People Shopping for ‘Meaning’ Buy Cheaper Goods
Written by Black Hot Fire Network on November 26, 2022
During the early months of the COVID-19 pandemic, Danone Portugal introduced a new yogurt named Juntos, which means “together” in Portuguese. For every pack of yogurt that a person bought, Danone Portugal would donate yogurt to a family in need.
Danone had done its research. Increasingly, people say they want to buy from brands that do good, that give them sense of purpose. Surely a yogurt that helped the needy would be appealing. But Juntos was a failure. Despite sinking millions into a state-of-the-art marketing campaign, Danone pulled Juntos from the market only . . .
