A local product is all about the producers’ soul, their passion, their vision. It is about the story, the founding myth, which has inspired their company since the start and propels it into the future.
The story, the founding myth
In fact, the results of our research on their values as consumers tell us that aficionados of local products are just as interested in the story behind these products and in their producers as they are in the products themselves.
Their origin, the original vision, the first steps, the launch, the path leading to the products currently for sale are all elements contributing to the value proposition that appeals to these consumers. They are what give the products meaning. They enhance the experience. They represent the products’ added value, for which these consumers are willing to pay.
This added value expresses the producers’ creativity, their desire to transcend their limitations, to push forward and embrace the challenges – all values shared by consumers of local products and that resonate with them when they recognize them in others.
These consumers are paying as much for the story as for the products themselves.
These consumers also have an identity that is both local and global (planetary). They identify as much with their terroir, their region and country as with the populations in other countries, with whom they feel they share certain values. They feel connected to humanity at large, whether local or on the other side of the world.
Therefore, they tend to be receptive to “authentic” products from regions of other countries. Authenticity is the key value here, the one that communicates the producer’s soul, as opposed to an over-industrialized process. Mechanization has its place but not at the expense of authenticity.
Tell your story, create a founding myth, bring your products’ soul to life. Then you can conquer the world ... by targeting the right consumers!
Values and hot buttons of the consumers who like local products (Canada, Panorama 2021)
The indices on this table compare these consumers to the rest of the population and quantify the extent of their variance. At 100, these consumers would be similar to the general population.