People

The current economic situation in the fast-moving consumer goods industry is marked by low growth, strong price pressure, increased contractual power of distribution companies and less effective traditional advertising.
This leads companies to focus on the short and immediate term (favoring the use of marketing, discounts and promotions) and with regard to demand results in a wide fragmentation in consumption and creates a general feeling of confusion amongst families.

In this climate, the role of responsible companies is to foster trust, not only through their products but also firm commitments aimed at improving quality of life in particular by encouraging sustainable lifestyles and consumption.

This role as communicators of culture and eating behavior means considering the company as a public service provider. Consumers must be viewed as people in the true sense of the word. As people are on the increasing search for loyalty from big brands, based on respect for their legitimate expectations, in order to gain their trust companies must invest time in listening to them in order to reduce the distance between them and the market and make them feel more secure. If we do not listen we cannot grasp and interpret correctly the emotions, needs and desires that we aim to satisfy when we develop a product.

It is increasingly evident that a more appropriate use of new communication tools should be made that, on one had increases consumer product awareness and significantly reduces information asymmetry at the time of purchase and consumption, and on the other stimulates the active participation in the product planning process and more generally in brand management.

As trust is not only based on the consumption experience (which still represents a fundamental condition), but through all interaction with the product, brand and company representatives, the relationship with the market must be founded on total transparency and respect. In summary, companies keep their promise only by demonstrating their constant commitment to making the planet a better place for everyone.