Was great chatting with Dan Loney on University of Pennsylvania's The Wharton School Business Daily podcast about how the plant-based industry can maximize success by investing in the fundamentals: product, branding, packaging, and marketing. We’re still a young category and our best days are ahead of us. Thanks again for having me on the show!
Peter McGuinness, I really enjoyed your point on the podcast about starting with non-offensive, inviting messages to capture attention. It's a smart strategy to gradually introduce more critical issues like animal welfare and environmental impact later in the funnel. This approach not only broadens the audience but also educates them progressively without alienation. It's definitely something for us marketing and communications leaders to think about, as it can be applied to any type of communication where the goal is to promote stakeholder engagement, not confrontation. Well said!
𝗚𝗿𝗲𝗲𝗻𝘀𝗶𝗴𝗵𝘁 𝗼𝗳 𝘁𝗵𝗲 𝗪𝗲𝗲𝗸
🌎 𝗦𝗽𝗼𝘁𝗹𝗶𝗴𝗵𝘁 𝗦𝘁𝗼𝗿𝘆:
Peter McGuinness, President & CEO of Impossible Foods joins Dan Loney on The Wharton School Business Daily podcast to talk about innovation in the food industry.
🌎𝗪𝗵𝘆 𝗬𝗼𝘂 𝗦𝗵𝗼𝘂𝗹𝗱 𝗖𝗮𝗿𝗲: The approach to your messaging in marketing and communications significantly influences audience engagement and the effectiveness of campaigns. Understanding how to lead with non-alienating, inviting messages before introducing critical issues can broaden your audience and foster deeper, more meaningful connections. This approach is applicable across various industries and to anyone seeking to address challenges effectively.
🌎𝗖𝗼𝗻𝘁𝗲𝘅𝘁: A recent podcast discussion emphasized a strategic messaging approach that begins with relatable, inviting topics to draw in the audience, progressively introducing important issues that can be polarizing. This strategy aims to educate and engage without alienating the audience.
🌎𝗘𝘅𝗽𝗲𝗿𝘁 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀: "We need to rethink our tactics and our approach if we want to reach the addressable market. We can't launch it based on climate only, you don't insult meat eaters, you don't use a lot of rhetoric, instead, we have to lead with taste and nutrition" says Peter McGuinness. He recommends focusing on a mass marketing angle that's inviting, then lower down the funnel, you can introduce more polarizing issues.
🌎𝗠𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: Conducting in-depth target audience analysis—whether stakeholders, consumers, employees, or industry peers—is crucial. Tailoring messages to a more inviting tone not only opens the door to people who are curious about your unique value proposition, but it also helps avoid the pitfalls of 'doom scrolling,' where constant exposure to disturbing news leaves us feeling overwhelmed and hopeless. When people start believing that crises are unsolvable, they disengage.
Greenblast Communications#𝗚𝗿𝗲𝗲𝗻𝘀𝗶𝗴𝗵𝘁#MarketingStrategy#CorporateSocialImpact#StakeholderEngagement#PositiveChange#ThoughtLeadership
President & Chief Executive Officer at Impossible Foods
Was great chatting with Dan Loney on University of Pennsylvania's The Wharton School Business Daily podcast about how the plant-based industry can maximize success by investing in the fundamentals: product, branding, packaging, and marketing. We’re still a young category and our best days are ahead of us. Thanks again for having me on the show!
Corporate Communications Executive | Driving Sustainable Growth, Thought Leadership, and Consensus Building through Strategic Communications
3moPeter McGuinness, I really enjoyed your point on the podcast about starting with non-offensive, inviting messages to capture attention. It's a smart strategy to gradually introduce more critical issues like animal welfare and environmental impact later in the funnel. This approach not only broadens the audience but also educates them progressively without alienation. It's definitely something for us marketing and communications leaders to think about, as it can be applied to any type of communication where the goal is to promote stakeholder engagement, not confrontation. Well said!