Posts in Healthy lifestyle

Dr. Lisa Dyson transforms meat industry

Dyson’s Moonshot to Transform Meat Industry

June 30th, 2020 Posted by brand marketing, change, Emerging brands, Emotional relevance, food experiences, Food Trend, Growth, Healthy lifestyle, Higher Purpose, Insight, Marketing Strategy, Transformation 0 comments on “Dyson’s Moonshot to Transform Meat Industry”

Air Protein creates first ultra-sustainable proteins

If the pandemic created one positive outcome for Americans, it has been the most potent force in history to elevate the importance of health and wellness to consumers. Already a rising cultural priority, COVID-19 serves as a compelling motivator for people to further invest in their physical health by elevating the quality of what they eat and drink.

Witness the skyrocketing popularity of meatless meat, advanced by first making a product that accurately replicates the taste and eating experience of animal meat but sourced from plants. Survey after survey in the food industry has verified the general growing interest in consuming more plant-based foods because people believe it’s a healthier option. As a result, the alternative meat business is forecasted to reach 40 to 50 percent of the $1.4 trillion global meat industry by 2029.

Now on the horizon comes a new company and food-making technology that promises to create the most sustainable meat alternative on earth. Meat that requires no agriculture, no animals and yet delivers a nutritionally superior, complete higher protein product than anything created from a chicken, pig, cow or plant.

A funny thing happened on the way to the moon

During the massive run-up in the 1960s in its bid to put a man on the moon, NASA continuously launched better, bigger spacecraft while another experiment was going on behind the scenes – one that was eventually shelved and forgotten. The premise was based on nourishing astronauts with food that could be created in space, and the tool for this genius idea was carbon transformation. Said more simply, converting carbon dioxide exhaled by the crew into food. Experiments were conducted but eventually pushed aside in favor of other lunar landing priorities.

Pleasanton, CA-based Air Protein, helmed by MIT physicist Dr. Lisa Dyson, is on a new mission to take the carbon transformation ball all the way down the field and put it in the culinary end-zone. “More and more people are starting to consider the harsh reality of our food system as a global contributor to greenhouse gases (GHG) and climate change,” explains Dr. Dyson. “Our agricultural system produces more GHG than all of the fuel-burning sources of transportation combined. When you mix that with the finite limitations of available land and water resources for farms, ranches and fisheries, you know it’s going to be nearly impossible at some point to feed a rapidly growing global population.”

Dyson’s moonshot is a fascinating recipe of uniquely combining carbon dioxide, oxygen and nitrogen with renewable energy, water and nutrients, then adding common microbes in a fermentation process similar to making wine or cheese. The high protein flour outcome of this brewery-like approach is turned into authentic meat analogs by using pressure, temperature and natural flavors. Her sustainable “Air Protein Farm” operates more like a yogurt making facility than meat processor.

While a steak requires two years of dutiful cattle raising that consumes a significant amount of natural resources, Dyson’s ultra-sustainable meat comes to fruition in just four days.

Air Protein’s process helps avoid two current concerns of conventional meat infrastructure revealed during the coronavirus outbreak:

  1. Dangers of meat packing plants becoming hyper-spreader environments for the virus.
  2. The resulting scarcity and higher prices of various meats available to consumers at the grocery.

Alternatively, the Air Protein carbon footprint is negative. All of this becomes more plausible when you consider that carbon chains are the essential building blocks of all fats, carbohydrates and proteins. Scientists refer to carbon as “the backbone of life” because, along with water, it is the primary element that makes up all living things.

Sustainability emerges as part of the path to purchase

People everywhere are experiencing a transformation of their own in adding higher purpose, mission, beliefs and values to the shopping list of what they want from food brands they prefer and purchase. The International Food Information Council in a recent national pandemic-inspired survey of consumer behaviors found the impact of environmental sustainability is on the rise as a priority, with 39% of consumers saying it is now a factor in their buying decisions. More than 40% of respondents said it is important for food makers to have a commitment to sustainability, recognition that people are more aware now of limited natural resources and the effect of society and industry on climate change.

Sustainability practices and behaviors clearly matter to people. Dyson believes Air Protein’s emerging story will be a game-changer at the supermarket meat case where retailers are increasingly on the hunt for brands that fulfill the shoppers’ wishes for sustainable choice.

