Author: Kristi Bridges

Will finding your brand’s purpose unlock consumer loyalty?

The definition of Purpose is: the reason for which something is done or created or for which something exists. It should also now say, a must for brands that want to build long-lasting relationships with today’s consumers. 66% of consumers will spend more for products that are both good for them and good for society, and 58% are willing to spend more for products that support a cause. The numbers are even higher when you look at Millennials and Gen Z. Brands that were born from Purpose (we call them Purpose Led) can easily articulate the reason they exist...

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Should Gen Z Really Be Called The Worried Generation?

Generation Z will take over 40% of the consumer marketplace in the next two years. Smart brands will start building relationships with them now. So what do you need to know? Gen Z has had Google in their pockets from day one. That means they can find out anything that is happening in the world in a matter of seconds. They experienced things like the Great Recession, the college debt crisis, Climate Change, and Civil Unrest live through social media. This has led Gen Z to have an uneasier view of the world than previous generations. Gen Z may...

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Is Self-Directed Health and Wellness an Opportunity for Brands?

“Let food be thy medicine and medicine be thy food,” Hippocrates said this around 400 B.C. And the food and Pharma industries are finally starting to catch on. From fitness trackers that let us obsess over our heart rates and sleep patterns to self-administered genetic tests like 23andme, Self-Directed “Health and Wellness” is here to stay. And as consumers’ access to personalized health information continues to grow, I believe it’s only going to become more widespread. Today’s health-conscious consumer is intimate with the impact food has on their body and overall health. They’re scheduling “well visits”’ to discuss specialized...

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Why are Trusted Brands Still lying to Consumers?

Low fat, low calorie, fat-free, fortified with Vitamin D, made with real fruit, gluten free, dairy free… we’ve seen it all on food packaging. But what do these claims actually mean? I believe going forward, brands that are honest about where they really fit into a consumer’s overall healthy lifestyle (even if they are indulgences) are going to be the ones that ultimately win the long-lasting, trusting relationships. Even though we know how much consumers value transparency, brands still try to sneak around it. It’s so prevalent, there’s even a term for it – Health Washing.  Health Washing is...

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What Brands Need to Know in 2018

Happy 2018! To kick off the new year and as a Thank You for your readership, I put together two super helpful PDFs that explore some of the most exciting trends to help you connect with the Health Conscious Consumer in 2018. First is a look at the leading edge of food trends. Lots of opportunities for brands to make deeper connections with the influential health-conscious consumers! What’s Popping in Food for 2018 Second is a look at what will drive consumers in 2018. If you’re not already doing some of this really important stuff, reach out. I’d love...

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For Mass Brands That Want Real Change, Working With Big Agencies Just Might Be The Exact Opposite Of What They Need

Personalization, authenticity, transparency and integrity are the characteristics that consumers are looking for in brands. It makes sense then that brands who want to shake up their sales and marketing should be looking for the very same things in their marketing partners. And those are generally not the big guys. Legacy and mass brands are desperately trying to catch up with their smaller, newer competitors. But many of them are still using the same marketing agencies and tactics they always have. The times, they are a’changing Advertising convention says big brands need big agencies, but this is becoming less...

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Personalization, Customization and Health. There’s no end in sight.

How great would you feel about serving these foods to your family? High quality proteins and vegetables prepared by real people, cooked at low temperatures in small batches to preserve the high quality vitamins and minerals. Or even better, fill out a survey that includes your age, weight, and allergies and get a food plan designed just for you, delivered weekly on ice packs, portioned into trays for your exact serving size needs. Both of these meal plans are for pets, not humans. The first is Ollie and the second is Farmer’s Dog. These new pet food brands are...

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Are Better For You Brands Destined to Suffer the Same Fate As the Mass Brands they are Replacing?

The desire for “healthier” isn’t going away. That’s good news and bad news for snack bars, dairy alternatives and so many brands trying to stay connected to the elusive health conscious consumers always on the hunt for the better “better-for-you” options. Let’s compare the snack/nutrition bars and cereal categories as an example. Consumers will always need to eat when they are running around and will forever look for brands at the intersection of healthy and convenient, which is why snack bars are replacing cereal. Cereal was the original “better” choice for breakfast, but over the last 8 years, their...

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Do You Have to be Extreme to Reach Millennials?

A Mean Green Machine one day and a Franken Cream the next. Millennials post both their indulgences and their healthy eating on their Instagram. But is that what they are really eating? According to a study done by Ypulse, 63% of young people ages 13 to 32 said that they post food pictures on social media. They post everything from avocado toast, to indulgences, like Unicorn Frappuccinos and Coney Waffle, but not much in between. Whether it is healthy or gluttonous, the Instagramming of extreme food is changing the way we eat. There is lots of food being specifically...

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