Changing Entrenched Consumer Behavior

Ethan Brown, Beyond Meat
In conversation with: Toby Corey, Stanford University

How do you conduct market education when you’re asking consumers to make a radical shift? Ethan Brown, the president, co-founder and CEO of Beyond Meat, says the question goes deeper than marketing, into the realms of psychology and neuroscience. The key, he finds, is understanding what the customer wants and giving them all of it, even if the material or underlying technology is far different from what the consumer could have imagined.