Conscious consumerism proves PR was at work for years to start and change a cultural phenomena of how we look at and relate to food.
The mindset of the American public is ever-changing.
Today, the number of people engaged in “Conscious Consumer” behavior, or taking into consideration how consumption affects the individual, their family, communities and the world, is larger than ever before – despite being known as one of the unhealthiest countries, many Americans are now putting an emphasis on healthy living:
- 54 million U.S. adults (24%) report practicing yoga;
- 68 million (30%) report participating in charity walks or events;
- Healthy eating habits reveal that 28% of people regularly purchase organic food and drink products to consume at home, with 21% reporting that they regularly shop at organic markets like Whole Foods. (1).
With the public seeking healthier food options, how are fast food giants going to cater to the population and retain customer loyalty? PR strategies and tactics like Food Inc., Super Size Me and other investigative reports have changed consumers’ mindsets. Education through the power of PR.
This is the point where fast food chains and quick service restaurants must enact a PR strategy that changes the way of thinking that denotes all fast food as “unhealthy.” PR is all about changing minds and it takes time to do that. Take a look at the history of our eating culture – McDonald’s, Burger King and other fast food chains have been around for years with their menus staying relatively the same. But recently, we have been seeing an offering of “healthy” options, such as McDonald’s Egg White Delight McMuffin and various salads; or Subway, which had the foresight to know that people would enjoy a go-to healthy option and from its inception, enacted its “Eat Fresh” slogan which focuses on using only fresh ingredients.
High-level, strategic PR campaigns work through mediums of social media, TV, radio, news and through continually repeating the message – by doing so, people start to understand the message, remember it and then believe it.
The point is that PR does work – one just has to take into account the effort that is needed to change minds. Look how long it took for Americans to start waking up about their food choices. PR started the fast food nightmare – it is now being used to clean it up.
A good PR strategy involves knowing how to reach the masses by building confidence in the potential consumer well in advance of promoting your product or service to the market.
Contact JoTo PR to begin building your strategy today.
- “Conscious Consumerism” Has Reached a Tipping Point.” Bulldogreporter.com. N.p., 13 Sept. 2013. Web. 18 Sept. 2013. bulldogreporter.com/dailydog/article/pr-biz-update/conscious-consumerism-has-reached-a-tipping-point-new-clarity-coverda.