Posts tagged "greenhouse gas"

The CEO Bulletin

Trends Impacting Where Your Business is Truly Headed

October 14th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, Brand trust, Carbon footprint, change, Climate Change, climate culture, Differentiation, Emotional relevance, engagement, Greenhouse Gas, Greenwashing, Growth, Higher Purpose, storytelling, Strategic Planning, Sustainability 0 comments on “Trends Impacting Where Your Business is Truly Headed”

Early adopter behavior driving the marketplace

Emergent appreciates our growing CEO and C-suite readership. Our goal is to provide meaningful trends analysis and strategic guidance through the Emerging Trends Report. We are introducing a special series – the CEO Bulletin – intended to inspire new thinking on organization planning and strategy. Should you have a topic you’d like us to cover – drop us a note. Your comments and feedback are always welcome.

Sustainability will be the most important strategic consideration for your company in the coming year, and Higher Purpose will be a key point of differentiation that helps move your performance in the marketplace.

Here’s why.

Sustainability is no longer a tertiary, benign or merely aspirational construct. This strategic imperative is connected to the health and wellbeing of the planet on which we live. Early adopter consumers see conscientious consumption as their flag and are empowered to signal to the world around them that climate-responsible products are their first choice. Half-baked solutions and absence of Climate Footprint and Life Cycle Analysis fundamentals that guide mitigation metrics will be exposed for all to see. These influential consumers are driving expectations, preference and marketplaces.

Being responsive to their Sustainability concerns isn’t just the “right thing to do” it is a source of competitive advantage and a critical point of leverage on the path to growth in marketing, distribution and sales leadership.

  • Imagine the friction consumers are encountering right now because it’s nearly impossible to sort which product is a more sustainable choice at retail. The consumer’s priority is once again ahead of brand performance in the marketplace. Who will be first with the most? How will sustainability impact labeling and retail navigation?

When cultural changes take root, it presages larger shifts in sentiment – leading to momentum deviations that are an immutable guide to strategic investment. What should be at the forefront of your thinking now is the very real potential of ending up on the wrong side of this sea change. Not because the word sustainability is left out of your brand communication lexicon, rather because it is not fully, correctly built out, thus creating real vulnerabilities around greenwashing. People will notice, experts will weigh in, influencers will influence. There will be winners and losers in the “Sustainability Battles”.

Moreover, we have data and proof that fully realized sustainability strategies lead to share growth and sales leadership in your respective category. Why? The same rule applies here: because consumers care about it and support businesses that authentically walk the walk of climate impact mitigation alongside business strategies that clearly, emphatically support authentic sustainability practices. Consumers are watching. Early adopters are showing them what to do. This creates a steamroll effect that leads to category upheaval as smarter brands overtake the laggards and pretenders.

  • Recent research conducted by IRI and the NYU Stern Center for Sustainable Business indicates consumer uptake of sustainability marketed products has remained strong despite the Pandemic. Sustainable brands outperformed conventional alternatives across 36 categories in 2020. The segment achieved 16.8% of total purchases in a banner year for CPG sales. 

Think differently

Sustainability practices should lead business strategy and will have a profound impact on new product launch initiatives. This isn’t just a corporate commitment, it’s an anchor at the street level to differentiation, meaning and value and must be fully baked into marketing planning all the way through to execution.

  • What will your brand voice be on this? What evidence can you provide to the early adopters who know great practices from anything less than that? How is this integrated into your story and narrative? You already know that story-well-told is where all of this begins and takes root.

In a recent report at Pet Food Industry magazine, one quote-able source nailed the conditions squarely:

“Clean label will move into sustainability — how are pet food manufacturers being more conscious of the environment?” said Tammi Geiger, marketing manager U.S. for Oterra, a supplier of natural colors. “How are they producing their products so they are having a positive impact on the planet and even communities? Manufacturers will be asked by their customers to tell their production story and they will therefore put pressure on their ingredient vendors to have sustainability as a main focus. This can be a way to differentiate from other brands as well.”

Purpose is a marketplace imperative

You can see the pattern emerging. Purpose, beliefs and meaning equate to value and preference. The trouble with Purpose is you can’t bolt it on as a marketing message construct. Purpose needs to emanate from why your company exists, what you are doing to empathize with user needs  and how are you adding value to their quality of life in tangible ways.

