How can a big brand be trusted?

The three global tensions that all brands must manage to be trusted by tomorrow's consumers. 

New HMT ConsumerLab Research identifies the three global tensions that all brands must manage to be trusted by tomorrow's consumers. 

How can a small disruptive brand like the Swedish dairy challenger Oatly keep its values and consumer trust as it grows into a big global brand? How can a big mass-market corporation keep the value of its small brand acquisition and maintain the loyalty of its consumers?

It seems that the general view is that small brands are trusted because they are local and ethical to the expense of big brands that are global and selfish. But is it true that big brands cannot be trusted? And is it so that when small brands grow big they will automatically lose trust?

The three tensions all brands must manageBased on the Six Global Gamechangers (see report) we asked our international ConsumerLab research team at Lunds University (Master Program of Applied Cultural Analysis) to find the answer to how a food brand can meet and manage the changing consumer landscape of tomorrow. They came back with three identified tensions that any brand - big or small - must manage to be trusted by tomorrow's consumers.

Tensions 1: Global vs Local

If consumers prefer local brands then you must make a point about being global. If we want global brands to bring us pleasure, fun and convenience then they must also prove to us that they take sustainability and their global footprint seriously. We are motivated by the food and beverage benefits they bring but it will be the way they manage their global footprint that will give us permission to buy. (See FourFactors for more about Motivation vs Permission). As for Oatly they can go global since they have a globally relevant "political" message about the sustainability of cows milk. (See our Oatly case study).

Tensions 2: Fast Food vs Slow Food

While many are compromising sit-down meals due to their busy and on-the-go lifestyle, consumers do want to make an effort making good healthy Slow Food for their body and soul. Therefore, Fast Food must make efforts to accommodate the benefits of slower foods rooted in 'goodness', not only convenience. This was the idea behind MyFoodie - Foodier than a smoothie (See our MyFoodie case study here) where we tried to address the compromise many consumers feel they do when they chose an on-the-go snack. 

Tensions 3: Ethical vs "Selfish"

Most consumers nowadays say they refuse to buy products they believe go against their personal values. However, we know that they will compromise on the ground of indulgence, such as 'treating yourself' or 'feeling good in the moment'. This tension between an ethical choice and what I call a "selfish" choice is the final tension a brand must manage. And as we know this tension is closely connected to your category. Are you sinful or virtuous?

Food That Talks

The final research report is named 'Food That Talks' and the title really gives away the essence: your brand must talk to the consumers about these tensions.

Silence is no longer an option.

Cheers Peter

PS. You can read more about Food That Talks in this article and if you want to know how to balance your brand positioning for the future consumer, just give me a call!