Hershey’s, Sephora, Canva, Mental Health and Gen-Z marketing, Oatly, and more!
Food & Beverage
CONSUMERS ARE FOCUSING MORE ON HEALTH, AND HERSHEY IS HERE FOR IT
by The Hershey Company
As we’ve been seeing a lot more of recently, consumers are increasingly prioritizing health, and The Hershey Company is adapting to meet their needs by expanding their better-for-you portfolio. They are committed to offering a wide range of products that cater to different dietary preferences and lifestyles, ensuring that consumers can enjoy their favorite treats while making healthier choices. Marketing Director, Nathan Johnson shares that their research shows:
- 71% of consumers say that living a healthy lifestyle is important
- 78% of consumers believe that eating healthy is an important factor in overall health
- 70% of consumers are trying to reduce their sugar intake
- 62% of consumers are looking to add protein to their diet
Gen-Z & Mental Health
THE RISE OF MENTAL HEALTH AWARENESS AMONG GEN-Z
Today more consumers want brands to address mental health openly. In particular, destigmatizing mental health issues through shared experiences is extremely important for brands whose target audience includes Generation-Z, those born between 1995 and 2012. Gen-Z is often described as being tech-savvy, creative and independent. However, many Gen-Zers also feel emotionally distressed.”71% of Gen-Z consumers like it when brands make mental health a part of their marketing and messaging.”
Food & Beverage
CHANGING HOW PEOPLE THINK OF MILK
by Forsman & Bodenfors
Explore the crossover of wellness and marketing through Oatly’s visionary rebranding efforts. This article dives into the brand’s strategic blend of creativity and sustainability, showcasing how the new brand identity reflects Oatly’s dedication to both consumer health and ecological responsibility.
“Within six months of the rebranding, Oatly saw a 50% increase in sales. Four years later, there was 70x demand growth. Today, the entire concept of milk has changed and the movement is continuing to spread across the planet.”
Design & Awareness
BRANDS THAT SUPPORTED MENTAL HEALTH DAY 2023
In celebration of Mental Health Day, many brands gave their support and raised awareness on this important day. These brands recognize the importance of destigmatizing mental health issues and have created initiatives that embrace wellness as part of their marketing.
– Canva contributed to the well-being of our community by creating mental health templates for their consumers.
– Sephora and Selena Gomez’s Rare Beauty donated 100% of Rare Beauty product sales to the Rare Impact Fund in support of those struggling with mental illness.
– TOMS donated $10,000 to 10 different mental health non-profit organizations in 10 different countries.
– The Kansas City Royals marked World Mental Health Day with the release of a documentary titled “Not Good Enough,” that delves into the way mental health intersects with youth sports.
– Spotify encouraged people around the world to “Take A Beat,” a global content hub, which includes a collection of podcasts and playlists that promote mental health and wellness.
Consumers & Well-Being
HOW CMO’S CAN HELP NURTURE CONSUMER WELL-BEING
This article gives insight that helps inform how we think about engaging with consumers and how we think about setting up our teams for success. To support both our teams and consumers on their journey to find comfort and even joy, here are three strategies to adopt as a leader:
- Embrace a strong corporate culture and values system.
- Demonstrate empathy at every touchpoint.
- Foster community and connection.