![\"\"](\"https:\/\/felicitypr.com\/wp-content\/uploads\/2016\/05\/laski_amy-150x150.jpg\")
Normally at this time of year, I take a few small steps to counteract a slight wane in energy levels caused by the reduced light and temperamental weather. This being 2020, I am trying to amp up focus on taking even stronger actions. In the face of our situation where we have such little control over so many things, the big things we can control are our attitudes and our actions.<\/p>\n
One of those actions is deciding to make this \u201cthe feel-good issue\u201d of MarketWell. We\u2019re shining a spotlight on stories such as:<\/strong><\/p>\n These are all stories we want to hear, about information that makes us feel good. This includes knowing what information we don’t want to know and how much \u201cgood\u201d information is actually too much information. So we\u2019ll help you discern this, too. This is an important framework to think about in the context of your brand\u2019s audience.<\/p>\n What small\u2014or bigger\u2014steps are you taking to make the most of this fall season?<\/p>\n Drop me a line to let me know!<\/a><\/p>\n <\/p>\n Wellbeing from around the web<\/span><\/strong><\/p>\n <\/a>Is cow hugging the new wellness trend?<\/a> <\/a>The state of happiness in a COVID world<\/a> <\/a>H&M machine knits shoppers’ old jumpers into new ones on the spot<\/a> <\/p>\n <\/a>Latest wellbeing trend: Bread meet fruit<\/strong><\/p>\n The plant-based protein market is growing and is projected to rise from $10.3 billion this year to $14.5 billion by 2025<\/a>. And while vegan meats are popular, we\u2019re excited for the introduction of breadfruit into the North American market.<\/p>\n Breadfruit<\/a> is exactly what it sounds like: a starchy fruit. It grows in tropical and South Pacific regions. Although it has been a staple food for thousands of years close to where it grows, its nutritional value was only studied recently. Researcher Susan Murch, PhD, from University of British Columbia Okanagan led studies on this filling fruit<\/a>, discovering that the fruit is incredibly nutritious. Breadfruit is high in complex protein, carbohydrates and fibre and is low in fat and cholesterol. It\u2019s also gluten-free and is often dried and ground into flour.<\/p>\n While the fresh fruit is already available in some Canadian grocery stores, Murch foresees breadfruit will enter major markets \u201cin a big way\u201d in the next decade. Want to get ahead of the trend? Look into breadfruit as your next superfood ingredient.<\/p>\n Have you tried breadfruit? We\u2019d love to know<\/a>.<\/p>\n <\/p>\n <\/a>The Check-up: No Frills\u2019 video game Aisles of Glory<\/strong><\/p>\n No Frills has gone from budget grocery store to trendy, millennial-friendly grocery hero brand in the last few years. Their new focus: haulers. Playing off the \u201chaul\u201d videos produced by influencers about their purchases or the free swag they receive, No Frills gave the term \u201chauler\u201d a definition<\/a> of its own:<\/p>\n First launched in 2019, Aisles of Glory relaunched last month<\/a> for a limited time. It not only featured characters wearing masks but also the opportunity to earn PC Optimum points and new virtual products to collect in the game. These include their most prominent brands like Yoplait drinkable yogurt, Cavendish frozen foods and Klondike products.<\/p>\n We\u2019ve done a check-up on the No Frills video game by applying our 5-Step Rx for marketing well.<\/strong> Step 1: Use meaningful language\u00a0<\/strong> Step 2: Rethink what wellness looks like<\/strong> Step 3: Leverage real influence<\/strong> Step 4: Offline is the new online<\/strong> Step 5: Own your conversation<\/strong> <\/p>\n Image: MIT Press<\/em><\/a><\/p>\n <\/a>MarketWell book club: Too Much Information: Understanding What You Don\u2019t Want to Know<\/em><\/strong><\/p>\n MarketWell editor Vanessa Grant<\/a> had the pleasure of attending a University of Toronto Rotman School of Management<\/a> livestream featuring Cass R. Sunstein<\/a> speaking about his new book Too Much Information: Understanding What You Don\u2019t Want to Know<\/a><\/em>.<\/p>\n The jacket of the book reads: \u201cHow much information is too much? Do we need to know how many calories are in the giant vat of popcorn that we bought on our way into the movie theater? Do we want to know if we are genetically predisposed to a certain disease?\u201d<\/p>\n The answers, according to Sunstein, lie in whether the information will significantly improve people\u2019s lives. Of course, predicting people\u2019s reactions to different types of information isn\u2019t easy. And when it comes to brand perceptions, figuring out what information should be shared and what should be left unsaid, feels even tougher.<\/p>\n Sunstein gives some general guidelines in the book: Consider warning labels as an example. Although genetically modified organisms (GMOs) haven\u2019t been proven harmful, forcing food producers to disclose when ingredients contain GMOs gives the impression to the consumer that the product may be dangerous. Consumers intuit (or hear) \u201cdanger\u201d, even if the intention was simply to share information.