The Growth Distillery, in collaboration with Ogilvy and Kantar, has released the third chapter of its ground-breaking research and insights program, The Influence Codes, this time with a focus on food.
The Influence Codes: Food explores how brands can better connect with consumers by understanding the key drivers of influence and adopting strategic approaches to stand out in a crowded market. The research identified four ingredients to optimise influence:
- Be Authentic: Being authentic and reliable are the most powerful forces in food influence with over three times more impact than the average influence factor.
- Demonstrate Relatability: Show where your brand fits in consumers’ lives to build trust and stronger affinity.
- Simplify Information: Help consumers sift through the sea of food information by providing context and facilitate faster, clearer decisions.
- Be Experts by Experience: Demonstrate a deep level of experience in situations that mirror consumers’ own food experiences.
So what should brands do today? The research revealed three opportunities:
- Inspire first and earn the right to inform: Authenticity and affinity are key here with affinity accounting for 41 percent of all influence in food decisions.
- Shift from perfection to progression: Simplify the process and make it easy for consumers to find a food solution that fits their lives.
- Context is critical: Show consumers the context in which products should be consumed.
“There has been a profound shift in how Australians think about food and the brands, people and sources that they are influenced by,” said head of growth intelligence, editorial and product Liza Williams.
“This research provides marketers with a framework to navigate this new food landscape, ensuring their messaging resonates meaningfully with today’s food-obsessed audience.”
The Growth Distillery is an independent research think-tank, powered by News Corp Australia.
