Bob Wheatley

Title

Founder and CEO

Company

Emergent

Activating the new psychology of pet food marketing: Millennials leading the pack in pet parent shopping behaviors – Bob Wheatley, founder and CEO of Emergent, explains how to map the six psychological insights that help make Millennial consumers (and how they think) the center of pet food go-to-market strategies. We already know that analytical, fact-based messaging so typical in the pet care category is not differentiating and, in many cases, not motivating. The benefit of tapping into Millennials’ psychology is that, by paying homage to the human being, we find a better path to connection, relationship and trust.

Wheatley is a brand and communications strategist and an author and speaker on brand building, consumer insight, retail transformation and content marketing. Emergent, which provides integrated brand strategy, communications and insight solutions to national food, beverage, premium pet food and lifestyle companies, has worked with a variety of brands and businesses including Nature’s Variety, Merrick Pet Care and Friskies. Emergent helps pet care organizations navigate, engage and leverage consumers’ desire for higher quality, healthier products for pets that mirror their own desire for a higher quality lifestyle. Wheatley’s previous speaking engagements include the 2016 Food Marketing Institute Midwinter Executive Conference and Petfood Forum.