Tag Archive for: consumer products pr agency

In an era where sustainability and health consciousness are at the forefront of consumers’ minds, natural products have seen a meteoric increase in popularity. This shift has necessitated a unique approach to consumer product public relations (PR) within the consumer products and consumer packaged goods (CPG) sectors, focusing on these eco-friendly and wellness-centric items. Natural products PR is a specialized field that aims to bridge the gap between natural products companies in the market and the increasingly health-conscious public. Through strategic storytelling and media relations, this niche has become essential for brands that prioritize natural ingredients and sustainable practices. What trends in natural products PR should emerging brands consider?

But What Exactly Is Natural Products PR?

Natural Products PR is a specialized area of public relations that focuses on promoting consumer products that are natural, organic, eco-friendly, or health-oriented. It involves creating and executing communication strategies to build and maintain a positive image for brands within the industry. By leveraging media relations, social media, influencer partnerships, and more, natural products PR agencies work to highlight the benefits and differentiators of such products in a competitive market.

The History of Natural Products PR

The history of natural products PR traces back to the early days of the environmental movement and the rising awareness of health and wellness in the late 20th century. As consumers began to question the impact of synthetic chemicals on health and the environment, a market for natural products emerged. Agencies recognized the need for specialized strategies to communicate the benefits of these CPG items, laying the groundwork for the natural products PR field as we know it today.

Trends in Natural Products PR

In the dynamic world of natural products PR, staying ahead of the curve is important for brands aiming to make an impact in the consumer products and CPG markets. Read on as we explore current trends reshaping how natural products are marketed and perceived today.

Authentic Storytelling

Authentic storytelling has become crucial in Natural Products PR. This trend underscores the significance of engaging consumers personally, spotlighting genuine commitments to sustainability and health. After all, it’s not just about the products; it’s about the authentic stories and individuals behind them. This approach promotes a deeper connection with the audience, elevating the brand’s message beyond mere advertising to a more meaningful, trust-building conversation with consumers.


Transparency has become a cornerstone in natural products PR. Today’s consumers want to know the contents of consumer products, the origin of the ingredients, and the production methods. Brands that use PR openly to share details about sourcing and manufacturing are winning over consumers, particularly in the CPG industry. This trend towards transparency fosters greater trust, distinguishing brands as trustworthy in a competitive marketplace.

Influencer Collaborations

Collaborating with influencers who genuinely resonate with natural products has become a key trend. These collaborations facilitate reaching specific demographics via endorsements, positioning influencer partnerships as a promotional tactic for natural products. Such strategic alliances leverage the credibility and reach of influencers, enabling brands to communicate their message and values to a receptive audience, thereby enhancing brand visibility and engagement within the CPG sectors.

Leveraging Social Media

Social media platforms have become indispensable in natural products PR. Brands are leveraging these digital arenas not solely for promotional efforts but also as educational resources. They disseminate valuable content highlighting the benefits and applications of natural products, transforming social media from a small marketing tool into a platform for interaction. This strategy enhances consumer knowledge and connects brands and target audiences.

Sustainability Reporting

With an increasing demand for corporate responsibility, sustainability reporting has become a trend in natural products PR. Brands now go beyond merely implementing sustainable practices; they’re actively broadcasting these initiatives through detailed sustainability reports. This purpose-driven move showcases commitment to environmental stewardship and boosts public image. By sharing their journey towards sustainability, natural products companies are strengthening their reputation.

Emphasis on Health and Wellness

The global health crisis has amplified the emphasis on health and wellness in natural products PR. Brands spotlight natural products that meet consumer demand and enhance immune health, mental well-being, and general wellness. This trend reflects a growing desire for products that contribute positively to health, with companies aligning their offerings and communications to resonate with health-conscious consumers, reinforcing the CPG sector’s shift towards wellness.

