Posts tagged "Higher Purpose"

Climate change impacts consumer preferences

New climate-conscious consumer has a beef, are you ready?

February 9th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, Brand preference, Climatarian, Climate Change, consumer behavior, Consumer insight, COVID-19, Differentiation, engagement, Greenhouse Gas, Healthy lifestyle, Healthy Living, Higher Purpose, Marketing Strategy, Pandemic, Supermarket strategy 0 comments on “New climate-conscious consumer has a beef, are you ready?”

Culture change impacts food and beverage brand relevance

There’s a new sheriff in food and beverage town now. A consumer on the hunt for climate- friendly choices. They have a hankering to use the checkout counter as a ballot box to vote their beliefs. Are you prepared for them? Just who is this new cohort rapidly gaining momentum?  As an audience of influencers and advocates how significant will their impact be on the future fortunes of food businesses and retailers in 2021?

Read on.

Five years ago, a great dot-connecting moment transpired when consumers determined that the quality of what they eat has a direct and tangible impact on the quality of their lives. Food retail saw a marked shift in shopping patterns to the perimeter fresh departments as preference for fresh, real food overtook the decades-long infatuation with convenient, inexpensive, highly processed packaged foods and snacks. The aftermath of this transformed ‘what does healthier mean’ calculus and fed the innovation skate ramp of new, entrepreneur created food products flooding the store. These super premium brands-with-deeper-meaning and made from higher quality, ethically sourced real food ingredients have captivated consumer attention and retail shelf space. How many brands of artisanal beef jerky are there now competing for a slice of the snack dollar?

We reminisce on this point just to remind us all that change comes quickly. Our collective goal as marketers is to stay ahead of these transformative shifts. Thus able to help define the state of the art for your brands, rather than scrambling to re-acquire relevance after observing share erosion in the quarterly results report.

Rise of the Climatarian

Another dot-connecting transition is underway. A growing number of bellwether consumers are grasping the connection between the food production system and its out-sized impact on greenhouse gas production plus the climate change threats that accompany it. According to our insight research partner Brand Experience Group, their ground-breaking study on sustainability, estimates the current number of consumers who are passionate about or committed to the importance of “sustainable consumption” at 34% and rising.

The role of meat production and industrial agriculture processes contributing to the planet’s warming is changing the food choice value proposition to invoke a claim that defines carbon footprint. While the word sustainable has gained traction in recent years as a formal player in marketing lexicon, it is acquiring a more specific meaning. Sustainability and climate change are getting married and we’re all invited to the reception.

What’s driving this? In his stellar New Yorker magazine feature “After Alarmism: The War on Climate Denial Has Been Won,” climate advocate David Wallace-Wells paints the picture.

“In California in 2020, twice as much land burned as had ever burned before in any year in the modern history of the state — five of the six biggest fires ever recorded. In Siberia, “zombie fires” smoldered anomalously all through the Arctic winter; in Brazil, a quarter of the Pantanal, the world’s largest wetland, was incinerated; in Australia, flames took the lives of 3 billion animals. All year, a planet transformed by the burning of carbon discharged what would have once been called portents of apocalypse.”

Increased media attention on the issue has circulated data revealing the significant top box role beef and lamb production have in methane creation. Global agriculture practices and meat collectively contribute more to climate threat than all fossil fuel transportation combined. The impact of climate on people and society is being played out in prime time through recurring news coverage of raging wildfires, droughts, super storms, increasing Hurricane impacts, melting glaciers, rising water levels and flooding worldwide.

We’re about to see a shift towards carbon footprint as a definer of sustainability. Those with an attractive, relevant brand story to tell are manifesting this attribute in product label scoring while legacy food and beverage companies swarm to announce “Net Zero” emission commitments. Meanwhile there will be growing scrutiny of supply chains to root out sources of greenhouse gas. The decarbonization of our food system is getting underway. Consumers will demand it. It will be juiced by new food technologies and a cohort of emerging brands that pioneer ways to create food without built-in climate deficits.

