Natural Products Insider is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

SupplySide

Best practices to avoid ‘certification fatigue’ – podcast

Jeff Hilton, co-founder of BrandHive, offers tips on how brands can effectively incorporate certifications without causing “certification fatigue.”

Claims—both emotional claims such as “all natural” and health claims—help brands engage with consumers, while third-party certifications help brands build trust with consumers. In this SupplySide West edition of the Healthy INSIDER Podcast, Jeff Hilton, co-founder of BrandHive, talks about the value of claims and certifications to brands and offers tips on how brands can effectively incorporate certifications without causing “certification fatigue.” Hilton will be presenting at SupplySide West in Las Vegas during the “Claims & Certifications: What Do They Mean and Who Cares?” session on Thursday, Oct. 17 at 9 a.m.

Key points of this podcast include:

  • Third-party certifications lend authenticity to brands by reinforcing “a voice of transparency.”
  • Claims serve as tools to engage consumers, but certifications build trust with consumers.
  • “Certification fatigue” is caused by overwhelming consumers with numerous certifications. 

Links and resources:

Got feedback? Email Sandy Almendarez at sandy.almendarez@informa.com, or tweet to @NatProdINSIDER using the hashtag #INSIDERpodcast

 

Hide comments

Comments

  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Publish