness.

If you find yourself asking questions about how to build buzz, we can help you answer that objective with insight and ideas that connect at a human level. Use this link and let’s start a helpful and hype-free conversation.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Pandemic influences consumer behavior

Pandemic and cultural shift combine for rapid change smackdown

October 6th, 2020 Posted by brand marketing, brand messaging, brand strategy, branded content, Consumer insight, Content Marketing, COVID-19, Emotional relevance, engagement, food retail strategy, Healthy lifestyle, Healthy Living, Higher Purpose, Marketing Strategy, Pandemic 0 comments on “Pandemic and cultural shift combine for rapid change smackdown”

We unpack handwriting on the (relevant marketing) wall

If you’re like me, you’re probably exclaiming, “so now what?” Another day and another revelation of upheaval in an era of unpredictable, unsettling events that cause you to sleep with one eye open.

In an exceptional moment of corporate disclosure, Amazon announced that nearly 20,000 of their employees tested positive for Coronavirus just hours before the President and First Lady were diagnosed with the virus. No doubt the pandemic has reached into the lives of virtually everyone with unprecedented and transformational impacts that continue to reshape the way people think, shop and live.

Within the last few days major furloughs and layoffs have been announced simultaneously by a string of companies including Disney, Allstate, major airlines and others as business shortfalls consume cash reserves leading to headcount reductions.

  • Emergent has followed these developments closely. We are examining these events to translate them for useful guidance on what food, beverage and lifestyle brands should consider in business planning and how these issues impact marketing strategy.

Here we will unpack the most significant conditions. Focusing on what informs the immediate future for companies grappling with uncertainty via new revelations surrounding the economy, the disease, climate challenges and cultural disruption – all of which are inter-related.

The end of stimulus and the start of fiscal free-fall

In June media attention shifted to the looming end of Federal stimulus programs. Millions of people who were fortunate enough to qualify for meager state unemployment benefits, saw a life-preserving $600 a week added to their stipend payments. This action temporarily closed the financial gap for families who otherwise would be facing a cliff of cash shortages. That cliff has now arrived, impacting their ability to pay the bills, especially housing and food.

It is unclear if new stimulus support will return anytime soon due to the impasse between Congress and the Senate over the size and components of a national economic support package. Even with House passage of a $2.2 trillion measure, it’s unlikely it will go any further before the election, as both sides draw hard lines in the budget sand.

Thus, the income disparity between wealthier and middle-class families is widening and becoming more obvious (visible to all). Those less impacted by the recession continue to accumulate cash due to slowdowns in spending for commuting, business or vacation travel and discretionary activity in restaurant dining, sports and entertainment. Those directly affected by the economy slowdown experience layoffs, salary or hour reductions and wholesale permanent disintermediation of their jobs, while trying to manage life with quickly dwindling cash reserves.

Middle class spending is an engine that drives the U.S. economy so what’s happening here over time has domino impacts everywhere. It is in everyone’s best interests if stimulus support is turned on, and concerted efforts made to restore jobs or create new ones.

The number one impact of all of the above: stress and anxiety

Whether it’s class polarization, economic and employment uncertainty, concerns over social justice and all-too-apparent climate eruptions, plus a surging virus – all combine with the absence of control over one’s life and surroundings to manifest in a form of anxiousness. It is showing up everywhere in what people eat.

Legacy packaged food brand resurgence is evidence of filling a need for:

  • Comfort
  • Familiarity
  • Satisfying stress eating behaviors by reaching for higher fat and carb foods that somehow make people feel better. Apparently, a bag of chips is self-medicating. However, 27% of American adults are also reporting 5 or more pounds of weight gain since March – a troubling development especially as a good portion of the country experiences declining seasonal temperatures and more inactive time spent indoors.

As a sort of ‘flip side’ of this culinary coin, stress eating behaviors leading to high fat and carb foods, has its own polar opposite: the growing search for low sugar foods in an effort to exert more control over health and wellness at a time when investments in immune system integrity are a top priority for many people.

On the retail side, we’re witnessing a related swell in transactions and channel migration to hard discount. Not a surprise under these conditions. Again, we see the presence of an alter ego for stores in higher income zip codes. These retailers may see increasing opportunities for trial and volume growth of premium indulgent food and beverages. It’s just ‘nuts’ if you get my meaning.

Work-From-Home (WFM) not going anywhere

As we pour through reports on the status of WFM, we conclude this phenomenon isn’t likely to go away anytime soon. Now breakfast and lunch are prepared and consumed at home, adding to the need for guidance, kitchen counter coaching and convenient solutions. In many places the kids remain home for school as well, adding to the pressures in meal preparation. Can you help with emotional support, menu guidance and prep ideas?

Meal kits took a beating pre-COVID due mainly to cost and complexity. Now kits are returning as a viable way to vary menus and fulfill consumer interest in sophisticated (global) flavors and restless palate syndrome borne of at-home cooking boredom. Grocery retailers have an opportunity here to showcase kits in varying degrees of ‘do-it-for-you’ to meet the interests of the scratch cookers and those who are simply exhausted with all the constant chopping and slicing.

