Today, consumers want to buy a story. And they want that story to tell a tale of sustainability and wellness, deliver on traceability and transparency, plus satisfy a very specific need. All at once.

While brands struggle to deliver on that message, sitting in storytelling seminars and wiling away hours in marketing meetings, manufacturers may be winning the game retailers didn’t know they were playing—because few know product and the demands of the market like they do. And more and more, they’ll rely less and less on retailers to deliver that message to consumers.