Posts in brand strategy

Brands that lean into courage have the opportunity for uniqueness

The Most Underutilized Strategic Brand Asset: Courage

January 26th, 2024 Posted by Brand differentiation, brand messaging, brand strategy, Differentiation, Marketing Strategy 0 comments on “The Most Underutilized Strategic Brand Asset: Courage”

Bold moves can overcome limited uniqueness

Let’s face it, in the vast majority of CPG categories — despite efforts by some brands to push forms of differentiation — for the most part they are cloaked with sameness and similarity. It is just hard to find fertile territory for defensible, sustainable and obvious-to-everyone uniqueness. You may start out as a unicorn, until competing brands reverse engineer your leap, then differences in story and concept start to recede.

That doesn’t mean you should give up on constantly pushing the strategic envelope towards radical differentiation. The benefits of creating a “category of one” are remarkable and profitable. Brand standouts spend less on marketing because of their natural magnetism, allure and the elevated distinctive value they possess. It just doesn’t require constant drumbeating to out shout adjacent competitors. You don’t need to, and you aren’t focused on them to begin with.

Let’s be real: it’s likely over time that what made you famous will be commoditized. Jamba Juice invented the smoothie business. Over time smoothies were commoditized by similar competing products/brands and the emergence of RTD (ready to drink) versions in every corner of grocery and foodservice retail. Jamba started down a strategic path to differentiate itself by transforming into a healthy lifestyle brand. We know the details as we were part of the effort.

But that takes time, added investment — and less patient investors pushed back on doing anything that stepped beyond the core concept, forcing Jamba back into its commoditized cup. Which reminds me of Marlon Brando’s famous line from On The Waterfront, “I coulda had class. I coulda been a contender. I coulda been somebody” – ah yes too many brands find themselves eventually in a wistful trap, at times of their own doing. (Assuming they recognize the lost opportunity).

Leaning into over-reach

But don’t despair, there’s another pathway available if you have the courage and fortitude to pursue it. Here it is – do something generic with such bravery and power it appears to others that you are the only game in town. Whatever that focus might be, you creatively own it, manifest it, and lean into it without reservation, hesitance or limitation.

In Will Guidara’s eye-opening book “Unreasonable Hospitality” he recounts the journey for his restaurant Eleven Madison Park to being named the best restaurant in the world. Not by pushing the envelope of complicated, artistic tweezer food excellence – a frankly similar strategy advanced by nearly every top-echelon restaurant and celebrity chef on the voyage to four stars-dom. No, they bent the rule and devoted themselves to ridiculous, unreasonable, over-the-top, crazy levels of hospitality and guest service. In doing so Eleven Madison became a category of one in a uber-class of similarly great kitchens all helmed by talented culinary commanders.

First Alert, the smoke alarm brand, invented the residential smoke detector and in doing so saved countless lives. An engineering driven company, it beat everyone else by being first with the most. Over time however, the transfer of marketplace power to large format retailers like Walmart and Home Depot, the business was commoditized and sold on price – technology appearing to most consumers as the same between brands. However, another tech innovation at First Alert opened the door to rethinking the brand and business.

First Alert once again stepped up to invent the residential carbon monoxide alarm, addressing an insidious household hazard and source of deadly blood poisoning from an invisible, odorless  gas released by malfunctioning furnaces, stoves, water heaters and fireplaces. The event created an opportunity to pivot, and First Alert embarked on a journey to home safety brand focused on the health, safety and wellbeing of families. The mission- oriented platform enabled a new brand voice in parallel with unusual collaboration partners that reached way beyond “stop, drop and roll.” It was a magical era for the company and its growth until ownership changes forced it backwards into the old engineering mindset and price driven player in commodity categories. Heavy sigh. We know the details because again we were engaged in building the strategic shift while it lasted over a nine-year period.

Outerwear brands embracing sustainability isn’t unique. Messaging around protecting planet earth is everywhere in the category. Strategically there’s not much separation in this business based on these beliefs and the tech in garments. But Patagonia has emerged as a category of one despite this condition by its sheer tenacity and willingness to over-reach, over-extend itself on the path to sustainable behaviors and policies.

If its broke, they fix it. Yes Patagonia, in their effort to reduce its impact on resource consumption and emissions, encourages users to avoid purchasing new garments by offering free and unlimited repairs on any of their products. Some might say, are you crazy? Like a fox we say. The continued efforts by Patagonia to break rules and stretch itself beyond ‘normal and expected’ is testament to a form of strategic brilliance. It is and they are unique in a business where other types of real differentiation are hard to own.

The requirement here is boldness and courage; to take your belief system and push it to ‘unreasonable’ edges. On the path you can expect to face decision making that will be hard, strange at times and difficult. You do it because as a business you actually, really, truly mean what you say and claim to be important. The call to action happens when the ethos holds the decision-making keys to the kingdom and you just over-commit.

Do something inspiring

If you’re looking for a consistent thread in these examples, it’s in executive leadership that is both visionary and courageous. That means leaders who hold the belief system close and see the advantages hidden in the tea leaves to push beyond the norms of expected and reasonable brand behaviors.

