Posts in Emergent Column

Healthy Living Insight and the Future of Food and Beverage

October 1st, 2018 Posted by Agency Services, Brand preference, branded content, CMO, consumer behavior, Consumer insight, Emergent Column, Healthy lifestyle, Healthy Living 0 comments on “Healthy Living Insight and the Future of Food and Beverage”

Are you aligned on the pathway to true relevance?

What is the most powerful and pervasive condition impacting consumer product category growth across the lifestyle continuum? Effectively answering the consumer’s desire for a healthier lifestyle. This is the driving force that sits underneath Emergent’s agency value proposition and the work we do for our clients.

At the foundation of this transformational shift is an over-arching interest in a higher-quality life. Consumers believe their decisions and actions in this arena will impact personal happiness, safety and wellness.

Healthy living knocks at the front door of relevance to consumer wants and desires. It is a mindful choice made by increasingly mindful consumers across all age cohorts. Nowhere can this be seen in greater relief than food and beverage choices which have morphed in recent years from taste, price and convenience purchase drivers to a more enlightened set of criteria that pays homage to the healthy lifestyle priority.

Transparency, supply chain visibility, clean labels, ingredient quality, fresh and real food preferences are all evidence of momentum behind the consumer’s growing self-awareness. They are in charge of their lives, in control of brand relationships and thus able to exercise choice to reward those brands that are aligned with their personal interests, beliefs and needs.

  • Simply stated, consumers believe that the quality of what they consume impacts the quality of their lives. What people choose to eat manifests in their daily lives as a contribution to health, wellness, career performance, happiness, satisfaction and the ability to achieve life goals.

This is no longer a tertiary issue or a sub-segment of the larger consumer population. It is a swollen river of preference that is washing away the less relevant while rewarding the brands that mirror consumer lifestyle requirements.

How did we get here?

We can trace the origins of this shift back to the early 1990’s when the organic foods market was still emerging, and consumers started to pay attention to a new voice on how food is produced and what the differences are between factory made and farm fresh options. This became transformational when the rBST debate took hold and the organic milk business started to skyrocket as serving organic milk to children became a marker of good parenting skills.

Concurrently, the explosion of digital communication created a shift in the balance of power where anything that can be known will be known, and with it a cultural change. Now consumers want to be informed on where food comes from, how products are produced, thus enhancing the value proposition for higher quality real and fresh foods vs. packaged and highly processed legacy brand mainstays.

You are what you eat

The relationship between what people put in their bodies and how it affects health and wellness goals changed from addition by subtraction – the scientific removal of fat, sugar, sodium and the like, to a different picture of addition by addition.

People now perceive the quality of the food they eat or drink is related to the quality of their lives. This cultural swing resulted in a sea change at food retail, with center store packaged food businesses facing headwinds in share losses and volume declines. Meanwhile, the perimeter departments selling fresh and reimagined, more transparent and relevant versions of packaged stalwarts have skyrocketed.

  • Equity investment in the food space has plunged into the abyss in efforts to help scale the myriad of new, nascent food brands coming to market with quality elevations in virtually every category with a growth pulse.

Meanwhile, home cooking is experiencing a renaissance as consumers shop fresh ingredients and menus that require preparation; looking to feed their appetite for new flavor adventures. Convenience in this new world order translates to enhanced Deli menus and fresh solutions at supermarkets, and the emergence of meal kits to help curate the dinner need with prepped high-quality ingredients and tantalizing recipes.

Relevance and the future of food and beverage marketing

What does it all mean? This is what keeps the C-suite leadership teams in CPG food and beverage companies and food retailers up at night. What was once a brand controlled state in the marketplace, where heavy media spending could spell the difference in achieving quarterly results, has fallen away as consumers own and operate the levers of commerce.

Consumer control requires deft and agile moves by brands to align themselves with their desires, interests and lifestyle goals. The more powerful path in marketing is no longer lined with assertions of product features and benefits. Now the momentum belongs to brands that truly try to help and enable what their users dream to accomplish.

Marketing today is a reciprocity construct where brands earn permission for a relationship by thinking past their own product and trying to make a clear difference in their customers’ lives – be that by activating their creative aspirations in the kitchen, the social experiences around the table, or serving as a functional contributor on their path to healthy living.

Emergent as arbiter of insight and translation to strategy, better communication

This, ladies and gentlemen, is what we do at Emergent. We’ve been ahead of the trend even before healthy lifestyle became a ‘thing’ and remain a voice in the industry on this evolving landscape upheaval.

Our value proposition is bound to the insights we own on consumer interests, needs and the new marketing toolkit required to successfully leverage that understanding for business growth.

By virtue of that, Emergent is purposefully a hybrid of strategic guidance tied to creative communications, smothered in a secret sauce of consumer insight that helps inform our thinking, messaging and go-to-market ideas.

Whether you are a food retailer trying to evolve as conditions around you in e-commerce and consumer preference change, or a food and beverage brand, large or small, trying to optimize and scale the business you’re creating; we can help optimize your core proposition and add value to your efforts to gain the ear of elusive and hard-to-reach consumers.

