Welcome to Consumer Corner, where we derive insights from the consumer that you can take home to the farm! Food and agribusiness supply chains are complex, involving a number of businesses from farm, to processor, to retailer, and input and service providers for every segment along the way. Regardless of your place along the agribusiness supply chain, one topic remains universal in importance — the end product of production must eventually make its way into the hands of consumers. Throughout this process, many things in business have a tendency to get blamed on the mythical ‘consumer’.
For example, here are some commonly heard, repeatedly restated and largely useless conversation starters:
- The consumer doesn’t know what they want.
- True. Most of us do not know what we want, especially in the future. We may know what we want now, but we accept that what we want tomorrow may change. Somehow this is okay when we’re the ones buying, yet infuriating when we’re the ones producing.
- The consumer doesn’t understand our business.
- True. And understandable since it isn’t their business; it’s your business.
- The statement, “The consumer needs to be educated” is the natural follow-up to consumers not understanding our business, which takes this notion to a new level. Nobody wants to be forcibly educated, and forcibly educating others about the product you are trying to sell them is inherently unpalatable (at best) and potentially offensive.
- The consumer doesn’t know they need this product yet, but they do.
- Dangerous territory here as many a product has been invented and brought to the market to meet yet-to-be-found demands. While this is often good intentioned, it’s extremely difficult to pull off unless you are the next Steve Jobs. And the fact that we all know who Steve Jobs was suggests that his talents to develop products to be demanded was unique.
- We can work to understand consumer desires and determine how to better meet these demands; however, understanding consumer needs and seeking to meet them is different than telling them what they need. It’s subtle at first, but makes a world of difference.
- Dangerous territory here as many a product has been invented and brought to the market to meet yet-to-be-found demands. While this is often good intentioned, it’s extremely difficult to pull off unless you are the next Steve Jobs. And the fact that we all know who Steve Jobs was suggests that his talents to develop products to be demanded was unique.
- True. And understandable since it isn’t their business; it’s your business.
We can aim to understand our end consumers and derive insights from these understandings, even if we don’t agree with them. To say “the consumer” is to miss the many complexities which have evolved in consumer markets and in understanding consumer demand. Contrary to popular belief, there is not one big consumer sitting somewhere demanding goods in the market. We all have differing tastes, preferences and demands that vary from person to person and even evolve within ourselves over the course of time. Notice I said “we”, which was my subtle attempt to remind you that you are a consumer too.
Only like a certain make of automobile? Have an affinity for a certain color of farm equipment? I would be willing to bet there aren’t any advertising or educational campaigns you enjoy that try to convince you to change your viewpoint. Why? Because it is inherent in our role as a consumer to demand what we want and are willing/able to pay for.
Consumers…They’re Fickle, They’re Demanding, They’re (Seemingly) Uninformed — They’re You!
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