Digital innovation will be eclipsed by bio-degradable everything

Alongside global warming is a related developing trend – an innovation heat map swing from digital technology to significant advancements in bioengineering and biofabrication.  A complementary view of sustainability looks hard at the role of plastics and other trash dump materials in so many facets of our lives with a convincing argument that recycling isn’t the best answer. Creating products, packaging, even clothing, from materials that simply disappear harmlessly is exponentially better for the planet.

In 2019, nearly 500 million plastic toothbrushes were sold with the majority of them ending up in landfills and the ocean. They cannot be recycled. Since plastic was first mass-produced in the 1950’s, 9.1 billion tons of it has been created and landfilled – an astonishing 91% of this massive plastic tsunami isn’t recyclable, according to Fast Company magazine. On the toothbrush front, Colgate owns 30% of the entire category and in an effort to end the proliferation of plastic they are introducing “Keep” – the first planet-friendly brush that employs a reusable aluminum handle. The replaceable brush head is still plastic but the design represents an 80% reduction in plastic material use.

Steve and Nick Tidball’s Vollebak, a futuristic brand of men’s fashion, is re-writing the rules and process for clothing creation. Their plant and algae t-shirt is made from plant-based linen and wood pulp fibers decorated with ink from algae. The shirt can completely decompose in 12 weeks when tossed into the compost pile. A shirt that literally disappears. “Sustainability is easier to understand when it involves feeding your clothes to worms,” said founder Steve Tidball in an overview article on their technology showcased in The Future Normal newsletter.

Key to this coming movement of planet friendlier foods, products, processes and ingredients is a revealing focus on the impact of lifestyle and consumption habits on our planet’s health. The realization that what we buy is a reflection of our values rises as a functional and viable path to signal those preferences and beliefs. Consumers’ wallets are used to vote their preferences. This new path to purchase will require brands to look deeply across the organization to determine where improvements and changes can be made to align with this sea change.

Undoubtedly yet another generation of new brands will emerge with carbon footprint claims and planet-friendly packaging as the lead in their brand voice. More innovation is coming. There are, however, business challenges ahead for these upstarts.

  • What is the secret to scale-able and sustainable growth, the path to sales homeruns not base hits? We reveal it here.

80% of CPG start-ups will never get past $1 million in sales

Some new emerging brands have well-connected founders and are able to attract investment that creates resource advantages. “Money can buy distribution. It can buy advertising. It can buy huge field marketing events. But it can’t by consumer enthusiasm. It can’t buy cultural relevance for the brand’s attribute-outcome symbolism,” exhorts Dr. James Richardson, of Premium Growth Solutions.

After an initial, well-funded launch with a strong velocity report card, things start to stall or plateau. What’s wrong is often embedded in the product itself. It just isn’t that remarkable. Or, importantly a narrow, niched positioning causes the brand to stall. It simply runs past its ability to attract an audience sufficiently large enough to keep the velocities on a northward trajectory. Enthusiastic users, perhaps, but a narrow, smaller fan base nonetheless.

Scaling beyond the mid-range isn’t an outcome of more funding or the awareness that can buy. It is delivered by steering the brand towards the right and largest addressable market. Beyond Meat famously did not create a better vegan burger for vegans. They opened the aperture wide by casting themselves as a meat made from plants for meat lovers. They threw down the gauntlet of crave-able taste experience and asserted they were as good as a beef burger. Bold to be sure. The product delivered on its promise under that scrutiny.

The genius was casting a wide net to meat lovers and in doing so working to build relevance and resonance with a very big audience of meat department beef shoppers. It wasn’t because there was this giant standing pool of people representing themselves as “flexitarian.” No, instead they invoked meat lover and by that they meant anyone and everyone who loves hamburgers, the most popular sandwich on earth. The outcome was a rapid rise to hundreds of millions in sales.

Largest. Addressable. Market.

Don’t make vegan cheese for vegans. Instead craft extraordinary, delicious plant-based cheese for cheese lovers. A high taste bar to be sure, but then that’s what separates the extraordinary product innovation from the merely average.

Climate change and bioengineering will reshape the food, beverage and lifestyle brands business more quickly than anyone imagines. Venture capital and innovation will quickly chase these dreams. More higher-purpose brands will be invented. Some will be out-sized winners while some will remain small or fail altogether. The difference maker won’t be the size of the budget and the awareness that can acquire. Sound strategy will play a decisive role in the fortunes (or lack thereof) of these businesses based on the quality of the innovation itself, the size of its potential market and the alchemy of how and where its relevance is expressed.

