Retail and fmcg
In the ideal world, people only have access to healthy, nutrient-rich food from trusted sources. The process of growing and providing such food should ideally contribute to the well-being of the planet too. Having a net positive effect in terms of carbon footprint, increase in biodiversity and improved soil life.
We need to work with a vision that consumption is a good thing. That humans have a positive contribution to the ecosystems they are part of. Just like other mammals in the wild.
Making healthy and sustainable choices is not straight forward, because how do we assess good farming practices? The promotion of soil health? Actual food miles or the right type of packaging? How can we distinguish the right choice from the wrong one?
And how can industry change so that production, transport, packaging and food waste becomes regenerative by nature and/or cyclical by design.
Helping the transition
We have to help guide the consumer to meaningful choices that really matter.
We not only need to know what speaks to them, but also to discover how to engage them into the journey towards a better consumption culture.
With a deep understanding of shopper behaviour and decision making, we are well equipped to discover consumer desires and patterns to help build the bridge between consumer needs and innovations that have a positive impact.