The Wheatley kitchen is a veritable round robin of cutting boards, knives, saute’ pans, bowls and leftover containers as two teenage daughters exert control over their food preferences, while the parents handle another portion of the chores. It’s an unending cycle of cooking and cleaning. I’ve not seen teenagers with such accomplished knife skills and baking expertise except on Chopped Kids.  

  • Snacking is now a 24/7 activity. The room for brands to play here is nearly infinite. The refueling is almost non-stop, some of it functional and some indulgent.

The opportunities for brands and retailers to become a partner with people in the kitchen has never been higher, yet so few are stepping-up to the plate. Perplexing.

E-commerce crazy

Time is all we have. How we spend it is all that matters. Why will e-commerce become such a dominant channel? Because it is built to give back time. The pandemic closes the door on casual browsing and spending extra quality time in brick and mortar retail. Shopping trips are fewer and purposeful, aimed at minimizing viral exposure.

Meantime the seamless digital shopping platforms people encounter are getting better and better. We’re now at a $70 billion run rate in e-commerce transactions. Experts in the field believe once you pass 50% of typical transactions in food or lifestyle, the tipping point may very well have been reached. Not there yet, but the leaps in digital purchasing this year are significant.

At this stage, as good online experiences and comfort level take over, people begin to appreciate the time they’ve been given back by avoiding the hassle of driving to and running the cart through stores.

That doesn’t mean retail disappears, far from it! It does mean that shopping experience and environment must be on a whole other level to romance and engage people in a sought-after and magnetic reason to be inside your doors. Disney does magic well, so should you.

Shopping for what?

According to IRI data through mid-August, the top five categories in retail sales volume are:

  1. Health care products
  2. Frozen meat/poultry/seafood
  3. Personal cleansing
  4. Other refrigerated
  5. Baking

Within the top 25 categories in sales growth, frozen and refrigerated holds 14 of them. Evidence that consumers care about preserving shelf life and guarding against food waste and scarcity, while the baking binge is no fluke. It is an effort to bring control back during an era when there is a predominant feeling of none.

Strategic direction: identify passionate cohorts, apply hyper relevance

If you can step back and see your marketing and communications strategies remains widely targeted at virtually every human on earth, now is the time to prune. The need for mattering has never been greater. Achieving that enviable position isn’t easy and requires significant focus and discipline.

Step One –

Identify the most committed and passionate consumers of your product or shopper groups in your stores. What do they care about, how do they live, what are the pain points they need to solve? Your goal is to become a refined and optimal solution to their problem. To get there you need to lean hard on the strategic thinkers and those with insight to consumer behaviors on your team. This is true customer-centric planning.

Step Two –

The goal of your marketing is hyper relevance to these consumers, to the point where they see a mirror of themselves in how the brand communicates and behaves. Your values and theirs become one. You step fully into higher purpose and deeper meaning with this cohort (there may be cohorts). Whatever end of the economic spectrum, you lean in to where they live and how they feel. You’re looking for common ground and ways to be of help. Your value proposition isn’t just the product or store. It’s how you tangibly work to improve their lives.

Step Three –

Your communications and content creation should be packed with advice, guidance and counsel. You walk away from the temptation to self-promote and instead focus on them and their stories. You enable social proof mechanisms and encourage people to share experiences because you know it’s credible proof of what you want them to believe. Your storytelling expands to address the higher purpose you’ve adopted and how you are helping improve the world around us. You now know it matters to consumers who expect this of you.

We understand that people are now literally consuming their identity. What they buy is a flag and mirror of their values, beliefs and what they hold to be important. Symbolism can be everywhere in every place that consumers encounter your brand and business. Are you deploying the markers and images they will recognize of lifestyle relevance?

The horizon: climate change

Looking ahead, what’s coming is a move to connect food and beverage choices with carbon footprint and impacts on climate change through contributing to the growth of greenhouse gases. There is genuine fear among people that food production is irrevocably linked to creating damage to the climate, leading to super storms, droughts and wildfires.

This issue is going to climb in visibility and importance. Brands have an opportunity to get in front of this concern and be part of the dialogue. The roots of this will inevitably go back to supply chain decisions and how foods are farmed or raised. To that end regenerative agriculture is going to rise as a priority and people will be looking for these practices to show up in an industrialized agribusiness that isn’t operating with these principles in mind.

The great promise of this type of farming is reversal of eroding soil conditions and processes that could help farmland become the world’s largest carbon sink. This is a horizon issue now but is rapidly building momentum.

Worth paying attention to.

As you consider the path forward, if expert guidance would be beneficial in your planning use this link to open a conversation. We would be delighted to help. Emergent’s mission is to marry marketing expertise with our belief in the rising importance and value of healthy lifestyle to the future success of relevant food and beverage brands and retailers.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

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