Sustainability and higher purpose are family, joined forever in a union that showcases how people have changed, what matters and the real drivers of competitive advantage that goes way beyond the features and benefits layered into your products.

You need:

Purposeful brands

Purposeful labels

Purposeful shopping experience

Purposeful supply chain

Purposeful organization

Purposeful employee policies

Purposeful corporate soul

There is a natural tendency to lean in on technology and better mousetrap thinking. To be sure product quality and innovation are key to brand and business health. But the truth of the matter is brand beliefs, values and higher purpose matter even more on the path to success. The world has changed, and you must change with it to remain relevant and resonant.

The chin you lead with

Now more than any other time in the history of business and marketing strategy, uniqueness and differentiation are key to elevating your business above the vast degree of sameness and similarity that exist category to category, retailer to retailer.

Higher Purpose is a differentiator!

This is how your unique company DNA and value system gets wired into the brand narrative in a manner that’s own-able for your organization. It manifests in how your business operates to meet the life-journey aspirations of your customers. Note: you have to truly care about the welfare of the people you serve to make this work.

Our Brand Sustainability Analysis process is designed to optimize this requirement for the very reason it is aligned with consumer preferences and behaviors. The early adopters you encounter are the ones creating influence that drives momentum changes. What becomes popular, noticed and sought after should factor in to your strategic thinking.

  • Purpose is a center-of-bulls-eye concept that works seamlessly into the sustainability recipe as a component of business and brand value.

If fresh perspective and assessment of your sustainability and purpose bona fides would be helpful to your planning, use this link to open an informal conversation with us about your needs. We promise a thorough, complete analysis of competitive advantage at a time when consumer behaviors are changing the game around you.

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.

Sustainability drives revenue

Sustainability to Drive Brand Preference and Sales Growth

October 6th, 2021 Posted by Brand Activism, brand advocacy, Brand Design, brand messaging, Brand preference, brand strategy, Brand trust, Climatarian, Climate Change, climate culture, consumer behavior, Consumer insight, Emotional relevance, Greenhouse Gas, Higher Purpose, storytelling, Sustainability 0 comments on “Sustainability to Drive Brand Preference and Sales Growth”

Moral imperative motivating action

A cultural transformation underway now in food, beverage and lifestyle categories is having an impact on the path to purchase. Are you ready for it? Consumers are moving away from buying decisions founded entirely on evaluations of “what’s good for me” to also embracing “what’s good for the world around me.”

  • In a recent study conducted by our insight research partner Brand Experience Group, 66% of US consumers are either passionate or concerned about sustainability commitments by brands and retailers. This insight is translating into marketplace behaviors as consumers look for more sustainable solutions at retail.

A form of moral imperative is rising to the surface in how consumers view their purchasing decisions. Increasingly, consumer buying is founded in symbolism and signaling to the outside world not only their own values, but also the sustainability readiness of the brands they prefer.

Conscientious Consumption has arrived. It is a criterion in the hierarchy of meaning consumers assign to brands. People are now voting their values and beliefs at the cash register. They want to align themselves with brands and retailers who are signaling environmental responsibility and standards of performance. Is your brand sustainability ready? Is this embedded in your go-to-market plan?

How brands address this shift on the path to purchase is creating significant questions about brand messaging strategy, as well as aligned on-pack and shelf communication to inform users of sustainability bona fides.

The coming shopping friction

How does the consumer actualize their moral motivation when shopping across multiple brand choices in food, beverage and lifestyle categories? How can they assess the sustainability readiness of Brand X vs. Brand Y? Consumer sentiment is once again tracking ahead of the current marketplace reality. Brands and retailers that step in to help guide shoppers on environmental standards will reap the benefits of added relevance multiplied by surprise and delight.

  • For food retailers much as the “international” aisles became a shopping destination point years ago, can there be a health, wellness and sustainability section that features brands with an environmentally-responsible story to tell?

If brands don’t step up to acknowledge this change and improve communication based on these insights, it becomes near impossible to translate sustainability investments into tangible balance sheet outcomes. For those who do, the rewards may be great!

  • The formula for sustainability success is science and metrics-based environmental and climate mitigation analysis of your operations and supply chain, served alongside clear established metrics for change and improvement. This performance is then multiplied exponentially by a strong, creative communications platform to tell that story to the right audience. Awareness of this narrative drives purchase.

