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March 2008 Shifting consumer behaviours to more sustainable food choices.

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Presentation on theme: "March 2008 Shifting consumer behaviours to more sustainable food choices."— Presentation transcript:

1 March 2008 Shifting consumer behaviours to more sustainable food choices

2 A new way of connecting ids.channel&ChannelID= http://vids.myspace.com/index.cfm?fuseaction=v ids.channel&ChannelID=

3 Food shopping can be a pleasure

4 Even for Royalty

5 But in reality its rarely a valued experience Budget pressure Sterile environment Time pressure Choice overload

6 We have become disconnected to food % of total household spend Food33%15% House9%19% Leisure9%19% Source: Office of National Statistics Despite there being more choice than ever before, we spend less time and money on food shopping than ever before As nation we have become detached from the source of food, we have forgotten how to cook, we have lost our culture of food

7 A shift IS beginning Stop buying from companies you feel are supplying unhealthy products Stop buying from suppliers you feel are acting unethically Stop buying from companies you feel are damaging the environment % of consumers who claim they have done in the past year Source: Henley Centre Planning for Consumer Change 2003 & 2005 But there is a difference between saying one thing and then actually doing it Understanding attitude vs behaviour is critical

8 Attitude or Behaviour Change First? Some changes start with attitude e.g. organic food But attitude change can equally follow behaviour change e.g. plastic bags Will depend on your typology Behaviour Change Attitude Change

9 Propensity to change varies across segments Rejecters Pre -occupied Confused Cautious Conformists Conveniently Concerned Converts Crusaders No effortLimited effort Active effort Attitudinal and Behavioural * Approximate from various sources 10%* 10%* 15%* 15%* 25%* 15%* 10%* Waste not want not (Defra) 12%

10 Lets focus on the middle ground They would like to do more But a number of barriers get in their way Confused Cautious Conformists Conveniently Concerned 15%* 15%* 25%* Waste not want not (Defra) 12%

11 There are real barriers

12 No real consensus over issues Green beans from Kenya- right or wrong?

13 Confusion and lack of clarity vs

14 Still positioned as a luxury by manufacturers

15 And requiring more effort vs

16 The result for many...

17 To overcome this inertia Sustainable food needs to find ways of: Clarifying the confusion Offering easier solutions Mainstreaming luxury Delivering convenience i.e. normalising good food choices And above all, re-connecting people with food

18 A framework for reconnection Engage Educate Ease Enforce Exemplify Experience

19 ENGAGE in a more personal way Community action Local and personalised Ripple effect Making it real and tangible

20 EDUCATE We have forgotten how to eat well everyday And how to cook Opportunity via kids Change of lifestage

21 EXEMPLIFY and Lead Supermarkets are already taking the lead Celebrity and media play a key role –Jamie and Hugh Make non-action obvious –e.g. all low emission cars badged

22 ENFORCE a behaviour change Legislation-led Consumers want this: –27% of more involved consumers actively want government to intervene (Ipsos July 2007) Battery egg ban in 5 years

23 EASE better choices Resolve trade-offs –E.g. Saving energy also saves you money –Local food really does taste better Minimise effort required –Ariel Turn to 30 o –Affordable veg boxes

24 Create EXPERIENCE Give people a visceral feeling of the joy of sustainable food The production, the preparation and the eating Reconnect them with food emotionally as well as rationally

25 All can work together to catalyse attitude and behaviour change Engage Educate Ease Enforce Exemplify Experience Change

26 Thank you

27 Segment profiles Sources: Henley Centre HeadlightVision Consumers, Brands and Climate Change - - The Climate Group, Sky, Lippincott M&S Plan A Year 1 Review 2007 ImagePower Green Brands Survey - - Landor Associates, Penn, Schoen & Berland Associates and Cohn & Wolfe

28 Segment profiles Confused Aware of some issues but detached Typically uninformed and undecided (or is this an excuse??) Engage in some low effort/cost activities e.g. recycling, turning lights off Over 80% of UK population regularly recycle (several sources); 90% make effort to turn lights down (Climate Group); 80% make effort to turn heating down (Climate Group) Clear, simple, fact based communication Demonstrating how companies, communities and individuals can make a difference Feel obliged to take more action Feel better towards companies tackling climate change

29 Segment profiles Cautious Conformists Aware and moderately concerned Image-conscious : want to be seen to do the right thing Believe govt and business have responsibility for action Think ungreen behaviour should be penalised Engage in non lifestyle- changing activities…but prepared to pay more for certain green products that are visible to others (eg Organic) Make issues tangible and personal (cf drink driving in UK) Engage emotionally in examples of how companies and individuals can contribute Want to do more, rather than feel they ought to Will strengthen relationships with green companies/brands

30 Segment profiles Conveniently Concerned Aware and fairly concerned Believe everyone has a role to play Committed to easy action, esp if it saves them money (recycling, home energy saving, low temp washing) – admit they could do more Not particularly questioning of companies green credentials Want to feel good about what they are doing – feel more positively towards green brands and companies (esp when easy to spot) 64% never leave TV on standby overnight (DEFRA); app 60% have washed at low temperatures (DEFRA); 38% have positively chosen a product or service from a particular brand because of its environmental practices (Climate Group) Acknowledge and reward their actions Incentivise more effort (eg car sharing = cost saving) Innovate to make actions easy/less sacrificial Engage emotionally in need for companies, communities and individuals to make greater effort Feel good about doing more


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