{"id":6872,"date":"2021-02-23T09:00:28","date_gmt":"2021-02-23T14:00:28","guid":{"rendered":"https:\/\/felicitypr.com\/?p=6872"},"modified":"2021-05-07T12:02:25","modified_gmt":"2021-05-07T16:02:25","slug":"simple-times-and-straight-facts","status":"publish","type":"post","link":"https:\/\/felicitypr.com\/simple-times-and-straight-facts\/","title":{"rendered":"Simpler times and straight facts: What consumers are craving"},"content":{"rendered":"

Simpler times and straight facts:
\n<\/b>What consumers are craving<\/b><\/h3>\n

\"\"<\/p>\n

As we weather winter flurries and a storm of (mis)information, it\u2019s no wonder that Canadians are longing for ways to simplify their lives. But, delivering simplicity as marketers can actually be quite complicated! In this edition of MarketWell, we\u2019ll dive into how you can help counter our current \u201cinfodemic,\u201d give consumers a dose of feel-good nostalgia, and make sustainability convenient.<\/p>\n

<\/h4>\n

Wellbeing from around the web<\/span><\/strong><\/h4>\n

<\/a>Loop Reusable\/Returnable Packaging Platform Launches in Canada with Retail Partner Loblaws<\/b><\/a><\/p>\n

\"\"

\u00a0Image: Loop CA<\/a><\/em><\/p><\/div>\n

Loop<\/span><\/a> works with popular food brands to provide products in reusable containers. They have partnered with Loblaws to bring this waste-free shopping experience to Canada. Grocery brands available include Heinz, Nature\u2019s Path, Nestl\u00e9 Canada, Organic Meadow and President\u2019s Choice. Consumers pay a refundable deposit on the packaging and can return it via free porch pickup or drop-off at participating Fed-Ex locations.
\n<\/span><\/b><\/p>\n

The Takeaway<\/b><\/em>:<\/em> While deposits can be pricey\u2014ranging from $0.50 to $5.00\u2014this return to the \u201cmilkman model\u201d is a good step towards sustainability in a market rife with plastic. What\u2019s the key in getting consumers to change their habits, AND to literally pay the price for sustainability? Make it convenient. Loop\u2019s easy and free container pick-up is a big draw. How can you make your offering more sustainable while minimizing friction on the path to purchase?<\/span><\/p>\n

 <\/p>\n

<\/a>When the going gets tough, Super Bowl ads take us back to our basements from 30 years ago<\/b><\/a><\/p>\n

\"\"

Image: Uber Eats<\/a><\/em><\/p><\/div>\n

Like September issues of fashion magazines, the Super Bowl is a forum for over-the-top, star-studded advertisements. And this year, nostalgia was on centre stage, featuring Wayne\u2019sWorld, Dolly Parton, Bruce Springsteen and John Travolta, among other celebrities and characters that took football fans back in time.<\/p>\n

The Takeaway<\/b><\/em>:<\/em> When times are tough, people look to happy memories. <\/span>It\u2019s particularly effective with millennials<\/span><\/a>. How can you use simpler times and warm feelings to deepen connections with your consumers?<\/span><\/p>\n

 <\/p>\n

<\/a>Wellbeing trend: Self-care supplanting healthcare<\/b><\/a>
\n<\/b><\/h5>\n

My latest column for Strategy explores how the pandemic led consumers to take their health into their own hands, and what that means for marketers. <\/span>Find out<\/a> how the current \u201cinfodemic\u201d is affecting consumer behaviour, and my advice for countering misinformation.<\/span><\/p>\n

 <\/p>\n

<\/a>Term we love: Conspirituality<\/b><\/strong><\/h5>\n

A portmanteau of \u201cconspiracy theory\u201d and \u201cspirituality\u201d, \u201cconspirituality\u201d was coined in 2011. But the term is gaining popularity these days as research reveals a growing number of alternative medicine and wellness followers are falling prey to insidious conspiracy theories, be they religious or political.\u00a0<\/span><\/p>\n

Yogababble<\/span><\/a>, another term we love, and \u201cmagical thinking\u201d\u2014meaning \u201d<\/span>believing that one event happens as a result of another without a plausible link of causation<\/span><\/a>\u201d\u2014are often at the heart of conspirituality and in fact, some members of the actual <\/span>yoga community are fighting back<\/span><\/a>. Want to avoid conspirituality while supporting your audience\u2014no matter their views?<\/span> As artist Michael James Schneider outlines in a <\/span>recent Instagram post<\/span><\/a>, you can help stop the spread of misinformation with connection, (factual) information and patience. Alienating those alternative-minded members of your audience won\u2019t change their minds.<\/span><\/p>\n

Want tips for avoiding confusion in your marketing?<\/b> When you <\/span>download our white paper<\/span><\/a>, you\u2019ll receive five emails, each outlining our 5-step Rx for Marketing Well.<\/span><\/p>\n

 <\/p>\n

<\/a>Felicity gives back:\u00a0<\/b><\/h5>\n

Improving women\u2019s wellbeing through career mentoring
\n<\/b>I\u2019m a mentor in a new initiative by Tellent called <\/span>The Propeller Experience<\/span><\/a>, an 8-week digital program and community for women that will equip participants with the mindset, skill set, and network to find or build work that is worthy of them… in our new normal. It is a direct response to the gendered impact the COVID-19 pandemic has had on women\u2019s careers.<\/span><\/p>\n

Sustainability and The Slow Down at DX3
\n<\/b>I\u2019m moderating two panels at <\/span>DX3<\/span><\/a>, Canada\u2019s biggest retail, marketing and technology event.<\/span><\/p>\n

March 3: The Slow Down<\/span>
\n<\/span>What are the benefits of slowing down your business processes and how can you keep your consumers?<\/span>
\n<\/span>March 5: The Sustainability Imperative
\n<\/span>The rise of climate friendly retail, from supply chain to product lifecycle.<\/span><\/p>\n

Get tickets to DX3<\/span><\/a>.<\/span><\/p>\n

 <\/p>\n

Feeling inspired?\u00a0<\/strong><\/h5>\n
\n

Share MarketWell with 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,
\nAmy Laski
\nFounder and President
\nFelicity [Inspiring Communications]<\/strong><\/p>\n<\/div>\n<\/span>","protected":false},"excerpt":{"rendered":"

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