Feeding the primacy of emotional outreach

Product feature and benefit selling has been the hallmark of CPG communications for decades. The emergence of these new societal and moral imperative considerations on the path to purchase recommends a more culture-forward brand messaging strategy. “What’s good for the world around us” is, by definition, an emotional construct.

In a recent Marketing Dive interview, Matt Kleinschmit, founder and CEO of insights research company Reach3 said, “Brand loyalty is really something that is, in fast-moving consumer goods, more of an aspiration than a reality. As a result, modern marketers in the CPG world have latched on to this idea of trying to establish emotional connections with consumers. If there’s an emotional connection, that will often trump functional benefits,” he reports. “Brands that can execute that in a smart way are winning.”

Smart in this case is recognizing the importance consumers are already placing on sustainability and environmental performance. From there brands can work through investments, policies and actions to demonstrate in credible ways how that readiness manifests in the products on offer. When higher purpose and mission intersect fully with product outreach strategies a form of engagement magic can occur. Now the motivation to buy takes on deeper meaning and added importance that transcends any existing parity (similarity) on price and formulation.

Is a trust mark needed?

Is it time to begin thinking about the development of a trust mark that employs credible independent third-party analysis to validate sustainability readiness? A mark could serve as a visual piece of retail shelf-friendly evidence that a brand is a better choice based on its verified sustainability bona fides.

Emergent is examining this idea in greater detail and will report back to our readers on potential solutions. The objective: create an anchor for trustworthy choice and credible reassurance that the fox isn’t guarding the hen house on the veracity of sustainability claims.

Stay tuned.

Closing the loop to digital marketing and activating purchase in the moment

Walmart recently announced a major partnership with Meredith, publishers of media brands like Better Homes & Gardens, Eating Well, Parents and Real Simple. The new AI driven integrated marketing platform they jointly create will feature “shoppable” content in the first-ever ‘Bookazine’ to feature embedded ecommerce links. The content will allow consumers to purchase directly from the delivered stories and recommended meal experiences.

  • Imagine how this could evolve in stories related to climate readiness, sustainability issues and developments around standards of performance that promise new metrics-based mitigation targets. Consumers could execute a purchase right then and there at the “point of thought and realization.” The high emotional index coupled to commerce-in-the-moment is a truly powerful idea.

Media partnerships connected to shoppable content can open an entirely new window of brand relevance on top of a value proposition built around deeper meaning. This is exciting! The created content becomes actionable, fully closing the loop from awareness to sale authored by the most worthy of buying motivations. Wow.

Matching sustainability readiness to business performance

If you understand the powerful paradigm of sustainability as a concern among your customer base, now is the time to optimize this development on the path to purchase with emotional messaging and digital shoppable content.

Use this link to ask questions and explore this concept further with our Brand Sustainability Solutions team.

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 Sustainability Solution

Without the right sustainability strategy, you are leaving billions on the table

September 10th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, brand strategy, Brand trust, Climatarian, Climate Change, climate culture, food retail strategy, Greenhouse Gas, Greenwashing, Product design, Retail brand building, retail brand relevance, Social proof, storytelling, Sustainability 0 comments on “Without the right sustainability strategy, you are leaving billions on the table”

Our online questionnaire can help you avoid gaps and misfires

In a recent study conducted by our insight research partner Brand Experience Group (BXG), an analysis of sustainability strategies among UK-based grocery retailers revealed the top three banners were leaving more than $9.5 billion in sales on the table. This is revenue they could have earned if the right strategies had been fully implemented to meet shopper expectations on clearly communicated sustainability policies and performance.

The incredible irony: every single one of the food retailers has some form of sustainability program or messaging in place. All of them are underperforming because the programs are either not fully built out, ineffectively communicated to stakeholder audiences or both.

  • The same business case with similar outcome metrics has been calculated in CPG food and beverage categories. What’s going on here?

A significant percentage (55%) of your customer base right now, today as you read this, cares deeply about the sustainability bona fides of the brands and businesses they prefer. The banners that step ahead of the competition to correctly leverage sustainability commitments will win in sales and share gains.

There is a clear, proven business case for an optimal strategic game plan on sustainability.

  • The operative words here are “correctly and fully.”

Half measures, absence of key baseline assessments and mitigation targets plus anemic communications are often the root cause of subpar outcomes. Collectively these diluted tools operate to marginalize performance on what will be an important 2022 strategy to elevate your business results.

