Consumer insight: an individualistic approach to sustainability

Consumer insight:  an individualistic approach to sustainability

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Consumers look at sustainability from their own perspective rather than on an environmental scale. Wasting food, for example, is in fact a waste of valuable natural resources. But, from a consumer’s perspective, it’s more about wasting money. They make sustainable choices if they will personally benefit. 

We asked more than 11,000 consumers to talk about the future of food and their expectations for 2025. The results have been summarized into four key observations, and we now turn to the fourth and final of these: My Sustainability. In the upcoming weeks, we will focus on how this key observation impacts our business. Stay tuned for trend updates, interviews, expert opinions, recipes and best practices.

My sustainability, my perspective
In the video Ashwin Prasad, former category director for bakery products at Tesco, quite accurately explains the two sides of sustainability for consumers: what they expect from retailers and suppliers and how they apply sustainable behaviour in their own personal lifestyles.

When consumers make remarks about sustainability in food, they care more about their personal health than the planet's health. Their reaction is more ‘I do not want it to be unhealthy for me’ than ‘I do not want it to be unhealthy for the world’.

Some interesting facts:

- Only 32% of consumers around the world expect food to be more sustainable in the future.
- In Europe and America more than 20% of consumers think that food will be less sustainable in the year 2025 
 

Consumer insight:  an individualistic approach to sustainability
 

Curious to learn about the other key observations? Check out the infographics:

- Age of Abundance: infographic
- Food under pressure: infographic
- Lost in translation: infographic

 

Interested in more information about the key observations and how they impact your business? Contact your local Puratos representative and schedule a meeting.
 

Consumer insight:  an individualistic approach to sustainability

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