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People-Powered Future of Food - why and what does it mean?


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Consumerism is being re-invented around us. It's a shift no food or nutrition company can afford to ignore. People are trusting institutions less. They want to be active participants in the system. And they're re-inventing our identity as consumers.

As a player in the changing nutrition landscape, how will you be relevant in the people-powered world?

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People-Powered Future of Food - why and what does it mean?

  1. 1. Whyandwhatdoesitmean? PEOPLE-POWERED FUTURE OF FOOD
  2. 2. You have an opportunityto become an invaluable partner for the consumer …and meet their needs better than ever before Image designed by ijeab / Freepik
  3. 3. CONSUMERISMISBEING RE-INVENTEDAROUNDUS It’s a shift no food & nutrition company can afford to ignore.
  4. 4. THE LANDSCAPEIS CHANGING Global megatrends are impacting everything – including the current food system. Rapid urbanisation Climate change and resource scarcity Shiftinglobal economic power Technological breakthroughs Demographic and social change Source: Image designed by onlyyouqj / Freepik
  5. 5. OURLIVESAREVERY DIFFERENTFROM 20YEARSAGO Most ofusare now constantlyusing gadgets sopowerful that onlya few decades ago theycouldhave been called supercomputers. We are witnessingthe risingeconomicpower ofdeveloping economiesin Asia, Africaand Latin America. Most ofusnow livein citiesinsteadofrural areas –and welivetoan olderage, requiring morediversehealth and wellnessservices. We are allexperiencing the moreextreme livingconditionscaused by climatechange – some ofusimpacted moreseverelythan others. Image designed by 4045 / Freepik
  6. 6. SIGNIFICANT SHIFTS in power, trust and identity are already happening around us.
  7. 7. DOYOUSEEITHAPPENING? TRUST SHIFT POWER SHIFT IDENTITY SHIFT + = We trust traditional formal institutions less – and each other more. Trust is one of the most important forms of capital we have, both as individuals and organisations. Many of us want to be active participants in the system, shaping it to fit our needs. Power to create change is increasingly shifting outside of traditional formal institutions. We are redefining our consumer identities. We have the desire to make an impact, access the origin and have things personalised to our preferences – and increasingly we also have the means to realise our desires. 7Image designed by Benzoix / Freepik
  8. 8. THETRUST SHIFT A move from trusting institutions to trusting people.
  9. 9. TRUSTISONTHEMOVE 9 For centuries we have been living in a world where we trust institutions – whether they are governments, media, social constructs such as marriage, or companies and brands. The world is simply too complex to separately assess the trustworthiness of every single entity we encounter, so instead we have developed institutional trust in the intricate system we are all part of. However, the past decades have started to erode our institutional trust. With increasing transparency, breaches of trust have been brought to daylight. And when we see that there is an inequality of accountability – the same rules and consequences don’t apply to everyone – trust weakens. Institutions have traditionally been concentrating authority to the chosen few and working behind closed doors – but we increasingly want to participate, which leads to the demise of elites. We are also increasingly living in a world where it’s possible to isolate yourself from differing views and cocoon yourself in like-mindedness – and then we don’t even share the same institutions anymore. Source: Rachel Botsman (2017) Who Can You Trust? How Technology Brought Us Together – and Why It Could Drive Us Apart Image designed by Freepik
  10. 10. EVOLUTIONOFTRUST LOCAL TRUST INSTITUTIONAL TRUST DISTRIBUTED TRUST Trust that exist between members of small, local communities and rests in someone specific, someone we are familiar with. Trust that flows upwards to leaders, experts and brands and runs through institutions and intermediaries such as courts, regulatory bodies & corporations. . Trust that flows laterally between individuals, enabled by networks, platforms and systems. . Author and Oxford lecturer Rachel Botsman describes how trust has changed from an age when our social world consisted mainly of people we personally knew to our current era of a myriad social connections, many of them virtual and some even non-human. Source: Rachel Botsman (2017) Who Can You Trust? How Technology Brought Us Together – and Why It Could Drive Us Apart Image designed by Freepik
  11. 11. MANYAREUNHAPPY WITHTHESYSTEM 11Source: 42 48 53 55 41 43 52 53 43 43 52 53 Government Media Business NGOs 2016 2017 2018 Key % of global survey participants who trustin these organisations TrustinInstitutionsDeclines Percenttrustin thefour institutions of government,business, media and NGOs, 2016vs. 2018
  12. 12. CONSUMERSARENOTSURECOMPANIES HAVETHEIRBESTINTERESTATHEART 78% Foods made at home are more healthful than industrially prepared foods 73% I am concerned about the long- term health impact of artificial ingredients 72% I want to know everything that is going into my food 72% I feel more positively about companies that are transparent about where & how products were made/raised/grown 58% The absence of undesirable ingredients is more important than the inclusion of beneficial ones 52% The shorter the ingredient list, the more healthful the food or beverage Source: Percentageofglobalconsumerswhostronglyorsomewhatagreewithstatement 12
  13. 13. WHODOWE TRUSTTHEN? People like us.
