Under the umbrella of the One Planet Network Consumer Information Programme, GlobeScan has worked with UNEP and WWF to develop a research project to improve our understanding of how the provision of sustainability information can influence consumers’ food choices.
The aim of the project is to support the development of effective food sustainability information tools by documenting best practices in communicating food sustainability credentials to consumers.
The project report, Communicating Food Sustainability to Consumers, will be shared in two regional webinars on May 24 and 25 (registration details below). The report focuses on the effective communication of sustainability information to influence consumer choice, and it:
- Investigates the drivers of consumers’ food choices, and particularly the drivers of more sustainable food choices
- Examines how consumers’ stated food sustainability preferences compare to their observed behaviours, and what factors might explain any gap between intentions and actions
- Explores how different consumer segments respond to food sustainability information presented at different levels in different formats, and across major markets/geographies, with particular attention to information on climate/carbon emissions and biodiversity impacts
The Asia-Pacific webinar will be held Tuesday, May 24, 2022, at 9:30 New Delhi / 12:00 Beijing / 14:00 Sydney
The Americas-Europe-Africa webinar will be held Wednesday, May 25, 2022, at 10:00 Washington DC / 11:00 São Paulo / 15:00 London / 16:00 Paris
Case Study Series
A series of twelve case studies will be published showcasing approaches by companies and labels to communicate food sustainability information to consumers. Explore the case studies below to learn more.
The objective of Rakuten Farm is to grow the market for organic Japanese produce, thereby supporting a shift to more organic Japanese agriculture, revitalising communities and making organic products more accessible to consumers. Rakuten Farm grows its own products and also lists those grown by other producers.
Earth Mall with Rakuten aims to make it easy for Japanese consumers to find and purchase sustainable products online. The site also seeks to increase consumer understanding of sustainability and how individuals can use their purchasing power towards more sustainable consumption.
To learn more about Rakuten’s approach, download the full case study here.
The mission of Fairtrade is to connect farmers and workers in low-income countries worldwide with the consumers of the products they make or grow, promote fairer trading conditions and empower producers to combat poverty, strengthen their position and take more control over their lives.
Through the Fairtrade Mark and its wider campaigns, the Fairtrade Foundation aims to connect shoppers with the farmers and workers who produce their food and allow them to take the simple action of buying Fairtrade products to make a positive social and environmental impact.
To learn more about Fairtrade Foundation’s approach, download the full case study here.
Within the Unilever goal to improve the health of the planet, there are three pillars: 1. Climate action, 2. Protect and regenerate nature and 3. Waste-free world. When it comes to climate action, Unilever’s Climate Transition Action Plan (CTAP) sets out the steps the company will take to reduce emissions to zero within its own operations by 2030 and to net zero across its value chain by 2039.
Unilever believes that transparency about sustainability impacts will help inform consumer choices and accelerate progress against some big societal goals, such as the global race to net zero emissions. Practically, this means giving consumers the information they need to make more sustainable choices.
To learn more about Unilever’s approach, download the full case study here.
WWF South African Sustainable Seafood Initiative (SASSI)
The overarching goal of SASSI is to encourage consumers to choose ‘green’ and buy sustainable seafood to help safeguard ocean and marine resources. By generating consumer demand for sustainable seafood options, raising awareness, and partnering with aquariums, retailers, and restaurants, SASSI aims to influence seafood purchases and the supply of sustainable seafood in South Africa.
SASSI seeks to increase awareness on marine conservation issues, discourage consumers from choosing illegal and unsustainable seafood and guide consumers towards more environmentally friendly choices. To achieve this, SASSI’s theory of change states that by mobilising consumers, retailers/suppliers will be empowered to make and demand more sustainable seafood. In turn, it promotes sustainable production of marine resources within the fishing industry and drives transformation throughout the seafood supply chain while safeguarding our oceans.
To learn more about SASSI’s approach, download the full case study here.
Oatly’s mission is: “to make it easy for people to eat better and live healthier lives without recklessly taxing the planet’s resources in the process”.
Sustainability and transparency are at the core of Oatly’s brand and business model. With a focus on health and nutrition, Oatly seeks to drive change through consumer choices based on the premise that consumption of oat-based products such as oat milk is more environmentally friendly than consuming animal-based equivalents such as cow’s milk. The company aims to do this by providing alternative products whilst supporting sustainable agricultural practices and empowering people to shift towards more plant-based diets.
To learn more about Oatly’s approach, download the full case study here.
Evocco is a mobile app that helps people track, improve, and offset the carbon footprint of their food shopping. Evocco’s goal is to help people track the carbon footprint of their food shopping. The Evocco team believe that helping consumers to track the climate impact of their food and providing them with more information about how they can improve this impact will encourage more informed shopping decisions, shift individual behaviour and drive wider systems change.
To learn more about Evocco’s approach, download the full case study here.
Simplot John West Australia
John West Australia aims to put sustainable and responsible seafood sourcing at the heart of the John West brand and seeks to position itself as an expert in high quality, responsibly sourced seafood. The company believes its aspiration to lead on sustainability will drive purchase intent, especially with young shoppers, and build brand loyalty by giving consumers a reason to choose John West products over the competition.
To learn more about John West Australia’s approach, download the full case study here.
The objective of Rainforest Alliance’s consumer-facing communications is to help consumers make positive choices by providing pragmatic and easy solutions, driving a more sustainable market for certified products. Rainforest Alliance aims to build awareness, support and an understanding among consumers that Rainforest Alliance certification is not just a seal on products, but that it indicates positive impact.
To learn more about Rainforest Alliance’s approach, download the full case study here.
Woolworths South Africa
Woolworths Holdings Limited’s vision is to be one of the most responsible retailers in the world. To help it to achieve this, Woolworths South Africa launched its Good Business Journey in 2007. The Good Business Journey programme focuses on improving eight areas of the business: energy and climate change, water, packaging and waste, sustainable farming, ethical sourcing, people, social development, and health and wellness, with more than 200 targets supporting these areas. By communicating sustainability to consumers, Woolworths South Africa aims to inform and educate customers, raise awareness of its own initiatives, and drive behaviour change.
To learn more about Woolworth’s approach, download the full case study here.
Foundation Earth’s aim is to promote more sustainable buying choices by providing consumers with clear and credible information, in particular through its Eco Impact label, while aiding and encouraging food producers to innovate in a more sustainable way.
To learn more about Foundation Earth’s approach, download the full case study here.
Marine Stewardship Council
The behaviour of consumers is integral to MSC’s theory of change. The availability and visibility of MSC-certified seafood and public confidence in the MSC label allows consumers to preferentially purchase certified sustainable wild-caught seafood. This in turn boosts market demand for sustainable seafood, encouraging more fisheries to improve their sustainability management and to volunteer for assessment and certification against the MSC Fisheries Standard.
To learn more about the Marine Stewardship Council’s approach, download the full case study here.