Digital Events and Experiences

The pivot to digital platforms has spurred the growth of virtual events and experiences among natural product brands. By engaging consumers through online workshops, webinars, and product demonstrations, brands are effectively expanding their reach. This digital transformation allows for broader audience engagement, making it easier for natural product companies to connect with consumers globally, showcase their products, and educate their audience more interactively.

Interactive Content

Creating interactive content, like quizzes, polls, and AR experiences, is a burgeoning trend aimed at deepening consumer engagement with natural products. This approach entertains and educates consumers, making learning about natural products fun and informative. It’s a strategy that bridges the gap between information and engagement, enhancing the consumer’s journey with the brand and solidifying their connection to the CPG and consumer products industry.

Consumer Education

Consumer education has become a cornerstone of natural products PR, with brands dedicating resources to content that enlightens consumers on the benefits of choosing natural products. This trend transcends mere selling, empowering consumers with the knowledge to make informed decisions. By prioritizing education, natural products brands are fostering an informed consumer base that values the importance of their purchasing choices in the consumer products realm.


Personalization in public relations (PR) campaigns is gaining momentum, with natural product brands customizing messages and experiences to fit individual consumer preferences and needs. This tailored approach boosts engagement and loyalty by making consumers feel understood and valued personally. In an era where consumers crave relevance and connection, personalization is a key strategy for natural products companies aiming to stand out in the CPG market.

Ethical Marketing

Ethical marketing has become more prevalent, with brands highlighting their commitment to fair trade, cruelty-free practices, and eco-friendly packaging in their innovative PR strategies. This trend caters to value-driven consumers prioritizing ethical considerations in purchasing decisions. By emphasizing ethical standards, natural products brands enhance their appeal and contribute to a more sustainable, environmentally conscious consumer products industry.

Data-Driven Strategies

Employing data analytics to customize PR campaigns for social media platforms and assess their impact is a significant trend among natural product brands. Leveraging consumer data allows for more precise messaging and targeting, optimizing campaign effectiveness. This data-driven approach enables natural products companies to connect more effectively with their audience, ensuring that their marketing efforts are efficient and impactful in the competitive CPG landscape.


Creating a community around a brand has become a critical element of Natural Products PR strategies. This focus on community building aims to cultivate a sense of belonging and shared values among consumers, fostering a dedicated community of brand advocates. Establishing a strong, engaged community reinforces brand loyalty and amplifies word-of-mouth promotion within the consumer products and CPG sectors in an increasingly disconnected world.

Crisis Management

In the fast-moving digital age, preparedness for crises, including misinformation about natural products, is vital. Developing effective crisis management strategies is a trend critical to maintaining brand integrity and consumer trust. Proactive and transparent communication during crises can mitigate negative impacts, ensuring that natural product brands remain trusted and respected in the eyes of consumers and safeguarding their position in the CPG and consumer product markets.

Collaboration with Regulatory Bodies

Working closely with regulatory bodies to make certain that compliance and communicate certifications, such as organic or non-GMO, has emerged as a trend. This enhances brand credibility and educates consumers about the rigorous standards natural products adhere to. By transparently showcasing certifications, natural products brands bolster their reputation and assure consumers that their products achieve the highest safety and quality standards.

Embracing Technological Innovations

In the rapidly evolving landscape of natural products PR, embracing technological innovations will become indispensable. As digital transformation reshapes consumer interactions, brands will leverage cutting-edge technologies like AI, blockchain for traceability, and VR for immersive product experiences. These technologies will enable natural product brands to offer transparency, engage consumers in novel ways, and ensure product authenticity by providing unique experiences.

