12 Opportunities to Build Trust with Millennial Parents

Parents take their little ones to a pediatrician’s office at least 12 times during the first two years of life. 12 times. The conversations that take place at these visits range from basic baby care to sleep training to nutrition and the introduction of solid foods, and meeting developmental milestones.

Most importantly, these conversations are based on trust. In fact, across the board, Americans trust the information they receive from health professionals more than any other source—more than the media, more than health websites, more than bloggers, and even more than friends and family.

This is why being a part of these conversations is so critical for healthy brands trying to reach Millennial moms and dads. While parents may hear of your brand from a friend or see it on social media, they won’t try it until they run it past their pediatric professional. And with 12 visits over two years, that’s a lot of opportunities for influence.

But don’t just take our word for it. Here are some comments directly from parents who received brand education and information through their pediatric professional as part of one of our PulseConnect programs:

• “I had no idea about all the information that was provided by my doctor. I am thankful that this information was discussed with me.”
• “I would recommend this [product] to any mom from now on. The materials were very useful and educational.”
• “I love my pediatric office because they share educational and product information about the best options for my baby.”

Being a valued part of these trusted conversations builds credibility with health professionals, deepens their familiarity with and knowledge of your brand, earns recommendations of your brand directly to mom and dad, and drives the path to purchase.

And what impact does that education and information have when it comes directly from the pediatric professional? Well, again, let’s hear from mom and dad:

• “My pediatrician recommended it, so I’m going to try it.”

What more do you need to know?

As Consumers Become More Health-Conscious, Sugar is Top of Mind

Sugar consumption is top of mind for American consumers. 77% of Americans are trying to limit or eliminate sugars from their diet. Couple that with the debate about sugary drink taxes and the rise of serious health conditions such as diabetes and obesity, and the conversation about sugar is ubiquitous these days. The sweet substance receives plenty of attention, and it’s changing the way consumers think about food—and the way they grocery shop.  

A recent webinar hosted by FoodNavigator-USA spoke with industry professionals on these topics, among others, including how consumers are both reacting to and driving changes in the industry. The participants concluded that

1. Consumers are concerned about their health
   Driven predominantly by concerns about chronic conditions such as diabetes, which continues to remain on the rise, with 9.4% of the total US population having been diagnosed.
2. Consumers are taking action
   As reflected by the IFIC survey and recent Nielsen research Americans are planning to eat less sugar and/or seek out products that contain more natural sweeteners like stevia, monk fruit, and honey.
3. Consumers need more information
   Though many consumers have opted to reduce their sugar intake, others are still confused about healthy alternatives. What’s the difference between added and natural sugars? Are low-calorie sweeteners safe? What do the claims on the packages really mean?

So, everyone’s talking about sugar, but what can brands do about it?

For brands that can help consumers address these sugar concerns, the opportunity has never been greater. But given the abundance of conflicting information out there and consumers’ desire for answers, simply having a brand that solves the problem is not enough.

Consumers need education. They need information and guidance. And now more than ever, they trust health professionals for that guidance. Another interesting finding from the IFIC Food & Health Survey was that consumers trust conversations with health professionals more than any other source for information on what foods to eat or avoid. Not a tip from a fitness blog or a segment on a local morning show—not even advice from a friend or family member. A conversation with a dietitian, their own personal healthcare professional, a health coach or a fitness professional—that’s where consumers want their nutrition guidance to come from.

We recently helped one brand in this “sugar reduction” space get the message out to consumers through these trusted conversations with healthcare professionals. By delivering the latest scientific research, brand information, and product samples to professionals in key markets who are specifically discussing sugar reduction with people with type 2 diabetes, we were able to spark tens of thousands of face-to-face conversations about how to limit or eliminate added sugars. And the sponsoring brand was at the heart of those conversations, earning brand recommendations and driving the path to purchase.

Healthy brands focus significant time, money and resources these days ensuring they have a high-quality product that meets consumers’ needs and preferences. But they also need to meet these same needs and preferences when it comes to educating consumers about their product—and how to live a healthier life.

Some Oldtimers Reflect on Expo West

This year marked the 38th annual Natural Products Expo in Anaheim, CA. It also marked the 20th anniversary of my first visit to Expo. As I reflected on this years’ experience, I was forced to consider my own mortality…have I really become that old and cynical? So, I asked some other oldtimers for their digested impressions and they provided some colorful commentary on the trends seen on the show floor. While they asked to remain anonymous, all five people I talked to have been attending Expo on-and-off for the last 25 years.