The Super Bowl is coming soon. While it may be distant memory for many, or not a memory at all for most, Apple introduced its Macintosh computer with one of the boldest and most ambitious TV commercials ever made. It was expensive to produce and air. It was an over-commit of the highest order employing a strategy counterintuitive to tech category behaviors. The marketing budget was invested in a swing for the fence that didn’t mention a single product feature or benefit. It was wholly a cinematic and emotional statement of ‘now you can change the world.’

Kapow in 60 seconds. It was a gutsy move to be sure and a manifestation in 1984 of new thinking about brand purpose and meaning that cast Apple as a category of one. The belief system held sway and the courage shown there was palpable. Jobs made it so, enabled by his creative partner Lee Clow from ad agency Chiat Day. Eventually Microsoft did their turn on the ‘graphical user interface’ innovation with Windows, but it never pushed Apple off its course. Even with some tech equivalence in there, Apple remains a separate, unique and distinct brand with a huge base of advocates and ambassadors.

  • Make no mistake, employees are part of the solution here. When you over commit, they need to join you as a population of insider, storytelling evangelists.

The roadmap to adventure

This all starts with your brand’s higher purpose, deeper meaning and belief system. If you don’t really have a fix on that then none of this really works because there’s nothing powerful enough to over-commit to.

  • What are you on the planet to accomplish beyond balance sheet imperatives? How are you working to improve people’s lives? Whatever your higher purpose might be that draws consumers in, you should know that people want to be a part of something greater than themselves.

Once you have refined your brand “why” it’s fair to ask what can you do to stretch and over-deliver on that promise? If the answers you come up with bring some discomfort, that’s a good thing. When courage is required, you know you’re on the right path.

Our point: differentiation isn’t always found only in the product and category you created. It can be brought to life going above and beyond to deliver on your purpose. This can get you to ownable differentiation, just remember you can’t take your foot off the gas. If you do, commoditization’s rustiness will begin to take root. In the immortal words of rock band Journey’s legendary lead singer Steve Perry, “Don’t Stop Believin.”

If this story inspires you to explore brand courage and boldness, and you’d like to discuss the potential framework with experienced hands, use the link below to start an informal conversation to discuss your journey to uniqueness.

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 [email protected] and follow on Twitter @BobWheatley.

Sustainability drives competitive advantage but rules are changing

Sustainability Performance is Taking a Hard Turn

January 17th, 2024 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, brand strategy, Carbon footprint, Climate Change, Greenhouse Gas, Greenwashing, Sustainability 0 comments on “Sustainability Performance is Taking a Hard Turn”

How’s your sustainability practices’ steering right now?

Last year was the warmest ever for our planet. We continue to pump more greenhouse gases into the atmosphere anyway. Consumer sustainability concerns are evolving and it’s about to take a hard turn. Are you ready to navigate? Stay with us while we peel the onion on how we got here and what’s coming.

In June of 2020 Emergent started working with a new food technology start-up called Air Protein, founded by MIT physicist Dr. Lisa Dyson. We came onboard to help install the strategic building blocks for a new category, brand and business. Dyson’s ground-breaking mission to create meat proteins that were identical in every way to the animal version without any animal involved in making them. Instead, she borrowed a chapter in protein creation research from NASA that launched during the Apollo Mission era – aimed at figuring out how to feed astronauts during extended space travel.

The basis for this ground-breaking work was emerging evidence responding to the detrimental impacts of livestock farming and industrial agriculture on our environment. We were in a word, awestruck, by the gravity of the environmental challenges and convinced that Dr. Dyson’s “carbon transformation” technology held great promise for a more sustainable way to create meat proteins that didn’t carry the eating experience challenges of plant-based options.

  • The more study we did through our relationship with this important new company, the more persuaded we became that the entire food and beverage industry needed to step up on the journey to more sustainable practices. Admittedly, we were likely ahead of the curve at that time on the details that sit underneath why our food system (industrial agriculture) is a significant contributor to carbon emissions.

By late 2020 and we had amassed enough secondary research on the emerging issue of climate impact and sustainability to draw some conclusions. First, consumers were responding with some alarm to stories of global warming outcomes and rising greenhouse gas levels. Second, it was clear to us that food, beverage and retail brands were trying to figure out what this meant to the business and how they should navigate the issue.

Early in 2021 we responded by creating the Brand Sustainability Solution (BSS) platform designed to help frame the key challenges, compile what we knew about evolving consumer preferences and tie it all together with a five-point sustainability readiness best practices guide.

At the time our primary conclusions were:

  1. The food system is a significant contributor to greenhouse gases, primarily from raising livestock for protein.
  2. Consumers are trying to identify sustainable choices, but brands were behind the curve in responding.
  3. Businesses were unsure of the correct path to sustainability readiness. Even what readiness consisted of was hotly debated.

