Authentic brands establish trust with consumers by holding true to core values and doing what they say they are going to do. Today’s consumers want an authentic experience with foods or beverages offering fresh, high-quality, natural ingredients; “clean” processing; “clean” packaging; and product assurance (certifications).
How are consumers integrating lifestyle values with food and beverage decisions? How can brand owners innovate and establish true “authenticity” in 2019? Linda Gilbert shares the latest insights from the EcoFocus My World, My Life™ consumer point of view.
EcoFocus Worldwide engages consumers in large-scale global Trend Surveys and the resulting data help marketers make confident strategic branding decisions. Research focuses on what mainstream consumers look for in green, sustainability and wellness choices. Gilbert knows what brand developers need because she has more than 20 years of experience in strategy, insights, marketing, innovation for range of multi-nationals, including Pfizer, Nestle, Unilever, PepsiCo and Campbell Soup. Gilbert also was founder of HealthFocus International and has 10 years’ experience with the Rodale Institute for Sustainable Agriculture.