PARIS – Consumer interest in authenticity and transparency almost demands companies tell a story about their products, which is a main reason why Innova Market Insights ranked storytelling as the No. 1 trend among its top 10 trends for 2020. Survey findings from Innova show 56% of global consumers say stories around a brand influence their purchase decision. “Even if you make condensed soup, tell consumers why you make it like that,” said Lu Ann Williams, director of innovation for Innova, in a Dec. 4 presentation at Food Ingredients Europe in Paris.
Innova’s 2020 trends tout importance of storytelling
