Brand Strategist

Curiosity Matters

An Exploration of Branding, Design and Cultural Trends

Tipping Point

Last week, I stopped by a fruits and vegetable mini grocery store in my home town (suburban NJ) and was delighted to find veggie juice; i.e. kale, lemon, ginger, apple, etc. for only $4.50. I put it on the counter at the register and an older woman in her 60s said "What is that supposed to do?" And next to her was another older couple discussing their happiness at finding juice at Julio's (the store), mentioning that they were following some sort of diet by Dr. Oz. I explained to the woman that juice had tons of nutrients and that kale was awesome. It made me think, does this conversation mark what would be called a "tipping point?" Obviously healthy eating, juices and the idea of "alternative medicine" has been around since the 60s. It has gone slightly mainstream thanks to Whole Foods but could still be considered limited to a wealthier consumer or even younger demographic. My suspicions were confirmed a few days ago. The NY Times recently posted an article marking this shift. National food chains are offering healthier options at the demand of their consumers. We've reached a tipping point. Corporations are looking towards sustainability and even pharmacies are carrying fresh fruit. In the coming years, I believe there will be a societal pressure to eat healthy and live more sustainable just as we've pressured each other to quit smoking, wear seat belts, and not drink and drive. I'm hoping that the obesity epidemic, crazy weather and political strife around the world is one of those situations where it has to get worse before it gets better. Will everything will be uphill from here?