Climate change became the call to arms

The horrible devastation wrought by Hurricane Katrina that claimed more than 1,800 lives and left $125 billion in property damage, much of it in New Orleans when the levees were overcome, served as a Road to Damascus experience for Dr. Dyson. While there she labored to help restore a city overcome by a natural disaster that many assigned to the accelerating menace of hostile weather patterns borne of climate change. Dyson vowed to make solving the rampant build-up of greenhouse gases (GHG) an avocation, leading to a partnership with MIT colleague Dr. John Reed and the eventual genesis of a new company named Kiverdi.

“My experience in New Orleans was life-changing. I decided to develop solutions that would combat climate change. During the years following, it became clear to me that our food system is a major culprit in this unfolding crisis. The world’s population is expected to reach 10 billion by 2050, how to feed everyone sustainably and affordably is the big question we intend to answer,” she said.

The supreme irony of Air Protein is its intention to make food from carbon dioxide. As if meat were to become a new kind of photosynthesis that turns protein creation on its head – not as a contributor to greenhouse gases but also an effective eraser of this global temperature-raising threat. Ultra-sustainable meat may become a center of plate, culinary chess piece to satisfy the appetite while refusing to exact an enormous toll on the environment. That no plants or animals are involved means there is an embedded promise of a high-quality protein source that is generously renewable, kinder to the environment, scaleable and thus plentiful.

The premiumization of palates

Food culture in America has undergone a makeover as the quality of cuisines, ingredients, cooking techniques, kitchen tools and culinary expectations have risen. From the days of Hamburger Helper and Cheese Whiz, people now find themselves eating Michelin star quality cooking at the corner gastro-pub.

The successful strategic gamesmanship of plant-based meat like Beyond Meat and Impossible Foods, was their insightful move not to make an improved Vegan burger for Vegans. Rather, to deliver an alternative that could satisfy the sensory, gustatory preferences of the most ardent meat lovers. In doing so, these companies reimagined veggie burgers as plant-based protein, opening a new chapter in food where taste trade-off to achieve better-for-you was not required.

This feat is not lost on Air Protein founder Dr. Dyson. With consumers moving rapidly to embrace alternative meat, she sees Air Protein’s probiotic production tech as the next generation category. She has chefs working alongside food science experts to ensure that deliciousness is right there with the heaping tablespoon of ‘feel good’ about not harming the environment with every forkful of her chicken made without the chicken. “We are tuned in to the requirement that our products must deliver on the taste, flavor and eating experience of animal meat, the plant-based hamburgers have shown that when you hit the eating experience squarely, the purchases will follow and repeat,” she said.

The next generation of meatless meat is coming

Who knew that exhaling combined with microbes could build a protein? It took NASA to start the ball rolling and Dr. Dyson and her team to hit the three-point basket at the buzzer. “Because our protein production process requires no farm, no agricultural input or animal, our ability to scale is not governed by supply chain conditions. The COVID-19 influenced meat shortages we’ve seen remind everyone that the food system as we know it can be compromised. We’re excited because our game-changing technology can create a reliable, sustainable supply of meat products that are better for you and infinitely better for the planet at the same time,” she said. Context provides dramatic proof: Dyson says it would take a farm the size of Texas to produce the same amount of meat Air Protein can deliver from a production facility as small as the footprint of Disneyland.

Air Protein is a category-defining company now in the midst of an equity capital raise and expects this round to provide the required assets to take the last lap to commercialization and retail launch. “What’s exciting here is our cost base to produce meat. We will be able to market our products at an affordable price, which in this economy will be important. Our goal one day will be to help economically feed the world from the platform we’re building now,” reports James D. White, Executive Chairman of Air Protein, and former CEO and President of Jamba (formerly Jamba Juice Company).

This dynamic duo believes Air Protein will eventually become the reference standard for ultra-sustainable meat.

Can’t wait to try her chicken at the corner grocery with a salad. One day you’ll probably find it on the moon.

Editorial note: Emergent extends our thanks and appreciation to Dr. Lisa Dyson and James White for participating in this important story.

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 unleashes cultural changes

Context is Your Marketing Super Power

June 28th, 2020 Posted by brand marketing, brand messaging, Brand preference, brand strategy, consumer behavior, Consumer insight, Emotional relevance, Healthy lifestyle, Healthy Living, Higher Purpose, Human behavior, Navigation, Social community 0 comments on “Context is Your Marketing Super Power”

How are you deploying it?

