We are in a brutal cultural moment when the good, bad and ugly are instantly magnified to a call-out culture that can seem to care very little for the why behind the what.
Coupled with the rise of the wellness movement as the biggest and most sensitive trend influencing attitudes towards food and drink brands and you have a sector highly vulnerable to attack. Millennials, Gens Y and Z all have extremely high expectations of brands connected with personal wellness and health.
Research around the world shows we’re getting angrier online. The EU Commission reports a 42% increase in hateful content being removed from Facebook, Twitter and YouTube since 2016. And in 2018, 89% of brands admitted to silencing hateful comments by deleting or hiding them. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty.
Brands are accordingly finding themselves confronted with the online activist – empowered consumers angered by a specific issue and enabled by social media to demand change. The right response can lead to satisfying outcomes for both brand and the activist, but it’s easy to fumble the response and end in disaster.
Getting your response right begins with understanding where your foodie customers are coming from. Different foodie segments have different levels of engagement with food and wellness issues and this report identifies the distinct voices from a global mapping study using the Audiense platform (August, 2019).
Here’s the full presentation.
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