The Hidden Consumer - Dine, Kyle

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Résumé :
If you want your brand to lead in loyalty and long-term impact, start by serving the consumers most brands miss. Every day, millions of people make purchasing decisions based on more than just taste or brand loyalty. They're reading ingredient labels, scanning for allergens, avoiding processed chemicals, and choosing products that align with their needs and values. These people with unrecognized sensitivities, allergies, and other health or environmental concerns are shopping with a different focus. These are the Hidden Consumers-and they are reshaping the marketplace. Amy Graves knows what it means to be a Hidden Consumer because she is one. With a highly rare sensitivity to corn and corn-derivative products, Amy has fought for labeling transparency and better communication between brands and consumers for years. Now, as CEO of Hidden Consumer Consulting, she works with brands to help them reach customers where they are to best meet their health needs. In this groundbreaking book, Amy shares her own story and uncovers the growing population of shoppers driven by food allergies, ingredient intolerances, chronic health conditions, disabilities, environmental ethics, and dietary preferences like veganism and vegetarianism. From corn sensitivity to chemical aversion, these consumers are often overlooked by mainstream marketing-but they're fiercely loyal to brands that understand their needs. Inside, you'll learn how to:Identify Hidden Consumer groups often missed by traditional marketing approaches Avoid common pitfalls like greenwashing and token inclusion that damage brand trust Navigate ingredient transparency, third-party certifications, and accessible packaging design Build authentic messaging and product strategies that align with health-conscious, ethical buyers Whether you're launching a new brand or rethinking your current strategy, The Hidden Consumer is your guide to creating products and campaigns that speak directly to this influential and underserved audience....

Biographie:
AMY GRAVES (daughter) and PAMELA SCHWEITZER (mother) are a mother-daughter author team who come from a long line of Grand Canyon hikers. Amy lives in Arizona with her husband and children. She is a graduate of Bowdoin College, where she studied Child Psychology and minored in Education. Amy's first trip in the Grand Canyon was when she was 3 years old. Amy has positive memories of hiking as a child and has now taken her own children to the bottom of the canyon. She enjoys playing piano and is a versatile craftsperson....

Sommaire:
those with allergies, sensitivities, and other health-related concerns that dramatically influence their buying decisions.

In The Hidden Consumer, Graves explores the world of these health-savvy consumers who prioritize safety, cleanliness, and alignment with their lifestyle choices when purchasing products. This demographic, which Graves calls "...