How can we be helpful to you?

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

 

 

 

 

 

 

 

How to get the very best from your agency partners

April 27th, 2018 Posted by Agency Services, CMO, Emergent Column, Insight, storytelling, Transformation 0 comments on “How to get the very best from your agency partners”

What do good clients do?

Marketing isn’t easy. It’s tough and intellectually demanding. It requires an integrated understanding of product and brand strategy, coalesced with consumer insight and served in a warm basket of relevant creative, business-building solutions.

  • There’s really no way to do this well without both parties getting deeply involved in the work.

Unless of course, the goal is just to mark time and fill slots for a la carte communications tactics across a spectrum of expected “support tools” identified in a marketing plan.

On the other hand, if the goal of engaging an agency in the first place is transformative business results then the aforementioned collaborative effort is mission critical.

So what’s the alchemy that governs whether or not this kind of client/agency collaborative thinking occurs? What’s required in the relationship dynamic that makes for fertile ground in delivering out-sized outcomes?

Here it is, in a word: partnership. The truly successful agency and client relationships perform optimally because of aligned interests and goals. But what does that word partner really mean?

  • It begins as a unique way of thinking and behaving with your agency allies that springs from a foundation of trust and inclusion: “yes, we’re in this together.”

For context you can look at the flip side. The opposite of partner might be vendor: an outside supplier cost center to be managed and controlled; confined to a set of stay-in-your-lane guardrails and vertical silo thinking. A fulfillment cog in the marketing wheel to deliver a communications tactic, be it PR, advertising, social media, content or the like. Absence of genuine client/agency trust equates to “relationships” that are governed financially with one-sided agendas (spend as little as possible) and keeping agencies at a ‘do your job’ distance.

The true value of an agency partner

Good agencies are an amalgam of consultant and guide, business strategist, creative thinker, an outside resource devoted to marketing, strategy and communication across a spectrum of businesses and categories.

Better firms are also an elite think tank of communication insight experts. The best of them see a client’s business challenges holistically and not just as a place to apply artistic skill sets in creating engaging campaigns – as if the goal of the ad agency is just making another ad, or the PR firm slating another media interview – rather than their full engagement in creating a strategic solution to address the client’s need or problem in whatever form that might take.

But to really gain the most of a mutual investment, a relationship a true partnership must be symbiotic, with shared wins and benefits.

What do agencies want?

  • Clients that bring them all the way in and share every relevant detail of how their business operates and the challenges they face. Thus, providing enough visibility to information so an agency can truly serve as a trusted and entrusted advisor.
  • Clients should openly ask for counsel, both informative and challenging. Those who overtly say – “we want your best advice, your best ideas at all times. We want your honesty, too, when you think we’re not making a good decision.”
  • Clients who recognize that agencies are businesses too, and deserve to make a reasonable profit from the relationship. This manifests usually as a declaration from the client early in a new assignment: “we want our account to be a profitable one in your company and in return we ask for the very best of your experienced minds engaged to help meet our business goals and solve our problems.”
  • Clients who routinely ask their agencies to weigh in on challenging issues whether they be operational, R&D, cultural, financial or marketing; these are the very best clients because it’s so exceptional when it happens. These clients recognize the breadth, experience and value of agencies that often come equipped with prior experience where similar challenges have been solved successfully. Music to agency ears is the sweet song of trust and respect these requests imply.

Agency obligations

Superior athletes reach for the very best every time they take the field. So, too, agencies have to bring their “A” game everyday. There’s no way to do that unless you become invested in and are passionate about the client’s business. If the agency is operating with the client’s needs and best interests in mind, this will be evident in the daily effort, responsiveness and program outcomes.

  • If the agency sees client work simply as a financial management proposition, then the focus will be on deliverables within budgets, management of staff time to this agenda, and a quick move to ring the alarm bell if work goes out of scope. Nothing wrong with disciplined business management, but if the culture is primarily about managing for profit rather than adding value to the client relationship, the former will subtract from the latter.
  • So for agencies, the partnership begins with making the client’s business a continuing, ongoing study: evaluating and tracking the competitive environment, trade media, and other sources of business intelligence. The more you know the better this gets. It’s as if the client’s business is your own and thus worthy of the attention this priority will receive.
  • This ongoing commitment should be delivered in an envelope of respect for the superior knowledge clients possess of their own business. At times, in the name of leadership, agencies can get off track into “my way” land, based on we-know-best thinking. This form of arrogance usually ends in disintegration of trust and has no place in the mutual respect universe. Disagreement is ok and expected. Brinksmanship, though, is no way to build a mutually beneficial relationship.

Humanity – the glue that binds

When there’s belief that people from both camps are operating in mutual best interest, then agency and client combinations will work optimally. Whether we choose to acknowledge it or not, business decisions are made emotionally not rationally. It is the human condition.

