Creating Demand for New Product Categories that Involve Unfamiliar Behaviors or Experiences

As innovation for sustainability and regeneration continues to gain pace, we are increasingly seeing more-than-incremental changes in value propositions and respective value delivery. That often results in entirely new product categories which interact with consumers in novel ways. From large refill containers for liquid soap, to plant-based meats, to 3D-printed shoes, to a range of other examples, these new categories are entering the marketplace thick and fast – often coupled with unfamiliar new experiences or behaviors. This panel will share lessons on navigating such dynamics, with an emphasis on practical tips for creating welcoming comfortable transitions that ‘ease people in’ with grace and user-friendliness.