Think of it this way: if you don’t get this right, other enlightened brands will ultimately gain competitive marketplace advantage at your expense.

What should you do now?

We recommend investing 6 minutes of your time to take our online Sustainability Readiness questionnaire. There’s no cost. The questionnaire covers four key areas of potential readiness practices. It has a readiness scoring mechanism underneath to help quantify current conditions. When you click submit, our team analyses the answers and produces an outcomes scoring report. The meeting we have with you to review the scores and discuss implications is also complimentary – and often described as “enlightening.”

We will make topline recommendations for improvements; an integrated approach that can create and deliver the right sustainability strategies. That said, it is entirely up to you whether we move ahead to dive more deeply into customized solutions or leave you with new readiness intelligence on your business.

What will happen when you take the questionnaire?

Discovery

  • Organizations that have already completed the questionnaire report it’s elevated their awareness and understanding of the key best-practice components in a sustainability program.

Clarity

  • We have found brands thought they were doing the right things – but learned of deficits and gaps in their current efforts and communications programs.

Readiness

  • In every case we’ve found that readiness can be improved in key areas that are critical to success, to generating business from the investments and avoiding greenwashing – which is a vulnerability.

It doesn’t matter how big or small your business is. Sustainability is a key component of brand value no matter if your company is Fortune 50 or just starting out.

You will find the questionnaire outcomes meeting to be informative, educational and eye opening. It requires no investment on your end except completing the questionnaire with honest reflection on what you’re currently doing. The questions involve simple yes or no answers. We provide comment boxes if you’d like to add any texture.

Top performing sustainability strategy isn’t just a nice-to-have. The BXG study has confirmed the business case. Without optimal programming you may be leaving significant sales on the table while also ceding marketplace advantage to brands that are ahead of the readiness curve.

You have nothing to lose and everything to gain. Use the link below to take the questionnaire. You’ll find it interesting and the outcomes discussion helpful to planning.

Our Sustainability Solution team

Here’s the team that created the questionnaire and the Brand Sustainability Solution program – the first integrated answer to improved sustainability business performance:

Emergent – Chicago-based marketing communications company with strategic brand guidance and creative skills to build a multi-faceted outreach program that persuasively conveys your sustainability story to key stakeholders.

Brand Experience Group – London-based consumer insight research company to help determine what your core customers believe about sustainability practices, what initiatives matter most to them and establish the KPIs that measure business performance from your sustainability investments.

Informed Sustainability Consulting – Seattle-based consultants build the baseline with science-based carbon footprint assessment and Lifecycle Analysis to determine exactly where your production and supply chain are on sustainability performance. ISC also helps you set climate mitigation targets and identify sustainability improvement opportunities.

Click here for the Sustainability Readiness questionnaire.

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.

The barrier to climate investment is fear

What is the biggest barrier to sustainability investments?

August 12th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, Brand preference, brand strategy, Carbon footprint, Climatarian, Climate Change, climate culture, Consumer insight, Greenhouse Gas, Greenwashing, Navigation, storytelling, Sustainability, Transformation, Transparency 0 comments on “What is the biggest barrier to sustainability investments?”

…It isn’t the supply chain or manufacturing

Imagine an out-of-control cruise ship bearing down on the sunny Island resort dock at 30-knots full speed with no captain at the wheel. 200,000 tons of steel coming in hard to shore, kicking up a gigantic spray of water behind it. There you are at the coffee shop in front of the pier, enjoying your latte while waiting for the ship to arrive. You watch in horror as this gigantic floating hotel with 4,000 souls aboard is barreling right for you, the bow getting taller and taller in the closing moments. You freeze – unable to move as the disastrous, tragic end draws near – paralyzed by _________.

The word is fear.

You didn’t see it earlier, but painted on the bow in bright green, it’s the USS Climate Chaos coming in hot …literally.

Sustainability at one time was more leisurely focused on clean energy use and efforts to improve, say, recycling and clean energy from the manufacturing plant to customer warehouses. The annual report would recite the efficiencies and efforts made to use less fossil fuels in the daily routine of manufacturing, shipping and commerce.

But wait; more recently we learn that greenhouse gas levels, despite the economic shutdown caused by the pandemic, have reached their highest concentration in 4 million years and shows no signs of slowing down. The planet is rapidly warming. Climate impacts start to get closer and closer to home through unrelenting wildfires, droughts, super-storms and wild weather shifts. You can feel it and see it now.

