Getting ready for my program at ExpoEast next week, I’ve been thinking more about marketing natural brands. Placement in Whole Foods has been the Holy Grail for growing natural brands for years. However, as the industry matures, more sustainable brands seek to expand beyond the natural foods consumer to reach the vast majority of shoppers – mainstream moms.
This 66% of consumers believes that environmental concerns are important, but they haven’t incorporated it into their everyday lives. Sadly but importantly for green brands, they also haven’t let it influence their purchase decisions.
This has caused endless frustration for natural brands making greater efforts to communicate their message to mainstream moms, via packaging, ads, social media and an ongoing array of marketing programs. The good news is the message is getting through. The bad news is it isn’t resonating.
If you’re marketing green, organic or natural brands, these three tips will help you talk to mainstream moms and make sure that they not only hear, but more importantly, listen.
If you’ve created a sustainable brand, chances are you are a green (most likely deep green) consumer yourself. Most mainstream moms are not. Recognizing this fact and reaching out with a brand message that resonates with their needs and their lifestyle may mean turning your current thinking upside down, but should only send your sales in one direction -- up.