expert opinions

A brand’s ‘mission’ may be on everyone’s lips, but its commitment is in everyone’s head. And one by one, brands become ‘companies with a mission’. At the same time, the very notion of ‘Corporate Mission’ is becoming clichéd through overuse: besides content – which obviously remains essential – there’s the question of phraseology.

Functional foods are now undergoing a major transformation. They are gradually becoming more accessible, gaining in popularity and appealing to more and more consumers who want to take back control of their food and their health. Above all, functional foods are changing, and we are seeing new shifts. We have identified 4 main developments.

What do Lidl, Decathlon and Jennyfer all have in common? By reappropriating social phenomena, these brands have all shown a resolve to go over and beyond their retailer status. They have ultimately become… ‘lifestyle brands’. Here’s why.

They’re young, dynamic, creative and passionate, and they’re redefining the standards of a trade that has never had such high media coverage. Who is this new generation of chefs, equally as comfortable in the kitchen as on television sets and social media?

There is no one who is as exposed to brands as the people who work with them, whether they are marketing teams or their agencies. This statement may seem obvious to us, but we often lose sight of it.

I understand the concept of company culture as the “soul” that has been molded collaboratively between the people who make it up in the present, and who at some point did so in the past and left their fingerprint.

The travelling experience is undergoing a phase of renewal and is taking on various forms, all the more so since the COVID-19 pandemic.

Animal welfare has been around almost as long as society itself – Aristotle, Plutarch and even Thomas Aquinas wrote about the issue – and it remains a hot topic today because our relationship with animals is changing.

Consumers and manufacturers are therefore increasingly confronted with this issue and it is clear that consumption habits will change significantly in the coming years.

The three letters NFT have become an internet sensation in the last few months. And big brands have been quick to show interest, turning this virtual trend into real business opportunities.