Systemic approach & nutritional marketing
Marketing Monday ---- Systemic approach & nutritional marketing
A systemic view by WUR on the dynamics behind healthy eating for lower income
groups fuel my personal drive to focus on marketing &
nutrition.
Why this fuel my focus on marketing & nutrition?
⚡ necessity to contribute to healthy food initiatives = increase healthy food environment
⚡ need to increase MarCom on healthy foods = reduce dominance unhealthy promotions
⚡ relevant to apply sound nutritional marketing = positive impact on food routines
Some of my highlights in the report (see below for link):
📍 a systemic transition is called upon in the report – requires all disciplines to contribute
📍 a complex set of dynamics determine behaviour – ask for systemic intervention
📍 80% of foods offered and promoted in 2021 were unhealthy, even 91% in foodservice
📍 2 out 3 consumers eat unhealthy
What can YOU do as a food company, food pro?
✅ empower lower income segments by supporting them in budget, ability and willingness
✅ include nutrition in your proposition, go for sincere nutritional enrichment even if the category is mainly indulgence, pleasure
✅ combine delicious with nutritious eg view it as one word 'deliciousnutritious'
✅ read this report including a visual system map and 30 recommended actions
How to make steps towards sustained win-win propositions?
✅ apply the concept philosophy and include affordability into this
✅ aim for small steps that include multiple aspects, the systemic approach to increase chances of succes
✅ use implicit nudges to influence behaviour instead of explicit adjustments
✅ within healthy people-planet-profit thought, consider for profit the company AND customer
Marketing thought for this week
Marketing shouldn't just sell food, but change systems for the benefit of all parties involved like healthy profit for themselves as for their customer.
Link to the WUR report:
Link to summary article:
💡 Kickstart your week
with this blend of marketing & nutrition thinking
🤝 Ready to tackle your market challenge with Mutrition?
🔗 https://www.mutrition.nl/blog-marketing-monday
