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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Food 2020 – Study on changes in food industry

Food 2020 gives executives in the food industry an insight into the changes taking place in their industry and their impact on the market

21/04/2016
in News
2 min read
Food 2020 – Study on changes in food industry 1

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Marijana Kraljević, community manager, DIALOG komunikacije

The shift in consumer beliefs, attitudes and behavior which has begun to affect the food industry in recent years has grown from a relatively isolated rumble to seismic proportions.

One of the world’s leading agencies for public relations, Ketchum, conducted a survey in China, the US, the UK, Germany, Italy and Argentina, in order to obtain an indication of what consumers would do or like if they were appointed Chief Executive Officer of the world’s food supply. The study was conducted on 1800 respondents.

The study called Food 2020 gives executives in the food industry an insight into the changes taking place in their industry and their impact on the market. Category of consumers which is especially important in this context is called Food e-Vangelists. Food e-Vangelists are typically young women who are active on the Internet, financially secure and have a family. It’s unique that this group is not defined demographically, but according to their characteristics, and typical marketing practices are ineffective for them. In the past two years it has grown globally by 10% and can no longer be considered a “small group” of influencers. Moreover, the awareness and attitudes about food have changed dramatically. Not so long ago, when many families defined a healthy diet only as a balanced meal, the children knew very little to say about the food that was prepared for them. Those days are over. Today, 49% of surveyed parents said that their children take an active role in choosing the food that the family eats, 39% of surveyed parents say that their children read labels, and 38% say that their children avoid foods with certain ingredients. This is very important news for food companies, and, as the study Food 2020 shows, Food e-Vangelists are on the verge of becoming mainstream customers with whom relationships will have to be built now and in the future.

Following are four conclusions that the Food 2020 made about Food e-Vangelists:

  1. Food e-Vangelists listen to everyone, trust no one and take action.
  2. Food e-Vangelists are shaping the conversation about food and brands.
  3. Fresh is the mantra of the Food e-Vangelists.
  4. Formula to earning the trust of a Food e-Vangelist is: Health + Transparency + Cause.

Food companies have a unique opportunity to mobilize this active segment of consumers. Food e-Vangelists play an important role in advocating on behalf of companies that are ready to listen and respond to them, and may advocate against companies that don’t engage them.

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