Engaging With Consumers: Insights from Futerra

Delicious food, better health, saving money and helping the environment: the case for sustainable diets is strong. 

A Global Sustainability Study revealed that a whopping 50% of consumers rank sustainability within their top five drivers for value, especially millennials who consider sustainability a crucial criterion for making purchases.

So why do so many people struggle to change their food choices?

This is an important question for brands seeking to encourage healthy meal choices and reduce food waste. Thankfully, behavioural scientists are revealing the answer and have discovered ways to help consumers take action.

In Futerra’s work with members of The Consumer Goods Forum, we’ve also put these principles into action and had great results. Brands can be valued partners for consumers in making lifestyle changes, by following a few simple principles.

• Understand the barriers: For many people, there are barriers between their good intentions and their ability to make change. Too many brands focus on making the case for action, forgetting that many consumers already want to move forward, but there are things in their way. 
• Cost & Availability – Can people find and afford ingredients? Do they have the equipment they need for the recipe? Are they cutting down on oven use to save money? Do they believe buying spices etc are worth the money?
• Time – Do busy families have time to buy, prepare and cook your recommended dishes? Do they need to use shortcuts in cooking? 
• Habits – Are people familiar with these meals and ways of preparing them? Are they culturally appropriate?
• Myths – Is there anxiety about food ‘going off’ because of labels or food myths? Do they think food claims are greenwash?

These are just a few of the barriers that people can face when trying to change their meal choices. Before running any campaign or launching products we recommend listening to consumers about why they aren’t already taking action.