Pinterest 's Head of CPG Strategy Discusses The Inspired Consumer: A New Digital Shopper

To play this video, become a BevNET/NOSH Insider or Login.

According to Arthur Sevilla, Pinterest’s head of CPG strategy, the digital shopping journey starts with a simple equation: “Relevance + receptivity = impact.” Pinterest uses a proprietary algorithm, what it calls a “taste graph” to make Pinterest feel like a personalized experience that provides inspiration, he said. Popular food trends include foil pack dinners, oat milk, ginger water, pegan (paleo & vegan) and mushrooms, he noted.

“Pinterest is about yourself, not your selfie,” he said. “Pinners are in a future mindset. Think about your brands and when consumers are receptive to your message.”

With that in mind, brands should think about ROI from Pinterest as “return on inspiration.”

“Consumers are seeking inspiration, and they are full of intent,” he said.

Learn more about NOSH Live, a two-day conference for the natural food industry, at noshlive.com