Despite an oversaturated landscape of brand partnerships, celebrity endorsements remain a hot topic for both consumers and business professionals. Why? Because when those partnerships are done right, they can deliver some pretty buzz-worthy results.

In this week’s podcast, our Hartman Retainer Services team breaks down everything you need to know about successful brand partnerships in the age of influencers and social media:

• How younger consumers have changed the conversation around branding and personal/social identity
• Why knowing your audience (and the celebrity’s audience) is the first step to a successful partnership
• Common challenges companies face when engaging in celebrity partnerships — and how to avoid them

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Want on-demand access to these kinds of insights? Let’s tailor an HRS consulting package to your unique priorities and budget. Reach out to Shelley Balanko to learn more: shelley@hartman-group.com

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You may have seen the controversy around Alexandre Family Farms regarding allegations of mistreatment of cows and subsequent details regarding the validity of the claims and underlying motivations of those involved in the reporting. This got us thinking about a larger question: what are the lasting impacts of conflicting media information on consumer trust, and how can discerning organizations combat them?

Listen to this week’s podcast for a fascinating discussion about how media, brands, and consumers influence public perceptions. We touch on important issues like:

• The evolution of consumers’ understanding of food production and farm operations
• How certifications can help (or hinder) consumer trust and decision-making
• Tips for companies seeking to offer a transparent view of their systems and processes

And in the spirit of transparency, we’re providing links to the primary articles referenced in this episode:

• The truth about organic milk, The Atlantic
• [UPDATED] Report From Animal Advocacy Group Finds ‘Deception, Cruelty and Animal Abuse’ at Alexandre Family Farm in Crescent City, Lost Coast Outpost

Want to know more about consumer perceptions within organic?

As consumers become more aware of the nuances within the organic market, issues around safety, health, and sustainability are becoming even more prominent — and animal welfare is a key topic gaining consumer attention. We’ll explore the ins and outs of these issues and more in Beyond Organic 2024: Expanding Distinctions in Food & Beverage.

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Want a deeper understanding of the topics covered in our new Future of Snacking 2024 report? Hear directly from our lead researchers as they give a sneak peek of some interesting insights we uncovered, such as:

• How needs around Nourishment, Optimization, Pleasure and Distraction highlight a shift toward more intentional snacking choices
• Why taste goes beyond just flavor, and how different dimensions of taste play a role in the overall snacking experience
• What consumers look for in terms of snack packaging and how it underscores the importance of convenience

About the report

Future of Snacking 2024 – Balancing Intent with Indulgence explores the culture of snacking and how snacking is integrated into our daily lives. Built around our proprietary Modern Snacking Framework, this report provides a foundation for identifying opportunities in product development, brand positioning, and marketing. It also examines eight major snacking categories and the attributes consumers consider most important for each.

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If you like these insights, subscribe to our free weekly email newsletter where we share data-packed infographics, insightful articles, food & beverage industry trends and more.