Then as if on cue, along comes a series of reports that reveal the incredibly significant relationship our food system has to climate impact, now the second leading contributor of global greenhouse gas production at 24%. Consumers who are already increasingly aware and sensitized to big societal issues like climate trouble, begin to realize there is a relationship between their food choices and climate outcomes.

The word sustainability acquires new gravitas and deeper meaning as it is redefined to signal climate threat from supply chain actors like livestock production and soil-damaging industrial agriculture practices.

  • Who knew it took 1,600 gallons of water, massive land resources and two years to produce one 16-ounce steak?
  • Why didn’t we know before that the world’s largest carbon sink, the Amazon rainforest, is disappearing at the rate of an acre per second due to repurposing the forested land for animal agriculture and crops to feed them?

Sustainability may now be the most popular term in modern marketing

Yet it is still vastly underserved as companies wrestle with its deeper meaning and implications. Will we get to solutions soon enough to prevent portions of the planet from becoming uninhabitable? Or will the streets of Toronto begin to resemble Beverly Hills with giant royal palm trees lining the Yorktown shopping district, while the southern hemisphere reels from millions of climate refugees running north for survival?

  • Sustainability is an operational imperative that starts at the field or ranch and works its way forward to the retail store. The challenge ahead begins with understanding what an organization’s carbon footprint looks like though objective, data-driven scientific analysis that runs all the way back through the supply chain and forward through manufacturing, distributing and recovery of packaging materials.

Within this analysis comes visibility to the conditions that impact climate threat contributions and identifying where improvements can be made, and carbon mitigation targets set.

The biggest threat to progress here is various forms of organizational fear

Given the speed at which climate threat is turning into a passion point for consumers on the path to a purchase decision, there is a need to get this right sooner rather than later. Yet some companies still struggle to navigate.

Why?

Fear of change

Change is hard. No one likes it except the most progressive leaders who see it as a path to reinvention and growth. Changing institutionalized thinking and processes is difficult. But change it must. We need a wildfire of movement towards credible sustainability solutions.

Fear of risk

The street looks for quarterly reports that repeat positive progress. Companies may worry that fundamental changes in infrastructure and operational standards will be a risk – that even with disciplined planning, to some degree, – they’ll still be steering in uncharted waters. Yes, but it’s a necessary risk worth taking.

Fear of truth

Every business resides in a glass house these days because anything that can be known, will be known. Are there some policies and behaviors that under scrutiny in the light of day could cause a little unease?

Transparency is demanded by users and stakeholders at a time when missteps can be discovered and reported globally in the digital age of communication. You already own that problem. The larger social responsibility demerit is knowing the problems exist yet doing nothing to improve them.

A spoonful of sugar helps the medicine…

Thinking differently – turns out robust sustainability commitments and policy are actually a path to improved innovation, financial outcomes and business growth.

Our partners at Brand Experience Group (BXG) made the business case, quantifying the impact of holistic sustainability strategies on balance sheet progress. Overwhelming evidence points to business growth from progressive sustainability programs, properly communicated to all relevant stakeholders. The research also proves that absence of these programs leads to sub-optimal business performance. (if you want to see the report, request it here).

How can this be true?

Because the number of consumers who care about sustainability investments, programs and verified outcomes is NOT some small tertiary cohort. According to BXG:

  • 34% of consumers are deeply passionate about sustainability progress, and
  • another 33% are “concerned” about sustainability policies and behaviors.
  • That’s 67 percent of your consuming marketplace.

If consumers want it, you need to deliver, right?

In a sentence: sustainability is good for business.

It may require changes in how the company operates, sources and manufacturers, but these changes are necessary when the great ship Climate Chaos is coming in all gas and no brakes to ultimately reward the climate caretakers and punish the deniers who claim they didn’t see it coming.

Is this going to be expensive for our economy?

Not if the thesis set out by think tank RethinkX is correct. They forecast ambitious but realistic targets for change in the next 10 years, based on deployment of technologies we already have in place, such as precision fermentation in food making. They state:

“By leveraging the power of market forces, mitigation of greenhouse gas emissions can be transformed from a costly expense into a lucrative investment at every scale from local to global. Regions, nations, communities, cities, businesses, and investors choosing to embrace and lead the disruptions rather than resist them will reap enormous economic and social rewards as well as environmental benefits.”