<\/p>\n Sunstein explains that consumers\u2019 perceptions of products following disclosure of new information is influenced by three factors, which we\u2019ve paraphrased here. Here’s a 3-point checklist to consider before updating your messaging.<\/strong><\/p>\n Too Much Information<\/em> is a fascinating read and one that can help inform your marketing plans. You\u2019d better know: What does your audience want to know? And what do they NOT want to know?<\/p>\n <\/p>\n Feeling inspired?\u00a0<\/strong><\/p>\n Share MarketWell<\/a>\u00a0with fellow wellbeing marketers and we\u2019ll make a donation\u00a0to the\u00a0Canadian Mental Health Association<\/a>\u00a0(CMHA).<\/p>\n As the nationwide leader and champion for mental health, CMHA facilitates access to the resources people require to maintain and improve mental health. The work they are doing is even more important now, than ever.<\/p>\n To your wellbeing, Normally at this time of year, I take a few small steps to counteract a slight wane in energy levels caused by the reduced light and temperamental weather. This being 2020, I am trying to amp up focus on taking even stronger actions. In the face of our situation where we have such little control […]<\/p>\n","protected":false},"author":10,"featured_media":5944,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[2,196],"tags":[340,342,339],"acf":[],"yoast_head":"\n\n
\nDuring a time when there\u2019s likely a shortage of touch in most people\u2019s lives, \u201ckoe knuffelen,\u201d or cow hugging, is gaining popularity. It\u2019s a therapeutic practice, started in the Netherlands, that increases oxytocin levels. You might say, it\u2019s a mooo-ving experience. What experiences are your consumers missing that can be recreated in safe ways?<\/p>\n
\nDo you feel as happy this year as last? According to Ipsos, despite the pandemic, the same percentage of people\u201463%\u2014across 27 countries reported feeling as happy this year as last. What people are grateful for has changed though\u2014relationships, health and safety rank highest. In Canada, however, happiness has dropped to 78% from 86%. It may be among the most significant declines worldwide, but hey, that\u2019s still a B+. Here\u2019s looking to an upswing for the 2021 ranking. What do your consumers value right now?<\/p>\n
\nH&M improves the wellbeing of closets in Stockholm with a machine that turns old clothes into new knits. What a great tool to help H&M customers do good while benefiting personally as well.<\/p>\n![\"Breadfruit](\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/10\/MarketWell-Wellbeing-trend-breadfruit_-October-2020-issue-300x169.jpg\")
<\/p>\n![\"Aisles](\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/10\/MarketWell-Brand-Check-Up-Aisles-of-Glory-Video-Game-October-2020-Issue-300x300.jpg\")
<\/p>\n\n
![\"Hauler](\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/10\/MarketWell-Brand-Check-Up-Hauler-Image-2-October-2020-Issue-300x300.jpg\")
![\"Hauler](\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/10\/MarketWell-Brand-Check-Up-Hauler-Image-1-October-2020-Issue-300x300.jpg\")
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\nWhile the language used to describe the game and its rules really only applies to No Frills, it\u2019s fun and makes saving money feel exciting and even more rewarding than simply, well, saving money. For instance, \u201cGet the groceries. Dodge the frills.\u201d Frills include icons like diamonds, a champagne tower and a limousine.<\/p>\n
\nAisles of Glory characters include mostly people of colour\u2014wearing masks! The game also rethinks wellness by placing value on saving money and passing time playing video games. In a pandemic world, a little distraction and a little saving can be a good thing.<\/p>\n
\nAlthough No Frills doesn\u2019t appear to use influencers for Aisles of Glory social campaigns, fans of the brand are encouraged to share their hauls on social media, making everyday people the real, powerful spokespeople.<\/p>\n
\nAisles of Glory strikes a beautiful balance between online and offline, offering real world rewards (PC Optimum Points and in-store deals) as well as visible, hauler-emblazoned swag acting as symbols to help haulers show off their pride.<\/p>\n
\nAdding another avenue, in the form of a game, is a great way to extend No Frills\u2019 relationship with their customers. \u201cHauler codes\u201d that could be used in the game, were available through store receipts and social media and featured products available in stores.<\/p>\n![\"Cover](\"https:\/\/felicitypr.com\/wp-content\/uploads\/2020\/10\/MarketWell-Book-Club-Too-Much-Information-October-2020-issue-300x150.jpg\")
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\nFor starters Sunstein quotes Red Auerbach, the late coach of the Boston Celtics: \u201cIt\u2019s not what you say; it\u2019s what they hear.\u201d<\/strong><\/p>\n\n
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\nAmy Laski
\nFounder and President
\nFelicity [Inspiring Communications]<\/strong><\/p>\n<\/div>\n<\/span>","protected":false},"excerpt":{"rendered":"