Innovators Look at Deprivation Health Improvement Challenges
Date: Thursday, July 28, 2pm ET, 11am PT
Presenters: Kristen Dale, VP. Client Partnerships, InsightsNow Inc. and Kim Lozano, Sr Manager Sensory - Americas, Mars Wrigley
As people become more mindful of the need to improve their wellbeing and stay in control of their life, we are seeing a dramatic increase in mindfulness challenges like Dry January, Whole30 and 5K challenge – where you change a specific behavior for a short, specific time. When people choose these self-imposed disruptions, their behavior has to change. And, whether intentional or not, they use coping mechanisms to ensure they complete the challenge. These emotionally driven approaches to coping, combined with how moments are changing, lead to new opportunities for brands and innovators.
- Identify sensory cues: Product/pack attributes and holistic experiences that can trigger or support a new, replacement or compensating behavior or routine.
- Make emotional connections: Unique brand and innovation opportunities emerge from understanding motivations and emotional triggers associated with challenges.
- Understand decision-making in self-imposed challenges: What triggers and influences the decision. What factors determine how to prepare/give up/replace during that period.