Consumers turn to DIY health to battle big brand skepticism
Implications - In the midst of the health wave, consumers are spotting more threats to their well being than ever. A demand for more control of personal health can be observed as a result. This ties into the rise of the "Prosumer," consumers who are self-educating in areas pertaining to their own consumption, creating more complex needs from brands.
Workshop Question - Keeping in mind that consumers have more self-taught knowledge of your brand category than ever before, how can you present your brand in a way that keeps consumers guessing?