Today we stand at the edge of a significant change

Sustainability impacts to date have been defined within a framework of Systems 1, 2 and 3 impacts. System 1 and 2 are both within an organization’s own ability to manage and make changes whether that be energy use, resource consumption or packaging upgrades. However, studies have confirmed that 80 to 90 percent of companies’ carbon emission challenges are in System 3 – outside their direct control and in the hands of suppliers. In sum, the primary source of greenhouse gas emissions for food, beverage brands and retailers are in the supply chain. Said another way, how products are produced, the ingredients that go into them.

Now comes the tough part

Consumers are increasingly connecting the dots between sourcing, ingredients and emissions. As have regulators and other influential players including media. Here’s what the New York Times recently had to say: “Supply chain hurdles complicate food companies’ climate pledges – The bulk of emissions — in many cases more than 90 percent — come from the companies’ supply chains. In other words, the cows and wheat used to make burgers and cereal.”

  • Witness the explosion of interest in regenerative farming practices as brands seek to mitigate the System 3 conditions. Goes without saying, we’ve reported time and again that scientific assessments are vital to this process for the simple reason you can’t know where you’re going until you know where you are to start with.

Now we enter the era of emissions reporting. Businesses will need to conduct credible System 3 assessments of current conditions, report on that data and also set realistic targets over time for mitigating GHG (greenhouse gas) contributions. The operative word here is reporting. People want to know what products constitute a more sustainable choice, and the conditions underneath the supply chain will be a determining factor in that understanding.

Our analysis over time of where companies are on the path

For 18 months we conducted questionnaire assessments with numerous CPGs and retailers on their sustainability journey. We learned:

  • Science based System 3 assessments were lacking along with the mitigation goals that accompany them.
  • A significant disconnect between sustainability investments and policies, and programs designed to convey that progress to all stakeholders, especially consumers.
  • A pervasive presence of siloed conditions inside organizations where newly formed sustainability teams were working separately from marketing, where outreach and communications resources usually reside.

Far too many brands are still preoccupied with the low hanging fruit of say recyclable packaging when we know that the vast majority of emission issues are in the ingredient supply chain. It’s time to make science-based assessment of System 3 a core part of the sustainability management discourse, and to connect that analysis with reasonable steps to improve through partnerships and goal setting among suppliers, farms and other actors along the product creation path.

What consumers want

Truth, transparency and honesty from the brands they care about, backed up with credible, third-party verified data on current performance and a clear path forward for setting sustainability improvement goals.

The hard turn

Transparency and reporting of emissions status, visibility to science-based analysis and disclosure of current conditions followed by reasonable targets over time for advancements. Thus, a call for brands and businesses to collaborate with supply chain partners to create a virtuous ecosystem designed to bring all participants along on the path.

Importantly, communicating this work to all stakeholders, too.

Marketplace competitive leverage

Progressive brands get the urgency of this and the opportunity it presents. As consumers want to make more sustainable choices, this presents an opportunity for category leadership in sustainability best practices. And by doing so to gain lasting competitive marketplace advantage as a best practices leader.

The downside of pushing this off

As the call for clear emissions reporting and standards gains traction, brands will increasingly be held to account on their progress or lack thereof. Those who choose to wax on about progress in System 1 and 2 at the expense of dealing with the more complex and taxing conditions in the supply chain will risk being called out for half measures and greenwashing.

As consumers start to look for this information from brands and on product packaging, those operating without that data will become conspicuous regardless the reasons. This is an opportunity to seize the day and lead the category towards better practices and outcomes for people and the planet.

The future ahead

What’s notable now, however, is the absence of clear standards that help prevent a descent into the wild west where brands and businesses decide independently what constitutes an acceptable outcome. Third party recognized frames for different businesses are essential. It will come. Here’s the evolutionary changes we expect to see:

  • Carbon emission labeling
  • Development of recognized standards of performance
  • Best practices in supply chain emissions management

Sustainability guidance for 2024

The most glaring error we’ve encountered on this journey is the absence of robust efforts to communicate. Too many brands labor on these issues behind the corporate curtain without a strategic, creative program in place to let consumers and other stakeholders know what you’re doing. Some may be fearful of getting called out for not going fast enough.

We think its time to worry more about helping people understand the great efforts you’re making to map a more sustainable future. In fact, we’d say you have already acquired a responsibility to do this early and often.

Should you decide your organization would benefit from guidance on better managing these changes and the communications tools needed to enhance your effectiveness in getting the word out, use the link below to ask questions and start an informal conversation. We’d love to help you sort out the right path, message and comms tools.

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 [email protected] and follow on Twitter @BobWheatley.

Guidance on 2024 stratgies

2024 Trend Forecast: Consumers Seek Truth Amplified by Transparency

January 4th, 2024 Posted by brand marketing, brand messaging, brand strategy, branded content, Consumer trends, Healthy Living, Higher Purpose, Insight, storytelling, Strategic Planning 0 comments on “2024 Trend Forecast: Consumers Seek Truth Amplified by Transparency”

Artifice falls away, replaced by a tour behind the product creation curtain…

Much of what unfolded in 2023 has laid down a runway for how your strategy should evolve in 2024. Over the last year we’ve seen a distinct rise of consumer uncertainty, a decline in feelings of control and increasing uneasiness over extraordinary climate change impacts, a chaotic political environment, see-saw inflation, raging wars and other forms of personal and societal disruption.