Decarbonizing the global economy will not be costly, it will instead save trillions of dollars…

“By leveraging the power of market forces, mitigation of greenhouse gas emissions can be transformed from a costly expense into a lucrative investment at every scale from local to global. Regions, nations, communities, cities, businesses, and investors choosing to embrace and lead the disruptions rather than resist them will reap enormous economic and social rewards as well as environmental benefits.” – RethinkX Climate Change Report

Time to get on board and pilot the new Climate Threat ship to a better, brighter and hopefully cooler future.

If you want to get a clear understanding of how to get ahead of the unstoppable and pervasive need for sustainability readiness, read our Brand Sustainability Solution report. You can download it free here.

If you want to know exactly where your business is on climate readiness, take our five-minute online Sustainability Readiness questionnaire. It is complimentary along with the scoring and follow-up report on what the results mean. You’ve got nothing to lose and everything to gain by knowing exactly where your company sustainability challenges reside. Here’s the link to take the electronic questionnaire.

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.

Alt. proteins with stronger sustainability message

Food System Report Reveals Hidden Environmental Impact

July 26th, 2021 Posted by Brand Activism, brand advocacy, brand messaging, brand strategy, Brand trust, Carbon footprint, Climatarian, Climate Change, climate culture, Consumer insight, Greenhouse Gas, Greenwashing, Sustainability 0 comments on “Food System Report Reveals Hidden Environmental Impact”

Costs of climate threat are growing

A new study released by the Rockefeller Foundation reports $900 billion annually in added costs to the U.S. food system from agriculture derived greenhouse gas (GHG) and biodiversity losses as a result of land use transformation, animal grazing impacts and nitrogen pollution.

  • One major source of environmental impact is the 10 billion farm animals we harvest each year for food and the related damage from methane, water depletion and soil erosion from crops raised to feed livestock.

The U.S. has the most affordable, abundant food supply on earth requiring only about 5% of disposable income from families. According to the Rockefeller report, Americans spend approximately $1.1 trillion on food each year. However, that figure doesn’t take into account the unintended consequences of a food system that in many respects works against planet health and also the wellbeing of people when you consider the accelerated growth rates in obesity, diabetes and heart disease.

Time for a reality check as we talk about the future of food

Our current food system is designed to deliver three things consistently:

  • Volume of food
  • Safety from food-borne illnesses
  • Inexpensive calories

However, we need a food system that is also aligned to help protect the environment and support human health.

An encouraging promise about the future of food is now emerging as vast sums of investment capital race to support the development of new food technologies. From 2015 to 2020 more than $4 billion has been invested in alt. protein technologies. These new food solutions may help reduce climate threat while offering a healthier nutritional profile for cleaner proteins in center-of-plate dishes.

How we eat, what we eat and where food comes is changing

Advancements in bioengineering have authored a tsunami of new food tech businesses pioneering ways to create foods that are not dependent on legacy ingredient supply chains. What’s coming is more food made from cultures, microbes and fermentation technologies.

Will consumers suddenly stop eating animal meat? Not likely. That said will substantial transfers of market share move to these new products not linked to a cow, lamb, pig or chicken? Highly likely; assuming the eating experience and taste hit the mark as an analog to the conventional version. Equally so for non-fish seafood.

Plant-based offers a hint at the transformation

According to Statista, total sales of plant-based meat and dairy products in 2020 reached an astounding $7 billion; of which ‘dairy-free dairy’ led the pack at $2.5 billion in sales of soy, almond, pea, rice and oat milks. An entire generation of milk users is growing up with a different definition of what milk is and how it tastes.

Plant-based meat, the fastest growing segment, hit stride at $1.4 billion in sales volume. That’s a whopping 45.3% jump over 2019 sales results. With new plant-based chicken nugget brands now simultaneously launching in food service channels, the likelihood of more trial and retail movement for non-meat meats is nearly a foregone conclusion. Equally impressive is the surge in plant-based cheese products, up 42.5% over 2019 to $270 million in sales.

  • The plant-based meat takeover has been quick. The trends suggest a potentially rapid uptake on the proposition for foods perceived to be healthier (less saturated fat than animal meat) and less taxing on the environment.