If this thinking strikes a chord and you would like to brainstorm further the implications for your business, use this link to start an informal, no-charge conversation.

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

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

Storytelling can change history, alter the path for brand growth

The Incredible Power of Story to Change Course, History and Outcome

January 22nd, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, Brand preference, branded content, change, consumer behavior, Consumer insight, Emotional relevance, engagement, Higher Purpose, Insight, Public Relations, storytelling, Validation 0 comments on “The Incredible Power of Story to Change Course, History and Outcome”

When Real, Powerful Human Stories Must be Told

It’s in the story telling and the strategic nuances of where and how they’re told that great things happen. Over time I have come to see and appreciate these tools that work to greatest effect and benefit in altering the future trajectory of client businesses.

There’s one story that stands out above others. The strategic principles bound up in this example have proven effective time and time again. It recurs often enough to have earned first place in the strategic arsenal as a reliable go-to for business progress. It’s the stories well-told by real people about how their lives have been impacted by our clients’ products.

An unforgettable day, a powerful moment, a sea-change that saved lives

A while back I owned an agency called Wheatley Blair. We were retained by home safety products company First Alert to launch the world’s first residential carbon monoxide alarm, a warning device for a household hazard that is unseen, dangerous and invisible to any human. It was the leading cause of accidental poisoning fatalities in America, claiming more than 1,500 lives every year and countless thousands more who were sickened or injured.

In our efforts to build a platform for launch we felt it was important to create a constituency of ambassadors including families who had lived through poisoning events or lost loved ones. Alongside them we built an advocate team of poison physicians who understood the threat, air quality experts who could explain how the gas is released and builds up in a home, and the fire service community of emergency first responders. We initiated a collaboration with the Consumer Product Safety Commission, a federal agency charged with evaluating and monitoring new safety solutions.

Our campaign to alert American families gained traction as major news media broadcast our story of the “Silent Killer.” Word spread rapidly about this household hazard produced by combustion appliances like furnaces, ovens, hot water heaters and fireplaces. People lined up outside at hardware and homecenter stores to buy the alarms.

What we didn’t expect at the beginning was a foe to quickly emerge

The American Gas Association stormed out of the wings taking aim at our client because they felt the issue disparaged their product. Frankly while I understood their concern, it made no sense to me because the threat isn’t the fuel, it’s malfunctioning combustion appliances, exhaust systems and chimneys. But never mind, the industry came out swinging suggesting we were creating unnecessary alarm.

A David vs Goliath story if there ever was one

The natural gas industry is gigantic. They had more money to throw at this issue than our client had in total sales company wide. We were David to a well-financed Goliath. Naturally when this challenge emerged, we made a beeline for the Gas Association head offices looking to enlist them as collaborators in the effort to save lives and protect families. We thought, “Who wouldn’t sign on for that kind of life safety effort?”

  • Walking into the lion’s den, we made an appearance in their executive conference room attempting to persuade them that this was a golden opportunity for the industry to join in a lifesaving education activity.  This would endear them to families while associating their “brand” and product with a public safety initiative.

Unfortunately, they saw the issue as a threat and instead kicked off an effort to try and derail the carbon monoxide education campaign. When you’re working on the side of the angels it is unlikely that even a well-financed effort to discredit and downplay will work.

It came to its pinnacle at an industrywide conference held in Washington DC. It was their effort to rally the regional gas company members around a call to resist the carbon monoxide alarm education efforts and counter with their own claim that this was much ado about nothing.

  • But the handlers inadvertently made a strategic error. To create a perception of due diligence, they invited the Consumer Product Safety Commission to join and be part of the speaker line up. By law if the CPSC is involved in a meeting, it becomes a public event which anyone is free to attend.

Initially we offered to provide speakers and expert content but were denied. We decided to meet the challenge head-on by attending the meeting uninvited. Our strategy: to bring 10 families who had experienced a carbon monoxide disaster of their own to come and tell their stories at the conference. During question-and-answer sessions in the meeting agenda, they would come to the microphone and share their story while challenging the industry to help save lives.

