Why food consumers say one thing and do another with Laurie Demeritt

Consumers say they care about health, sustainability, and quality… but their behavior doesn’t always align. In this episode of The Curiosity Current, Laurie Demeritt, CEO of The Hartman Group, explains why the aspiration–behavior gap in food and beverage is human, not irrational. She explores how integrating quantitative and qualitative research reveals emotional trade-offs, how to interpret consumer skepticism around claims, and what emerging wellness shifts including GLP-1 adoption mean for brands trying to make smarter decisions.