Category
Lifestyle
Assisted Choices
Trend cluster
Category
Sustenance
Storytelling
Food packaging seeks to make an emotional connection with consumers.
4.2
Trend score
Trend
What is the Sustenance Storytelling trend?
Sustenance Storytelling: Marketing efforts that tell a story have proven successful in creating an emotional connection between brand and consumer. When it comes to the food industry, and animal products in particular, the story focuses on the origins of the product as well as the thoughtful means of production. This method alleviates growing concerns about the ethical creation of goods, while continuing to intrigue consumers with the narrative format they've come to expect.
Trend themes
Themes within the Sustenance Storytelling trend
Three behaviours holding the trend together01
Storytelling Marketing
Brands are using storytelling marketing in food packaging to create an emotional connection, alleviating customers' concerns about ethical production while intriguing and engaging them using a narrative format.
02
Ingredient Transparency
Brands are promoting ingredient transparency in food packaging to attract customers who are interested in maintaining a healthy diet and who seek product transparency, which promotes brand trust and loyalty.
03
Origin and Locality Emphasis
Brands are emphasizing origin and locality in food packaging by using illustrations that illustrate the origins of the product's ingredients and convey the process of cultivation to make the connection to the product' origins in the audience's mind.
Industry implications
What the Sustenance Storytelling trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can apply storytelling techniques and illustrations that emphasize origin and locality to create a deeper emotional connection with their audience.
For
Health and Fitness
The health and fitness industry can use ingredient transparency in their products' packaging as a marketing tool to promote their product as a natural and healthy choice for consumers.
For
Graphic and Product Design
The graphic and product design industry can leverage the trend of storytelling marketing and emphasize the origin and locality to create distinct and memorable designs that can attract potential customers.
Workshop question
Does your packaging tell a story about your brand? What story do you want to be telling?
Trend signals
Trend signals for Sustenance Storytelling
Trend score 4.2 out of 10, from popularity 48%, activity 71%, freshness 8%.
Popularity48%
Activity71%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Sustenance Storytelling trend
6 featured examples from Jul 11 to Dec 10, 2015CategoryLifestyle
Heritage-Inspired Food Packaging
This Wine and Game Meat Products Branding Takes Cues from Biology
Businesses can innovate in the food and beverage industry by offering novel products with eye-catching packaging that appeals to nostalgic and adventurous consumers alike.
CategoryLifestyle
Emotive Food Packaging
This Rustic Packaging Range Uses Emotional, Story-Based Marketing
Opportunities to innovate in food packaging by incorporating emotional storytelling and locally sourced products.
CategoryLifestyle
Farm Fresh Snack Bars
Made with Local's Products Emphasize Natural and Handmade Origins
The food and beverage industry can benefit from highlighting the use of local ingredients and creating packaging that showcases their natural origins.
CategoryLifestyle
Mountainous Chocolate Branding
This Chocolate Bar Design and Packaging Illustrates Its Origin
Gourmet chocolate brands can leverage vibrant packaging and mountain-inspired design to differentiate their products and enhance the customer experience.
CategoryLifestyle
Recipe-Focused Protein Packaging
The Natural Snack RXBars Put the Ingredients at the Forefront
Opportunity for health food companies to create recipe-focused packaging that appeals to health-conscious consumers.
CategoryMarketing
Anecdotal Jerky Branding
The Sweet Meat Jerky Packages Each Tell a Unique & Personalized Story
The food packaging industry can explore the disruptive innovation opportunity of integrating personalized and storytelling elements into their packaging designs to enhance brand s…