Industrial agriculture and meat production produce 24% of total greenhouse gases, the second leading contributor to climate threat behind fossil fuels. Meat production alone accounts for 65%of the world’s nitrous oxide, a gas with a global-warming impact 296 times greater per pound than carbon dioxide. What’s more, total emissions from agriculture are forecasted to increase 80% by 2050due to a significant growth in demand for meat and dairy products.

The development of new food solutions is really a higher-stakes proposition. Climate friendlier food tech may indeed help tamp down the surge in global warming that spawns wildfires, droughts, superstorms and other weather anomalies.  An unprecedented 115-degree heat wave in the Pacific Northwest came dangerously close to upending the regions’ agricultural eco-system.

Eating our way into climate chaos?

What happens when consumers begin to see there’s a relationship between food choices and climate impacts? Consumer attitudes and behaviors have shifted in recent years to focus on issues and more values-based considerations. Purchase behavior has already swung from a historic focus on taste, price and convenience to new concerns about transparency and visibility to the supply chain alongside the number one consumer issue, health and wellness.

The food industry will be obligated to pay attention to these transformational changes and look more fully at climate readiness, sustainability policies and commitments.

Questions food and beverage companies must address:

  • What is the true carbon footprint of products, taking into consideration all aspects of supply chain and manufacturing?
  • How does this trickle down to hidden costs in bio-diversity impacts such as land use disruption, over-consumption of water resources (it takes 1,500 gallons of water to produce one 16 oz. steak) and harmful farming practices that destroy the ability of cropland to sequester carbon in the soil.
  • How will companies verify and validate their sustainability policies and commitments in a transparent and trustworthy way?
  • What aspects of sustainability performance and outcomes do core customers care about the most?
  • How should sustainability bona fides best be conveyed to a company’s key audiences and stakeholders?

For our part, Emergent sees a food culture transformation on the horizon that will change what consumers believe about where food should come from, how it is made and what they should buy.

To help companies better assess and explore the right path to sustainable practices and climate readiness, we have created the Brand Sustainability Solution report as a guide to the key issues and direction on strategies to solve.

You can download your complimentary copy here.

To secure a snapshot of where your climate sustainability readiness stands today, take the five-minute free Brand Sustainability Readiness survey here.

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 activism is on the rise

Trend Alert: Rapid Rise of Brand Activism

November 30th, 2020 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, Brand preference, brand strategy, CMO, Consumer insight, Differentiation, Emerging brands, engagement, food retail strategy, Healthy lifestyle, Higher Purpose, Marketing Strategy, Navigation, storytelling 0 comments on “Trend Alert: Rapid Rise of Brand Activism”

Is your brand’s higher purpose dialed in?

“Food is now so much more than food: It’s this representation of the self. We’ve managed to use it as a signifier for so many virtues, whether that’s obvious ones like health or indulgence, but also ancestry and connection to kin and family, or the fact that you’re just a unique person out in the world.” – Benjamin Lorr, The Secret Life of Groceries, Grocery Business interview.

To successfully build and grow a base of enthusiastic brand fans these days consumer relevance is everything. In the absence of a high-quality consumer connection and a valued relationship, food, beverage and lifestyle brands can be cast out of the economic Garden of Eden, forced to wander in the wilderness of commodities interchangeably bought on price.

Now a new challenge is emerging to creating relevance that must be weighed carefully if brands are to retain the attention and support of a growing an influential new base of users. Here’s what’s coming fast and hard:

The Socialization of Brands

Six years ago we tracked a cultural shift indicating consumers were leaning heavily into deeper, meaning, values and mission in assessing the merits of their preferred brands on the path to purchase. This condition is rapidly evolving and is accelerated farther and faster as a result of Pandemic induced upheaval in mindset and evolving personal priorities.

COVID-19 presents an out-of-control social and economic environment. It is enhanced by the absence of effective readily available solutions and clear public policy guidance from previously respected sources of social organization, government and educational institutions. Into this societal vacuum comes a new form of behavior we call brand activism.

  • “COVID-19 has forced communities to grapple with how individual behavior impacts collective health and social wellness, and it has elevated the mandate that companies demonstrate how their products, practices and systems positively impact the community and support the greater good.” – Hartman Group, Value in the Time of COVID 19” whitepaper

Brands are now expected to be social actors.

