Consumers are becoming increasingly savvy about some rather unscrupulous business practices and as a result are much more discerning about which products they will end up spending their hard earned money on.
Gone are the days when consumers didn’t really care much for where their products came from or how they were harvested. But now, words like “free-range,” “organic,” and “artisanal” dominate the market because people feel much more comfortable knowing where their product came from. Other words like “sustainable” also come to mind. Simply put, the origin of a product now matters almost as much as the product itself.
Why is that exactly? Well, brands are choosing to build their reputations around their products origins for several reasons:
People are used to products that are mass produced in giant factories and are starting to feel that there’s no individuality or soul behind those products. That’s why unique products that claim to be “artisanal” or “hand-made” get big points with consumers. Any product that has at some point been modified by human hands will show signs of minor imperfections that add humanity to the product. Consumers see this as that the product was made and checked by human eyes before being shipped out, ensuring that it isn’t a piece of junk.
In today’s age there are tons of industries that even the most moderate of consumers don’t want to support. Any company that has an unnecessarily large impact on the environment or doesn’t source their original materials in an ethical or sustainable way will lose points with people who are trying to lower their carbon footprint. This is something packaging design companies are starting to take a 360 degree look at, not only will they put “eco-friendly” on the package, they’ll actually make the package itself eco-friendly as well. This is just one example, by showing off the origin of your product you are able to build a brand around certain values that people can get behind.
If people can become engaged with your product, it is much more likely to stick out in their minds and then eventually become a sale. If your product has a carefully crafted origin story that explains how the product came to be and how that journey is continuing to this day, people can become much more engaged with your product’s individuality and get enjoyment from being a part of the story your product tells. Whether it be cookies that come from an old grandmother’s recipe or a wooden toy that comes from an old carpenter’s workshop, having a story can make all the difference.
The origin of your product can be effectively used as an extra wing of your marketing if you understand just how profound the effects can be. It is another way to differentiate yourself from similar products on the market at a time when consumers aren’t sure what to believe and what not to believe due to the unsavory advertising tactics used in the past.