  14. 14. 35 45 49 48 53 52 63 65 67 29 35 37 43 46 48 60 60 60 35 41 44 46 50 47 54 61 63 Government official Board of directors CEO NGO rep Financial industry analyst Employee A person like you Academic expert Technical expert PEERSARENOW ALMOSTASCREDIBLE ASEXPERTS In 2017 there was a situation where peers were deemed as credible as academic or technical experts – but that development has now reversed. Nonetheless, peers are still considered more credible than company, NGO or government representatives. 14Source: 2016 2017 2018 Key % of global survey participants who trustin these organisations/people
  15. 15. THEPOWER SHIFT Consumers are moving from a passive to an active role in the food system.
  16. 16. CONSUMERS AREGETTING INONTHE POWER It has traditionally been the role of the consumer to be the passive last link in the chain – consuming the products of the system, but not having much power over or participation in the running of the system. However, this has rapidly started to transform into a situation where consumers are increasingly becoming producers, contributors, sharers, owners and financers – active parts of the system. Technological breakthroughs are enabling this more easily than ever, and our shifting trust from institutions to individuals is making it more desirable to take back some of the power we have bestowed on institutions. Image designed by Freepik
  17. 17. SCALEOFCONSUMER PARTICIPATIONIS WIDENING Source: Heimans & Timms (2018) New Power: How Power Works in Our Hyperconnected World – and How to Make It Work for You Consumers have started to roam outside of the box traditionally reserved for them. COMPLYING Traditional compliance CONSUMING Traditional consumption SHARING Sharing other people’s content or ideas AFFILIATING Endorsing or joining a new power community ADAPTING Re-mixing other people’s content orideas FUNDING Affiliating with money within a new power community PRODUCING Creating or delivering content or assetswithin a new power community SHAPING Shaping or protectingthe norms of anew power community
  18. 18. LEADING-EDGECONSUMERSEXPECT ALOTFROMCOMPANIES 87% Corporations and consumers should work together to make the world a better place 87% It is important for a company to express a vision of a better world 85% Companies have an ethical obligation to operate in a way that does not harm the environment 78% The most successful companies in the future will be those that drive social change 77% I prefer to buy from companies that share my personal values Prosumers are today’s leading influencers and market drivers. Beyond their own economic impact, Prosumers influence the brand choices and consumption behaviors of others. What Prosumers are doing today, mainstream consumers will likely be doing 6 to 18 months from now. Source: PercentageofglobalProsumerswhostronglyorsomewhatagreewithstatement 18
  19. 19. WEAREENTERINGANEW ERAOFPOWER Formal (representative) governance, managerialism, institutionalism Exclusivity, competition, resource consolidation Discretion, confidentiality, separation between private & public spheres Expertise, professionalism, specialisation Long-term affiliation and loyalty, less overall participation Informal (networked) governance, opt-in decision-making, self organisation Collaboration, crowd wisdom, sharing, open-sourcing Radicaltransparency “Do-it-ourselves”, “maker culture” Short-term conditional affiliation, more overall participation Source: Heimans & Timms (2018) New Power: How Power Works in Our Hyperconnected World – and How to Make It Work for You Image designed by Freepik
  20. 20. HOWISNEWPOWERDIFFERENT FROMTHEOLDONE? OLDPOWER Old power works like a currency. It is held by few. Once gained, it is jealously guarded, and the powerful have a substantial store of it to spend. It is closed, inaccessible, and leader- driven. It downloads, and it captures. Old power is enabled by what people or organisations own, know, or control that nobody else does — once old power models lose that, they lose their advantage. NEW POWER New power operates differently, like a current. It is made by many. It is open, participatory, and peer-driven. It uploads, and it distributes. Like water or electricity, it’s most forceful when it surges. The goal with new power is not to hoard it, but to channel it. New power models are enabled by peer coordination and the agency of the crowd — without participation, they are just empty vessels. 20 Authors and activists Jeremy Heimans and Henry Timms accurately describe how power relationships between institutions and people – whether citizens or consumers – are changing. Source: Heimans & Timms (2018) New Power: How Power Works in Our Hyperconnected World – and How to Make It Work for You
