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Waste Not, Want Not: Aspirationals and the Future of Food Waste

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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 opinions

Publié dans : Business
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Waste Not, Want Not: Aspirationals and the Future of Food Waste

  1. 1. Waste Not, Want Not Aspirationals and the Future of Food Waste Prepared Exclusively for Sustainable Brands 11.19.14
  2. 2. Part 1. Introduction 2
  3. 3. Hi, it’s great to meet you. @whichmitch @ItsBBMG #aspirationals #foodwaste
  4. 4. Why #foodwaste? Why now?
  5. 5. 40%
  6. 6. The Largest Source
  7. 7. $1,500
  8. 8. 1 in 6
  9. 9. food loss vs. food waste
  10. 10. “First, we have to stop using the word waste—because who wants a second helping of food waste?” – Doug Rauch, Founder, Daily Table Former President, Trader Joe’s 10
  11. 11. Weird is a good start. How do we disrupt and delight the consumer experience?
  12. 12. 13 Part 2. The Aspirationals
  13. 13. Meet the Aspirationals: Global Context + 2 billion worldwide + 33% are Millennials + 34% of U.S. population
  14. 14. A New Segmentation Model Social and Environmental Values Materialism BBMG + GlobeScan 2014
  15. 15. Why Aspirationals: Rethinking Consumption LOVE TO SHOP CONSUME LESS HAPPINESS BEYOND STUFF + +
  16. 16. 17 Where are Aspirationals on food waste? Funny you should ask.
  17. 17. 18 Part 3. What? Me waste?
  18. 18. 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
  19. 19. Key Demographics 122 Household Decision Makers 20
  20. 20. Active Shoppers Value+Values 21
  21. 21. Top Concerns most concerned about wasting money 70% 6 4 7 18 61 70 Money loss Waste concerns Quality of food Energy Food donation I don't think about it
  22. 22. Expired! 56% food past the expiry date 8 20 16 41 15 Always Sometimes On occasion Rarely Never sometimes or always eat
  23. 23. How Oen They Toss throw out food once a month 39% 1 3 33 25 39 Once a month Twice a week Once a week Twice a week Every day
  24. 24. Why They Toss Top Reasons Spoiled food Bad smell Past expiry date Bad quality Taste Lack of storage/ containers
  25. 25. How They Try 31% get creative with 11 1 11 18 31 29 We get creative with le!overs We buy less We compost We cook smaller portions We donate Other (ie freeze and preserve) le!overs to reduce food waste at home
  26. 26. Food Waste Diaries 27
  27. 27. 28 We asked a dozen consumers to chronicle their food waste experience.
  28. 28. 29 Let’s meet three of them.
  29. 29. 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.”
  30. 30. 31 Five key drivers.
  31. 31. 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.” What Drives Them Core Values
  32. 32. 33 Five key challenges.
  33. 33. Overbuying & Poor Planning Poor Storage & Organization What Stops Them 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
  34. 34. 35 Part 4. How We Win
  35. 35. 36 We win two ways.
  36. 36. 37 First, we must change the narrative.
  37. 37. The New Narrative 40 Today Tomorrow 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
  38. 38. 41 Second, we must enhance the journey.
  39. 39. Enhancing the Journey It starts with planning. “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
  40. 40. Enhancing the Journey It moves on to shopping. “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
  41. 41. Enhancing the Journey Then the unpacking fun begins. “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
  42. 42. Enhancing the Journey On to prepping, cooking, serving, savoring. “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
  43. 43. Enhancing the Journey Trash, compost, store, start all over again. “So many leovers!? 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
  44. 44. 48 Part 5. In Conclusion...
  45. 45. 49 The future of food waste will be defined by disrupting the experience and delighting the customer.
  46. 46. Today: Stop Wasting Tomorrow: Start Savoring
  47. 47. Today: Fragmented Ecosystem Tomorrow: Integrated Ecosystem
  48. 48. Tomorrow: Robust Recommendations Today: Poor Data Science
  49. 49. Today: Few Perks Tomorrow: Lots of Rewards
  50. 50. Today: Siloed Customers Tomorrow: Values-driven Community
  51. 51. 55 If you would like to receive a copy of the full report, please email: Aria McLauchlan Client Partnerships Manager amclauchlan@bbmg.com
  52. 52. Discussion 56

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