--- title: Sept 2022 Aspirations Vs Reality - How the gap motivates innovation description: Find marketing and innovation opportunities from learning where purchase behavior doesn't live up to consumer values and aspirations. --- [![InsightsNow](https://lphs.insightsnow.com/hs-fs/hubfs/InsightsNow%20-%20FINAL%20LOGO%20%20HubSpot.png?width=1800&height=653&name=InsightsNow%20-%20FINAL%20LOGO%20%20HubSpot.png "InsightsNow")](https://insightsnow.com/) # Aspirations vs. Reality: How the Gap Sparks Innovation **Recorded:   September 22, 2022** Panelists:  Dave Lundahl, CEO and Greg Stucky, Chief Research Officer Consumers are increasingly demanding products that support their personal values, but research has shown that this demand doesn't always turn into purchasing reality.  So how do brands foresee and address the gap between these aspirational motivations and actual purchase habits?  InsightsNow invited clients to participate in a survey to understand changing motivations driving primary shoppers' food and beverage purchases. We looked particularly at behavior drivers related to **health**, **wellness**, and **sustainability** concerns.  In this webinar, you will learn from our findings:  - Gaps identified between aspirational and actual motivations in select product categories - How to better define your product’s target consumer - How to target the gaps and find opportunities for innovations or messaging ### View Recording # About Us It is hard to align product and brand strategy – but it is essential to create experiences people love.  Our moments-based behavioral approach helps visionary product leaders activate insights and align product and brand strategy to build a healthier, happier world. [Learn More](https://insightsnow.com/how-we-do-it/) # Contact Us 541-757-1404 [info@insightsnow.com](mailto:info@insightsnow.com) 2101 NE Jack London St. Corvallis, OR 97330 Copyright 2026 | Designed with by [HubSpot](http://www.hubspot.com)