1. IT IS NOT CLEAR FOR THE CONSUMER WHAT SUSTAINABLE FOOD IS EXACTLY
Consumers do not yet have an unambiguous, clear and correct picture of what exactly is a sustainable diet. The impact of packaging is overestimated, while the impact of less animal products is greatly underestimated compared to the impact determined by experts. The wrong perception about what is sustainable, among other things, leads people to think that sustainable is always expensive.
2. WE ARE IN THE MOMENTUM FOR THE PREVENTION OF WASTE
Prevention of waste is high on the agenda of consumers and experts. There is currently a lot of momentum to make a profit in this area by moving along with this momentum. Consumers are open to it.
3. THERE ARE 4 DIFFERENT GROUPS OF CONSUMERS WHO SEE SUSTAINABLE FOOD IN A DIFFERENT WAY
There are four consumer groups, each with its own view on sustainable behavior. We have called them Idealists (33%), Trend Followers (19%), Blocked (26%) and Conservatives (22%). Reaching each group effectively, with the right message and the right product, requires a smart, segmented approach.
4. CONCRETE ARGUMENTS FOCUSED ON DIRECT ADVANTAGE FOR CONSUMERS WORK BEST
Arguments that deliver a visible, concrete and personal benefit work better than general messages. Arguments for sustainable behavior aimed at abstract benefits that are far away from the consumer work less well. There is also little support for measures that compel consumers to eat more sustainably. This is especially the case when it comes to cutting down on meat.
5. THERE IS LITTLE SUPPORT FOR TECHNOLOGICAL AGRICULTURAL INNOVATION
Consumers are not (yet) thinking about improving efficiency in the context of sustainability. New agricultural technology is greeted with a dose of skepticism. Only a third of consumers think it's a good idea. Technology would make agriculture less natural, take the farmer's sandwich, produce lower quality products and be less efficient. Proponents see it as a good way to meet the growing need for food.