Paul Hiebert is a CPG reporter for Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment. He has a background in market research, and his freelance writing has appeared on The New Yorker, The Atlantic, and Slate, among other publications.
Hawaiian Tropic and Banana Boat Adjust Marketing for a Different Sort of Summer
With states opening up again, Edgewell Personal Care is cautiously optimistic about its ability to move its seasonal products.
1 in 5 Shoppers Have Changed Grocery Stores During the Pandemic
Driving factors include poor ecommerce and a lack of in-stock items.
Gen Z and Millennial Entrepreneurs Step Up to Help Amid Covid-19 Crisis
Economic turmoil has presented an opportunity for entrepreneurs looking to address the emerging cracks in society.
Secret’s Latest Ad Campaign Offers Nothing New—and That’s Exactly Why It Works
The strategy of brands associating themselves with female empowerment has become commonplace, but Secret is different.
New Panasonic Campaign Attempts to Connect With Younger Consumers by Highlighting Brand Values
Panasonic's new campaign intends to connect the century-old company with younger consumers looking for brands to take a stand
Airport Terminal Retail Takes Off
While brick-and-mortar stores struggle to adapt to changes in consumer behavior, airport retailers are thriving.
4 Key Trends Driving Big Changes in the Skincare Industry
Disruptor brands are transforming the skincare space.
How Mars Wrigley Is Trying to Bring Impulse Buying Online
While in-store impulse shopping is alive and well, the challenge for candy companies is finding a way to foster similar behavior online.
Nestle Pushes More Sugar Products Off Portfolio in Latest Sale
As consumer demand for healthy food options rises, CPG companies are adjusting their portfolios.