For decades food and beverage brand images, personalities and perceptions were carefully cultivated – a form of theater presented with great care and skill. And always projected as the master brand storytellers wanted the impression to be shaped and nuanced.
A recent infographic from the Hartman Group (shown above) reveals that 77% of consumers across various generational segments – from Millennial to Boomer – prefer having home cooked meals whenever possible.
The future of food and beverage belongs to solution-based specialists whose business operates from a platform of deep consumer insight.
Relevance to lifestyle interests and behaviors is paramount. Achieving alignment and integration with the things people care about is vital. It’s no longer just what you make or sell as much as it is about your ability to be meaningful and to matter.
The world has changed dramatically for food and beverage brands: marketing traction and engagement are more elusive than ever. Questions multiply now about the right communication channels, aggregating scale and somehow securing attention. Why? Because consumers can quickly separate themselves from marketing they don’t want (which is most of it).
Unless you’ve been marooned on a deserted island, all eyes in the food and beverage business have been focused on the irreversible march to preference for healthier, fresher, less processed, simple ingredient products. Now it’s the criteria driving purchase decisions.