1)     “TOO BIG!”
Expo used to be a safe place to network, share concepts and synergize ideas. Now, attendees hide their name tags, so you can’t see they’re with a competitor. And that’s if they can push their way to your booth through a wall of people. By the way, the organizers of Expo estimate there were more than 85,000 attendees and 3,212 exhibitors.

2)     “Can fried pork rinds really have a health halo?”
True story. There were multiple fried pork rind products with claims of organic, GMO free, dairy free, gluten free, and so on. But these, and other similar snack foods, are still treats. Just because they have a laundry list of free-from or natural claims doesn’t mean they’re “good for you.”

3)     “Sensationalized water.”
It’s not just about flavor or packaging anymore. Specific brands are making sensational claims like reducing fatigue, improving cognition and sleep, and detoxing, among others. These claims are based on source, processing, mineral/solids content (or lack thereof), NOT on water itself. While there is plenty of science to show that water is important in these processes, specific brands rarely have the substantiation they need to justify their specific claims. Buyer beware!

4)     “Gut health is here to stay.”
The growing body of science supporting gut-health products is the silver lining in the clouds of sensational marketing claims. And it’s not just about supplementing the diet with probiotics anymore. More products are being formulated to make sure that ingredients aren’t conflicting with healthy microbe management and the science behind processing and handling of these products continues to advance. Where gluten free may have started the gut-health revolution, it’s not the final word. There’s much, much more on the horizon!

5)     “Herbs aren’t just for cooking anymore.”
The sheer size of Expo forces you to prioritize your floor visits, which means that sometimes you miss the dietary supplement aisles (I haven’t made it over there in at least three years). One of my friends made a point of going this year and her observation was the emergence of “herbs” in mainstream medicine. Gone are the days of single phytochemical or vitamin compounds used to treat deficiencies and diseases—they’ve been replaced with “whole plant” supplements used to achieve optimal wellness. For example: curcumin, the highly studied component of turmeric believed to be the key to the herb’s bioactivity, is no longer the star of the show; instead, turmeric combined with black pepper, has become the hot product in supplements!

With its significant growth over the years—and the presence of products and trends of questionable healthfulness—Expo West can be overwhelming, and at times make even the most hardened oldtimer a bit cynical. That said, Expo remains a valuable learning experience and a unique opportunity to keep up with industry happenings.  Innovation in the food industry will certainly continue apace in the years to come, bringing consumers new opportunities to eat a more healthful diet—and new trends to sort through as well.

Despite Media Attention, Consumers are Still Hesitant to Eat Healthy

From the media, to the grocery store, to social settings, consumers are constantly surrounded by health-focused products, messages, and conversations, but they aren’t necessarily eating healthier.

A recent blog post by Catherine Elms, Senior Research Director at Future Thinking, attributes much of consumers’ hesitancy to adopt healthy eating habits to the often conflicting and confusing nature of the messages they receive around the topic.

In her post, Elms references Future Thinking’s Grocery Eye Study that examines shopping habits of 2,000 supermarket shoppers every year.  According to the study, 80% of consumers indicated that they have seen conflicting messages about what foods to eat and what to avoid. Other misperceptions mentioned include the costs and time associated with eating healthier—all of which are challenges brand marketers face every day. 

“The danger here is consumers feel so bombarded with messages around healthy eating they don’t know what to believe anymore.”

So, what does this mean for brands? Elms suggests spending more time understanding exactly what consumers want, how to earn their trust, and how to convey healthy messages that truly resonate with them.

When making a significant lifestyle change, consumers want reassurance that they’re making the best, most healthful decisions. It’s more important than ever that healthy brands make it a priority to break through the messaging clutter and effectively communicate the benefits of their healthy offering through a trusted source.

Staying Ahead of the Direct-to-Consumer Curve

Given the exponential growth in media and marketing over the past few decades, Americans are being bombarded by messages intended to influence their behavior at an ever-increasing rate. Couple that with the growth of ecommerce in the grocery/food space, and the need to influence consumer purchasing decisions before they get to the store—or their computer—has never been greater.

As consumers look to navigate their way through the clutter and confusion of the modern media landscape—and as they rethink the way they shop for food, it’s crucial that healthy food brands rethink the ways in which they’re communicating with them. Direct-to-consumer tactics have always provided marketers with an opportunity to speak directly to consumers, but in the current environment, are standard DTC approaches sufficient?

What has typically made direct-to-consumer platforms an effective tactic is the ability to:

1. Reach the right consumers
While more traditional marketing methods cast a wide net in hopes of scooping up a few of the right consumers along the way, direct-to-consumer platforms can take a more targeted approach. 