  • According to Kantar, 43% of Americans experienced mild to severe anxiety, up from 26% a year earlier, while half of millennials now rank their mental health as part of their well-being they are most concerned about.

It has authored a distinct premium on the desire for authenticity, truth, honesty, values, belief – all of which, incidentally, are desirable human traits. So how should brands respond in an environment where consumers crave honest, respectful relationships between themselves and the brands they care about? By adopting more human-like qualities and behaviors.

  • In a recent story on viral engagement at Fast Company, Clinique Global VP of consumer engagement Lucy Burns said, “Gen Z can smell ads a mile away. They are the first generation that really wants brands and creators to authentically speak to them. And what does that mean? You don’t create an ad. You create content that they would want to engage with.”

This will be the year of yearning for discernment of the real and true while working to avoid the artificial and questionable. As reported earlier this year in the Emerging Trends Report, consumers have turned inward to themselves for guidance. Why? People have become increasingly skeptical and wary of less credible independent sources and therefore what they perceive to be unreliable and not-so faithful recommendations about products and services.

  • Key insight: Further probing on this condition, we find consumers moving to seek a deeper level of discovery and understanding about the products they care about.

Know more, want more granular info

Emergent has been crunching the consumer insight research reports and studies, as we lean into our predictions for where CPG food, beverage and retail marketing is headed in 2024. The overriding theme and guidance for the coming year is an advancing consumer interest in securing more details about how products are created, manufactured and what’s inside them.

  • In short both retail and CPG marketers will have a lot of explaining to do as consumers demand truth and transparency from the brands that matter to them.

What this means: consumers want to understand what the food and beverages they ingest consist of. They want their expectations to be fulfilled and this requires brands to take consumers behind the curtain and reveal more substantive details about formulation, ingredient sourcing and production methods.

Truth: consider the credibility of the content source and how the story is packaged

Transparency: take them behind the scenes to see how you do what you do

Here are six specific food/bev industry trends that remain common across generational audience segments:

  1. Less Processed

Consumers do not believe that ultra-processed is a positive attribute. Brands with ultra-processed products should consider investing R&D energy to create less processed versions of products, with simpler labels and emphasis on the nutritional density of ingredients used. Plant-based brands should bear in mind this applies to how products are created and presented. Plant-based used to automatically convey an item is better for you. Not so much now. Some plant-based categories are seen as overly processed. Consumers know more, so Show Me is the operative behavior in brand communications.

2. Upcycled

We’re seeing a growing interest in upcycled ingredients used in product creation. Consumers perceive this as less wasteful and more sustainable. Plus, it’s a great story to tell in product creation narratives.

3. Sustainable

Consumer attitudes on sustainability has shifted due to greater knowledge and understanding of the environmental impact of our food system. It is no longer just the use of recyclable packaging, efficient energy sources and water management. Consumers have connected the dots between supply chain and emissions performance. They want to know what brands and retailers are doing to advance policies and standards related to regenerative agriculture and use of less carbon-intensive ingredients.

4. Nutritional Density

Consumers believe there is a connection between what they eat and their overall quality of life and health. Alongside the redefinition of what aging looks like and how lives can transform over time based on taking better care of yourself, brands can position themselves squarely in the bulls-eye of lifestyle partnership. This is accomplished by delivering products that provide functional ingredients designed to enhance delivery of vitamins, minerals, proteins without added sugars, the wrong kinds of fats and high sodium content.

5. Energy Reduction Plays

Previously, refrigeration translated to fresher, higher quality. That said, consumers increasingly see these as a hidden cost tradeoff to the planet on energy use. Development of more shelf stable versions of products will enable brands to talk about ways they are helping reduce energy signatures in how their products are distributed and merchandized in-store.

6. Disguising Fruit and Veg

Lingering in the back of consumers’ minds is a fundamental consideration that more fruit and veg in the diet is a good thing. How those better-for-you servings are acquired and consumed presents an opportunity for brands. How can you bring the nutritional benefits of these ingredients in a form consumers will find simple, easy and delicious to consume? Some smoothie beverage brands are great at this.

2024’s megatrend – healthy living, aging and self-care

People believe that what they consume has a direct relationship to the quality of their lives. This impacts health, wellness and helps answer their desire to slow down or even reverse the effects of aging. How can you partner with consumers on their healthy living journey? How can your brand proceed as guide and coach on helping them realize their goals and ambitions? Think of your brand as a true, reliable friend. What would a real friend do to help?

Tactics: what’s behind the thirst for information?

