waste not, want not: aspirationals and the future of food waste
DESCRIPTION
This deck was part of a Sustainable Brands webinar. View the recording of this webinar at SustainableBrands.com/library The average U.S. family trashes $1,500 worth of edible food each year while one in six Americans struggle with food insecurity. How might we change our culture of waste? What is the role for retailers and food manufacturers? Based on a recent study about the values, drivers and food waste rituals of Aspirational consumers, BBMG founding partner Mitch Baranowski reveals why the future of food waste revolves around shifting the narrative and disrupting the consumer journey. Join this provocative discussion and leave with a clear sense of the many design opportunities in front of us. What You Will Learn: --Gain insight into the values and issues that matter most for this growing segment --Explore Aspirational consumers’ food waste rituals and routines --Discover new territories for advancing your brand strategy --Gain insights into driving consumer engagement --Learn about best practices, emerging trends and expert opinionsTRANSCRIPT
11.19.14Prepared Exclusively for Sustainable Brands
Aspirationals and the Future of Food Waste
Waste Not, Want Not
Part 1. Introduction
2
Hi, it’s great to meet you.
@whichmitch@ItsBBMG#aspirationals#foodwaste
Why #foodwaste? Why now?
40%
The Largest Source
$1,500
1 in 6
food loss vs. food waste
– Doug Rauch, Founder, Daily TableFormer President, Trader Joe’s
“First, we have to stop using the word waste—because who wants a second helping of food waste?”
10
Weird is a good start.How do we disrupt and delight
the consumer experience?
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Part 2. The Aspirationals
+ 2 billionworldwide
Meet the Aspirationals: Global Context
+ 33%are Millennials
+ 34%of U.S. population
A New Segmentation Model
Social and Environmental Values
Mat
eria
lism
BBMG + GlobeScan 2014
Why Aspirationals: Rethinking Consumption
LOVE TO
SHOPCONSUME
LESSHAPPINESS BEYOND
STUFF+ +
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Where are Aspirationals on food waste?
Funny you should ask.
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Part 3. What? Me waste?
What We Did
Deep Dive
• 122 household decision-makers
• 30-question survey probing buying behaviors, purchase drivers and brand affinities
• Two-part journal study and home audit exploring food waste behaviors and challenges
122 Household Decision Makers
Key Demographics
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Value+Values
Active Shoppers
21
4
6
7
18
61
70
I don't think about it
Food donation
Energy
Quality of food
Waste concerns
Money loss
Top Concerns
most concerned about wasting money70%
8
20
16
41
15
Never
Rarely
On occasion
Sometimes
Always
Expired!
sometimes or always eat food past the expiry date56%
How Oen They Toss
throw out food oncea month39%
1
3
33
25
39
Every day
Twice a week
Once a week
Twice a week
Once a month
Why They Toss
Top Reasons
Spoiled food
Bad smell
Past expiry date
Bad quality
Taste
Lack of storage/containers
11
1
11
18
29
31
Other (ie freeze and preserve)
We donate
We cook smaller portions
We compost
We buy less
We get creative with le!overs
How They Try
31% get creative with le!overs to reduce food waste at home
Food Waste Diaries
27
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We asked a dozen consumers to chronicle their food waste experience.
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Let’s meet three of them.
Meet Three
Sarah Alyssa Benjamin
Composts daily.
“I scoured through my fridge and found some forgo"en items from recent picnics—things I set aside for the kids to finish but they never did.”
Creative with what’s on hand.
“This is 24 hours worth of food waste plus cleaning my fridge out. Most of that is vegetables that were bad and kombucha that spoiled.“
Creativity and courage.
“We freeze meats and breads, thawing what we will eat the next day. We eat all our fruits—any le!overs we juice them.”
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Five key drivers.
Pragmatism
Altruism
Ease
Courage
Creativity
“I’m really sad if I have to throw away food I have paid for.”
