Fueled by a pervasive awareness of the conflicts between their consumerist impulses and their aspirations to be “good,” experienced consumers are increasingly weighed down with guilt. The result? A growing hunger for a new kind of consumption: Guilt-Free Consumption (GFC). GFC is a new kind of consumption, one free from worry, or at least with less worry, about its negative impact, that allows continued indulgence.

For now, the most potent GFC innovations will target those areas where there is the greatest tension between consumer values and impulses, and help absolve the most troubling guilt. For QSRs, this means identifying the consumption choices that cause the most guilt, such as sugar, fat, sodium and calories, and taking steps to help absolve that guilt.

September 2013 saw QSR giants McDonald’s and Burger King sparring with GFC initiatives. Burger King launched “Satisfries,” -French fries with 40% less fat and 30% fewer calories than the McDonald’s equivalent. While McDonald’s announced a global partnership with the Alliance for a Healthier Generation to make specific commitments, including always offering a choice of a side-salad, fruit or vegetables as a substitute for fries in a value meal.

Source: Report: Trend Briefing–Guilt-Free Consumption. (November 2013). Trendwatching.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros 214-596-8468

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