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Watch: Best ways to connect with mission-minded consumers

Consumers' purchases reflect their values, but getting your story to them is tough. See what our panelists say about sharing your brand's sustainability story.

Jess Elliott, Digital Content Program Manager

April 10, 2023

As consumers' mindsets and behaviors continue to evolve, so too must the natural products industry's approach to reaching customers. From consumer research to sampling models, our panel of experts discuss innovative ways to create meaningful connections with your target audience.

While sustainability is always a hot topic in this industry, how to relay sustainability messages seems to be an ongoing discussion, as well. Packaging is too small to tell the whole story, and how does a brand explain terms such as soil health or regenerative agriculture? These are just some of the topics addressed in the Natural Product Expo West session, Connecting with the Mission-Minded Shopper: Which Messages Resonate with Todays Natural Products Consumer?, by our panelists:

  • Lisa Mabe—Green Purse PR.

  • Matt Maier—Thousand Hills Lifetime Grazed.

  • Marie Chevrier Schwartz—Sampler.

  • Chris Kerston—Land to Market.

  • Sherry Frey—NielsenIQ.

  • Jomaree Pinkard—Hella Cocktail Co.

  • Laura McCord—KeHE Distributors.

Amanda Hartt, senior manager of Data and Insights at New Hope Network, kicks off the program with some key insights from New Hope Network’s Sustainability Marketing Report: How to amplify your brand’s commitment. This report synthesized data from a nationally representative survey of 1,000 consumers ages 18 and up. This data was collected in December 2022 and segmented by generation and natural channel shopper. Here are the three main messaging-related takeaways:

  1. Adopt a multi-channel messaging strategy to meet consumers on their journey from product discovery to purchase.

  2. Use social media as a platform to share your sustainability efforts.

  3. Sustainability is a journey: Share where you are in your journey, not just where you want to be or hope to be.

Watch the full video to learn more from Hartt and reap the benefits of the panelists' experiences with certifications and other methods to reach consumers.

 Sustainability Marketing

To learn more about sustainability messaging strategy informed by generation and natural channel shopper insights, check out the Sustainability Marketing Special Report: How to amplify your brand's commitment.

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Natural Products Expo

About the Author(s)

Jess Elliott

Digital Content Program Manager, New Hope Network

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