Today’s consumer is under considerable pressure. Between concerns about the economy, the environment, health and society-at-large, Americans are reassessing priorities and changing their spending habits.

1. American Consumers Changing Attitudes Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

2. Consumer culture has changed Today’s consumer is under considerable pressure. Between concerns about the economy, the environment, health and society-at-large, Americans are reassessing priorities and changing their spending habits. At the same time, technology is empowering consumers with access to more information than ever before. They have the ability to make informed decisions and to demand transparency from restaurants and brands. Brands that are able to provide consumers with a culturally relevant story in a trustworthy, informative and memorable way will be successful. Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

3. Consumers under pressure These pressures have changed consumer attitudes and spending habits Xanthie Drankus +1.415.60.2639 xanthie@tastegurus.com

4. Economic volatility Feel financially insecure Uncertain about the future “I will spend on what is most important to me” Confused and cheated Perceived loss of control Savings instinct triggered Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

5. Environmental concerns Climate change Conservation Failure of government initiatives Feeling of helplessness Need to “do something” “I do my part by being green” Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

6. Health concerns Mistrust of Big Food health marketing Fear danger in chemical additives Concerns about plastics and petroleum products Interest in alternative medicine Nature holds the key to healthy living “Natural and organic mean healthy and safe” Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

7. Information overload Always plugged-in, no downtime Constantly being marketed to Loss of trust in MSM Cynical of product claims Connected to Social Media “I believe word-of-mouth” Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

8. Rapid change Pressure to increase productivity Constant need for retraining on new technologies Rise of multitasking Insecurity about future “I’m nostalgic for simpler times” Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

10. Believes that natural is healthy

11. Longs to be an active part of the solution

12. Looks to social network for informationXanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

13. Discovering new aspirations Cnsumershave discovered these new and optimistic aspirations. Authenticity Brands that provide consumers with a way to achieve their aspirations will thrive. Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

14. Motivations US consumers are nesting and place a high value on improving their lives and the lives of their kids. For example, the biggest trigger causing non-organic purchasers to switch to organic products is having a child. At the same time, faced with globalization and the mallization of America, consumers desire to signal their own specialness and uniqueness through symbolic association with special and unique brands. Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

15. What consumers want Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

16. What we do We apply what we learn to help our clients communicate in a way that resonates with consumers. We believe that by being creative, you don’t have to spend like the big guys to get results. To learn more, visit our website at TasteThinkTank.com. Xanthie Drankus +1.415.260.2639 xanthie@tastegurus.com

17. Thank you