A new set of consumer values is afoot As families spend more time at home and less at malls and restaurants, moms are taking pride in reducing or refining their buying to products that are good for their brood. How do you design and market for mom's new mindset? Call on brands that have a heritage story to tap into it. If done with ingenuity, a brand's heritage story can become valid once again, appealing to the reborn desire for authenticity, good value, and local support. This includes emphasis on real and healthy ingredients and materials. Get rid of what's artificial. Moms want real, not a chemistry lab on their table.

Published by GD USA, May 2009