The incredible disruption spawned by the global pandemic is creating an important opportunity to reframe the marketing conversation around your brand. During difficult times people are more receptive to brands making bolder moves. Uncertainty provides the latitude to experiment, in the context of answering cultural changes that are having a profound impact on how people view the world around them and what they care about in times of change.

Necessity is the Mother of Invention

Cultural shifts create influential moments when consumers are open to new ideas. Behavior change, which is hard to accomplish, becomes more attainable. What we know about people is the role that perceived risk has in their decisions. When a change is adopted by many, it can quickly become the default choice for the very reason human beings are a copying species. Popularity provides reassurance.

Permission operates in the same way. Witness what is happening now with work at home. Companies, especially in the tech sector, are making this a permanent adaptation and by virtue of doing so signaling a new acceptable default for how business will operate. If it were merely served up as an optional choice (as it has been for years!) the adoption curve falls immediately because of the perceived risks of not being in the office and any stigma that might accompany that perception. Companies that offer unlimited vacation see the same outcome as people don’t suddenly leave for extended periods for the same reasons – fear their career will be compromised and so the “choice” isn’t activated. Averting negative experiences is a highly motivating and universally common behavioral trait among consumers.

Human beings are hard-wired to avoid personal risk

The over-arching impact of COVID-19 on the value proposition of health and wellness moves the interest in healthy lifestyle from aspirational to practical to necessity. As we’ve said previously, Health is the New Wealth, essentially means there are life-maintaining, risk-mitigating reasons to shore up the immune system. This is having an impact on food and beverage brand growth in the coming year. The default for health and wellness has now changed – it’s visceral and existential. This also helps sponsor an emotionally charged marketing environment.

It’s important to note that humans are not governed by algorithms. We do not make decisions based on rational thus predictable assessments of facts. If we did, 1 + 1 = 2 could be applied to marketing activity with assured outcomes. Instead – we are feeling creatures who think and not thinking creatures who feel. Yet for some reason right alongside the birth of digital marketing platforms and the ability to amass data, we have become too preoccupied with marketing plumbing at the expense of paying closer attention to the (human behavior) water inside.

Psychological insights are simply more powerful and unilaterally effective than any form of technological or engineering advantage in products and service marketing. Said another way, a terrific well-designed product with subpar marketing behind it can fail – while a lesser product with better and more humanly relevant marketing strategies in support will win the race. How can this be? …Because now we can create high levels of satisfaction by knowing what truly ”floats the consumer’s boat,” more so than any advantage created by a less emotionally-compelling ingredient innovation or product feature.

Marketing is not a form of cosmetic surgery to apply a thin layer of magic fairy dust on the top of a product that succeeds on its own merits just because it is well crafted. Dyson vacuum was renowned as an engineering marvel, yet its suction power wasn’t really the big leap forward over other conventional models. Its sexy design created perceptions of new and modern (visual cue), while the ability to actually see dirt in a clear cup provided enormous levels of personal accomplishment and emotional satisfaction to people who could observe the outcome of their floor-cleaning efforts for the first time. The marketing behind Dyson was masterful in elevating the value of having one in the house as a symbol of being progressive and innovative while embracing the fashion of an edgy, differentiated design.

The most important move to make on the successful marketing path is….

Our job (and yours) is to identify the single most powerful motivation driving customer behavior in a client’s category. Armed with this understanding we place the consumer at the center of planning, working to apply our understanding of context, perceptions and emotions that are tied to their behaviors. We translate that insight into more effective communication.

Everyday people show their peculiarities, whims and irrational behaviors, wishes and fears. Armed with this knowledge we’re able to blaze new trails for brands that want to and can be more relevant to consumer needs. This happens because the brand’s deeper meaning and values now operate in sync with what people believe and care about.

In this unprecedented marketing environment, here are some questions to consider:

  • How can your brand contribute to the cultural conversation going on right now?
  • What are your users’ shifting attitudes about themselves?
  • What higher purpose can your brand fulfill that matches the beliefs consumers value the most?
  • With health and wellness now more important than ever to people, how does this play out in your strategic plan?

You have permission now to experiment outside the rational comfort zone, offering new reasons-to-believe that are tied to deeper meaning and values that transcend the product itself. A small example of the human emotional condition at work here: why is it that consumers perceive a car drives and performs better when it is clean? Not really rational is it!

We work to change the way people see your brand

Our role as creative communicators is to pay attention to the consumer who buys our clients’ product or service. Perception often leads reality and our job is to manage those perceptions, knowing that the reality is never far away in a digital world where anything that can be known, will be known.