Consumers want to know more about how you create your products and what’s inside them because it helps re-establish their sense of control and ability to create customized solutions for themselves. With so much environmental noise causing people to believe they are losing control, giving it back to them is vital in your relationship. More information puts them in the driver’s seat while you supply the grist for their own lifestyle consideration. This should be reflected in your content creation plans.

Primacy of emotion, best served

As we’ve said before, decisions and actions originate in the limbic area of the brain, and our subconscious (dictates actions we take) is heavily influenced through emotion. This is best seen by emphasizing the joy of cooking alongside the joy of eating and drinking – no matter the category, this rule remains true: celebrate the experiences of cooking, consuming and their related social interaction benefits.

Emergent’s role refined for 2024

We believe that strong brands win so we’re obligated to help strengthen client brands by driving towards greater uniqueness and differentiation. Well-positioned brands say and do things differently than others in their category. They bring a different tone, see the future differently and have a clear point of view.

Our role: to help clients refine and package how they show up in the world. To that end, we work to build brand reputations, credibility, belief and transcendence. We believe the foundation for this work lies in refinement of brand purpose, deeper meaning and values. We know that conveying your brand’s “why” – its true purpose – is a more effective tool to win hearts and minds than the typical feature/benefit story. People are irresistibly drawn to brands that share a vision and reason for being they believe in. We connect this story to the brand users through stories – content and earned media.

Final guidance for 2024

Brand optimism. Through all of the doomer conditions people are confronted with on a daily basis, smart brands can be a safe harbor for an optimistic outlook based on progress and personal fulfillment. Your brand’s role as coach, guide and enabler can help people envision a better, brighter and more meaningful future.

If these observations and possibilities strike a chord for honing your 2024 plans, use this link to start an informal conversation about your questions and concerns.

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 [email protected] and follow on Twitter @BobWheatley.

Sustainable performance shifting with consumer sentiment

New Studies Reveal Challenges to Sustainability Progress

December 21st, 2023 Posted by Brand Activism, brand advocacy, brand messaging, brand strategy, Carbon footprint, Climate Change, climate culture, Sustainability 0 comments on “New Studies Reveal Challenges to Sustainability Progress”

Securing consumer relevance while mitigating sustainability outcome challenges

You might agree, improved sustainability performance in our food system is challenging to achieve. Concurrently, staying ahead of shifting consumer sentiments is equally difficult. Both are essential to continued progress in transforming how food and beverage are created while driving appeal to those that will buy environmentally-responsible products.

Two new studies on the topic, one from Bain and the other from Sustainable Brands, show some alignment on key areas of consumer insight.

Here we will provide an update on consumer behaviors that impact the potential growth of business opportunities, while reflecting on the systemic challenges inherent in getting products optimized for the three criteria driving business growth:

Delicious. Healthy. Sustainable.

Both reports detail disconnects that stand in the way of progress to connect the dots between corporate sustainability efforts, product efficacy and results at the point of sale.

  • Putting to rest the #1 myth about consumer sentiment: Sustainability activism and interest are not exclusively the province of politically left-leaning, progressive liberal mindsets espoused by a small fringe cohort of conscious consumption advocates. Rather, 72% of consumers across all age segments consider themselves to be sustainable, ethical consumers. Yet there remains distance between this self-assessment and their marketplace behaviors.
  • Remarkably, the predominant interest in sustainable choice is important to Boomers as much as it is Gen Z.
  • Gen Z consumers are not all activists and more than half of them are less likely to act on their preferences due to perceived barriers (cost, lack of choice).
  • Among the barriers, is the inability to truly distinguish which products are sustainable vs. those that aren’t.
  • Consumers universally remain skeptical of companies’ ability to deliver change and operate in the best interest of people and the planet ahead of profit. Brands need to address this.
  • Younger cohorts feel more pressure to align with sustainable living, thus are more actively willing to switch brands from habitual choices when trying to execute of their priorities.
  • Absence of choice: consumers believe there are not enough sustainable options across categories that matter to them, frustrating their desire to live more sustainably. This operates like a brake on behavior.
  • Ironically, however, they think exercising their preference and choice for sustainable options while shopping is their primary path to being influential on creating a more sustainable lifestyle and environmentally healthy planet.
  • Nearly half of consumers believe living sustainably is too expensive.
  • Even so, consumers are willing to pay more for sustainably-made products.
  • However, the acceptable sustainability upcharge is in the range of 12%, not the average 28% premium consumers frequently experience, especially in the U.S.
  • Consumers want more information and believe companies must share specifics about what they are doing to address sustainability challenges in the products they provide.
  • They also believe companies and brands are not doing enough to communicate their sustainability bona fides. This can be addressed via investment in education.
  • While greenwashing – messages that get ahead of real, authentic performance – isn’t helping anyone secure trust and belief in the efficacy of what’s said and on offer.

Sustainable Brands’ survey of 23,000 consumers revealed this summary of how consumers shake out along the spectrum of “act now” to “don’t care”:

Activists:  17% – the situation is critical, and we must act now before it’s too late

Pragmatists: 28% – they are concerned, aware and watching yet actions are more limited

Conflicted: 19% –they care as well but pocketbook considerations remain the top priority

Busy bystander: 19% – also concerned but this is less important right now

Disengaged deniers: 17% – nope, just not buying into it.

