{"id":64968,"date":"2022-11-11T09:40:54","date_gmt":"2022-11-11T08:40:54","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=64968"},"modified":"2025-06-17T11:42:08","modified_gmt":"2025-06-17T09:42:08","slug":"the-future-of-brand-loyalty","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/en\/2022\/11\/11\/the-future-of-brand-loyalty\/","title":{"rendered":"The future of brand loyalty"},"content":{"rendered":"

Together with futurologist Max Thinius<\/strong>, the trade fair duo consisting of BIOFACH<\/strong>, the World\u2019s Leading Trade Fair for Organic Food, and VIVANESS<\/strong>, the International Trade Fair for Natural and Organic Personal Care, is investigating the future of the food and health sector. In light of the latest developments in buying behaviour and brand loyalty, they\u2019re examining the opportunities associated with ongoing digitization. How do organic brands and associations position themselves to be fit for the future?<\/p>\n

\"\"
\u00a9Max Thinius. Futurologist Max Thinius: In the future, consumers will have more sovereignty over their own data and be able to control their own algorithms.<\/figcaption><\/figure>\n

The current situation and the first question marks<\/h2>\n

A consistent and fundamentally positive attitude toward organic foods is currently experiencing its first highly noticeable decline in the purchasing of branded organic products. The acceptance of higher costs for sustainable products dropped 50 percent within a year (67 percent acceptance by those surveyed in 2021, 30 percent in 2022). Given the increase in energy costs and the cost of living, it\u2019s no surprise that people want to save on their purchases. But the question is: How strong is their loyalty to organic brands and what direction will buying behaviour take in the future?<\/p>\n

Brand loyalty is essentially based on two factors<\/h3>\n

On the one hand, brand loyalty is created by familiarity<\/strong> and a certain need for security<\/strong>. A positive brand experience builds trust. There\u2019s less risk involved in a repeat purchase than in buying an unknown product. It keeps people reaching for organic products, says Kathrin J\u00e4ckel<\/strong>, Managing Director of the Federal Association of Natural Food and Natural Goods (BNN)<\/strong> e.V:<\/strong>\u00a0\u00abOur brand is perhaps based less on a label, colour or snappy claim and more on a basic understanding of qualities. In my own experience, that\u2019s what binds people to organic products.\u00bb<\/p>\n

On the other hand, a brand\u2019s emotional positioning<\/strong> plays a major role. If a person can clearly identify with a brand, they accept fewer alternatives within a category.<\/p>\n

Brand loyalty is created by familiarity, security and emocional positioning<\/p><\/blockquote>\n

Emotions and digital communication<\/h4>\n

This is where the different communication strategies of the brands come into play. In the age of digitality, an emotional relationship between brands and consumers can be established and intensified through various channels<\/strong>. \u00abThings have become much more complex, much more diverse,\u00bb stresses J\u00e4ckel<\/strong>. Futurologist Max Thinius<\/strong> predicts: \u00abIn the future, consumers will have a greater influence, for example, on what\u2019s suggested to them in their newsfeed. Each individual will have more authority over their own data and will be able to control their own algorithm.\u00bb This means that digital options should be identified and utilized in order to achieve brand loyalty in the young target group in particular<\/strong>. \u00abDigitality doesn\u2019t mean that in the future, refrigerators will determine which products should be purchased. We\u2019ll retain decision-making authority. But decision making can be supported by data,\u00bb explains Thinius.<\/p>\n

Digitalisation opens up new potential for the organic sector in the area of knowledge<\/p><\/blockquote>\n

Suppliers can also take advantage of the opportunities of digitization by collecting and analysing more data. That will allow them to make differentiated statements<\/strong> about current declines in the organic sector. This is what J\u00f6rg Reuter<\/strong>, Head of Food Campus Berlin \/ Managing Director of Artprojekt Nature & Nutrition GmbH<\/strong>, has also been advocating lately: \u00abThe industry has never analysed why the market behaves as it does and proactively drawn conclusions from it, making the current awakening in the third year of multiple crises even more bitter.\u00bb<\/p>\n

Digitalization opens up new potential for the organic sector in two signficant areas: firstly by giving it the ability to achieve a more accurate, data-based understanding of consumers and infer well-grounded developments and secondly by enabling it to respond to future challenges before they arise.<\/p>\n

Source: The future of brand loyalty (BIOFACH)<\/strong><\/p>\n

Subscribe<\/a>\u00a0to Bio Eco Actual Newsletter and be up to date with the latest news from the Organic Sector<\/strong><\/p>\n

Bio Eco Actual<\/strong>, International Organic Newspaper
\n<\/em>Read Bio Eco Actual<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Together with futurologist Max Thinius, the trade fair duo consisting of BIOFACH, the World’s Leading Trade Fair for Organic Food, and VIVANESS, the International Trade Fair for Natural and Organic Personal Care, is investigating the future of the food and health sector. In light of the latest developments in buying behaviour and brand loyalty, they’re […]<\/p>\n","protected":false},"author":419,"featured_media":64969,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8357,5210],"tags":[],"class_list":["post-64968","post","type-post","status-publish","format-standard","has-post-thumbnail","category-industry-news","category-latest-organic-news"],"yoast_head":"\nThe future of brand loyalty - Bio Eco Actual<\/title>\n<meta name=\"description\" content=\"Together with futurologist Max Thinius, BIOFACH and VIVANESS is investigating the future of the food and health sector.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bioecoactual.com\/en\/2022\/11\/11\/the-future-of-brand-loyalty\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The future of brand loyalty\" \/>\n<meta property=\"og:description\" content=\"Together with futurologist Max Thinius, BIOFACH and VIVANESS is investigating the future of the food and health sector.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bioecoactual.com\/en\/2022\/11\/11\/the-future-of-brand-loyalty\/\" \/>\n<meta property=\"og:site_name\" content=\"Bio Eco Actual\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BioEcoActual\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-11T08:40:54+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-17T09:42:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2022\/11\/biofach-future.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bio Eco Actual\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bioecoactual\" \/>\n<meta name=\"twitter:site\" content=\"@bioecoactual\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bio Eco Actual\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2022\\\/11\\\/11\\\/the-future-of-brand-loyalty\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2022\\\/11\\\/11\\\/the-future-of-brand-loyalty\\\/\"},\"author\":{\"name\":\"Bio Eco Actual\",\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/#\\\/schema\\\/person\\\/43c1f0817cbc73f37ce66f2978084ceb\"},\"headline\":\"The future of brand loyalty\",\"datePublished\":\"2022-11-11T08:40:54+00:00\",\"dateModified\":\"2025-06-17T09:42:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2022\\\/11\\\/11\\\/the-future-of-brand-loyalty\\\/\"},\"wordCount\":684,\"publisher\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2022\\\/11\\\/11\\\/the-future-of-brand-loyalty\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.bioecoactual.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/biofach-future.jpg\",\"articleSection\":[\"Industry News\",\"Latest Organic News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2022\\\/11\\\/11\\\/the-future-of-brand-loyalty\\\/\",\"url\":\"https:\\\/\\\/www.bioecoactual.com\\\/en\\\/2022\\\/11\\\/11\\\/the-future-of-brand-loyalty\\\/\",\"name\":\"The future of brand loyalty - 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