Food & Beverage Bias
Consumers are Contradicting Themselves
Consumers want locally produced foods. But they also crave international choices. Which is it, local or international? Contradictions are common in consumer choice. If asked they will provide rationalizations, instead of true drivers of choice. Consumer rationalizations send marketers in the wrong direction.
A key force for local and international is the longing for authenticity. But what does it even mean when consumers say they want authenticity?
The secret to marketing genius is the ability to predict trends and preferences, then act. When consumers say something is inauthentic, we need more than consumer’s surface words about authenticity. We must understand why, so we can predict where consumers will go next, then act precisely.
Why: The Human Touch
Based on our Map-of-Choice™ studies, we can predict the thirst for authenticity will grow, as the world becomes increasingly “cloud-based.”
Authenticity should be at the top of food & beverage marketers’ list. The secret ingredient: authenticity perception is achieved with a trustworthy human narrative. An authentic human narrative is the opposite of impersonal mass production narratives.
Without noticing, we use words that trigger a mass production narrative. Slogans and ads that only emphasize things or ideas, devoid of human touch, feel less trustworthy – especially for food or beverage. Even agricultural products can seem mass produced. Authentic food is close to home. It should use the language of the kitchen. Small language changes supported with visuals prompt large-scale improvements in consumer perceptions.
Food and the Framing Bias
Food and beverage products are on the front lines of consumer desire for authenticity. Legacy brands find themselves in the cross hairs. Fortunately, consumers are quite open to a reframe…if language, images, metaphor and story are used properly.
Simple “Words to Use” can widen into metaphors, stories and images that inspire consumer imagination.
Notice all the words to use imply human touch. Re-framing assumes a new mental story for your consumers. It can be as simple exchanging “processed” for “recipe,” or a completely new way of telling and showing your human story. For authenticity in food and beverage, don’t settle for what consumers say on the surface. Understand the “why” of what they say, and you will be able to predict and act decisively.
Clevenger Associates reveals the Whole Mind of the Consumer.