For your next internal update report, here are some data points on where consumers (by generational segment) are relative to hot button topics.

Companies are not doing enough to address their sustainable performance:

Gen Z – 80%

Millennial – 77%

Gen X – 72%

Boomer – 69%

Will switch brands when presented with a more sustainable choice:

Gen Z – 75%

Millennial – 79%

Gen X – 70%

Boomer – 67%

Are willing to pay more for sustainable choice:

Gen Z – 72%

Millennial – 69%

Gen X – 60%

Boomer – 56%

In answering where they go to secure reliable information on which to base their decisions, consumers cited these sources in descending order of priority in their behavior:

  1. Product packaging and label communication
  2. Reading reviews
  3. Looking at company websites and social channels
  4. Asking friends and family
  5. Checking out third-party certifications
  6. Checking for information at retail stores

All of these behaviors and preferences, however, spin on the head of actual performance by brands to create authentically more sustainable products that also meet considerations on taste and price point.

  • What we can tell from the consumer data is confirmation of a cultural shift that will become one of the biggest levers of competitive marketplace advantage in the years ahead. This means the current predominance of silos separating sustainability leadership from marketing strategy must collapse.

That said, the thorniest of all issues brands will confront on the path to more sustainable outcomes and performance are efforts to address the current System 3 mitigation crisis that dogs the industry. Why is this so important? Because of the role the supply chain and all its complexity plays to reduce carbon emissions – far more important than any other area of sustainable standard and policy.

This chart from Bain reveals the significance:

Where does all of this lead?

The time to act is now. Separation and elevation for environmentally-relevant brands and businesses will continue to grow. It’s power as a regulator of market share growth and brand differentiation will only increase.

Here’s how Bain characterizes the challenge:

“Incumbent consumer goods companies will continue to cede growth to insurgents that are doing a better job of serving consumers’ rising demands for healthier (and more sustainable) food. Companies across the food chain will find themselves losing out amid the scarce supply of limited raw materials that meet environmental standards. They’re already lagging in the war for top talent. A telling fact: No agribusiness or food producer was named in the Fortune 100 Best Companies to Work For list in 2023.”

“By our analysis, food companies that seize the initiative can benefit from a potential 15% five-year revenue uplift compared with a 43% revenue decline for companies that fall behind based on a scenario of increasingly aggressive regulation.”

Companies can begin this journey into the future by asking and answering a series of fundamental questions.

  1. How are we contributing—both positively and negatively—to the health and environmental footprint of the food system?
  2. How might environmental, health, consumer, technology, and regulatory dynamics/developments affect the food industry over the next 10 years?
  3. What will the agri-food company of the future—and our company—need to look like in 10 years?
  4. How do we scale our regenerative agriculture and portfolio reinvention priorities?
  5. How can we better mobilize our entire organization?

At Emergent we see sustainability performance and leadership as a decisive move for business growth and brand purpose leadership. As you consider the facts arrayed here, if you have questions in your mind about sustainability readiness and best practices, use this link to start an informal conversation about your concerns.

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 [email protected] and follow on Twitter @BobWheatley.

Path to Purchase is Evolving

Your Customer’s Path to Purchase is Changing – Are You?

December 12th, 2023 Posted by Behavioral psychology, brand advocacy, Brand Beliefs, Brand differentiation, brand strategy, storytelling 0 comments on “Your Customer’s Path to Purchase is Changing – Are You?”

Now more than ever, brand storytelling is the link to engagement

It is our mission at Emergent to continuously study the evolving dynamics of influence on the consumer journey to purchase. No surprise, we are doing business in revolutionary times. To wit, advances in AI technology will permanently alter the future of brand communication and how consumers operate when buying. Meantime, another behavior shift has arrived ahead of the trust challenges AI will inevitably create. Below we bring you the details.

Since the dawn of modern retail shopping, people have invariably looked for guidance from trusted sources as they seek to make what they believe to be less risky purchase decisions (people always work to avoid a bad decision/experience).

Below are two more recent areas of influence on consumer behavior. Then ahead we see a third pathway that is currently dialing up.

  1. 10 years ago, we started looking to credible third parties

We trusted those perceived to be credentialed experts from academic, scientific and reputational influence backgrounds who brought their educated assessment of what constitutes the state of the art in any given category.

2. Five years ago, this evolved to a focus on belief in peers

With digital apps came crowd sourcing and social community “proof” at our fingertips. We experience this through sites such as Facebook, Yelp, TripAdvisors, Goodreads, TikTok, LinkedIn and Instagram that aggregate the views and experiences of our peers. We trust fellow citizens to verify and validate the assertions and claims made by brands.