  • One by one families in the audience stood up and told their stories, some of them heart rending of how loved ones were lost. Poison physicians explained how the gas impacts the human body causing people to suffocate from the inside out. Air quality experts detailed how an appliance can malfunction to emit this highly toxic material.

In the hallway outside the ballroom, I observed. My heart was racing as the testimonials unfolded in hostile territory. You could hear a pin drop as the families shared their unscripted, real, personal experiences. Meantime, the chief conference organizer was furious at our team for this move to confront the industry, and threatened to throw us out of the building. I calmly explained that CPSC rules and law require that these families be given entry to what was now a public meeting. If they did throw us out, we would invite national TV news crews to the parking lot to interview the families about being denied access.

He quickly backed down.

The meeting went on.

Then, the sea change occurred.

I witnessed the tide turn before my eyes as gas company CEOs came to the lectern to say they were personally touched by and impressed with what they heard. By the end of the meeting the industry moved to begin educating people about the threat rather than resisting it. Many eventually became sellers of carbon monoxide alarms themselves.

Why did this work so powerfully?

Real people telling honest stories with passion and pathos impacts the heart as much as the head. It is immediately trustworthy in a communications environment often filled with dubious claims and assertions that may or may not hold up under scrutiny.

Negative claims had no power in the face of real personal story. It was overwhelming and in the moment the chasm was bridged, the path permanently altered, and the world changed.

You can do this, too.

I enjoy what I do. Marketing and communication is my life calling. The business has rewarded me with an outlet for my creative bent, a curiously accurate business sense and ability to see the big picture of how client organizations can move to take the next leap in their development and growth.

So it’s really an avocation as much as a vocation. That said, I learned a ton from the First Alert assignment – about the power of stories to alter the course of history and events. What’s more I’ve seen this outcome repeat over and over. When people share their personal stories of change, renewal, improvement and growth, big things can happen and business leaps abound.

  • The devil is in the details of how this is executed. Want people to join your brand as advocates and evangelists? Give them a voice, move those stories out and let their experiences verify what you want people to know and believe about your products and brand.

The outcomes can be life changing. In First Alert’s case, it created a successful new category that propelled the company to a higher level of significance and value with consumers and trade customers, plus $250 million in added business within 15 months of launch. The Walmart buyer called carbon monoxide alarms the Cabbage Patch doll of the hardware department. We called it a significant achievement in the goal to save lives. A win and win.

  • These moments in life and marketing signify the places where we make a difference. Don’t you want to be a part of this kind of game-changing influence?

Let us know if you would be interested in unearthing marketplace impact and influence relevant to your brand and category. Together we can find a path to sustainable growth and business development.

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

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

Big ideas inform business and brand behaviors

How Emergent can help you win in the year ahead

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

2021 will not be kind to ineffective strategies

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

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

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

Our services:

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

Free consultation and audit:

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

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

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

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

Substance overtakes stunts

Substance Over Stunt: The new era of marketing

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

Help not hype defines the path to engagement victory

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

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

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

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

Substance overtakes hoopla

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

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

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

Utility = valuable-ness

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

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

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

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

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

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

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

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

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

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

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

Transformational idea inform company behavior

Come for the strategy, stay for the compelling brand story

September 30th, 2020 Posted by brand advocacy, brand marketing, brand messaging, Brand preference, brand strategy, Consumer insight, Content Marketing, Digital marketing, Emotional relevance, engagement, Higher Purpose, storytelling, Transformation 0 comments on “Come for the strategy, stay for the compelling brand story”

The secret to vastly more effective brand engagement

What is the definition of a big idea?

One that you can immediately detect how it will impact the behavior of a company and brand.

Big, transformational ideas rarely fall from the sky. They aren’t granted by some omnipresent deity of marketing best practices. They don’t appear in a lucky draw of the cards or manifest cosmically in tandem with a solar eclipse.

Big, bold business building ideas happen when strategy and insight coalesce around a path that disrupts category conventions and intentionally breaks the rules of standard go-to-market thinking. It is an outgrowth of due diligence into the conditions impacting how brands present themselves, what consumers want and where gaps exist for leaps of improvement.

