Danone uses social listening to get a deeper of understanding of what really matters to people, which has become all the more important since the onset of the pandemic.
“We observe all the conversations around food and beverage consumption and the semantics change. It’s a massive social display. It’s a pulse on society’s wishes, and for us, it’s shifting the way we’re getting our data by moving from asking people to really listening to people,” says CMO Valérie Hernando-Presse.
"The big lessons Danone has taken from the latest report are ‘food as medicine’ – the pursuit of eating more organic and fresh food to prevent ailments; ‘planetary health’ – shifting to eating habits that aid in reducing carbon emissions; and ‘social progress’ – caring for people in the supply chain and enabling access to 'good natural food' for all.
"Social progress is the most dominant trend, notes Hernando-Presse, as now the public mood has shifted to more pressing and 'important' ethical issues."
Article: From Asking to Listening: How Danone is Using Social Insight to Stay Relevant