Alright – so today we’ve got the honor of introducing you to Chadwick Boyd. We think you’ll enjoy our conversation, we’ve shared it below.

Chadwick, looking forward to hearing all of your stories today. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

I consider myself a cultural anthropologist. In thirty years of working with consumer food brands, particularly in the retail space and in the shaping of and contributing to food and lifestyle media, I have always found it valuable to dig into what is influencing current pop culture to understand the mindset of consumers to drive response and purchase.

One trend I am especially intrigued by right now is “Later is Greater.” There is a groundswell of conversation and highly visible ear-markers that show us that later in life is more rich, vibrant and fulfilling. The most visible example of this is Martha Stewart appearing on the cover of the Sports Illustrated 2023 Swimsuit Issue at the age of 81. She stunned everyone – in a great way – and immediately sparked conversation globally around our mindset toward getting older. Jane Fonda just appeared as a L”Oreal brand ambassador at the Cannes Film Festival at nearly 86 years old. Sheryl Lee Ralph, Michelle Obama, Jennifer Coolidge, Jamie Lee Curtis, Rita Moreno and Honda Kotb are all challenging the social conceptions or misconceptions, rather, of what life in the late 50s to 90s is like or can be. As a result, we are seeing movies such as “80 for Brady” in mainstream theaters, Michelle Obama’s “The Light We Carry” tour and podcast sell out and be downloaded in record numbers, and even “grandfluencers,” like Barbara “Babs” Costello on TikTok and Instagram explode with millions of followers.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

For 30 years, I have been immersed in the media, retail, business strategy and communications world of leading consumer food and lifestyle brands. As a sustained and engaged leader in national American food, my depth of knowledge of the food space and its continuing evolution is unparalleled. I have built teams and created programs for some of the most enduring and impactful brands, such as Panera Bread, Campbell’s Snacks, and McDonald’s, to create new categories for expansion, utilize culinary and lifestyle trends to inform new product development and employ editorial-style storytelling to reconnect with waning audiences.

I am consistently analyzing pop culture, observing what is driving era-defining consumer behaviors, tastes and trends, to help new and existing brands find relevancy and meaningful connection in the marketplace.

With this expertise, I contribute to and am often featured in major food and lifestyle magazines, like Better Homes & Gardens, Food & Wine and Real Simple. I also frequently appear as a guest expert on television, including CNN, Food Network and Hallmark. In my career, I have helped concept, create, and market 15 best-selling food and lifestyle books.

Can you tell us about a time you’ve had to pivot?

I think the pandemic forced every business owner to pivot in some way. I will never forget the moment I realized the world had changed, including how we conducted business and counseled our brand clients. It was late March 2020 when it became clear we would not be emerging from a virus threat after a two week, stay-at-home pause. I knew then we would need to completely change our thinking toward how we served business…and how the whole business operated. And we had to respond quickly. I had the same knowing when I reached a point in architecture school in college where I had excelled the first year and a half, yet when I reached the engineering and structures part of the curriculum, I was flailing and lost. I never expected to end up there, yet it forced me at a young age to delineate between the good that existed and the parts that were not working. That bifurcating moment made me realize it’s important to see beyond the obvious and let go of unfulfilling expectations. As a result, I ended up on a far richer path of creative and news writing, learning about branding with Mickey Drexler’s team at The Gap and well-produced television.

We’d love to hear a story of resilience from your journey.

I started my business at age 28. I was working for a woman who was the worst boss I have ever experienced, being overworked and manipulated – nothing I signed up for. I was exceptionally stressed, questioning every move I made and exceedingly unhappy. I was in an horrific work situation that ended up being one of my greatest gifts: it prompted me to abruptly resign and venture out on my own without thinking about all the things everyone gets caught up on (benefits, insurance, consistent revenue, etc.). My thinking was, if I am going to work 70, 80, 90+ hours a week, then it might as well be for myself. That unexpected, highly-concentrated stressful time forced me to go beyond the chaos, listen to my inner voice and take action. That turned out to propel me into the food & lifestyle niche that I dearly love and am most passionate about. The next thing I knew I was working with Martha Stewart’s book editor, the early production staff at Food Network, and developing brands for Target and other retailers.

Contact Info:

• Website: www.chadwickboydlifestyle.com
• Instagram: www.instagram.com/chadwickboyd
• Facebook: www.facebook.com/chadwickboyd
• Linkedin: https://www.linkedin.com/in/chadwickboyd/