# Sustenance Storytelling Food packaging seeks to make an emotional connection with consumers. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Nov 25, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/sustenance-storytelling ## Key Figures - Trend score: 4.2/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jul 11 to Dec 10, 2015 - Published: Nov 25, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Sustenance Storytelling trend ### 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. ### 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. ### 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. ## What the Sustenance Storytelling trend means for industry ### For 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 for Sustenance Storytelling Trend score 4.2 out of 10, from popularity 48%, activity 71%, freshness 8%. - Popularity: 48% - Activity: 71% - Freshness: 8% ## Examples of the Sustenance Storytelling trend 6 featured examples from Jul 11 to Dec 10, 2015. - [Heritage-Inspired Food Packaging](https://www.trendhunter.com/trends/game-meat-products): This Wine and Game Meat Products Branding Takes Cues from Biology (Category: Lifestyle) Implication: 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. - [Emotive Food Packaging](https://www.trendhunter.com/trends/rustic-packaging): This Rustic Packaging Range Uses Emotional, Story-Based Marketing (Category: Lifestyle) Implication: Opportunities to innovate in food packaging by incorporating emotional storytelling and locally sourced products. - [Farm Fresh Snack Bars](https://www.trendhunter.com/trends/made-with-local): Made with Local's Products Emphasize Natural and Handmade Origins (Category: Lifestyle) Implication: The food and beverage industry can benefit from highlighting the use of local ingredients and creating packaging that showcases their natural origins. - [Mountainous Chocolate Branding](https://www.trendhunter.com/trends/chocolate-bar-design): This Chocolate Bar Design and Packaging Illustrates Its Origin (Category: Lifestyle) Implication: Gourmet chocolate brands can leverage vibrant packaging and mountain-inspired design to differentiate their products and enhance the customer experience. - [Recipe-Focused Protein Packaging](https://www.trendhunter.com/trends/natural-snack): The Natural Snack RXBars Put the Ingredients at the Forefront (Category: Lifestyle) Implication: Opportunity for health food companies to create recipe-focused packaging that appeals to health-conscious consumers. - [Anecdotal Jerky Branding](https://www.trendhunter.com/trends/sweet-meat): The Sweet Meat Jerky Packages Each Tell a Unique & Personalized Story (Category: Marketing) Implication: The food packaging industry can explore the disruptive innovation opportunity of integrating personalized and storytelling elements into their packaging designs to enhance brand s… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)