Visiting The Kokemusmakupalat Podcast April 4 2025
The wonderful Minna Leno and Mira Rahkonen invited me to appear on their Kokemusmakupaloja podcast. The episode focused on signals of change. Listen to the episode [here] or read below for an overview of the discussion topics.
Transparency is in Demand
The British supermarket chain Marks & Spencer has introduced a new cereal range with minimal ingredients. For example, their Corn Flakes contain only corn.
The range also includes Multigrain Hoops (five ingredients) and Choco Hoops (six ingredients), emphasizing simplicity and transparency. The products are aimed at health-conscious consumers. This new lineup responds to growing demand for clean-label, ingredient-conscious products.
Invisible Sculpture Sells for $18,000
In a related note, Italian artist Salvatore Garau’s invisible sculpture Io Sono (“I Am”) sold in Milan for $18,000. The buyer received a certificate of authenticity and instructions to place the work in a private space approximately 150 cm x 150 cm.
The piece exists only in the viewer’s imagination. According to the artist, it is a void full of energy.
Strategic perspective
People increasingly struggle to know what is real or trustworthy. If your brand can offer something authentic, do so. There is rising demand for healthier products with fewer and more easily recognizable ingredients. This applies not only to food — consider simplifying product descriptions or service information while emphasizing transparency and clarity.
Generation Alpha (born 2009–2024) Emerges as a Key Household Influencer
A study by U.S. firm Razorfish found that over half of parents (61%) say their 9–13-year-old children influence family food choices, and 77% of children want to participate in grocery shopping. The study surveyed 2,300 children aged 9–13.
Luxury is already on their radar:
68% own a high-end product by age 10
35% aspire to own a luxury car
Interest in automobiles goes beyond aspiration: 53% of parents report their children are more interested in cars than they were at the same age, and 61% say their children have the final say in the family’s car purchase.
Although Alphas are digital natives, they also value real-world experiences:
66% would rather pay for physical products than digital-only items
Yet 36% of 9–13-year-olds care more about looking good online than in real life
Strategic perspective
Generation Alpha actively participates in decision-making, not just as passive consumers. Parents take their opinions seriously. Develop marketing strategies that position purchases as family choices, not solely adult decisions.
Global Focus on the Experience of Land Travel
France’s stunning high-speed TGV Inoui trains are designed in a Wes Anderson style. Interiors feature rich colors, thoughtful forms, and a focus on comfort and experiential design.
Japan’s new high-speed trains draw inspiration from the natural landscapes along their routes. The exterior sports a striking mid-green with graphic elements reflecting cherry blossom silhouettes. The upper section is shaded Tsugaru green, while the lower portion features evening elm — both chosen to reflect the natural landscapes and mountainous scenery of the Tohoku region. Interior upgrades improve passenger comfort and accessibility.
Strategic perspective
Nature-inspired design reflecting regional landscapes, colors, and materials resonates with users’ values. Integrating these elements into branding (and interiors) can strengthen cultural identity and enhance user experience.