  21. 21. POWERISNOTAZERO-SUM GAMEANYMORE The new power world thrives by enabling participation. In new power systems, sharing your power doesn’t make you weaker, but rather gives you more leverage. New power consumers see it as their inalienable right to participate, actively shape and create – to personalise. Therefore merely providing more options to choose from is not really what makes the new power consumer happy. Engagement and commitment come from doing things with her, not for her. Image designed by Freepik
  22. 22. THEIDENTITY SHIFT People are reinventing consumerism and what it means to them.
  23. 23. RE-INVENTING CONSUMERISM More empowered than before. Trusting ourselves and our peers more than before. We are in the beginning of a new era of consumerism. IMPACTFUL My consumption makes a difference GENUINE I want direct access to the origin PERSONALISED I want it made for me We increasingly have information on the impacts of our consumption on others, but also the tools to control that impact. More than ever before we are able to put our money where our mouths are. We want to know what’s in it and where it came from and we want to be able to connect with the origin. Or why not take it one step further and do it ourselves – become the origin? We have more and more information about our own special bodies and minds – why should we accept an ill- fitting one-size-fits-all solution when we could have it just right for us? 23
  24. 24. CONSUMING FORIMPACT IMPACTFUL My consumption makes a difference. I have the power to influence the world around me The traditional view on consumerism has been one where companies produce goods and consumers eagerly, or even obsessively, focus on acquiring more and more of them. Consumers are seen as being at the mercy of the markets. According to the Merriam-Webster dictionary consumerism is “the theory that an increasing consumption of goods is economically desirable; also : a preoccupation with and an inclination toward the buying of consumer goods”. But with power shifting outside of traditional institutions, buying things gets a different kind of meaning. The mindset of the consumer changes to that of an impact investor: where should I use my money to advance the issues and actions I consider valuable? With increasing transparency, we are no longer confined to buying whatever comes our way – we have a chance to make a choice every time we consume something. Consumption thus becomes endorsing with money. It’s impact consumption. 24
  25. 25. GETTINGTHE REALDEAL GENUINE I want access to the origin. I trust myself and others who are honest Consumerism has also traditionally meant faith in companies and brands – they have signalled us a guarantee for quality. However, with many corporate scandals and wrongdoings being unearthed in the recent years, it has dawned to many consumers that perhaps blind trust should not be placed in companies and brands. With trust shifting away from institutions and more towards individuals, consumers are on a quest for honesty, authenticity and verifiability. We are looking for reliable partners whose products tick these boxes: I know and understand what it contains. I know where it comes from. I know who made it and how. I can verify all this myself so that I can trust it to be true. It’s origin consumption. 25
  26. 26. HAVINGIT MYWAY PERSONALISED I want it made for me. I have power over myself Consumerism and mass production have been walking hand in hand since Henry Ford. Consumers have accepted it as a fact that affordability necessitates products that are not bespoke, but instead identical to each other and produced in vast quantities. However, technological development has already enabled mass customisation in many fields of industry – and consumers have started to expect it in others, too. With increased power to influence things, consumers realise they should expect products that fit specifically into their preferences, lifestyles and bodies – rather than the other way round. Consumption is increasingly seen as something that can aid us in being our best and truest selves, rather than being placed into a predefined and ill-fitting box. It’s personalised consumption. 26
  27. 27. THENEWERAOF CONSUMERISM is already manifested in many ways.