2. Create a personalized experience
No two consumers are exactly the same, and they don’t want to be treated as if they are. Unique consumer information and data to can customize the marketing message to match the consumer.

3. Build a relationship
By eliminating the middleman, so to speak, DTC can help brands build a direct—sometimes two-way—relationship with consumers. 

What this tried-and-true approach lacks, however, are two factors that have become increasingly important in the world of health & nutrition—trust and credibility. How can healthy brands use DTC tactics to build trust and credibility?  

4. Build trust and credibility through trusted advisors
When a brand message is delivered directly to consumers from a source they trust implicitly—their own health professional—the message comes with credibility built right in.

An effective DTC approach for healthy brands is a professional-to-consumer approach, not simply a brand-to-consumer approach. Health professionals are not only an effective way to build trust and credibility, they also build on what DTC already does well—keeping your brand ahead of the DTC curve.

Despite Digital Advances, Brick-and-Mortar Stores Are Here to Stay

Over the past decade, consumers have witnessed the retail environment transition from its traditional state to one that embraces technology and e-commerce. However, despite the fact that e-commerce sales are growing, brick-and-mortar stores still remain the dominant player in the retail environment. Target CEO Brian Cornell recently appeared on CNBC to emphasize that brick-and-mortar dominance won’t be ending anytime soon.

““The winning retailers of the future are going to combine great physical assets with the ease that comes along with that digital interaction. For the foreseeable future, the majority of U.S. retail sales will still take place at stores.””

— Brian Cornell, Target CEO

Though the simplicity and convenience of e-commerce can make the shopping experience easier on some consumers, it simply cannot replace the analog experience of walking through a physical store—and the decision-making process that comes along with doing so.

There’s no doubt that changes and innovations will continue to emerge, but for the foreseeable future, e-commerce and brick-and-mortar stores will continue to co-exist to meet the unique needs of each consumer.

Amidst the Marketing Clutter, Consumers Crave Authenticity

We frequently write about the trust economy and the importance of being credible in a marketing environment filled with pseudoscience, hype-inducing headlines, and misinformation. Trust and credibility are key battlegrounds for brands that want to deliver meaningful health & wellness value to consumers.

Another word you see and hear a lot in these conversations is authenticity. Brands want to be authentic, appealing to consumers through not just shared values, but also through the appearance of being real, human, and not just a corporate monolith. That’s a pretty significant challenge, particularly as consumers have become savvier and, in many cases, more cynical.

So how can healthy brands be authentic, beyond the trappings of social media and public relations efforts?

For us, the answer has always been health professionals. If a healthy brand wants to engage in a truly authentic conversation with their consumers, nothing beats a health professional.

Authentic interactions
When a health professional is engaged in a counseling interaction with a patient or client, there is no doubt about the authenticity of the exchange. The patient or client's health and wellness is the only objective. In other words, both people involved in the interaction are rowing in the same direction.

Authentic recommendations
Earning exposure through health & wellness bloggers and media personalities carries with it one major challenge to authenticity—someone is getting paid. When you’re talking with your personal health professional and they recommend a product or solution, no one is questioning their motives. Those recommendations are truly authentic and powerful.

Authentic engagement
Reading a social media post, a sponsored blog or article, or seeing a segment on the local news can start a consumer down a healthy path, but nothing beats the engagement that comes from a face-to-face conversation with a trusted health professional—a conversation grounded in education and expertise, and one that is private and protected.

It’s more important than ever that brands take a step back and reconsider how they’re communicating with consumers. Amidst the clutter of marketing efforts, health professionals are a breath of fresh air that provides consumers with authentic and trusted advice

More Than an Influencer

From celebrities to YouTube stars and bloggers of note, influencers have become the darlings of the marketing world for many companies. Sure, it’s simple for brands to “engage” with these influencers, receiving everything from “shout-outs” to featured content, all for a price. While this type of influencer marketing may be easy, it’s not a particularly effective way to build trust—particularly for healthy brands. In order to maximize trust and credibility, healthy brands are best served looking beyond just these digital influencers to the real experts—a consumer’s handpicked, personal health professional.  

Long before the term “influencer” was ever conceived, health professionals have been driving the behavior and choices of the Americans they counsel, advise and train. Their experience, expertise, and influence (sans quotation marks) make them an ideal target of effective, value-add marketing for brands seeking to build trust and credibility.

Health professionals are:

A Trusted Source of Guidance
Everyday health professionals are personal, trusted advisors. In fact, they’re among consumers’ most trusted sources of health & wellness information, according to the 2017 IFIC Food and Health Survey. Unlike most “influencers,” health professionals build this trust through face-to-face interactions and personal relationships with their patients and clients.

