Culture

//Culture//
 * · Societal focus on eco-friendliness and environmental sustainability
 * ·  Current economy
 * ·  Increasing prominence of fast-paced lifestyles
 * ·  Societal focus on “buying organic”

Several societal trends currently affect the nutrition/energy bar category and the overall success of the Clif Bar, Inc. brand. One major development throughout the past several years is the importance of an eco-friendly lifestyle. A simple Google search demonstrates the pervasiveness of this phenomenon: tips abound for eco-friendly parenting, promotional items, do-it-yourself projects, and countless other areas where people are trying to “go green.” Beyond living a more eco-friendly lifestyle, there is also a trend among entrepreneurs to employ eco-friendly practices. These businesses make the environment a daily priority while still garnering healthy profits: “As more and more people are conscience of the environment, starting an eco-friendly business has become more popular,” according to Steve Rosen, interim CEO of FranNet, a franchise consulting organization (Jessica Seid “Making some green by being green” April 22, 2006 CNN Money [] ). The business interest that has developed from this trend, seen both in Clif Bar and other companies, indicates its importance and relevance to society. Another trend has grown out of the current economy: finding ways to save money in every area of life. According to a survey conducted by the Pew Research Institute, eight in ten adults have taken specific steps of one kind or another to economize during these difficult economic times (Rich Morin & Paul Taylor “Luxury or Necessity? The Public Makes a U-Turn” April 23, 2009 Pew Research Center [] ). So even though many people are taking steps to become more eco-friendly, which can sometimes be more expensive, consumers are also watching their spending with a very close eye. Another pertinent trend is consumers’ increasingly fast-paced lifestyle; television shows, products, and articles frequently target people who consider themselves to always be “on-the-go.” These consumers also demand speed and efficiency in many areas of their lives; one female grad student shared that she often uses nutrition bars, mainly Clif bars, as a breakfast or lunch alternative when she’s running short on time (interview). The increasing number of “smart phone” purchases also supports this trend: total worldwide shipments reached 39.9 million in Q3 2008, a 28 percent increase from 2007 (Global smart phone shipments rise 28%. Canalys: Press and research releases. Nov. 6 2008 [] ). Finally, the social trend of buying organic products strongly influences the nutrition bar category, particularly Clif Bar. Entire franchises have appeared in response to this long-growing trend, such as Whole Foods Market. A 2004 industry study shows that more Americans are buying more organic food for multiple reasons; 79 percent of frequent organic buyers believe it’s better for the environment, and 98 percent think it tastes better than conventional, processed foods (Michael Howie “Industry Study on Why Millions of Americans Are Buying Organic Foods” March 29, 2004 Organic Consumers Association). Buying organic has also become a lifestyle statement: according to opinion bloggers and trend surveys, it’s now considered cool to buy organic products (Marisa McClellan “Buying Organic is a Growing Trend” October 10, 2007 Slashfood [] ). This trend is especially relevant to Clif Bar since one of its main differentiating points is the majority of organic ingredients used in most of its products; Clif Bar’s image and relevance to consumers can depend on positioning itself positively among these trends.