Navigating the Arriving Consumer Landscape of 2025
What CPG Brands Need to Know
As we get closer to 2025, one thing is clear: consumers are no longer passive recipients of marketing messages. They’re savvy, demanding, and increasingly selective about the brands they engage with as you can see in this year’s Natural Products Expo West Nexty Awards. Let’s dive into the trends shaping consumer behavior and how your purpose-driven CPG brand can ride this wave to success!
🐣 Authenticity is the Name of the Game
Gone are the days of cookie-cutter marketing. Today's consumers want brands that reflect their values and beliefs. According to the NielsenIQ report, authenticity is non-negotiable. Is your brand story genuine? Are your values clearly communicated? Ensure your branding isn’t just a façade—let your true colors shine through.
Actionable Tip: Use storytelling to showcase your brand’s journey and mission. Share behind-the-scenes glimpses that highlight your commitment to purpose and authenticity.
🌱 Sustainability Matters - For the Planet and Wallet
Sustainability isn’t just a buzzword; it’s a lifestyle choice for today’s consumers. The Nielsen report highlights that shoppers are actively seeking sustainable products—everything from eco-friendly packaging to responsibly sourced ingredients. But sustainability is also about the wallet! Consumers are cautious about their spending and are looking for innovative solutions that save money and resources.
Take solid shampoo bars, for example. They are sustainable and cost-effective, requiring less material costs, and less space and weight in transportation, ultimately lowering the final price.
Actionable Tip: Evaluate your packaging choices. Are they as green as they could be? Consider innovative solutions, like compostable packaging or minimal waste designs, to meet consumer demands, make your business more cost-effective, and stand out in the crowded market.
🍎 Health is Wealth
With health and wellness taking center stage, consumers are gravitating toward brands that promote healthy lifestyles. The report underscores the demand for organic, functional foods that support physical and mental well-being.
Actionable Tip: Revisit your product offerings. Do they cater to health-conscious consumers? Explore opportunities for new product lines that align with wellness trends, like functional snacks or nutrient-rich beverages.
🫶 The Human Touch in a Digital World
As we move further into the digital age, your online presence is more important than ever. Consumers are engaging with brands on social media and through e-commerce channels. However, the Nielsen report reveals that the majority of consumers prefer the human touch—many are willing to wait for a human representative rather than rely solely on AI assistance.
This is a significant reminder: while technology can enhance customer experience, nothing beats the warmth of human connection. In a world increasingly driven by automation, showing your audience that they can talk to a real person when they have questions or concerns fosters loyalty.
Actionable Tip: Strengthen your customer service approach. Ensure your team is accessible and ready to connect with consumers personally, reinforcing that your brand values human interaction.
🌎 Embrace Diversity and Inclusion
Today’s consumers want to see themselves reflected in the brands they support. The Nielsen report highlights the importance of diversity in marketing and product offerings.
However, the consumer can also smell BS a mile away with brands jumping in every “trending” cause, not considering if it makes sense for their values and approach to the market. That only disconnects your brand from the cautious consumer and makes their manipulation alarms go off, especially with the millennial and Gen Z audience.
Actionable Tip: Ensure your branding and messaging embraces inclusivity in a way that suits your brand. Collaborate with diverse creators and influencers to expand your reach and foster connections with varied consumer segments. Support causes that fit your Why and values. And think of ways to show that you are mindful of the communities you want to connect with in your brand identity, communication, and packaging.
Let’s Get Cracking!
At Wild Yolks, we believe that purpose-driven brands are the way to connect deeply with audiences. If you’re ready to step up your branding game and authentically resonate with today’s discerning consumers, we’re here to help. Let’s create a Strategic Brand Identity that not only captures attention but also builds lasting loyalty.
Ready to hatch your brand?
