Why haven’t consumers started adopting healthier eating habits despite all the “better-for-you” options on the market? Jack Bobo would say it’s because companies don’t understand how consumers think—and are turning them off with the wrong messaging.
The plant-based movement could learn a thing or two from this classic Sesame Street “hero.”
If you’re of the older millennial generation, you probably remember a certain classic Sesame Street skit featuring an unusual superhero. He emerges, we’re told, from “his secret garden somewhere in New Jersey.” He has a theme song. He wears a costume (with a cape). And, like Superman, he has his own logo emblazoned across his chest.