“[Food] makes you think of happy times. It warms your heart.” – Active Explorer, anonymous
After years of studying the Active Explorer, one of the most loyal and dynamic psychographics in marketing today, we’ve learned one thing: they never cease to surprise. After tracking down every food trend, from meal delivery services to sous vide cooking, that affects this adventurous group, we finally sat down and asked them a few questions about how they think about eating.
And it comes down to honesty, authenticity, and family.
The most important value for food companies, from restaurants to retail, among Active Explorers is honesty (24%). A close second was family (21%). We were expecting more exploration values to pop, like originality (2%) or innovation (1%). Maybe even adventure (2%) or discovery (1%). But no. AE’s may be pushing the envelope on self-discovery, only not when they’re hungry. The biggest values after family were ethical (9%), respect (7%) and caring (7%).
“Comfort food to me is the meal you cook after you have completely ruined a meal you were going to try.” – Active Explorer, anonymous
Food is comfort, and comfort means food. That’s what our User Group played back to us. They rely on it to warm them during spells of cold weather (29%) and ground them after stressful days at work (16%). But you don’t need to be sad to reach for the mac and cheese: comfort food is what AE’s reach for when they’re in a good mood (13%) or when they’re in the mood to celebrate (11%). In short, comfort food is “fresh, fills you up, and makes you feel loved,” in the words of one respondent.
Ultimately, this is what food means to Active Explorers. It’s an emotional connection to friends and family. It’s a place to feel safe and warm. It’s a place you leave every morning, touch base at lunch, and return to at dinner to share stories, build memories, and express love.
No matter whether they’re cooking for themselves or going out to eat, food occupies a special place in the mind of the Active Explorer. It’s a beginning and an end to the day, fuel and sustenance, an expression of honesty and family. It’s where they start and where they inevitably return. It’s a place called home.