An article in Sunday’s newspaper caught my eye as I was sipping my coffee this past weekend. The topic was similar to one that I had covered last year with this post about organic label confusion among Conscious Consumers.
This Star Tribune article specifically called out changes in labeling two General Mills’ products – Nature Valley Oats ‘n Honey granola bars and Kix cereal – and their former usage of the word “natural” on their packaging.
In recent years, with the rise of Conscious Consumerism, brands were quick to include the word “natural” when marketing their products because of the emotions the word evokes, but without the claim needing to be substantiated, per the Food and Drug Administration.
“From a food science perspective, it is difficult to define a food product that is ‘natural’ because the food has probably been processed and is no longer the product … Read More »
Matt Thompson is a guest blogger this week. Matt joined Clarity Coverdale Fury in January as a New Business Development intern. Matt has an interest in Conscious Consumers stemming from a passion for collaboration within the local community and working to create positive change.
The Conscious Consumer has come to a realization – a realization that is changing the way they spend their time and money. Put very simply, it goes something like this:
“I am a Conscious Consumer. I understand that my choices and behaviors make an impact on the world. Therefore, I seek opportunities to affect the world in a positive way.”
So what are the “opportunities” Conscious Consumers are looking for? A longer answer to that question can be found in our THINK reports. But we can confidently say that the Conscious Consumer will look for indicators of health … Read More »
Recently I had the opportunity to conduct an interview with Ted Ning. Ted is renowned for leading the annual LOHAS (Lifestyles of Health and Sustainability) Conference, LOHAS.com and LOHAS Journal. In my interview, Ted shared his thoughts on where this movement is and where it is heading.
The highlights reflect much of what we have written about and much of what we found in our THINK report: Making it easier to participate on a personal level by lowering costs or making it more convenient will drive momentum. A lot, he says, is already embedded in our culture. And as Ted states, “The train has left the station and there is no turning back.”
1) Please tell us a little bit about how LOHAS got started?
LOHAS was created by GAIAM which is a publicly traded lifestyle media company. They created it in 1998-99 when they … Read More »
P&G to remove phosphates from their laundry detergent
Last week, P&G announced that they will eliminate phosphates from from all of their laundry detergents, like Tide, in the next two years. Phosphates, which are used in powdered detergents to soften hard water, can cause algae blooms, low oxygen levels and poor water quality which can permanently damage our water ecosystems.
This is a significant announcement by a company who just so happens to own a 25% share of the global detergent market. What you may not know is that P&G stopped using phosphates in laundry detergent sold in the U.S. back in the 1990s and in Europe just a few years ago. It was a voluntary commitment they made as part of the American Cleaning Institute.
So why the announcement now?
Giovanni Ciserani, P&G’s Group President of Global Fabric and Home Care said, “The … Read More »
A few weeks ago Kathy had a post on Bitcoin and why marketers should pay attention. She argued that whether or not Bitcoin was going to impact your business model was not the point, but rather that paying attention to trends of your core customers was key. Since, I have a number of examples of nontraditional currencies, like Bitcoin, popping up the Conscious Consumer space.
All of these are further examples of brands acting as coaches, a topic we covered extensively in our THINK report from last year. Recently brands have been using this model to break down financial barriers for consumers by having good acts replace money as a means to access to products or services.
Reimagining payment models
A chocolatier in Denmark, Anthon Berg, was the subject of a Fast Company article on this topic. In a pop-up store he named the “Generous … Read More »