1 thing that’s truly viral

Conventional supermarket shoppers might choose Cap’n Crunch one week if it’s 10 cents cheaper than Froot Loops, but then take home Toucan Sam the next time if they score a killer coupon. Natural products consumers, on the other hand, tend to find specific brands and foods they like and stick to them. Since these shoppers research, sample and engage with products, once they find winners, they stay loyal for a long time, telling friends about their favorites and sharing their thoughts on social media. From there, the message spreads like wildfire—and all you had to do was ignite the spark. Expert brand strategist Chris Robb, partner at InHouse Creative Studios, explains how to foster this momentum and make it work for your natural business.