The four horsemen of an effective strategic marketing plan are:

  • Context (in which it is consumed)
  • Environment (in which it is sold)
  • Cultural setting (that drives surrounding beliefs)
  • Who says it (the voice employed to build trust)

Harkening back to our earlier point about risk aversion and disaster avoidance, trust might be the most important consideration to directly address in the strategic plan. Trust drives purchase behavior. It can also disappear quickly if not managed with great care.

This explains why social media is such an important channel to deploy strategically. For the very reason the voices involved are consumers and not the company. People believe other people long before they’ll accept what a business claims about its product. Social proof serves as verification and validation of what you want people to understand and accept about your brand.

In a tough marketing environment, trusted brands will succeed and it doesn’t happen organically. Trust is acquired and earned over time. This is perhaps the most powerful argument for investing in brand building. Consumers trust those they know and believe. They also trust the wisdom of crowds and translate socially accepted choice as ‘vetted and approved’.

Now is the time to step beyond your comfort zone and consider bolder moves. If logic were the only defining path-to-purchase then every brand in a category would be on equal footing. However, that isn’t the case because logic doesn’t respect what we know about people and how they behave.

Your super power is the ability to embed context and relevance in brand communication. Emergent can help you navigate and design more engaging brand outreach and active social communities. Let us know if you’re interested in finding a fresh perspective.

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.

Consumers carre deeply about their health and wellness

Consumer Health is the New Wealth

April 15th, 2020 Posted by brand marketing, brand messaging, brand strategy, branded content, Content Marketing, Digital marketing, food retail strategy, Healthy lifestyle, Healthy Living, Higher Purpose, Human behavior, Marketing Strategy, Navigation, Restaurant trends, Transformation 0 comments on “Consumer Health is the New Wealth”

Cultural shift impacts marketing strategy

Your marketing planning and strategic game plan will need to change to maintain relevance as the global pandemic creates a seismic cultural shift in how people behave and how successful relationships are formed between brands, retailers and consumers.

Here’s what you need to know about the basis of these transformative differences and their impact on your strategic communication plans.

The pandemic has served as the world’s greatest and most impactful, harrowing lesson on vulnerability. Regardless of age, income, career or social status, COVID-19 has reached into every corner of society to show that a highly contagious, invisible disease can move quickly and freely to impact every aspect of social and family life, career, health and wellbeing.

  • According to a recent survey conducted by the American Psychiatric Association, more than one-third of Americans say the pandemic has had a negative impact on their mental health.

Economic disruption, societal upheaval and social isolation have generated lasting deviations in how people behave – working to permanently alter life priorities and preferences. What people cared about in December of 2019 is radically different today and isn’t likely to subside in the future.

What was once important is less so now

The accumulation of assets and material wealth as evidence, goals or symbols of life success and fulfillment have fallen away, replaced by health and wellbeing as the new marker of desired “wealth” and personal success.

Anxiety, stress and loss of control have also created an open opportunity for brands and businesses to be a source of credible guidance on more mindful living, and reasserting lifestyle control with investments in personal health and wellness. It cannot be understated: the foundation of brand building is moving away from a transactional approach sewn into the fabric of marketing thinking for the last 50 years. It is resettling now on the requirement to create deeper meaning and a more personally-relevant, useful brand value proposition.

Simply said, you’re going to have to genuinely care deeply, organizationally, about the health and wellbeing of your customers and consider how the brand can contribute to improving their lives. This may sound like a water is wet statement, but in truth, it is an entirely different way of looking at the brand-to-purchaser relationship.

Moving from features, benefits and price cuts to empathy and care

Repeatedly stating ‘we’re in this with you’ isn’t sufficient. Brand and business behaviors must match the cultural shift to managing health and wellness – and operate in sync with how consumers are living and how their needs have morphed.

Higher purpose marketing is first about valuing the customer relationship in a different way. We can define it as putting the brand and business ‘in league’ with the consumer on their life journey, looking for ways to be of tangible value as they seek answers to some significant questions about how they should live and what the future holds.

This more empathetic view of how to communicate should be based in ongoing, continual investments in consumer insight research, designed to assess their attitudes and concerns in a downside of the curve and eventually post-pandemic world. When the brand is able to accurately mirror consumers’ views and desires, the opportunity for relevance is secured, and permission for a conversation is earned. ‘Talking at’ people about features and benefits is a sure pathway to disconnect because it casts the brand as hero of the storytelling rather than the consumer – who must be the hero in all brand outreach.

