Desserts made from vegetables reframe indulgence as part of a healthy lifestyle
Implications - Consumers are pressured to live healthy lifestyles everywhere they turn, but avoiding all indulgence is a Sisyphean quest. Rather than succumbing to guilt after every dietary transgression, brands have introduced vegetable desserts that quell indulgent pangs without also inducing shame. Appeals to a healthy lifestyle through the lens of indulgence help brands to connect with consumers through multiple channels of desire.
Workshop Question - What is the "vegetable" (i.e. the necessary but unappealing interaction) in your brand's relation to consumers? How can you reframe that as something desirable?