Article was originally published on LinkedIn.
I’m very excited for what the future holds with the Amazon + Whole Foods deal. As a busy working mom I need the combination of ease, healthy fresh food and good prices.
It sounds like Amazon will leverage customer data and analytics to optimize inventory (cheaper Siggi’s, please!), increase incentives for digital and voice ordering, and expand zippy delivery.
Love it – I can’t get a parking place at my local Boston store anyway. I live just a short drone-hop away.
One of my favorite reasons for shopping at WF is the sensorial experience. I sniff, taste and explore my way through the store. But as grocery commerce evolves to be even more digital and frictionless, our meal planning, purchasing and cooking will become less hands-on and more of a mental game.
Tap. Click. Consume.
This is a game where it pays to become mindful.
When we trade walking through aisles, using our senses to choose the ripest fruit, for viewing a flat image of the perfect photo-shopped specimen it’s a lot easier to be disconnected from our food, our hunger and satisfaction.
Did you know:
· Food information from digital media is thought to influence over 70 percent of the food eaten in US households.
· Virtual food exposure triggers hunger and food porn leads to weight gain.
Mindfulness enters the picture here. It is important because the reason we eat what we eat starts in our mind rather than our palate.
And these days many of us are more connected to our devices than to our minds.
Our Consumption Journey
Tap. Swallow. Gag.
Around a year ago I started choking repeatedly while triple-tasking through my working lunches.
The choking continued over several weeks and forced me to evaluate what was happening.
So I began exploring my and other women’s mealtime experiences, looking at trend data, interviewing experts, and diving into scientific research.
I realized that each bite is actually the end of many decisions along the journey to mealtimes. In fact, we make over 225 food-related decisions every day about all aspects of eating, and we are unconscious of around 200 of them.
I named this path – from Planning to Shopping to Cooking to Eating – the Consumption Journey. It happens to mirror the classic consumer purchase path I know from my marketing work.
I discovered that according to neurogastronomists our experience of eating is as much a mental event as a physical one.
Being in touch with our minds is critical to optimizing this mealtime journey and my solution was integrating real-time moments of mindfulness throughout.
This completely turned my situation around. My consumption journey went from mindlessly rushed to attentively content. I even lost weight and saved money.
I just finished writing my first book about this – Mind to Mouth: A Busy Chick’s Guide to Mindful Mealtime Moments (Nov 2017 release).
The book shares my experience, discoveries and fun tips for busy, modern women to better connect with their food and themselves.
It’s full of surprising data and research about nearly invisible influences on each phase of our consumption journey.
Busy chicks need to know what is impacting them subconsciously (!) in their digital and analog food-related experiences and how creating a mindful offense is a skillful way to create the meals and health they desire.
Just in time for the Amazon & Whole Foods grocery shopping transformation.