Data underscores the shifts in behavior

According to a recent national survey by Bernstein, nearly 60% of consumers report a surge in scratch cooking at home.

  • 35% say they care deeply about their wellbeing.
  • 30% say they plan to eat more healthfully.
  • 38% are looking for real food ingredients and packaged products with simple labels.

In fact, the study reported that health and wellness is on the rise as a key consideration when people shop for food. Consumers say they will increase consumption of vegetables, fruits and other fresh foods, while they reduce purchases of highly processed products and foods that are high in fat, sugar, carbs and salt. The current spike in sales of processed packaged foods is likely to be short-lived. Consumers post-pandemic will worry less about emergency stock-ups and instead turn their attention to managing their own health and wellbeing.

In a related study by AMC Global and reported in Food Navigator, 52% are increasing their use of online grocery shopping platforms, and 25% say they expect to continue using online channels after the restrictions are lifted.

  • 38% plan to more fully support local businesses and product sources.
  • 32% expect to continue cooking more meals at home.
  • 35% intend post-pandemic to spend more time with their families.

Post-pandemic planning insights

For food, beverage and lifestyle brands and retailers, health and wellbeing should be a centerpiece in your messaging strategy and given consideration as a focus of content creation strategies. It is the most important and viable way for consumers to regain control of their lives, and to address what is now one of the most significant concerns they have: protecting themselves and their families from immune system vulnerabilities, while enhancing their comfort and wellbeing.

A more holistic view of health and wellness should factor in stress and anxiety as a key component in healthy living strategies by offering guidance and information on ways to cope. Meditation and exercise can be an important way for consumers to administer self-care and address the uncertainty they continue to face in their lives.

The dynamic in how brand relationships are created will increasingly be based on reciprocity and operating in a manner that demonstrates the consumer’s welfare is a top priority, thus why transparency and trust creation will need to be addressed in communication and operations strategy.

The forced changes in routine home food preparation arising from the stay-at-home order, is likely to be permanent as consumers experience the benefits of exercising greater control over ingredients, portions and preparations. Brands should be working hard to operate as guide, coach and inspiration for aspiring home chefs who want to hone their skills and feed their creativity. Equally so for home-based exercise and fitness activities.

The pivot by foodservice operators to offer meal kits, groceries and culinary advice, is also likely to be a lasting business model change for the restaurant industry. Which brings us to the growing importance of the home as a centerpiece for social interaction, safety and security and now a place of work. This will favor digital-first thinking and enhance the value of media consumed online and at home.

E-commerce channel is going to get more and more use as the systems improve and the friction in ordering and accurate, timely delivery is removed. Brick and mortar retail will have to strategically shift to facilitate a more seamless experience in omni-channel shopping behaviors. The importance of web site and email marketing should rise as consumers increasingly look for helpful, valuable engagement rather than access to what is at most self-promotional or least an online brochure.

The efforts you make to invest in building social channel communities will get more productive as the brand voice moves further from self-promotion and more fully into offering useful lifestyle guidance and direction. This will facilitate a more interactive environment and encourage consumers to share their own stories, interests and concerns. Social proof is a vital part of creating belief and credibility with your best users and attracting new fans to the brand. If you want to attract to new fans to the brand, you need to start by being a fan of theirs!

Finally, people believe other people more than they do corporate voices. To the extent you are engaging outside third-party voices in brand communication, you have the opportunity to humanize the brand and create more authentic messaging. In fact, building a more human-like brand is a critical component to acquiring trust. Great care should be exercised in how paid influencers are deployed as the consumer increasingly sees these voices as compromised and less trusted.

Emergent is an expert resource to help you develop post-pandemic plans and strategies.

  • Do you need support in consumer insight research to help inform your planning?
  • Would guidance be helpful on building optimal messaging strategies and content creation programs?
  • Would it be of benefit to have a creative resource help think through the evolutionary changes that will be required in how you go to market?

Let us know if you would like to talk informally about what comes next.

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.

