Consumer Engagement: Hungry for Story, Trust and Transparency in Seafood Brands
Consumer perceptions, expectations and behaviours are changing. Smartphones are empowering people to search, share and review products like never before. Loyalty to brands and trust in product claims is weak, and third-party certification logos still don’t resonate broadly. At the same time, consumers increasingly expect traceability and transparency in their products.
In this interactive workshop, Ecotrust Canada/ThisFish, Future of Fish and the Gulf of Maine Research Institute (GMRI) present innovative, new research on consumers’ attitudes toward label transparency, traceability and story-telling. Future of Fish surveyed 1,300 US consumers focused on storied fish; Ecotrust Canada/ThisFish surveyed 550 consumers about their perceptions and willingness to pay for traceable seafood; and GMRI surveyed consumers about local seafood. New research from the University of Toronto comparing certification, traceability and transparent labelling will also be presented. Insights from these studies will educate participants on how best to engage consumers who are hungry for storytelling, trust and transparency in their seafood products. This interactive workshop will ask participants to creatively design ways to build consumer engagement and loyalty in their brands.