Eat Well Global Blog

Better-for-you food has come a long way.

For years, brands and organizations have poured time and resources into traditional media campaigns and influencer partnerships to shape consumer perceptions around food and nutrition. These channels offer one powerful advantage: reach. But our latest Consumer Segmentation research revealed something that we’ve been sensing, but haven’t been able to measure yet: a growing disconnect that calls for a new, more strategic approach to communication.

Earlier this year, we released our 2024 Impact Report. Each release marks our ongoing commitment to helping better food win. Over the years, we’ve doubled down on our belief that impact must be at the core of everything we and our clients do. Not just because stakeholders are demanding return on investment, but because it's the only way to ensure long-term relevance. Yet, embedding impact into business strategies for ourselves and our clients is no easy task. The methods to define and measure impact aren’t always straightforward, and they can be costly or complex to implement.

Not too long ago, avocados were a prime example of confusion in the nutrition world. They were considered exotic and high in fat, and were not always embraced by mainstream American consumers. But that all changed when nutrition research brought the health benefits of avocados to the forefront, such as heart health support and contributions to nutrient-rich eating patterns. With this science in hand, a cross-channel communications push grounded in consumer-friendly messaging elevated the avocado from misunderstood fruit to must-have “superfood” in the eyes of consumers.