3. Next, public trust failures have led consumers to turn inward for guidance

We are on the cusp of another evolution in buying behavior. People are looking inside themselves – relying on their intuition, inner wisdom and ‘gut feel’ about brands and businesses. This felt-to-be-true knowledge springs from an implicit understanding that originates in the subconscious. In essence, consumers land on a sense of what feels right to them. They trust these feelings to provide guidance and confidence for their decisions. Pundits in the brand strategy world are referring to this new school of thinking as Noetic Intelligence.

What does this mean for brands when consumers turn to intuition for trusted guidance? Your response should be to refocus on what people are feeling in the presence of your brand. Translating that into best practices means dialing up stories that amplify values, beliefs, deeper meaning and emotion to hit the right subliminal chords.

Storytelling is the most potent, engaging, strategically-differentiating form of communication available to businesses and brands.

By definition, this is a unique and more emotive approach focused on a different and more lifestyle relevant set of topics than pushing product features, benefits or reciting factoids and reports to support a new technology or innovation achievement. Specifically:

  • What is your brand higher purpose?
  • What do you believe in?
  • What is your opinion on substantive issues impacting the world around us?
  • How are you enabling a path for consumers to act upon their beliefs and values?
  • What lies within the heart and soul of your brand’s value system?

Stories help people get involved with your brand and don’t present themselves like overt selling. Instead, storytelling cultivates interest and engagement, fueled by an increasingly easy ability to publish and distribute through social channels and other content platforms as narratives, videos and podcasts.

Stories can help build an emotional connection between brands and users, by enabling the humanization of brand conversations. This is how you secure rapt consumer attention.

  • When I started in this business, we often bemoaned the challenges of controlling messages and lamented that our outreach existed only within media platforms owned and managed by third parties. Today brands can operate independently as publishers AND media channels. Yet some brands are hesitant to fully leverage this incredible controlled messaging capability to greatest effect.

All too often, brands remain tethered to product presentations rather than the context and belief afforded by stories. A pet food brand can self-promote its ingredient quality, nutritional philosophy, commitment to ethical sourcing and the like. Or the brand can bring forward stories of transformational change and impact their diets have on beloved pets whose lives were improved through better nutrition and the wellbeing that bestows. This blends with and imprints the positive lifestyle associations people desire with their furry family members.

Which is more compelling? The story of how a pet’s life has transformed from consuming a new diet. Or waxing on about nutritional panel ingredient integrity and high sourcing standards? It’s going to be the first approach every time. Human beings love stories. So why don’t we see more of it more often in marketing?

During the persuasion era of brand marketing, interruption-style media was deployed to circulate product feature communication constructed around entertainment or humor to bait the attention of its intended audience. Some of this marketing manipulation thinking still lingers today, despite our knowing consumers have the ability to avoid nearly all of it.

The story telling era has emerged to replace interruption and manipulation

Some of best examples of powerful storytelling can be found in books and movies that deftly use conflict, tension, struggle, and lead character redemption, ultimately leading to a favorable outcome as a blueprint for successful engagement. Yet many brands struggle with storytelling because it’s not a direct product hard sell. As if hard selling will continue as a bankable path to consumer engagement anyway?

Brand storytelling is at its most dynamic state when integrating:

Culture –

Culture governs shifts in preference, social relevance, priorities, meaning and even language. It is influential to behavior and so should be respected as a conditioning and context agent for brand stories.

Psychology –

Neuroscience proves how we work incessantly to avoid perceived risks. Our subconscious is the ruler over decisions and actions and so we use archetype development to help inform the tone, manner and character of brand messaging that resonates.

Emotion –

Humans are feeling creatures who think. We are not analytical, fact-driven decision-making machines. Emotion sits at the front door of how we behave and influences our opinions and judgments. It is fundamental to our actions and the decisions we make. It’s the emotional grist which makes the communication memorable by the way.

Today this approach manifests in a refined set of outbound tools including:

Content streams

Social communities

Installations and pop-ups

Real world and retail experiences

If you want to know more, ask questions or discuss Noetic Intelligence and its application to your business, use this link and let’s talk.

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 [email protected] and follow on Twitter @BobWheatley.

Brand differentiation is better than being better

Leveraging “Better” is a Trap

November 15th, 2023 Posted by brand advocacy, Brand Beliefs, Brand differentiation, brand marketing, brand messaging, Brand preference, brand strategy, Differentiation, Insight 0 comments on “Leveraging “Better” is a Trap”

Don’t play in someone else’s sandbox

What we’re about to discuss here is vital to brand marketing best practices and sustainable business results.

Most of the time brands and businesses focus their marketing on being better than X. When you are better than X your brand identity is linked to a competing brand. This is a trap. Being better is actually worse. Being different is better than better. Why? Because superior products often lose to brands that dare to be different.

When better silently runs the show, your storytelling is always focused on features and benefits. Some may even strive to be the best – which is really “better” dressed in a suit. Example of a “better” expression: “more” is a slippery slope to feature selling. More control. More perks. More of magic ingredient X. You’ll find hidden under every feature benefit message there is a “better” snare.

