Consumers are increasingly seeking products that are local, made by individually identified people, traditional, or remind them of their childhood. This phenomenon is evidenced by the ever-increasing popularity of farmers markets and the return to familiar grocery brands during the COVID-19 pandemic.
This research suggests that groundedness marketing might be particularly promising as consumption can provide a feeling of being emotionally rooted. This can occur when products connect consumers to their physical (place), social (people), and historic (past) environment. It seems that in times of digitization, urbanization, and global challenges, the need to feel grounded has become particularly acute. - Peter, M. & Sarah, V.