Chris White, Founder, This Way Up

How do brands create a compelling brand vision in a world where consumer food scepticism is so powerful. The rise of plant-based foods and the subsequent decline of many leading plant-based meat brands illustrates the minefield that is consumer faith in brands that are perceived as planet friendly. How do brands create compelling vision that can inspire consumers through packaging? How do they live up to their own high ambitions? How are brands tackling this issue and bringing their own consumers into the conversation. And how is a vision best communicated when so many consumers shop on autopilot or by price?