Over the
past few years, the topic of health has dominated social trends in the United
states, making consumers more health conscious than ever before. Now, not only
are people concerned with how much exercise they are getting, but what they put
into their bodies as well. Some companies have adapted to meet consumers’
demand; they have altered their marketing campaigns, labels, and commercials to
reflect the worlds new values. Companies are becoming more and more transparent
in sharing what is in their food and where it came from; these brands are
taking on the new title of ‘honest brands’.
Studies
have shown that consumers are more likely to choose or switch to brands that
are ‘honest brands’. It is clear what American’s value in a health conscious
world. There is a skyrocketing demand for brands to be open about what is in
their products. The trouble that these demands pose for many brands, is a time
consuming and costly change to their previous labels, commercials, and other
outlets of marketing. They also face the challenge of having some of their
ingredients produced or manufactured in various places, making it difficult to
give completely accurate data. Despite these challenges, a brands willingness
to become more transparent could potentially make or break the future of their
company.
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