A survey of U.S. consumers showed that a large majority are looking to food brands for inspiration, value-added information and to stand for something — especially younger shoppers.
The study of 1,523 Americans was conducted by West Des Moines, Iowa-based branding agency Meyocks. The company does work with retailer private brands such as Midwest chain Hy-Vee and its Hy-Vee One Step program that leverages the retailer’s own brand of One Step cereal purchases to help support programs around hunger relief, community gardens, well construction or tree planting in areas of need.
Meyocks said the program is an example of a company using own brands for “mentor branding” to inspire its loyal shoppers.
The study looked further into ideas around what’s driving a shopper connection to certain brands finding that more than half would pay more for a food brand that advocates for something they believed in, and 55% of consumers would boycott a food brand if that company conflicted with their beliefs.