Between the latest "un-hype" ingredient to avoid (and we know the list is getting longer and longer) and the choice overload, consumers are feeling cautious and anxious. They seek trusted brands and products that will make them feel safe. Brands that lift a weight off of their shoulders.
Brands have to earn consumers’ trust: fresh, local and ingredient-specific products are growing winners. Glass' purity and transparency can support a comforting brand message. And a good backstory boosts a product’s authenticity and fosters an emotional connection with consumers.