The food and beverage industry plays a crucial role in addressing the climate crisis due to its environmental impact and potential for driving change. According to Edelman’s 2023 Climate Trust Report, 93% of people worldwide consider climate change a significant and urgent threat. This crisis directly involves the food and beverage industry’s environmental footprint and its transformative capacity.
Recent data reveals that climate change remains the top concern for consumers globally, surpassing issues like inflation, misinformation, and global unrest. This underscores the urgency for action in the current climate.In today’s context, food is intertwined with critical contemporary subjects. Food possesses the ability to unite, bring joy, sustain, nourish, and influence, all within a single meal.Edelman’s team of food and beverage experts emphasizes the profound impact of food on our identity, experiences, and lives.
They introduced Foodx, a series of reports exploring the meaningful connections between food and culture to inspire innovation in food and beverage brands.
The first report, Food x Tightening Wallets, explores how changing consumer budgets can drive innovation and fresh perspectives in the industry.Given the escalating impacts of climate change, Edelman released its second report, Food x Warming World, focusing on the growing intersection of food and climate change.
Marketers have a significant opportunity to motivate consumers to embrace sustainable choices in light of climate change. While many consumers acknowledge the need for more sustainable lifestyles, they struggle to make the necessary changes. A majority recognize the potential for change through their food choices.Consumers are responding to the climate crisis with both necessity and enthusiasm, showcasing a commitment to sustaining food culture.
Food x Warming World delves into how individuals are adapting their behaviours during this critical period. From farmers to consumers to brands, people worldwide are embracing creativity, innovation, joy, and curiosity in response to the climate crisis. The report explores nine prevalent themes shaping this global shift.
Those are :
1. Planet Math In an effort to enhance their individual impact on the planet, individuals are using mental calculations to justify and offset less eco-friendly purchases. By highlighting the environmental footprint of a product, consumers can better manage their impact.
2. Eco-Exploring With climate change affecting crop yields worldwide, people are viewing the evolving food scene as a chance to discover new culinary possibilities and broaden their horizons. Many are venturing into uncharted territory with ingredients and techniques, challenging the conventional definition of what is edible. While this shift is primarily driven by necessity, it is also leading to delightful culinary innovations.
3. Weather Hacking As climate change escalates, individuals are exploring ways to adjust to varying temperatures by incorporating weather conditions as a vital element in their culinary practices. They are reconsidering hydration choices and utilizing extreme temperatures for food preparation and storage, seeking innovative methods to adapt to the changing weather.
4. Vegging Up: Vegetables are becoming key players in environmental conservation efforts, with many recognizing that “from-the-earth” often translates to “better-for-the-earth.” People are delighting in the seasonal delights that nature provides, and experimenting with various ways to prepare them – leading to creating the most intriguing and flavorful dishes on the table.
5. Sustainable Swaps: Every change doesn’t have to be significant. Individuals are realizing that making small, sustainable changes can make a big impact, and companies are beginning to provide these alternatives. There’s a growing trend of opting for eco-friendly choices over conventional ones, as long as they maintain taste, quality, and price.
6. Climate Collectives: No one can tackle the climate crisis single-handedly. Collaboration is key to moving forward. To drive impactful change, individuals across the entire food system are bridging traditional divides and working together to develop forward-thinking solutions that benefit everyone.
7. Climatearianism: Food has consistently served as a significant reflection of our beliefs. In the present day, the environmental consequences of our dietary and beverage preferences are closely intertwined with our values, personalities, and identities. Our choices – from consumption to wastage and investment of energy – shape the ecological footprint of our food choices, influencing our self-perception and how we wish to be perceived by others.
8. Future-Proofing Cuisines : Communities of color are proactively preserving their traditional cuisines by adapting to environmental changes and ingredient availability. By translating culturally significant dishes and promoting inherently sustainable options, they are not only preserving their culinary heritage but also showing respect for the planet
9. Trash Treasuring People are becoming more mindful of items they would usually discard. From nut pulp to vegetable scraps, eggshells to chicken bones, individuals are repurposing what would typically be wasted, putting a strain on the environment. This sustainable approach not only reduces the burden but also sparks creativity.
This marks just the start of how society is adapting to the changing climate landscape. While food and beverages are essential for survival, they also hold significant power as tools for instigating change.The report emphasizes the importance of food choices in combating climate change: Every meal plays a role. Our decisions regarding food are crucial in the fight against climate change. By making collective decisions, we can shape a hopeful future and drive transformative change.
