What are your consumers' New Year's resolutions?

And are you helping her move closer to them?


Resolutions are the way consumers more overtly state what their intentions really are.  Consumers' decisions are motivated by their aspirations and intentions.  Sure, those intentions are often frustrated.  My dad often says, "The road to hell is paved with good intentions."


Rather than shrugging our shoulders, now's the opportunity to align your brand's purpose with your key consumers' intentions and aspirations.  


One common aspiration that's voiced around this time of year is a desire to lose weight and eat more healthfully.  Gyms and yoga studios are jammed this week.  


According to Dr. Robert Maurer, psychologist and author, goals are "totems" for how we really want to feel.  Everybody who wants to lose weight thinks they'll somehow be happier when they're thinner. According to Dr. Maurer, those who happily succeed with their goals are those who find/create ways to feel the desired state WHILE they're working on their goals.


We're starting to hear this more from consumers.  They're looking for healthful foods and beverages that satisfy them sensorially.  Think the beautiful swirl Mio makes when it mixes with clear beverages.  Think the juxtaposition of sweet/tangy pomegranate seeds with bitter arugula.  Or the smell of sweet potatoes roasting.  


So, how is your brand helping your key consumers move closer to their aspirations and dreams?  Don't shrug those dreams off as being unrealistic.  They could be the source of your brand's new growth.


Sign up for our next webinar at which I'll share some more consumer aspirations for 2012.  Please email Alexis.Oddson@energyinfuser.com for more info.  The webinar is scheduled for noon CST on 1/18.