Everybody adjusts to economic change in different ways. Public advocates from Oprah and Mommy Bloggers to Kraft and your favorite insurance company has suggestions about what you can do to make it through tough times, whether you're just being cautious or facing serious financial cutbacks. One thing that hasn't changed with the economy is the glut of willing advice-givers who'd like to take the place of your local community sage, your grandmother, your priest or rabbi, or your best friend. The diffusions of a global marketplace bring all sorts of goodies to your doorstep (getting tired of pomegranate juice? Get ready for at least a few of the 1,000 varieties of Indian mangoes coming to the American market). At the same time, we're not sure who to trust anymore -- especially when it comes to the food system. Indeed, the growing green and organic movements have always been partly motivated by failures of government and industry safety protocols -- and that certainly hasn't changed. But how to hold onto that steady market and establish your company as a positive force?
- Blog, blog, blog: it seems like a truism that women in particular are drawn to blogs and other social media as sources of information. There's no shortage of advice about organics on these sites and many of them incorporate a message about the true costs of non-organic foods, the budget-saving aspects of cooking with natural foods (despite, of course, the reality that organics are still priced premium), and savvy shopping and cooking techniques (which, in fact, are the best way to "work around" the pricing issue). The Big Green Purse and other mom-friendly websites do eco-friendly product evaluations in a chatty but knowledgeable style.
- Corporate websites that give good basic information along with marketing promotions. Stonyfield Farms Yogurt is my favorite example of this: people go to their site for facts as much as they go for the coupons (I'm not the only one, I discovered!). Other websites are repositories of information, especially if the product is marketed entirely on its organic pedigree. Swanson vitamins sells only through a catalogue and online, but has weekly health research articles, an informational blog, and indexical information about supplements and natural ingredients.
- Your friendly neighborhood university or academic publication. The internet has opened up all sorts of information to the public access. People are as likely to check out first hand sources as they are to repeat what they heard on the news. Institute websites, press releases, public lectures, and even alumni publications are hot to capture the knowledge market. And even better if your audience is women: Vassar's Alumni magazine had a recent feature on avoiding unseen toxins; Smith and Mt Holyoke have featured "food issues" of their quarterly publications.
- In-store media is a successful, but often under (or badly) utilized source of information. Supermarkets are a mixed bag for consumers, often providing a glut of advertisements and enticements without critical distinction, but they do offer the most direct place where consumers make decisions. In-store media -- especially cooking demos and tailored local content -- still stands somewhat apart from endless coupons, circulars, and print media that swallow the shopper.