The Future of Natural Products PR

As we look towards the horizon, the future of natural products PR appears vibrant and dynamic, shaped by evolving consumer preferences, technological advancements, and a deepening commitment to sustainability. The trends we’ve witnessed lay the groundwork for an exciting future where consumer products, particularly within the CPG and natural products sectors, will not only meet the demand of today’s consumers but also anticipate the demands of tomorrow. Let’s explore:

Integration of Technology and PR

Integrating cutting-edge technology into Natural Products PR strategies is set to deepen. Virtual reality (VR) and Augmented reality (AR) will transform how consumers interact with natural products, offering immersive experiences that educate and engage in unprecedented ways. Artificial intelligence (AI) will enable more personalized and targeted communication, refining how brands connect with their potential audience. This technological evolution will elevate the consumer experience, making education, engagement, and interaction more interactive and impactful.

Sustainability as a Core Focus

Sustainability will move from a trend to a core business strategy, with natural product brands leading the charge. The future will see an increased emphasis on circular economies, zero-waste packaging, and carbon-neutral practices. Brands that adopt these sustainable practices and communicate environmental impact and contributions will gain a competitive edge. This profound shift towards deeper sustainability initiatives will resonate strongly with eco-conscious consumers, further aligning consumer products with the values and expectations of their discerning customers.

The Rise of Regenerative Agriculture

Regenerative agriculture, emphasizing restoring soil health and enhancing biodiversity, will increase prominence in natural products PR. As consumers become more wary of the environmental impact of their purchases, brands that source ingredients from regenerative farming practices will stand out distinctively. This approach benefits the planet by sequestering carbon and improving ecosystems. It also tells a compelling story of ecological restoration and resilience, connecting consumers with the journey of natural products from farm to shelf.

Ethical Sourcing and Social Responsibility

Ethical sourcing and social responsibility will become even more critical in the future, as discerning consumers increasingly demand transparency not just in terms of product ingredients but also regarding the ethical treatment of workers and adherence to fair trade practices. Natural products PR must highlight these efforts, showcasing brands’ commitments to positively impacting the environment and society. This emphasis on ethical practices will significantly strengthen consumer trust and loyalty, effectively differentiating brands in a highly crowded marketplace.

Leveraging Consumer Advocacy

The role of consumer advocacy in shaping brand narratives will significantly expand as natural product brands rely on their vibrant communities to spread the word, leveraging user-generated content, testimonials, and authentic stories. This strategic shift towards organic, peer-driven promotion will notably enhance authenticity and trust, with consumers playing a pivotal, active role in natural products PR strategies. The power of personal recommendation, fueled by brand loyalty and shared values, will become a key driver of growth, influence, and market differentiation.

In conclusion, natural products PR has become more than just promoting consumer products; it’s about building trust, educating consumers, and creating a robust community around sustainability, health, and wellness, this is true in the B2B public relations space as well. As the natural products industry continues to increase and evolve, so does the importance of innovative and ethical PR strategies that resonate with today’s informed consumers.

So, are you ready to elevate your natural product’s brand and connect with your target audience like never before? Avaans Media, with our 100% executive-level team, offers exceptional boutique PR services tailored for emerging industries and hyper-growth companies. Harness the power of cutting-edge PR strategies and let your brand stand out in the crowded consumer products marketplace. Contact us today to kick off your journey towards impactful and sustainable brand growth.

There are so many ways consumer brands can effectively reach audiences today. Brands have a dizzying array of choices; it’s easy to lose track of the difference between paid content, what is sponsored content vs branded content and how does it work with PR? Even the term “media outlets” is confusing because there are so many. For our purposes today, media outlets refer to traditional publications with online versions rather than social media platforms or blogs. Today’s online and print versions (where they still exist) are radically different. There is usually a lot more content on the web version, and there are no space limitations, meaning sponsored and branded content has been democratized. It used to be that only the most prominent brands could afford to buy space in magazines like Women’s Wear Daily or People Magazine, but today, buying content on those online versions is possible for much smaller consumer brands.


Sponsored content vs branded content

What is sponsored content?

Sponsored content is produced in collaboration with the brand; the brand has at least some oversight.

