October: Make Us Want What You’re Selling
Boston, the home of Winsper and also of over 250,000 of millennials and younger generations. These generations are the ones largely responsible for the health conscious shift we’re seeing in the way millennials eat, spend their money and purchase. This is in large part the reason why Boston has consecutively become one of the healthiest cities in America. This is not the first time we’re seeing a younger generation changing the way these large corporations run their brands, as health concerns of tobacco grew, the tobacco companies saw large cuts in their sales. Is junk food the new tobacco industry?
It’s no secret that sugar, trans-fat and artificial flavorings are ingredients to avoid if you want to be healthy. Prior to 2011 and MyPlate, elementary schools nationwide were teaching students that if these ingredients were eaten in moderation, they could be part of a daily diet. Since then, grains have taken a backseat to fruits and vegetables as the main part of a meal. As American’s learn the impact of a healthier diet it’s been increasingly difficult for well-known junk food brands to succeed. Some brands have owned their brand and continue to serve food and beverages that are far from healthy. Other brands added salads to their menu and remodeled in an attempt to appear more like slow food than fast. Then there are brands like Coca-Cola who are taking another approach. In 2013, Coke released the “Coming Together” campaign which addressed the obesity problem, and shared how they were helping to tackle the issue.
SOME BRANDS HAVE IT EASY
Is it insincere for brands to change just because of a trend? Many would say yes and particularly in cases of brands most consumers know aren’t healthy, it’s difficult to think anything but who are you fooling? As a marketer, I wouldn’t expect anything less. It’s important for brands to change with trends, especially ones that will stick, and just hope that either your consumers are brand-loyal enough to go with the change, or that other consumers will take the bait of the “healthy” switch (i.e. diet soft-drinks and salads with thick dressing and bacon) without all the guilt. Some brands do have it easy though. Whole Foods is one of those stores where when you just walk in you feel healthier. Their consumers asked them to make their labeling on their products easier to understand, labeling non-GMO products, for example, allowing Whole Foods to stick out as a healthy grocery store chain leader.
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CATERING TO TODAY’S CONSUMER
Perhaps in order for brands to successfully change, they need to fully understand what a typical consumer today, and in the years to come looks like. Although money is a factor, it oftentimes becomes an afterthought to consumers who find that when it comes to their health, community and environment, a little extra spending is worth the peace of mind. Take a look at this infographic that we believe embodies the consumer that every brand wants.
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