CPG brands nowadays needs volume growth, and mainstream is core to this strategic imperative.

In this Conversation #3, we explore 3 growth drivers that seem to have stalled, and corresponding gears to unlock growth in today’s consumers’ context.

Not rocket science, no new tool or new concept here : We identified CPG brands strategic priorities , implications and implementation directions.

Based on proprietary consumer research, extensive review of most relevant reports, data set and article, in depth interviews with CPG executives, and inspiring case studies, this 3rd Conversation on TheBalcony wants to bring clarity and operational reference frame to CPG brand owners.

1. Maxed out by empty wallets

Household incomes have fallen under the pressure of inflation, and they have to make new choices in allocating their remaining funds. They make trade-offs within a given category, but may also abandon that category.

We explore here the relevant gears to activate in order to cope with these challenges.

2. Unplugged from Social Commerce

As CPG brands need volume growth, unsure traditional retail or even e-commerce will be able to provide such additional volume opportunities.

Social commerce looks to be a new frontier, and we identified critical ways to leverage it properly.

3. Out of sync with GenZ

CPG brands often talk at GenZ but don’t talk TO them

In this section we identified the most effective gears to re sync CPG brands with GenZ