A few themes we explore in this session:
- How can CPGs better understand their customers using anthropology?
- How is the language and culture of food shifting in America?
- How do you measure the success of food anthropology and the ethnographies conducted for large food brands and CPGs?
June Jo Lee
Readers to Eaters
We did a lot of consumer research at the time that they [Seventh Generation] wanted to expand their market beyond the hardcore “green people” to consumers who appreciated higher quality products. It was really interesting because at some point sustainable attributes became part of higher quality–”fresh” is a symbol, a signifier of higher quality. What we were studying was higher quality in the marketplace and how people read higher quality and then companies would take that and then help in their innovation and advertising, marketing, branding process.