We sense almost immediately when people are genuine, when we like each other, when we’re being honest and open. Life is short, and thus fit and chemistry matter. The kind of fit that occurs when people think highly of each other and actively work to see things from the other’s point of view.

So optimally, a good dose of values, integrity and empathy becomes the daily vitamin all involved in the client/agency partnership ingest to keep the mission focused on success all the way round.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Emergent Answers the Healthy Living Chasm

October 30th, 2017 Posted by brand marketing, brand strategy, consumer behavior, Consumer insight, Emergent Column, Food Trend, Growth 0 comments on “Emergent Answers the Healthy Living Chasm”

Bridging the divide during historic change in food and beverage…

When we launched Emergent, it was based on an overwhelming body of research and marketplace evidence that food and beverage brands are in a state of transformation and thus, in need of new, fresh, refined and more relevant business-building solutions.

Of all the issues creating change, from the demand for transparency and clean labels and fresh foods — healthier lifestyle is the dominant driver that is impacting the consumer’s desire for improvement in the food and beverages they prefer.

Cultural shift makes healthier all-inclusive

Historically, the food industry’s approach to ‘healthier’ was an addition-by-subtraction model based on removing so-called bad ingredients like sugar, calories, sodium and fat; AKA the ‘diet foods’ business. For consumers, though, this often meant sacrificing taste and eating satisfaction. Which they did. For years. This was bound to be problematic because it existed in conflict with the embedded human desire for great taste and indulgent food experiences. Guilt only goes so far.

However, pervasive changes in global food culture caused the concept of healthier to shift. The good-for-you proposition began to look more like addition by addition. Healthy was restaged to focus on real, fresh, authentic, higher quality, less processed foods – more so than food science wizardry. Healthy became inclusive, lifestyle oriented and user friendly.

  • The root cause of change: consumers connected the dots between the quality of what they put in their bodies, with how that fuels what they’re able to do, and hence, their ultimate happiness and wellness.

As consumers became more engaged in higher quality food choices, it resulted in the widespread premiumization of many food and beverage categories. At the same time, media consumption habits shifted to social and digital channels controlled by consumers rather than brands.

We believe an agency devoted to mining this insight and bringing fresh thinking to the table is needed to offer meaningful guidance in the midst of this sea change.

New implications to the food system are reshuffling the industry:

  • Large cap CPG brands have experienced share and volume declines in core legacy categories. Consumers are moving away from anything perceived as highly processed or made from ingredients they don’t understand.
  • New emerging brands built on higher quality, fresh and real food ingredient solutions have grabbed the spotlight to reinvent everything from frozen meals to grain-based snacks.
  • Food retail shopping behaviors have shown a significant shift to the perimeter of the store as consumers increasingly look for fresh, real food products over center store packaged options. They’re also increasingly shopping more frequently for meal solutions over pantry stock-ups.
  • Meal kit solutions have taken share in food, by virtue of offering menu solutions derived from high quality fresh ingredients, married to easy preparation steps. Convenience meets culinary inspiration and taste satisfaction.

Time for transformation

We know that new, emerging, purposeful brands are gaining traction and attention in kitchens across America. So we visibly witness the dawn of a true food renaissance taking place around us.

  1. People are coming back to the kitchen, looking to exercise their creativity and control over preparations, freshness and quality of ingredients.
  2. We’ve entered a period where transparency, health and wellness, safety and authenticity drive purchases more so than the legacy stalwarts of price and convenience.
  3. We know the founder’s backstory and commitment to a real mission beyond the product itself is a critical component of the new brand marketing playbook.

We‘ve operationalized our understanding of what these changes mean and how to create traction in a fast-changing business environment.

Emergent’s value proposition

We’ve developed a proprietary planning model that reflects this understanding; one that demands a new approach to how brand relationships with consumers are formed, and thus, how effective brand communications should be created.

  • We are experts in this space; our services are aligned with answering these challenges.
  • We help legacy brands challenge conventional strategies and re-stage to optimize today’s conditions and help new brands accelerate their growth. We understand the consumer and how they think, how they behave and how they consume information.

If your marketing communications plans look exactly the same as last year’s, the time may be right for fresh thinking. We exist to help brands and businesses navigate and grow in the midst of transformative changes in purchase behavior. We can help you take the leap to increased relevance and alignment with this new marketing paradigm.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

A Conversation about Change: From Traditional to Healthful

June 7th, 2013 Posted by Emergent Column 0 comments on “A Conversation about Change: From Traditional to Healthful”

Peekinsidelogo 

Welcome to a new feature at the What’s Good For You, America blog – a recurring column that will give you an inside look at the key players, opinions, views and news of what’s going on at Emergent. A Peek in the Conference Room begins with a story about change — specifically the challenges of making a meaningful transformation, and thoughts from two of Emergent’s Healthy Living Advisors team.

Frankly, there are a million reasons not to.  “The System’s too large.  Our tastes are too iconic. We’ll never get consensus internally.  And even if we did, the business pressures just won’t allow this kind of transition.  Or investment.  Or training.  Or headcount…”

(more…)

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