In a Skeptical Market, Trust Comes First

The most important job CPG brands have is to prove their credibility to consumers.

We’re in an era of consumer skepticism and brands are struggling to gain trust in crowded markets.

Consider the recent example of lead poisoning in FDA-approved cinnamon applesauce pouches for babies.

Three brands were found to contain 200X the amount of lead that’s considered safe to consume in their products, causing over 60 adverse reactions in children across the US.

It was discovered that a filler used by the supplier of cinnamon caused elevated levels of heavy metals.

This can irrevocably destroy a brand’s reputation, and stories like this can make consumers wary of new (and existing) brands.

Brands are left to navigate a distrustful climate and find balance between transparency and differentiation while committing to safety and quality.

But when brands consistently show their commitment to consumer safety, they have a far better chance of survival.