Big ideas are not formulation enhancements, more expensive ad campaigns, clever positioning statements, new packaging graphics or extra promotional periods.

  • The questions that get asked when the goal is transformation are more foundational, such as:
  • What business are we really in or should we be in?
  • What cultural shifts are:
    • influencing the way consumers see themselves
    • behave in the marketplace
    • and change what they care about?
  • What higher purpose should we acquire that imbues our company and brand with deeper meaning and potentially leads us to participate actively in transforming the consumer’s wellbeing?
  • How can we fundamentally improve people’s lives and create change that helps them be happier and healthier?
  • What can we do differently in our business, operations and go-to-market plans that more closely aligns our brand with a cohort of consumers who are invested in lifestyle passions we can enable, support or influence?
  • How can we help change the world for the better?

The reliable pathway to transformative business ideas

We have experienced this repeatedly: when investments are made and time is spent studying the passions, interests and concerns of consumers we wish to serve, insight often leads us to the ‘aha’ moment of discovery. These breakthrough insights offer great leaps of opportunity to rethink what the company and brand are on earth to accomplish and how to dramatically build relevance with people.

In these important moments big things can happen, especially when leadership teams are on the hunt for bigger ideas rather than just extending the status quo for another year.

  • Imagine the food retail brand that falls in love with actual food and decides it has more to offer if it becomes a partner on the consumer’s culinary and health and wellness journey, rather than being a conveniently located food product aggregator.
  • Imagine the well-known cheese brand that decides it no longer wants to play in a commodity category with commodity-like business behaviors. Not content to be all things to all people, instead the brand disrupts its category and devotes itself to becoming a partner in the kitchen with people who care about cooking and food adventures.
  • Imagine the emerging food technology company pioneering the alternative meat business that decides it exists to change our future, impact greenhouse gas proliferation and create affordable products to feed a hungry world.
  • Imagine the pet food company that decides earning consumer trust is a top priority and creates an industry-first, all-in platform for openness and visibility to its entire supply chain and product creation process.

Leaps and perceived risk

What if I told you the world around us has changed so intrinsically that the more risky option is maintaining the conventions of routine category behaviors and focus on the features and benefits of product lines – rather than deciding to break with the past and disrupt the marketplace’s existing perceptions of what the business is about?

  • What if making great products were now table stakes and the pathway to real competitive advantage had swung to mining higher purpose and deeper meaning? (It has).

Indeed, that is precisely what has happened as technologies and quality formulation and improved ingredient sourcing has leveled the playing field everywhere on premium product experience. The winners in today’s marketplace are those who have gone all in on extraordinary relevance and connection to people; the brand that sees their role in the user’s life on a higher level of collaboration and partnership beyond transactional thinking that conveys we exist to sell you a product.

Risk aversion can be a killer of great ideas, a smothering blanket that snuffs out the light of reconceptualizing and redefining what the box is rather than invoking a well-worn trope to think outside it.

Ironically, the inclination to avoid risk now creates more of it.

The primacy of sound strategy

Strategic thinking has shifted away from myopic preoccupation with competitive analysis and reaching for an incremental improvement over the brands residing next door on the shelf. Specsmanship and a marginally better offering are difficult to maintain and defend over time. Moreover, the consumer doesn’t care about this like you hope they will.

The rules of sound strategy lean into uniqueness, radical differentiation and devotion to lifestyle relevance. To zig when everyone else zags. To violate the rules and conventions of standard market behaviors with purposeful intent.

  • Inspiring people requires that brands become inspirational. The ability to achieve this state isn’t an outcome of more protein per serving. People are attracted now to becoming part of something greater than themselves. They want to embrace a mission that adds meaning, value and purpose to their lives.

This aligns with a cultural shift where purchases are now a billboard of what people want others to believe is important to them. If a purchase is largely symbolic, then what’s the symbolism embedded in your brand persona and what flags of cultural relevance are flying above your business and its meaning?

This kind of strategic thinking offers the promise of transformational and sustainable growth because the brand is working overtime to weave itself into the very fabric of consumers’ lives rather than being satisfied with the subjective ‘tastes better’ or aiming for less calories and sodium.

Creating this strategic game plan in fact is the precursor to assuring the brand communications that follows will be engaging.

How to build the compelling brand story

We live in a content-driven world now. Brands are publishers as much as they are product creators. What happens to communications when the brand voice extends to embrace a mission beyond the product itself? Communication gains greater relevance and value to its intended recipient because it is no longer a sales conversation. It’s more meaningful.

Every day we are bombarded with paid media telegraphing cheap insurance, faster mobile service and drug therapies that promise some form of relief but with side effects that might make you sick. These interruptions are not wanted nor embraced nor longed for with bated breath. They are tolerated, maybe. More often they are triggers for disconnection and avoidance.

Doesn’t it make more sense to have a conversation with people about something they care about?

If consumers see themselves as the hero of their own life story and the brand continually competes with them for the hero role in its messaging, what do you think will happen?

It’s a recipe for assuring brand communication is ineffective. If the voice of the brand has more going for it than reciting product attributes, think about the opportunity to create authentic relationships with people when there’s more relevant subjects to discuss.

Yes, discuss! Real conversations are two-way experiences. When the bullhorn is retired and the brand is imbued with deeper meaning that has relevance to consumer lifestyle interests, the conversation gets more interesting. Why? Because there is inherent value in it for the consumer and utility to how they live.

When you decide to be a partner with them rather than a product pusher, the door swings wide open for connection. Isn’t that what you really want? The game isn’t about tonnage of media spend to confront audiences with a self-serving message. Instead it’s about how we contribute to making the user’s life better, healthier, happier and more fulfilling. Those are the messages they are predisposed to find of interest and worthy of their time and attention.

None of this can happen effectively if the foundation isn’t informed by a higher purpose and a break with convention to look at the business differently at that fundamental level of why it exists.

If you start there, the opportunity for big ideas that influence company behavior are on the table. When that happens the future trajectory the business and brand take can alter for the better and greater good.

  • Isn’t that something you want to be part of? To inspire people’s lives can be invigorating for all involved.

If it’s time to consider bigger, bolder ideas that transform the conversation with consumers, we would love to talk with you about it. Here’s a link to start an informal conversation.

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

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

Gen Z Activism

Food Purchases Are Now a Signal

September 21st, 2020 Posted by brand advocacy, brand marketing, brand messaging, Brand preference, brand strategy, branded content, Consumer insight, Content Marketing, engagement, Food Trend, Healthy lifestyle, Higher Purpose, Insight 0 comments on “Food Purchases Are Now a Signal”

What we buy is a waving statement of belief

Once upon a time food was food. Might be indulgent food or healthy food, but its reason for being resided somewhere between enjoyment, sustenance or weight management. The world around us has shifted once again as cultural influences work to redefine the paradigm of what food purchases are really about.

The implications here for food and beverage marketing cannot be understated: you might agree relevance to consumer interests is paramount to communication effectiveness. Thus, the impact of cultural upheaval manifesting in consumers’ lives is critically important to strategy and gaining a meaningful connection with people.

Food purchase is a cultural expression of _____________.

In 2019 Deloitte published the results of a consumer survey that revealed an emerging trend in brand preference: people believe brands have a greater responsibility to act on purposeful issues. Concerns such as how companies treat employees, impact on the environment and the communities where they operate surfaced as emerging drivers of brand preference.

This followed another Deloitte study conducted in collaboration with the Food Marketing Institute (recently re-branded as The Food Industry Association), that showed for the first time in modern history the standard food and beverage purchase motivations of taste, price and convenience were being eclipsed by interest in transparency, health and wellness, visibility to the supply chain and food safety.

What’s happening is the socialization of food and its purchase.

Increasingly, food brand selection and purchase is a telegraph of personal values and beliefs. You might be wondering, what’s driving these changes. In the U.S. there are now over 21,000 food centric blogs, an astounding bit of evidence of how food culture has risen to lifestyle prominence in the lives of most people.

  • Perhaps this was inevitable as consumers across all generational cohorts connected the dots between the quality of the food they consume and the quality of their lives. What is happening now is nothing short of revolutionary as the purpose of food acquires an even higher and symbolic purpose.