Your Brand’s Higher Purpose Right Now is Health and Wellness

April 4th, 2020 Posted by brand messaging, brand strategy, branded content, CMO, consumer behavior, Consumer insight, Content Marketing, Emotional relevance, food retail strategy, grocery e-commerce, Healthy lifestyle, Healthy Living, Higher Purpose, Insight, Supermarket strategy 0 comments on “Your Brand’s Higher Purpose Right Now is Health and Wellness”

This is the moment to help consumers adopt a healthy lifestyle

COVID 19 has changed everything for consumers, who are now looking for ways to get back in control of their lives amidst unprecedented uncertainty. Food, beverage and lifestyle brands and retailers have an enormous opportunity to step into this need right now and help consumers do the one thing that can help protect themselves and their families from the advance of the pandemic: take control of their health and wellness.

  • Strong immune systems are supported by optimal health and wellness and can be of benefit to everyone no matter their age. While the world operates uncontrollably around everyone, the ability of people to acquire healthier eating habits and experience other activities that will enhance their wellbeing, is within their grasp.

We have growing evidence that brands are becoming more relevant (important) than public institutions as a source of help and inspiration in these trying times. If you are considering where to place your bets on messaging and communications strategy, supporting health and wellness is your new calling.

Emergence of higher purpose strategy

For years now we have continued to publish routinely on the shifts in public sentiment and behavior that merit brand’s adopting a higher purpose to govern their decisions, operations and marketing. The pandemic serves as a catalyst for making this strategic endeavor a fundamental part of sound marketing best practices. The days of self-promotion and strict transactional thinking about brand building are over. More enlightened brand support is required, especially in view of the transformational change brought on by COVID-19.

Brands need a relevant, useful, valued voice right now, one that helps inspire people to adopt the changes that will help benefit their own health. This is the strategic path to establishing your brand’s higher purpose.  Content creation here can vastly improve the traction and engagement levels of brand communication in any relevant category, from better-for-you beverages to pet food.

The role of the higher purpose brand in health and wellness

The role of your brand in this important mission is as credible guide and advisor on the path to enhanced health and wellbeing. The instruments to deploy include:

  • Healthier eating, preparations and menus
  • Enhanced exercise and wellness regimens
  • Improved sleep, relaxation and physical renewal
  • Stress reduction and emotional management
  • Family engagement, learning and relationship development
  • Integration of pet lifestyle in all of the above
  • E-commerce shopping tips and guidance to navigate dietary and wellness objectives

Stated simply, the best path is a holistic one that recognizes the integration of physical, emotional and spiritual needs – fundamental to enriching the lives of your customers and making a difference in how they successfully address the upheaval they’re experiencing.

Deployment of third-party voices

Key to activation is the use of outside third-party voices to help tell your story. Whether they are ‘real consumer brand fans’ who want to be of help to those around them, or experts in these subject matters areas from nutrition to culinary guidance.

Restaurant businesses are not faring well, and your efforts here could provide a new voice and relevance to chefs at a time when they need other channels of opportunity. Believe me, they want to help, too.

This is not the time to go dark

Ample evidence exists that brands who continue to invest, who continue to actively engage their consumers, come out ahead in sales growth and market share positions during tough economic times. Consumers remain open to receiving marketing messages from brands, especially those that have their best interests at heart.

However, the character of the message becomes ever more important and why the health and wellness platform for communications is directionally significant. Helping people get back in control of their lives is an important call to action. You have an opportunity here to earn their trust and their attention.

How Emergent can help you

  1. We can help you shape strategy around a higher purpose mission, tailored to the unique characteristics of your brand, business and consumer.
  2. We can build a compelling messaging platform that provides guidance to all external and internal communications efforts.
  3. We can help you identify and secure the right outside voices to help build trust and validate what you want people to know and believe.
  4. We can help you create content and execute outreach in earned, owned, paid and social channels of communication.

Let us know your questions and challenges. We’re happy to help in any way we can.

After all, we’re all in this together.

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.

Messaging and Guidance Your Consumer Needs Now

March 30th, 2020 Posted by brand messaging, branded content, change, consumer behavior, Consumer insight, Content Marketing, Emotional relevance, Healthy lifestyle, Healthy Living, Higher Purpose, Human behavior, Navigation, storytelling 1 comment on “Messaging and Guidance Your Consumer Needs Now”

New research flags brand trust declines amid crisis

A new report from Forrester Research concludes consumers are growing less optimistic that brands will keep their promises. Of all the significant attitudinal changes occurring, trust rating has fallen the most and is in dire need of improvement.

How you respond to this crisis of confidence and belief will impact business outcomes and reputation going forward. A change in message and brand voice is required, and we have guidance to provide. First a little more texture on the current situation and how it informs content strategy.

