5 Ways Food Sustainability Improves Consumer Engagement
21st century consumers are demanding food that is sustainably sourced and raised. As a result, most food brands are strengthening their commitment to improving their sustainability policies and processes. Read on to learn more about the effects of consumer-driven change and how it reshapes the modern food industry.
As rising consumer awareness is pushing the Agri-food industry across the country towards more sustainable growing practices, companies are adapting their long-term goals accordingly. The consumer wish list looks like this:
- Reducing environmental impact by 50%
- 51% of agricultural raw materials sustainably sourced
- 40% reduction in water use
- 45% reduction in greenhouse gas
- Working towards carbon sequestration measurements
The consumer mindset is the most influential factor in today’s market. The industry’s ROI, influence, sales growth, and brand success depend on how well the market can meet their expectations. Let’s discuss how sustainable food models can drive better engagement with consumers and why the Agri-food Industry should push towards adopting it.
1. Building Trust
If your brand is aiming to connect deeply with consumers, building trust is a critical first step. Consumers have more access to information than any generation before them (thanks, Internet!). The days companies could hide behind smart talk and deceitful campaign à la Mad Men are over, and authenticity and transparency have taken their place.
From a business perspective, wanting to aiming for profit with products alone is not enough to satisfy consumer expectation. They are looking for products that are good and add value to the world. Brands that acknowledge the new triple-threat bottom line — place, planet, profit — can gain more credibility from customers simply by improving their sustainability practices.
2. Using Innovative Mindsets
Besides acknowledging sustainability as a mindset driver, brands should understand the nuances of consumer demand. Investing in a chain of custody and sustainability process can provide new growth opportunities – for example, as demonstrated by the Canadian Certified Sustainable Beef program.
Don’t shy away from creating your very own innovative mindset. Modern consumers crave the novelty, efficiency, and experience that come with innovation and advances. Adding sustainability and chain of custody technology to your operations identifies you as an innovator and sets you apart from the competition.
3. Making Sustainable Food Accessible
Though a segment of the market is happy to pay a higher price for sustainable food, the biggest barrier to its expansion is cost because not everyone can afford to pay the difference. Fact is: most consumers, if given the choice, would prefer to buy and eat sustainably grown fresh fruit, vegetables, and meat.
A better chain of custody process can improve the operational efficiency at every level in the supply chain because you’re collecting and analyzing increasingly valuable data. This means that you not only ensure sustainable practices, but you ultimately improve yields, cut waste and resource use. That makes production more efficient on your side and lowers prices for the consumer.
4. Social Influence
Many businesses aren’t aware that a lot of “social media” happens offline. Positive social influencing is much more valuable than a good digital marketing campaign – and it can be as simple as a great product experience shared through word of mouth.
Social influence highlights your role as a community leader that can impact your consumer’s personal networks and relationships. Your advice, insights, opinions and recommendations on the sustainability practices within your company can reinforce your influence and authority in the community.
5. Emotional Connection
Brands that connect sustainability with consumer lifestyles have a greater chance of earning a better overall mindset score. Consumers see themselves contributing to the greater good like protecting the environment, food safety and quality, or global sustainability initiatives. When a consumer feels heard by a brand, they reward them with their loyalty and become emotionally invested.
The power of technology to deliver insights about farmers, processors, and retailers to consumers promotes sustainable agriculture and also helps to resolve food waste issues and nutritional challenges.
Awareness about sustainable practices is encouraging consumers to change their behaviour. The innovative Chain of Custody Technology from TrustBIX combats the challenge of feeding a growing population while minimizing stress on global resources. Supporting Agri-Tech innovation inspires funding flows so that stakeholders are able to gain access to data-driven insights and attract interest from consumers.
If you want to know more about TrustBIX, contact us here.