BIG SHIFTS SERIES with Ilene Bergenfeld, CMO at Harvest Hill Beverage Company
1. What are CULTURAL shifts that you see emerge over the next 24 months?
FROM: We (a holistic community)
TO: Me and my world
“While society has opened up post covid from a social occasion perspective, people are more divided than ever. Younger generations, in particular, are focused on creating/redefining their identity, not a community’s identity. And while social media provides many ways to connect, it has also encouraged self centeredness, showing off one’s life as well as immediate wants”.
FROM: Spending
TO: Pragmatism
“Many Americans took advantage of saving during Covid and low interest rates to upgrade their lifestyle (home improvements, luxury goods, travel) however, given high interest rates, contraction of crypto, tech layoffs, SNAP reductions and more, people will have a stronger appreciation for the value of their dollar to make sure essentials are taken care of for their families (mortgages, food)”
2. What are CATEGORY shifts that you see emerge in BEVERAGES?
FROM: Thirst
TO: Function
“All beverages seem to have an added benefit because the original beverage is just not enough’.
FROM: Diet is good
TO: Diet is bad
“There is skeptiscism about what is in diet/low cal drinks and news of the negative harms of artificiality. Choices of the ‘real’ thing in moderation is better than having a lot of unreal drinks.”
3. What are CONSUMER shifts that you see emerge in BEVERAGES?
FROM: Holistic health and wellness
TO: Targeted health and wellness for my mind and body
“Healthier beverages have been on the rise for years whether they are lower sugar, more fruits and vegetables or functional like digestive health. However, drinking is becoming more purposeful from morning to night as consumers want to be at their optimized self at all times, both body and mental state.”
4. How are MARKETING PRACTICES going to evolve to adjust to these shifts?
FROM: Speaking at
TO: Speaking with 24/7
“Advertisers can no longer speak TO consumers, they need to create or insert themselves into a conversation with the consumer to become noticed, relevant and believed. The conversation is constant and everywhere vs. a pre-determined time and place”.