“I’m really sad when I throw out food. I know it could have nourished someone.”
“I don’t have a composter! I wish I could compost!”
“My husband is usually brave enough to eat expired food so it doesn’t go to waste.”
“I can’t stand wasting food or the money I spent. I will happily change my meal plans to ensure produce and le!overs get eaten.”
Core Values
What Drives Them
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Five key challenges.
Overbuying & Poor Planning
Poor Storage &Organization
Confusing “Best By” Dates
No Time to Shop
Leaving the Le!overs
“Cooking for only two people means sometimes I make too much food or buy too much.”
“A big challenge is remembering to eat what we have before we start on something else.”
“I can’t drink milk two days a!er the expiration date so we usually throw it out.”
“I would like to buy fresher food, but I don’t want to go to the store more o!en.”
“Le!overs aren’t always popular with my kids, so I worry that we are wasting food.”
Core Barriers
What Stops Them
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Part 4. How We Win
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We win two ways.
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First, we must change the narrative.
The New Narrative
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Hero, Sage Explorer, Creator
Didacticism, Altruism Discovery, Creativity
Stop! Don’t waste food. Do the right thing.
Start! Love food. Do the smart thing.
Ro!en food, bins, heaps, starving children
New recipes, tools, community of food lovers
Guilt for wasting Perks for sharing
Today Tomorrow
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Second, we must enhance the journey.
“Is this still good? Oh, I forgot I had that. Ugh, so wasteful.”• Help consumers recognize when and why things go bad• Make it easy to donate or share edible food• Smarter planning based on order history, life stage, season or occasion • Gamify the shopping list experience• Incentivize cleaning the fridge/cycling items from back to front
Enhancing the JourneyIt starts with planning.
“So crowded. Doh! I forgot my bags. Why do they put milk in the back?”• Clarify “best by” labeling• Use the store to provide tips, demos and support• Communicate how long certain things keep (via info displays, shelf talkers, etc.)• Reward frequency of visits, not quantity purchased• Recommend recipes based on actual purchases
Enhancing the JourneyIt moves on to shopping.
“Did I get everything? What goes where? How does this compare to my last trip?”• Improve packing at checkout to optimize unpacking at home• Help customers identify what to eat first• Help them store things properly• Partner with affinity brands (appliance makers, storage experts) to
incentivize more consistent storage• Use order history to offer comparative analysis insights
Enhancing the JourneyThen the unpacking fun begins.
“I love/hate to cook. I’ve never made this before. Did I get enough for four? Where’s that eggplant?”• Inspire with recipes from friends, family members, fellow shoppers, store
employees• Reward sharing tips and recipes• Highlight backstories of food items (spices, cheeses, produce, etc.)• Share how to enjoy food and drink the most (taste, touch, smell, sight)• Partner with affinity brands (e.g., cookware) to promote savoring food• Partner with celebrity chefs and related media outlets
Enhancing the JourneyOn to prepping, cooking, serving, savoring.
“So many leovers!? What to do with all this food. I wish we had more room in the freezer.”• Make it easy to donate or share edible food• Tie “using up” all items on your list or in fridge to perks and privileges• Suggest recipes for le$overs• Rebrand “le$overs”• Incentivize storage and composting, bringing in affinity brands as needed
Enhancing the JourneyTrash, compost, store, start all over again.
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Part 5. In Conclusion...
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The future of food waste will be defined by disrupting the experience and delighting the customer.
Today:Stop Wasting
Tomorrow:Start Savoring
Today:Fragmented Ecosystem
Tomorrow:IntegratedEcosystem
Tomorrow:Robust
Recommendations
Today:Poor
Data Science
Today:Few Perks
Tomorrow:Lots of Rewards
Today:Siloed Customers
Tomorrow:Values-driven Community
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If you would like to receive a copy of the full report, please email:
Aria McLauchlanClient Partnerships Manager
Discussion
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