  • It’s a misguided, if all too common, principle that inevitably focuses the conversation on competitive benchmarks and comparisons. It is an endless cycle that leaves real consumer traction and engagement unattended – because the story always makes the brand the hero and not the consumer.

Better brands are never about product features and benefits, and consumers no longer buy them anyway. That’s table stakes. Instead, people are attracted to deeper meaning, aligned values, higher purpose and are magnetically drawn to different. Your brand should offer a point of view, express opinions and bring a vision of the future.

Rule number one: in compelling brand storytelling the consumer must always be the hero of your narrative. Your brand should avoid competing with the consumer for the hero role. Every consumer, every day wakes up believing they are the hero of their life journey. Your brand’s proper messaging role is as coach, guide and empathetic enabler of their journey.

Stronger brands always focus on being unique, not better

Strategic brands say and do things differently

They hew a unique tone

They often carve a controversial path

They see the future through a different lens

They operate with a belief system

The belief is the benefit

Great brands are always founded on beliefs

You may think that users care about better. However, you just haven’t given them something greater to believe in. Shifting the story spotlight takes the glow off of your competitor – who incidentally really doesn’t matter to your future prospects and growth.

It isn’t easy to be different. It takes incredible discipline and the support of your leadership team not to fall back into feature/benefit selling. Strategic strength springs from a well-defined understanding of who you are as a brand and company, and what you want to become over time.

Following the path to different

Here are some examples of how you can embrace different in your strategic game plan.

1. Create a new category

Historically and traditionally skincare and make-up brands conveyed that beauty is always applied. It exists on the exterior as an aspirational expression of status seeking and attraction. More enlightened brands have arrived to flip the script by attaching a broader vision of what beauty is and how it manifests. Instead, real beauty comes from within.

Beauty evolves as a coalescing of better health, fitness, spiritual growth and is inclusive of different body types, ages and lifestyles. The brand voice morphs to focus on wellbeing, happiness and growth rather than the singular application of a product. This different view authors a unique voice that carries added relevance and value to its audience of believers in a more validating life view.

Category creation is the ultimate move to inject different into brand strategy and positioning.

2. Move from product utility to lifestyle association

All too often product communication is devoted to specific technologies, formulation superiority and benefits of same. The product and brand are always the authoritative voice. Instead, moving to a lifestyle brand strategy enables personal authority. Great lifestyle brands insert themselves into important moments and experiences sought after by users. These are often situations and memories that echo the brand’s deep belief system – it’s “why” rather than what or how.

Yeti is an iconic example of a brand enrobing itself in a cloak of lifestyle experiences that celebrate outdoor adventures and enable the freedom of the soul in nature. Yeti is not selling coolers and tumblers. It’s singular devotion to breathing life into the emotional experiences of lifestyle association endears itself to its audience of evangelists and ambassadors. Yeti’s deeper meaning separates and elevates it from other brands who offer similar products.

3. Change the story focus

Most brands talk up themselves incessantly. It’s always about who we are and what we do. There is self-reverence and promotion. All about me. Instead of revealing yourself to the customer, how about revealing the customer to themselves. Stop expressing who you are and start talking about the customer – their aspirations, interests and needs.

Most hotel brands focus on their properties to extol design, amenities, services, architecture and location. Here are our features. Frankly the entire conversation is nearly generic brand to brand and separated mostly by price class.

Along comes Airbnb to completely violate the rules and tropes of travel brand communication. Rather than say look at who we are, they flip the lens around to say I see who you are. It comes from a different view of what travel is and how it can be experienced. Belong Anywhere is a unique concept that makes the customer and user experience paramount. The brand becomes an enabler of a unique experience – a coach and guide on a different and more human way to experience travel and destinations.

4. Change the reality

Disruption can be a useful tool when it reorients what people take for granted. The goal is to help people find and accept a new reality. Everything we thought we knew about __________ is wrong. This is how to do it (understand it) right.

The emergence of sustainability strategies and a new understanding of the role our food system plays in climate change is a reality-changing condition. Most people don’t think of food as a contributor to global warming. A brand that steps fully into conscious consumption and the commitment to improving sustainability bona fides creates a game changing story for consumers – and potentially a transformational view of how food should be created.

Similarly, what we think we know about health, wellness and aging is ripe for a makeover. Creating a new reality is a road to difference, uniqueness and sought-after guidance. The new paradigm of belief positions your brand as arbiter of a new way of thinking, doing and believing.

Different is the Holy Grail, let’s look for it!

It is time to back away from being better or best to refocus your marketing and messaging energy on radical differentiation. Best practices in this area inevitably leads to refinement of brand belief systems and adding deeper meaning to who and what you are as a brand and business. Collectively, if you can do it and stick to it, your brand will benefit from a new era of transcendence and value to users who come to you for better and more lasting reasons than a product feature.

If this discussion stirs some thinking and questions in your mind, and you’d like to get those ideas on the table to ponder with some like-minded thinkers, let us know. We’d love to think with you about how this thinking can be applied to your brand and business. 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 [email protected] and follow on Twitter @BobWheatley.

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