Food has always been important but now gains influence beyond consumption. People are emotional creatures and food is an emotional category that plays directly to human senses. Now, that significance is acquiring a new set of values that extends way past the physical aspects of the products’ use and roles in daily diet.

Wildfires and Green New Deal

When I was 16 my priorities were centered on how to go about buying a car and in doing so seal the path to my independence. Recently my 14-year old daughter announced her intentions to take assets from her babysitting earnings and donate them to organizations addressing hunger and racial inequality. Cultural and value changes reveal a different and more enlightened point of view on what matters. In turn, it is vital for brands and businesses to gain understanding on ‘mattering’ at a time when attitudes and importantly priorities are being reframed.

Generation Z is coming of age as an activist population focused on changing the way we live to take better care of the world around us. If you pay attention you hear the voices of concern rising around climate change and its rapidly building momentum to permanently alter the social and political landscape. Wildfires and super storms provide evidence that the way natural resources have been exploited has a serious downside. More specifically, how the food production, agricultural and energy industries are operating in service of convenience and consumption, and simultaneously exacting a horrible toll on the health of the planet and her inhabitants.

The Sunrise Movement and Green New Deal are being championed by the youngest generation. Their future quality of life may well depend on how fast changes can be created in the current systems that generate greenhouse gases fomenting weather related catastrophes, drought leading to fires, rising coastal water levels and the ongoing impact of melting polar ice caps.

Chief among the contributing threats to climate is the global food system and animal production in particular that collectively create more greenhouse gas than all worldwide transportation systems combined.

Generation Z now views purchase decisions as a path to creating a better world. In their view, if you’re not an active, visible part of the solution – your inaction is part of the problem.

“Power of the Purchase Order is Primal”

Errol Schweizer, producer of “The Checkout”, an industry trend watcher podcast, did a recent interview with Kevin Coupe’s Morning Newsbeat e-newsletter. Kevin asked, considering these societal changes on the horizon, what’s the one thing food retailers can do to build their relevance and value?

“Increase the amount of organic and regeneratively produced products that you sell. The organic trade association recently released a whitepaper that provided scientific proof organic agriculture can help mitigate the impact of climate change,” said Schweizer. He states this type of food production helps sequester carbon, reduces use of fossil fuels while also producing more nutrient dense food.

His call to action: keep growing your organic business. As a retailer you can do this, and it’s relevant to what people want anyway. He exhorts the retail purchase order can be a powerful instrument in helping answer the need for change. The cultural manifestations of food socialization are significant and will impact how retail strategy and brand building are conducted.

Food as a tool of self-definition

(The New) Brand Democracy:

I believe brands can be a powerful force for change.

I expect them to represent me and solve societal problems.

My wallet is my vote.

Increasingly, meaning is unearthed in consumption. Said another way, the food people choose is an advertisement of who they want to be and what they believe in. When purchases become a billboard for values, the marketing, product creation and innovation decisions need to reflect this insight.

Is it possible we are nearing an era when determining the contribution to greenhouse gas in production will matter as much as ingredient quality and nutrient density? The answer here is ‘yes’ and it’s coming more rapidly than previous developments such as the demand for greater transparency.

At Emergent, we suggest that successfully navigating these waters of change in human behavior can be best accomplished by brands and retailers who come to work bearing a soul – one that governs their actions and informs decisions.

When consumers see purchases as a path to creating a better world, it should play out in the brand voice, content marketing strategy and all that sits underneath.

Guidance to improved relevance in a time of cultural shift:

  • Listening is important and should be formalized as a consistent undertaking to understand the development of emerging attitudes and opinions that impact how consumers see the role of brands in their lives.
  • Building a higher purpose platform for the brand and business is now table stakes to continued relevance and connection with your users.
  • Identify specific actions your business can take to address climate change including how your supply chains operate and the standards and certifications of performance you require for compliance.
  • How can your brand contribute to the cultural conversation? What needs are you uniquely positioned to address?
  • Tell your users what you’re doing an engage them in a dialogue on their views and opinions.
  • Recognize that food is a tool of self-definition and a symbol to others of what your users think is important. How does this influence your messaging and social media strategies?

If you find this development challenging and want to consider a fresh approach, please use this link and let’s start a conversation about your questions and interests.

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.

Archives

Categories