Food brands incorporate the colors associated with charitable and social causes
Trend - There are many well-known causes that are associated with specific colors, and food brands are adopting those colors into the actual foods and beverages they offer, rather than in packaging alone.
Insight - The modern consumer is often motivated to purchase from brands that align with their values--whether they're related to social issues, health issues or environmental issues. This consumer is also attracted to eye-catching aesthetics that allows them to purchase with both purpose and in a way that aligns with their design or aesthetic preferences.
Insight - The modern consumer is often motivated to purchase from brands that align with their values--whether they're related to social issues, health issues or environmental issues. This consumer is also attracted to eye-catching aesthetics that allows them to purchase with both purpose and in a way that aligns with their design or aesthetic preferences.
Workshop Question - How could your brand better incorporate the causes it’s aligned with into its product/service?
Trend Themes
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Cause-inspired Coloration — Food brands are adopting colors associated with charitable and social causes into their products to align with consumer values and attract through eye-catching aesthetics.
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Charitable Marketing Stance — Brands that take a charitable marketing stance can form an authentic connection with their core audience and encourage support of important causes while offering convenience to specific consumers.
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Awareness-focused Campaigns — Beverage companies are creating awareness-focused campaigns around special causes, encouraging conversation and learning and aiding in support through product sales.
Industry Implications
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Food and Beverage — Adopting cause-inspired coloration, creating charitable marketing stances, and developing awareness-focused campaigns in food and beverage businesses can aid in both aligning with, and attracting diverse consumer values.
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Health and Wellness — Charitable marketing through products can aid health and wellness industries or businesses in forming authentic connections and support for important causes.
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Non-profit — Awareness campaigns and product collaborations can augment non-profit organizations in spreading their messages and building consumer rapport with their causes.
