BETTER FOR YOU, BETTER FOR US
It is no longer news that consumer behaviors have shifted when it comes to “better-for-you” (BFY) products. We see the shift everywhere: from ingredient labels, sourcing materials, and graphic expressions that evoke earthy, fresh and happy tones. All these elements work together to reflect consumers’ attitudes towards what it means to be healthy and wholesome.
What is unique about BFY products and the perceptions around them is that they have collapsed the distinctions between healthy diets and eco-friendly responsibility. For the Millennial generation, these values are not placed in siloes but rather comprise a holistic perspective on shaping a better world for themselves and for subsequent generations. For example, Trader Joe’s has cultivated a cohesive brand expression where organic products and eco-friendly packaging go hand-in-hand as a way for consumers to live their best life.
“Environmental sustainability concerns, especially among younger consumers, can help fuel the growth of the natural and organic markets. Brands highlighting a commitment to the planet are likely to appeal to those who want to feel good about the life cycle of the products they purchase.”
Mintel, The Natural-Organic Food Shopper – US, July 2019
Patagonia also communicates the importance of taking care of Mother Earth. To date, Patagonia has adopted initiatives that encourage consumers to buy used products over new ones to reduce waste; released two documentaries to educate consumers on key environmental issues; and sued the US government to protect national parks. These are bold moves that demonstrate a true commitment to an eco-friendly and BFY lifestyle for consumers and the world. By aligning with consumers’ values on environmental stewardship and holistic wellbeing, brands can nurture loyalty and community by sharing a common vision on how we should live today and for the future.