Page 29 - The Five Forces of Everything

IMPLICATIONS

Finding Purpose

Altruistic initiatives should
reflect a product truth, which is
why Fever Tree helps eradicate
malaria. Ancient explorers in
South America observed locals
who spent time around certain
indiginous trees evaded illness. Pure Power Ingredient Origins

Beyond Crocodiles Countries like Finland are In a world of mass production, people
Lacoste recently adopted logos promoting produce on a want to know where stuff comes from -
that contributed to the plight of purity platform. It’s easy and they’re prepared to pay extra for it.
endangered species. to see the appeal of pure ‘Ingredient origins drive premium
formulations in a world perceptions’ - said a recent study by MMR.
increasingly aware of Above: Grown in Idaho was one of the most successful U.S.
environmental pollution. product launches in 2018, with sales of nearly $60m.

Love Local

There are forces at work persuading people to buy local – including
environmental ones. A recent study by IRI with 3000 Europeans found that
70% of shoppers strongly link ethical purchasing with locally sourced.

Honesty Pays

Today’s marketing sleuths (also known as consumers) recognize corporate
b*llshit when they see it. Brands need to show a little more humility.
You may wish to consider the potential benefits of sincerity, as Carlsberg
has done recently in the U.K. with its ‘Probably not’ campaign.
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FORCE #2 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS