Watch: Best ways to connect with mission-minded consumers

As consumers' mindsets and behaviors continue to evolve, so too must the natural products industry's approach to reaching customers. From consumer research to sampling models, our panel of experts discuss innovative ways to create meaningful connections with your target audience.

While sustainability is always a hot topic in this industry, how to relay sustainability messages seems to be an ongoing discussion, as well. Packaging is too small to tell the whole story, and how does a brand explain terms such as soil health or regenerative agriculture? These are just some of the topics addressed in the Natural Product Expo West session, Connecting with the Mission-Minded Shopper: Which Messages Resonate with Todays Natural Products Consumer?, by our panelists:

Amanda Hartt, senior manager of Data and Insights at New Hope Network, kicks off the program with some key insights from New Hope Network’s Sustainability Marketing Report: How to amplify your brand’s commitment. This report synthesized data from a nationally representative survey of 1,000 consumers ages 18 and up. This data was collected in December 2022 and segmented by generation and natural channel shopper. Here are the three main messaging-related takeaways:

Watch the full video to learn more from Hartt and reap the benefits of the panelists' experiences with certifications and other methods to reach consumers.

To learn more about sustainability messaging strategy informed by generation and natural channel shopper insights, check out the Sustainability Marketing Special Report: How to amplify your brand's commitment.