Champions of Nutrition & Healthy Lifestyles
Health professionals advocate for healthy lifestyle choices every day. And as experts in their fields, they understand the health and nutritional needs of their patients and clients more than anyone else—and they have the tools and knowledge to educate and care for them accordingly.

Collaborators Looking for New Information & Insights
No matter their specialty, health professionals are lifelong learners and they’re constantly looking out for new ways to care for their patients and clients. Similarly, they’re always open to receiving educational information and samples to share with their patients to increase their knowledge and positively impact their behavior.

Drivers of Consumer Preference & Choice
Consumers naturally turn to health professionals for advice on the products and foods they should purchase and use. Their personal health professional is their trusted advisor. Once knowledgeable on a particular brand or product, professionals can use their influence to drive trial among consumers.

In a world where consumers are constantly surrounded by “influencers” of questionable validity, a recommendation or piece of health advice from a personal health professional is a breath of fresh air. Is your healthy brand reaching these true influencers?

When it Comes to Their Child's Nutrition, New Parents Need More Education

Pediatricians are having important conversations about proper nutrition with new parents every day. These conversations are frequent during the first 6 months of a child’s life, however, much of that nutritional advice tapers off after that point. A recent MedPage Today article highlights the importance of continuing to advocate for and educate parents on proper nutrition, far beyond that 6-month milestone.  

“The most active period of neurologic development occurs in the first 1,000 days of life, the period beginning at conception and ending at the start of the third postnatal year.”

While the first 6 months of a child’s life are important, so are the months and years that follow. In fact, according to the article, a large portion of brain development occurs within the first 1,000 days of life.

Pediatricians aren’t to blame for the lack of information, though. Nutritional and dietary guidelines for this stage of life are sparse, but that could change in the coming years. According to the article, the Birth to 24 Months project is working to finalize and incorporate dietary guidelines and recommendations for children younger than 2 years by 2020.  

In the meantime, this is a genuine opportunity for healthy brands. New parents are eager to educate themselves on healthy options for their children and they turn to their pediatric professional for information. In turn, pediatricians are looking for reliable nutrition information about healthy brands to meet this demand.  Best of all, communicating with new parents through this trusted source can provide the credibility and nutritional information they desire. Interested in learning how this could work for your healthy brand? Let us know!

Don't Jump on the Celebrity Pseudoscience Bandwagon

If you follow professional football, you’ve probably heard about Patriots quarterback, Tom Brady’s anti-inflammatory diet. Similarly, if you keep up with pop culture, you may be familiar with Gwyneth Paltrow’s latest “health” venture, Goop. Or perhaps you keep up with self-proclaimed food expert, Food Babe. While there’s no denying that these well-known figures have a large following, the health claims they promote have very little credibility and are, for the most part, ridiculous.

In today’s trust economy, that’s problematic. Consumers are often able to see through the plethora of ridiculous health schemes, and when it comes to making decisions about health and wellness they want guidance from the sources they trust most—not some celebrity with a new diet plan. Many times, this trusted advisor is an everyday health professional. Rather than promoting an unrealistic, and potentially unhealthy lifestyle, health professionals provide consumers with expert advice catered to their individual needs and influence their decision making in a positive way.

How can your healthy brand utilize health professionals’ influential power? Here are a few key steps:

Give them the Facts
Health professionals are education junkies. They spend their days educating their patients and they’re constantly furthering their own knowledge. When first engaging these health professionals, it’s up to the brand to do the educating. Present them with the science behind the brand, explain the key features and benefits, and tell them what’s inside. By doing so, brands place themselves on the same side of the table as the health professional.

Provide a Personal Experience
The facts are useful, but they’re not enough to transform a health professional into a brand advocate on their own. Think about it, have you ever recommended something that you haven’t tried yourself? Probably not. In order to warrant the personalized recommendation that consumers crave, brands should provide health professionals with a personal experience with the brand. Let them see it, hold it, taste it, or use it. This allows health professionals to give a product their stamp of approval and warrants a genuine recommendation.

Engage in Two-Way Communication
Health professionals are experts in their field and they’re engaging with brands’ target consumers on a daily basis. If they’re willing to provide their insights and feedback, brands should listen. By engaging in two-way communication brands can demonstrate that they value their input, and health professionals can experience a sense of ownership in the brand they’re advocating for.

An honest recommendation from a trusted advisor is what consumers seek when making health & wellness decisions.  Unlike traditional forms of media and advertising or influencer platforms, brands can utilize health professionals to engage with consumers and positively influence their purchasing decisions.