  28. 28. “Iammyownmedia” One of the most visible manifestations of new consumerism is how most of us have become media content producers of some sorts. We are all now journalists, authors, photographers, cinematographers – with the help of social media. In combination with the constantly developing mobile technology, social media gives anyone a free, always-on, easy to use access to sharing our ideas, opinions and experiences with the whole world. Constant digital presence in each other’s lives allows a whole new way of communication. The traditional media no longer has a monopoly over being the gatekeeper of our public consciousness, as we all have become the gatecrashers. Collective online engagement and hashtag activism are the new normal – with topics and issues that we ourselves choose to endorse. #metoo Image designed by Freepik
  29. 29. Me2.0–biohacked A biohacker sees his or her body as a complex system that can be probed, analysed, understood, and put under the test. Such controlled experimentation (i.e. biohacking) can be used to pursue self-development and deeper self-understanding. (Source: Another manifestation of new consumerism is the phenomenon of biohacking. Biohackers base everything on the notion of individuality and taking charge of their own wellbeing. The essence of the movement lies in bypassing the traditional and conventional – institutional, if you will – routes. Describing and prescribing how to achieve health and wellbeing is no longer a realm reserved only for doctors, scientists and medical companies – any one of us can become a lay expert. What ever works for me is a valid solution.
  30. 30. “I’lldoitmyself!” New consumerism is also manifested through the maker movement. Making things yourself – for yourself and for others – is becoming a viable option for many. Virtual or physical marketplaces, such as Etsy or REKO markets, give any of us a venue to sell our products directly to other consumers. Collaborative peer-to-peer economy has become a force to reckon with during the past few years. Platforms such as Airbnb, Uber, Deliv and Restaurant Day are operating in the spirit of the maker movement as they allow us, on our own terms, to become hotel managers, taxi drivers, delivery drivers or restaurateurs. Image designed by Click & Grow garden / PC Mag
  31. 31. WHATDOTHESESHIFTSMEAN? 31Image designed by Benzoix / Freepik
  33. 33. ASAPLAYERIN THECHANGING FOODLANDSCAPE what’s your role in this?
  35. 35. HOWWILL YOUTHRIVE? You need to cultivate a people-powered mindset and mode of operating.
  36. 36. Your job is not to try to maintain non-transparent systems where power is held by few and trust is asked for blindly. Instead, your job is to create and foster more participative, accountable and human-centric systems where power is distributed to many. Image designed by photoangel / Freepik
  37. 37. WHATTHEFUTURECONSUMERIS LOOKINGFORFROMYOU Live up tovalues I canidentify with 37 See me as a valuable resourcewho’s working withyou, not for or against you Allow me tobe an activemember of the system Personalise your offering tomy nutritionalneeds Customise your offering tomy lifestyle IDENTIFICATIONCOLLABORATIONPARTICIPATION PERSONALISATIONCUSTOMISATION Images designed by ijeab / awesomecontent / senivpetro / Freepik
  38. 38. Image designed by ijeab / Freepik HowwillYOU berelevantinthe people-poweredworld?
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