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Continued: Consumers have reached the wellness 'tipping point'

  • Article by: DAVID PHELPS , Star Tribune
  • Last update: January 25, 2014 - 4:39 PM

 

Q: When did the conscious consumer reach “the tipping point” in terms of being mainstream America?

A: In the last 18 months or so. When we started this a year-and-a-half ago, we thought we saw inertia here, but didn’t realize it would be that strong. We see it in research outside of our study. The notion of no GMOs is part of the conversation. The need for companies to be honest with consumers has increased significantly.

 

Q: Where do you go next with this information:

A: We’ll start a second study in March. Seventy or 80 percent of the responses will be identical, but we will be able to see what things have gone up and what things have gone down. The first study was a baseline. Now we can look at longitudinal changes. We’ll also invite guest bloggers who specialize in various issues like mass transit. We’ll speak at conferences. We’ll use the information in business development opportunities. It gives us a different perspective.

 

David Phelps • 612-673-7269

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  • Rob Rankin, vice president of brand strategy at Clarity Coverdale Fury, says the “conscious consumer” has become more mainstream in the past 18 months.

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