“My Wallet is My Vote”

Imagine the checkout aisle at your supermarket or drug store transforming into a form of voting booth. The wallet and purchase performs the role of ballot-enhanced virtue signaling as consumers cast a vote on their brand candidate’s values through the purchases they make.

  • Purchases are largely symbolic gestures now, intended to telegraph what people want others to know about their priorities and identity. That said, the nature of this beast is evolving further with emergence of pressing issues that are forming on the horizon of our food system, how it operates and what it represents beyond abundance, indulgence and health.

The cultural shift taking place is a pervasive belief among people, Gen Z especially, that they are unique and empowered to help create change. Rather than relying on the performance of others or institutions, people look at their own relationships, networks and voices as opportunities to activate their advocacy on a larger canvas.

Alignment reaches a new level

Awhile back people discovered alignment between the quality of what they ingest and the quality of their lives. The impact of this revelation was seismic. Enter the fresh food revolution, the move to perimeter shopping at grocery, the emergence of preference for locally-sourced foods, and the decline of heavily processed packaged products.

Healthy food was no longer defined as addition by subtraction (or food science at work) to remove fat, sugar, salt and calories in order to achieve a better-for-you claim. In its place came higher quality real fresh food solutions that impacted the course of emerging food brands from large cap CPG line extensions to entrepreneurial, new food brands with an ethos and higher quality, small batch formulation.

Now another revolution is in the works as alignment evolves yet again.

The relationship of food to climate change threat

The alignment emerging now is awareness of a relationship between our current food system and the over-production of greenhouse gases that sit at the foundation of the climate change crisis. The increased pace of super storms, wildfires, droughts followed by floods, topsoil erosion, and the threats to shorelines advanced by higher water levels, serves as evidence the earth has its problems.

Now comes the realization that meat and industrial agricultural practices are the largest contributor to greenhouse gas creation on earth. The revelation: food production enabled by increased consumption by an ever-growing global population could endanger the planet. The food system specifically meat production and large-scale industrial agriculture, is producing greenhouse gas at a level exceeding the contribution of all forms of global transportation combined. Current GHG levels outstrip any prevailing public policy or naturally occurring solution that would lower it sufficiently to address rising earth temperatures and their impact.

  • As this knowledge becomes more widespread it will usher in a new era of calculation on favorable brand attributes, specifically carbon footprint. Advantage will go to brands that provide evidence of their sourcing and production processes that work to mitigate contributions to greenhouse gas creation.

Many plant-based brands have already stepped into this arena by invoking climate change in their stories. Some brands have already begun including carbon footprint claims on their product packaging or menus (Panera, Chipotle and Flora plant butter).

Fast on the move is another generation of new product concepts that employ the latest techniques in fermentation and microbe use designed to step away from the agricultural production chain entirely and thus advancing a new cadre of claims and benefits associated with climate change.

Brand activism and brand voice

We have long lauded those incredibly advanced brand ethos players like Yeti who have injected new-found lifestyle associations and deeper meaning into their brand personas. These companies take consumer lifestyle very seriously and operate as mirrors of people who, in Yeti’s case, are devoted to outdoor adventure – or at least aspire to do so.

Now a new battlefield emerges for brands that take the socialization of food and food production to a new level. These informed brands work to answer both the coming tide of planet-level food scarcity and the impact of our global agricultural system on greenhouse gas creation.

Thus we envision a new phalanx of emerging brands that weigh in on such important topics, working to associate themselves with the activist mindset of consumers wishing to vote their preferences via the food purchases they make.

Supporting regenerative agriculture practices will be one area we expect to rise in importance in the year ahead. The potential exists now to help support a new view of farming practices that can help turn farmland into the world’s largest carbon sink. These kinds of stories and the behavioral moves by brands to embrace this new thinking will mark a new era and opportunity in brand communication.

  • As consumers increasingly view purchases as a flag of their beliefs, it is vital that brand communication strategy advances to lead this conversation and facilitate the dialogue in social channels.

It’s coming faster due to the cultural shift now underway that aligns food production with climate change, making activism a part of the purchase decision. Failure to recognize this coming shift could put brand relevance at risk and hand competitive advantage to those who are already moving to answer this form of brand activism.

  • If further guidance on this evolving path is of interest to optimize your brand’s higher purpose-related messaging and story creation, we can help you determine the right path and create the right story.

Use this link to start a fresh conversation around questions you have about this emerging change-in-motion.

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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