Contributing to the attitude shift, according to Forrester data, is a pervasive feeling of consumers ‘being out of control’ with their lives and the environment around them. Uncertainty has a way of unsettling people and how they perceive the world around them, casting doubt about whom to trust.

The acid test for consumers now: will the brands I care about put my needs and concerns first?

Two important insights from the research:

  1. Consumers are looking for information, entertainment and ‘adventure’ to help fill the void. Online engagement is up significantly as people work from home and are otherwise confined to the house. Online content strategy decisions are critical here to optimize messaging for relevance to their needs.
  2. Consumers remain open to receiving marketing communications from brands. While this is encouraging news, it is also a slippery slope if the messaging is deemed overly self-promotional or tone deaf to the crisis around us.

When the dust finally settles, people will remember…

There will be winners and losers coming out of the current conditions. Brands that work hard to express care and concern for the health and wellbeing of their customers, who authentically work to guide, help and assist stand to gain additional business, followers and fans.

Brands that go dark, stop communicating and otherwise, in effect, abandon their customers or willfully treat them like walking wallets, will face other difficulties once the COVID-19 crisis is over. People will remember those who stepped up, those who continued to operate in service of their needs and concerns vs. those who didn’t.

Now is the time to double down on your outreach efforts. Your immediate goal is to deploy content that strikes the right emotional chord and builds trust.

Emergent’s content guidance

  • Address the isolation. People are living in an extraordinary period of social distance. Beyond the uncertainty about health, wellbeing, and what lies ahead, the opportunity for social interaction is greatly diminished beyond occasional Zoom meet-ups and Skype calls. How you activate your social channels to create community and conversation is vital.

 

  • Demonstrate integrity to neutralize consumer skepticism. Time to step back and consider ways to actively show how promises will be kept, that you are walking the walk of higher purpose and commitment to their needs.

 

  • More specifically, how your company and brand is prioritizing their health and wellbeing ahead of financial objectives. Research shows 58% of adults don’t trust a brand until they witness real-world proof that promises are being kept. No doubt there are ways to bring this to life.

 

  • Assist people in regaining their sense of control, by providing ways for them to exercise control in their relationship with you. Where appropriate, give them the reigns and ability to carry a decision forward.

People trust people first

Perhaps the most important guidance we can provide concerns the medium that is carrying the message. Corporations only begin to sound human when they enlist real people to speak on their behalf. Third parties and expert voices are critical in these times to humanize the brand voice and validate what you want people to believe.

The new advertising in this era of unprecedented change is about authentic storytelling. Stories that serve and inspire people around meaningful behaviors and events that demonstrate true caring and compassion.

This is your higher purpose right now. Are you ready to step up?

If you need help navigating in these uncertain times and experienced support to refine messaging, please let us know.

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.

Emerging Trend: The Personalization of Food

February 27th, 2020 Posted by brand marketing, brand strategy, CMO, consumer behavior, Culinary lifestyle, food retail strategy, Food Trend, Healthy lifestyle, Healthy Living, Higher Purpose, Insight, Transformation 0 comments on “Emerging Trend: The Personalization of Food”

Creating hyper-relevant products for the marketplace of one

Have you noticed over the last 20 years palates have become more sophisticated? Quality expectations around menus, ingredients and preparations have grown alongside the rising popularity of celebrity chefs. Elevated cooking is everywhere. A genuinely satisfying culinary experience can now be had at the neighborhood gastro-pub. Great food experience is just an arm’s reach away. This is evidence of a food culture shift.

Equally so, food literacy has jumped with the treasure trove of content available online that satisfies the consumer’s thirst to know more about the food they put in their bodies. This concern got traction when people generally connected the dots between the quality of the food they consume and the quality of their lives. People now understand that diet influences the foundation of health and wellness, and sub-optimal nutrition may contribute to the onset of disease. More culture driven transformation.

An outcome of being in constant control is the marketplace of one

While the importance of food-to-lifestyle goals climb, the consumer’s ability to control every aspect of brand engagement, curation of the information and media they ingest has changed their expectations and their worldview. Culturally, people no longer buy the idea of one size fits all, and this applies equally to dietary sensibilities and food regimens.

The North American CPG food business is evolving towards a market of one. It hasn’t fully arrived yet, but the signs are emerging around a desire for more personalized and customized food and beverage solutions. A recent report on this topic by The Hartman Group cites the growing interest in individualized and hyper-relevant products and food experiences.

