Global Consumer Trends Driving the Future of Innovation: Enriched Meaning
Globally, as consumers are either facing economic uncertainty and/or a mix of contradictory feelings of vulnerability and resilience from the pandemic, they are taking a step back and re-evaluating what’s important to them. They are more mindful and political in their purchasing decisions, looking for products with tangible and measurable benefits, such as local or regional sourcing or production, sustainability benefits, or proceeds going to a certain cause. According to Mintel, 52% of US consumers agree that buying from ethical brands is a form of activism.
51% OF US FOOD AND DRINK CONSUMERS AND 57% OF CANADIANS AGREE
that they try to buy food from companies that reflect their moral and ethical values
(MINTEL 2020)
This blog is part of an ongoing series diving into each of five major trends driving consumer interest right now. Click one of the other trends below to learn more:
Click one of the trend images below to discover more…
Active consumerism
Youniverse
Enriched meaning
Elevate the everyday
Fluid expectations
Get inspired with these examples of brands currently capturing consumer interest in products with enriched meaning.
Roll over each item to learn more…
BUYDEOLOGY
The first pillar of Enriched Meaning is Buydeology, which examines how consumers are affiliating themselves with brands and organizations that share in their beliefs and values. These shoppers often base their purchasing decisions on a company’s moral or ethical stance.
Ben & Jerry’s Pecan Resist
A brand known for authentic, consistently progressive values released a limited-edition flavor that amplifies freedom, community, inclusivity, equality, and justice for people of color, women, the LGBTQ community, refugees, and immigrants.
Kellogg’s Together With Pride Cereal
Citing that “boxes are for cereal, not people”, this collaboration with GLAAD features berry-flavored, rainbow hearts dusted with edible glitter.
KIND Equality Bars
These snack bars are part of the brand’s “snack and give back” campaign, an ongoing initiative to address “inequality facing Black, Indigenous, People of Color communities”.
Pearl Milling Company
Responding to widespread consumer criticism, PepsiCo re-evaluated branding under fire for perpetuating racist stereotypes. In the wake of the criticism and rebrand, Pearl Milling Company committed $1 million to non-profits that empower and uplift Black girls and women.
Ultima Replenisher Raspberry Electrolyte
Drink Mix
This drink mix stick bears the logo of the Autism Hope Alliance (AHA), a nonprofit organization the brand has partnered with.
Top Chews Patty Treats
Following recalls and issues with certain pet food ingredients sourced from China and other countries, this brand proudly calls out its country of origin and USA sourcing on front-of-pack.
PLANET IN FOCUS
Beyond ourselves and our communities, consumers are seeking ways they can enrich the environment. “Planet in Focus” manifests shoppers’ continued commitment to products, brands, and manufacturing methods that help reduce food waste, offset carbon emissions, prevent pollution, and other activities that support sustainability.
Brave Robot Ice Cream
This brand touts an “animal-free” claim in support of their mission to “create the world’s best tasting, most sustainable ice cream”.
Moonshot Snacks
These organic crackers add a climate-friendly claim to the snack category with carbon neutrality and regenerative agricultural practices throughout the supply chain.
Kellogg’s Rice Krispies Treats
This snack features the Sustainable Forestry Initiative logo, indicating that the brand uses paper certified to SFI standards, typically sourced from certified forests or recycled content.
Oasis Hydra Fruit Juice
This Canadian fruit juice and filtered water blend features the FSC Mix Board logo, meaning that its packaging uses recycled paper and timber in order to protect the world’s forests..
Take Two Chocolate Plant-Based Barley Milk
This brand dedicates a quarter of its packaging to explaining its mission and how its products “contribute to a more sustainable food system and a healthier planet.”
If you would like to learn how you can enrich your brand’s next launch with additional meaning, reach out to Sensient’s Ideation Team for fresh ideas that connect to your brand identity.
