Are you part of the problem, or part of the solution? If you don’t automatically align with the solution end of that equation, you might want to think about your overall messaging to consumers—and to the industry overall. An increasing number of consumers seek to serve as agents of change in their product purchase behavior, and will accordingly align themselves with different brands and companies. This is also sometimes true of potential business partners up and down the supply chain.
First of all, it doesn’t matter what this so-called “problem” is. It’s whatever each individual decides it is. For some people, the problem is the price. For others, it’s the product’s perceived environmental footprint. Still other consumers might take issue with any other product variable: convenience, portion size, nutritional aspects, or specific ingredients in the mix.