Worldbuilding - The Future of Storytelling, with Wild Card

In an age where consumer attention spans are at an all-time low, something curious is happening: under the right circumstances, consumers are spending hours - even days - immersed in lush fictional worlds such as Harry Potter, Game of Thrones, and The Avengers. However, world building isn't just for blockbuster entertainment franchises. When executed well, brands can create immersive worlds of their own, significantly driving brand loyalty in the process. We spoke with Tara Deveaux and Shawn Shahani of Wild Card about a new study on world building and consumer behavior. They shared what marketers could learn from Hollywood producers, and gave tips on creating a world of engagement around your brand.

> See all episodes
You Can't Go Home Again: A Return to Work Sites After COVID-19

Organizations have undergone unprecedented changes in the wake of the COVID-19 crisis. Businesses with the ability to do so have shifted to a work from home structure, which the firm Global Workplace Analytics forecasts may make up 25 to 30 percent of the workforce by 2021. But for many companies, productivity and essential tasks must be done in a physical office space. While it’s still uncertain when employees may return to their workplaces, it’s vital that leaders look into the precautions and adaptations that will be necessary in many cases to ensure the safety of their employees. The resources below discuss many of these coming possibilities.

> See all issues
Pulse Issue 10

Where’s the Beef? A Look into the Beyond Impossible World of Meatless Meat

October 2019

The development of plant, seafood, or lab-based meat products – that is, “meatless meat,” – has grown notably over the past few years. Why the sudden change? There isn’t one specific reason behind the shift; rather, there are a number of health, ecological, economical, and emotional explanations for why consumers on both the vegan and meat-eating sides of the aisle are increasingly purchasing meatless foods. This issue of Pulse explores the mystery around meatless meat, examining what exactly it is, where it’s thriving, and its many future possibilities.
The meatless meat trend has caught the attention of investors who believe that companies such as Beyond Meat and Impossible Foods can earn huge profits by selling healthier alternatives to a product that’s already in vast global demand. But before these companies can disrupt the trillion-dollar restaurant and grocery store industries, they must first prove their appeal among those who love traditional burgers and breakfast patties. The Motley Fool shares a few of the biggest restaurant chains that have jumped on the bandwagon, and are introducing meatless meat to their guests.
Kasper Vesth, general manager of The Meatless Farm Company, North America, joined Kim Davis to the genesis of its meatless product, its lengthy development period, and how it was rolled out. Along with its obvious competitors, the product is helping define a new category of plant-based "meat"-type products:
Vox examined nine questions about meat alternatives that consumers are dying to know about, but are too embarrassed to ask. These include the what, the taste, trends, health and environmental concerns, plant vs. lab-grown similarities and differences, future predictions, and more.
The meatless burger is becoming more popular, even among meat-eating consumers. Some 95% of people who purchased a plant-based burger this year also ate meat,new data from market researcher NPD Group. 228 million servings of plant-based burgers were purchased at quick-service restaurants this year, a number up 10% from last year. And although beef burgers remain the most popular burger on menus, with 6.4 billion ordered, growth is flat compared to a year ago.
According to the Plant Based Food Association, sales from plant based food exceeded three billion in 2018. Such high numbers reveal a promising trend for plant-based meat companies, begging the question: are we in a meatless revolution?  In this article, executives who are leading plant-based companies shared insights on consumer demands over the past few years, as well as future projections. Forbes further discussed meatless meat in "Beyond Meat: The Keys To Disrupting An Enormous Market." 
To appeal to conscious omnivores – people who may eat meat, but are actively trying to reduce their intake of it – instead of only vegetarians, companies have adopted a new approach to branding plant-based foods. This makes good business sense, considering 92% of all plant-based meals were eaten by people who aren’t vegan, according to the market research company Kantar Insights. It’s a much more lucrative market to tap into than the approximately 8% of Americans who are vegan or vegetarian.
Are you an ANA member with a research request? Contact Ask the Expert to submit your question.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

Email: marketingfutures@ana.net

 

marketingfutures.ana.net