This step into personalized nutrition is already being reflected in dietary preferences, shopping behaviors, food preparation skills and techniques and most of all, consumption. What’s coming soon is the marriage of personalization and customization with health and wellness to redefine the future of the food and beverage business.

Factors influencing the personalization trend can be seen in the consumer’s growing interest in biomarkers. When people start to pay attention to DNA kits and reports, blood glucose levels and microbiomes, it is an outgrowth of the desire to truly understand how to optimally fuel oneself. We are all unique and our lives impacted by how we are assembled from the moment we arrive on earth.

  • By the way, this emerging trend in human food will crossover to pet food at some point because the same rules apply.

Be-spoke menus and meals

People want to tailor the food they eat to their needs and preferences. I like the ordering line at Chipotle for that very reason. I can get the burrito exactly how I want it. What’s going on there is a sense of control that sits at the foundation of its appeal. We ask the question: how can food and beverage businesses answer the desire for greater dietary control?

One way to look at this is to follow the thread of dietary concerns that are gaining momentum.

Here are some leading-edge areas ripe for innovation and fresh perspective:

  • Stress, anxiety and sleeplessness
  • Neuro health
  • Aging and beauty
  • Microbiome (gut health and inflammation)
  • Independence and mobility
  • Food as medicine

These emerging concerns sit alongside the long-standing stalwarts of weight management, energy boost and clean eating, and are now demanding more attention in the aisles at your local supermarket.

Note that all of these emerging nutrition considerations bear witness to the intersection of food as a primary driver of health and wellness. Nutrient density sits at the front door of defining, for the consumer, what is indeed healthy food or drink. From a marketing viewpoint, it’s important to mention here that relevant health & wellness markers such as fresher, less processed, locally and sustainably sourced, simple recipes/labels, real food ingredients and higher quality, matter because of what they represent to a novice or less trusting base of potential purchasers.

Not far away is the growing list of avoidances that accompany the consumer’s food literacy advances. Essential especially for legacy CPG brands to be aware of these concerns and to optimize their formulations to steer clear of problem areas like GMOs, hormones, antibiotics and preservatives.

What can be emphasized here is a prevailing consumer desire to accumulate positive nutrients, in an effort to improve and better manage health and wellbeing. When beef jerky becomes a positive contributor to wellbeing with cleaner labels and vastly improved recipes, you know goodness can be created just about anywhere. Check out Prevail Jerky.

Emergence of new food and beverage is symptomatic of cultural shift

With the barriers to entry for new food and beverage concepts near zero, the marketplace is awash in improved ideas touting higher quality ingredients and simple labels to legacy categories . It is a reflection of consumer interest in better-for-you.

So, too, will the desire for more customized solutions gain momentum as it mirrors the consumer’s view that who they are, what they want and their perceived unique needs and preferences.

  • Answering this call will be the next great revolution in food as businesses work to create more options that answer the desire for hyper relevance.

Functional shopping at the store

Increasingly people are shopping for attributes – looking for solutions to the dietary challenges they face. Food retail today doesn’t offer much help in this context. Online searches for energy solutions doesn’t necessarily serve up a relevant menu of alternatives.

Personalization and customization reflect a growing interest in finding answers. Label Insight has landed on this and is working to provide digital platform solutions that enable food retail shoppers to search by attribute, especially important when faced with a store environment of thousands of SKUs. What’s in the health and wellness aisle when options in this area become more pervasive across the entire store?

The consumer’s move towards hyper relevant food is a huge consideration for brands related to what’s in the wings for product improvements and formulations. You can’t make these assessments from a distance. Consumer insight research, more than ever, is required to best determine the pace of this evolution and how the consumer considers this from a product attribute and shopping perspective.

Consumer-centricity is the path to your success

  • The consumer has to be at the center of strategic planning
  • Assessments of how consumers see personalization requires getting close-in on their needs
  • Retailers should then support how consumers want to shop for foods with various health & wellness attributes
  • Retail shopping experience matters more than ever, and these insights can help create that roadmap

Insight and Emergent

Your goal is to build relevancy in an era of constant and rapid change, where cultural shifts are redefining the business based on the consumer’s desire for personalized food solutions.

We help clients with this form of discovery research, and then help build strategic plans to translate insight into an innovation and marketing communications game plan.

Want to know more? Let’s talk.

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

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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