Sometimes sponsored content includes indexed links useful to SEO. This is perhaps one of the most compelling advantages of sponsored content. It creates an inbound link from a reputable online source, and it shows up in Google searches, which enhances reputation.

Like an ad, sponsored content may guarantee a certain number of views or placement over a guaranteed amount of time. Some influencers or publications require complete creative control, especially with product reviews. Depending on the outlet, sponsored content, because it has editorial oversight, very often lasts longer, sometimes indefinitely.  Depending on the publication and the format, it will appear with “sponsored” or “ad” designations per FTC guidelines. Branded content can be an article in a publication or an influencer video.

What is branded content?

Branded content is a hybrid of editorial and paid content produced by the publication; it is native-appearing. The placement and content oversight are paid for, and in this way, it differs from earned media. Like sponsored content, branded content is far less interruption than traditional digital advertising. Sometimes branded content includes indexed and because of the editorial oversight, do-follow links useful to SEO.

How to effectively use sponsored and branded content?

The most successful sponsored content and branded does not read like an advertisement.  Instead, it maximizes the space to create entertainment value or evoke an emotional response with storytelling. Creating content that viewers want to read is why paid content is more effective than banner ads. Very often, paid content isn’t even directly about the brand, and it may be a piece of content that distills critical messages to the audience without directly pushing the company; instead, it moves the consumer’s perception of a product or a lifestyle change.

Over and over, I see paid content that feels like a giant ad, and I know it’s because someone in marketing, or maybe even an overly enthusiastic CEO read the copy and said something like,  “There’s no call to action!” or “We aren’t even talking about our product’s best features!” And so the entire piece reads like the brand website. This is such a sad waste of viewer attention. The intent is to create or reinforce the customer journey. Customers almost never buy on the first interaction with a brand, think about paid content as a first or second meeting.

Is paid content effective for consumer brands?

Branded content drives up to 86% more brand recall than traditional advertising. That’s a considerable uptick. So why does anyone do any other form of traditional advertising? The reason is that branded content works because it doesn’t feel like a strong call to action; rather, it feels informative or entertaining, or even like news.

How are branded content and sponsored content similar?


How to choose between brand content vs sponsored content? This might be a matter of budget. Experienced content creators like editors at sought-after publications are not cheap.  Sponsored content is often less expensive, and it isn’t usually as in-depth as branded coverage, nor is it always premium quality. Some outlets do not ever place sponsored content in a front page rotation, where they might for premium branded content.

Paid content is effective because, unlike paid advertising, it doesn’t interrupt the viewer’s experience. Very often, there isn’t even a solid call to action in sponsored content. Because there isn’t a strong call-to-action, many brands run ad campaigns alongside their sponsored content to cement brand recall, improving click rates on traditional advertisements. Like an ad, paid content may not be permanently hosted or appear in search indefinitely.  Paid content, when done well, engages the viewer for a longer period than an ad; as importantly, because the view engages with the content, they will be more likely to remember it.

We love paid content because, unlike a traditional ad, it’s usually stickier and can be leveraged in many of the same ways as earned media.

How does it compare to earned media?

Sponsored content feels more trusted than advertisements but not as trusted as independent coverage or reviews. But, like earned media, it provides a way for brands to reach viewers while they’re in the mindset to consume content or while they’re searching for information related to the brand.

Because it isn’t paid, earned media is more trusted, and therefore, more valuable. Also, earned media is permanent. We see search results for earned content that is several years old but still relevant. So earned media is far stickier.

How does it fit in with PR and content strategy?

From a PR and content strategy perspective, we like to use sponsored or branded content to kick off a campaign; this gives us some control over the message early on and guarantees some visibility and search indexing. We use paid content with many of our thought leadership programs, to help leaders develop their voice, their point of view, and reputation. We also use paid content for product introduction. It is not uncommon to see brands use sponsored content in other forms of promotion and advertising.

In short, we think a lot of paid content makes sense with a digitally savvy PR campaign.