Nutrition Business Journal
Group Psychology

Group Psychology

How smart brands leverage the modern shopper’s sense of self

Early humans didn’t choose the paleo lifestyle. Pioneers in the 18th century didn’t choose organic whole foods either. Perhaps not until the 19th century did more than a few humans find menu options that didn’t start and end with what was available. Everybody was a locavore.

Now we find ourselves not only with choices but with lifestyles and social identities wrapped up in those choices. We’ve gone tribal, wearing badges that say “gluten-free” or “vegan,” or pairing cau

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