***New Consumers Participate in Building the Life’s Abundance Brand

New Consumers are building the Life’s Abundance brand of holistic pet, people and planet products. Who are these New Consumers? According to BBMG, a nationally recognized branding and marketing firm, these New Consumers have practical shopping habits that serve their purpose. More than 70 million of these savvy shoppers are twice as likely to try new things. As they share their opinions online, they reward or punish brands based on corporate practices. Even during the recession, 25 percent of these New Consumers are willing to pay more and are re-evaluating their purchasing priorities.

Although the Life’s Abundance brand includes products for people, pets and the planet, let’s use the Life’s Abundance pet food as an example of how New Consumers are building this holistic pet food brand.

New Consumers shop for total value and are willing to spend a little more for quality over quantity, surprisingly finding that they spend less over time for Life’s Abundance nutritious pet food. On the other hand, Old Consumers focus on the lowest price of pet food, continuing to spend more for less nutritional value.

New Consumers create their own solutions by giving feedback directly to the Life’s Abundance product formulator, Dr. Jane Bicks, and the company owners about their pets’ tastes and physical needs. Old Consumers wait for solutions and follow the marketing hype behind advertised products that they find on their retailers’ shelves.

The New Consumer asks, “What’s in it for we?” and are pleased to support a company that gives back through both preferred customer pricing and the Dr. Jane Foundation that supports specific qualified pet rescues that they personally know, thus creating a meaningful experience. The Old Consumer asks, “What’s in it for me?” They may purchase pet food based on the rewards that are offered by way of occasional coupons or brand apparel.

New Consumers of Life’s Abundance pet food not only look at the ingredients listed on the label but also are active co-creators of content, products and experiences. Life’s Abundance consumers can participate in the company blog, speak with Dr. Jane Bicks on her conference calls to have their questions answered and meet with personal independent representatives for the ultimate in customer service. On the other hand, Old Consumers trust the marketing messages on the front of the box and are passive recipients of brand communications via direct mail or email.

The New Consumers have been important as partners and brand advocates for Life’s Abundance. They are active participants in shaping the brand’s practices. Since less than four percent of New Consumers trust a company’s advertising to verify their product claims, they have verified the Life’s Abundance brand on the Internet and social networks as well as third-party trustmarks to verify their purchases.

Overall, New Consumers have found authentically “excellent” products in Life’s Abundance brand and have become fiercely loyal. This innovative company resolves their buyer’s remorse. These new consumers have found a triple value proposition in Life’s Abundance with practical benefits like cost savings, durability and style; social and environmental benefits; and tribal benefits that connect them to a community of like-minded, animal-loving individuals.

Life’s Abundance understands that New Consumers want it all and deliver Total Value while welcoming input from their consumers in developing their products to solve their problems. Life’s Abundance makes it easy for the consumer to have the products delivered to their home and invites the New Consumers to participate in the new “funded” consumption of products through the home-based business concept for individual field representatives. Life’s Abundance paints a bigger picture with their Dr. Jane Foundation for non-profit animal rescues.

The successful Life’s Abundance brand has established very clear pathways that allow them to constantly listen to the New Consumers; engage them in conversation and drive healthy innovation…and ultimately, change the world.