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Industry Viewpoint: The future of marketing

By
Emily Holdorf, influencer and community manager for IFPA’s Foundation For Fresh Produce

In today’s digital age, where online interactions often overshadow personal connections, fostering community has become essential. Imagine a world where your brand is not just seen but felt, where genuine connections are made, and dedicated communities are built. The challenge and opportunity for produce brands in 2025 is clear: Build communities that inspire and transform consumers’ fruit and vegetable habits.

Getting lost in the social media scroll is real. While 75 percent of Gen Z use social media for entertainment rather than interaction, 84 percent still value being part of a community. As Millennials and Gen Z prioritize connections and shared values, their focus on niche communities and fandoms reshapes how they engage with brands digitally. Since 83 percent of Gen Z distrusting viral marketing, calling it “cringe-worthy” and unconvincing, our strategies are going to require digging deeper.

A classic example is Nike. Its social media strategy blends influencer and celebrity ad campaigns with advocacy, taking a stance on social issues, and turning customers into brand advocates through user-generated content and their Run Club communities.

Build behavior change through community
For produce brands, community-centric strategies can normalize healthy habits and tap into consumers’ core values to foster connection and drive lasting behavior change. Plus, behavioral science shows that real change happens when people feel supported, inspired, and part of something bigger than themselves. Communities, whether digital or in-person, provide the perfect conditions for habit formation by offering social proof and accountability.

Whether you already have a dedicated community built or plan to explore this more in 2025, let’s discuss opportunities to foster connections and in turn, build lasting fruit and vegetable habits with consumers.

Revive the “social” in social media
Social media dynamics are evolving, with interactive, community-focused formats taking center stage. Community-driven platforms like Discord, Patreon, Reddit and Substack are increasingly popular for cultivating exclusive online tribes based on special interests and fandoms. A fandom is a community of people who share a deep passion for a particular interest, defined by shared culture, language and a strong sense of connection. They foster collaboration and belonging both online and offline, evolving into subcultures like Disney, Marvel or Swifties. Here are some ways to leverage these concepts:

  • Dive into shared values. What do your followers all rally around? Is it flavor exploration? Environmental stewardship? Family Meals? Align your brand’s mission with these values to create a more meaningful connection with your community.
  • Create a niche newsletter. Treat it like a premium product, offering deep dives into your produce items in a way that pulls back the curtain and makes readers feel part of something special.
  • Appeal to specific fandoms. Tap into trending pop culture moments, like Wicked, or longstanding classics with Harry Potter or Star Wars fans.
  • Explore Instagram’s Broadcast Channel feature. It’s a low-stakes way to engage with superfans of your brand by sharing exclusive content, giveaways, and generating loyalty.
  • Use Reddit for social listening and outbound community management. While navigating Reddit can be tricky — snark pages can be vicious — jumping into conversations that are being had about produce or your product specifically can be invaluable.

The future Is community
Community is the cornerstone of effective marketing in 2025. Produce brands have a unique opportunity to align with consumer values, foster authentic engagement and integrate fruits and vegetables into everyday stories. By embedding community into your brand strategy, leveraging digital spaces for connection, and engaging Gen Z through live, authentic experiences, you’ll transform consumers into long-term advocates and achieve both emotional and performance-driven outcomes.

Food is more than just fuel; it’s a shared experience. Fruits and vegetables, in particular, bring people together and create memorable moments. Inviting consumers into a community inspires real change. By prioritizing connection and embedding community into your strategy, we can do more than market fruits and vegetables — we can inspire a movement that transforms eating habits and grows a healthier world.

For more fruit and veggie inspiration and everything you need to support your consumer marketing plans, visit www.fruitsandveggies.org. Join us in person at the Consumer Connection Conference, April 28-30, in Dallas.

 

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