Changing Attitudes to Life
For many years, consumer research from Barry Callebaut showed two attitudes toward life: one of Celebrating Life and the other of Living Consciously. In the past, these two attitudes were typically experienced at separate moments. Recently, however, we see these distinct attitudes merging. By exploring this, we discovered that a growing need for Living a Symbiotic Life is emerging.
This results in three types of indulgence that coexist. Depending on their mood or mindset, consumers have a specific attitude towards life and that attitude will determine the type of indulgences they choose.
While there will always be a need for Intense and Healthy indulgence, we expect consumers to live more with a soft health approach to life, increasing the Mindful Indulgence space.
Read on to learn more about each of these three attitudes towards life and how those changes affect the indulgence landscape.
1/ Celebrate Life
Celebrating life is about enjoying life to the fullest, turning the moment into something special and looking for intense experiences. That’s about over-the-top indulgence, sharing/togetherness in celebrations with friends & family and immersive experiences.
This mindset leads consumers to seek INTENSE INDULGENCE, products that are a feast for the eyes and taste buds.
Click and enlarge the moodboard to discover more:
Celebrating life is about enjoying life to the fullest, turning the moment into something special and looking for intense experiences.
2/ Live Consciously
When a consumer Lives Consciously, they live a life that is purposeful and intentional. They make positive choices that actively impact their health, other people, and the environment. Living Consciously is about living a purposeful life.
When consumers have this attitude, they seek out HEALTHY INDULGENCES, or food for health.
Click and enlarge the moodboard to discover more:
Living Consciously is about living a purposeful life. Actively and intentionally making choices that have a positive impact on health and the world around you.
3/ Live a Symbiotic Life
To Live a Symbiotic Life, consumers find themselves living a joyful life while being more mindful. They care as much about their personal health - body and mind - as they care for the environment - nature and communities.
This attitude leads consumers to seek out MINDFUL INDULGENCES, products that are both tasty, good for me and good for the planet.
Click and enlarge the moodboard to discover more:
To Live a Symbiotic Life means that they have the ability to indulge intensely without compromising their well-being, the health of others or the planet.
Examples of brands' manifestations that answer the consumers attitudes to life:
Click each tile to explore how three brands are responding to these attitudes to life: