Resource Wise
What’s Happening:
People are looking to be smart, pragmatic consumers
In the context of the climate crisis and continued economic uncertainty, thriftiness and savviness are now seen as aspirational and as a ‘smarter’ route to consumption. The culture of life hacks has been supercharged by the user-generated content boom of TikTok, while smartphone apps have brought bargain hunting to people’s palms. ‘Cheap options’ like frozen food or canned food are being reframed as people turn pragmatism into an aspirational mindset.
45%
of social media users have been using platforms to seek out money-saving content
Behavioural Trends
Waste Wizardry
People are experimenting with innovative solutions to waste in supermarkets, restaurants, and the home
This shift is manifesting in food and drink too, through a renewed interest in age-old methods of reusing leftovers and preserving food, as well as more innovative measures to repurpose food and packaging as restaurants take on the responsibility of making a zero-waste mindset more appealing.
Case Study
Making Zero-waste aspirational and premium
Re-framing of zero-waste as premium or aspirational is in its early days but luxury fashion brands such as Valentino getting into the upcycle vintage game could help move the dial. In food and drink, Silo, the world’s first zero waste restaurant, is aiming to make zero-waste a premium experience. Alongside a zero-waste menu that diverts waste back into its food it also champions the use of repurposed materials for use as tableware, light fittings and even chef’s knives.
Explore the new Innovation Pathways
Purposeful Lives
As people look to live with a more defined sense of purpose and meaning, businesses could help reinforce that sense of self through food and drink
