Posts in Greenwashing

Meat agriculture impacts on pet brand sustainability

Which Pet Brand Will Emerge as the Sustainability Leader?

December 9th, 2021 Posted by brand messaging, Brand preference, brand strategy, Carbon footprint, Climate Change, climate culture, consumer behavior, Differentiation, Greenhouse Gas, Greenwashing, Navigation, Sustainability 0 comments on “Which Pet Brand Will Emerge as the Sustainability Leader?”

The one that knows the secret to sustainability success…

The stakes in 2022 are high. The marketplace victory could be substantial. Who will win the sustainability derby and emerge as the pet category leader in environmental readiness?

Never before has so much been at stake so quickly as consumer culture change pushes sustainability to the front as a core driver of marketplace competitive advantage. This is a tougher hill to climb because it’s not about legacy advantages such as company size or distribution or ingredient quality. The outcome may bring a new cadre of progressive brands that gain incremental market share while the deniers and laggards face brand equity and value proposition declines.

  • It won’t be the biggest budget – this isn’t about balance sheet heft
  • It won’t be the loudest – this isn’t about media tonnage
  • It won’t be the fastest – this isn’t just a pole race

Why sustainability is a pet category game changer

The Pandemic has served as a catalyst to refocus consumer priorities on more meaningful issues and conditions that help protect the world around us as much as they benefit ourselves and our pets. This development is occurring amidst increasingly obvious global warming events and signs of escalating climate chaos. Consumer research shows a growing priority placed on brand sustainability performance. Underneath we find increased awareness that our food system, both human and pet, is a key contributor to greenhouse gas impacts.

  • According to a recent study conducted by Emergent’s insight research partner Brand Experience Group, 66% of consumers today are either passionate or deeply concerned about sustainability. The consumer is already there. It’s time for the pet industry to answer this call to action.

Rapidly changing consumer sentiment is pushing sustainability commitments and policies to the forefront. Along with it is a form of shopping friction bubbling up because there’s no simple way to sort one brand from another on sustainability bona fides. Consumers want to know what a more sustainable brand choice looks like. Who will step forward with the right, credible, trustworthy story? Which retailers will surface to offer guidance on more sustainable choices in their stores?

It’s time for a new pet brand mantra anyway

For more than a decade the premium pet food business has been focused on a short list of competitive arguments around grain free, percentages of meat in the formula and the relevance of an ancestral diet. It’s time to begin a new conversation with pet parents that isn’t another rehash of the tropes that have been popular over the long tail of the pet food premiumization revolution.

Sustainability is a welcome departure to a new brand narrative, one that is values driven. It may also be a catalyst for a wave of product innovation that changes the ingredient complexion of the pet food industry. The recent joint venture announcement between Hill’s and Bond pet foods, a pioneer in precision fermentation technology, may presage the dawn of meat proteins that don’t originate with an animal, bird or fish. The sustainable ingredient story there will be unprecedented.

Where’s the beef?

Well, it’s on top of the list of carbon generators from ag sources. At 30% of global greenhouse gas contributions, agriculture is the number two worldwide contributor to global warming. When you look underneath the hood, you find that the top two sources of GHG from agriculture are beef and lamb production. It stands to reason that pet food has a job to do in raising the bar for improvements over time – both in promoting regenerative farming practices and sourcing from environmentally-responsible suppliers with a more sustainable story to tell.

The secret to sustainability success

Fly right.

The essential sustainability truth in pet food is revealed in the supply chain.

  • Meat forward diets mean carbon impacts are embedded in the product formulation.
  • Pet food makes up between 25 and 30% of the entire environmental impact of domestic meat consumption.
  • Meat centric pet diets generate approximately 64 million tons of carbon dioxide, equivalent to driving 13.6 million cars for a year, according to Gregory Okin, a UCLA Professor who published an environmental impact study on pet food in the PLOS ONE Journal.

The road to pet brand sustainability readiness begins with a scientific, data-driven analysis of carbon footprint. From that foundation comes the ability to establish science-based mitigation and improvement targets over time. It’s important to note that every brand in the business faces similar sustainability challenges. The advantage goes to those who will do the science-based analysis to understand where the business is today before creating the roadmap for where it will go tomorrow and beyond.

The science-based approach helps brands avoid the trap of greenwashing by bringing data informed benchmarks and commitments. This reality benchmark in the sustainability conversation provides the brand with a credible, trustworthy platform on which to build its narrative. Invoking sustainability claims without the science assessment, knowing the challenges exist in the supply chain, is risky territory. Media and consumers are getting smarter about what constitutes credible moves to improve sustainability readiness vs. less genuine apple-polish style messaging.

Who is going to be the first with carbon footprint labeling?

Granted this is a new conversation to start with pet parents. Just as consumers may not fully understand what the protein percentage numbers on a bag truly mean, they may also lack deep knowledge of carbon scores. Nonetheless, when a brand anchors its narrative in real researched targets, it gains immediate cachet for bringing new belief points to the stage.

The initial footprint statement is likely to be aligned with standards and commitments for change over time, so the brand users know what the company is planning for improvement. No one expects a brand to be perfect right out of the gate. No brand will be for that matter. However, the transparency and clarity delivered will measurably advance the brand’s position as “the more sustainable choice.”

Whoever grabs first-mover status here is likely to be a perceptual and voice leader in the conversation around pet food sustainability. We can imagine the remarkable anchor this will create for storytelling at Global and Superzoo, especially when you can establish a unique state of the art for sustainable practices in the industry.

Anatomy of a pet brand sustainability winner

The crown for sustainability leader will likely pass to the pet brand that steps in with the greatest integrity and authenticity.

  • Begins with science-based carbon assessment and data informed mitigation targets.
  • Grounded in insight research that reveals the areas of sustainable performance that matter the most to brand users.
  • Backed by infrastructure to properly measure the business impacts of sustainability investments.
  • Supported with a robust communications platform to tell the brand’s sustainability bona fides to key consumer and stakeholder audiences.

If you think sustainability matters in the year ahead to competitive advantage in the pet brand market, we would invite a conversation to discuss how we can help build your sustainable brand platform and story. Use this link to learn more in our Brand Sustainability Solution program guide.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Sustainability Readiness

Companies are over-estimating sustainability readiness

December 8th, 2021 Posted by Brand Activism, brand advocacy, brand messaging, Brand preference, brand strategy, Brand trust, Carbon footprint, Climate Change, climate culture, Greenhouse Gas, Greenwashing, storytelling, Sustainability 0 comments on “Companies are over-estimating sustainability readiness”

Analysis reveals aspirations may mask reality

A summary analysis of recently completed sustainability readiness questionnaires has revealed a measurable disconnect for participating brands between their sustainability activity and authentic performance. Based on results scoring, brands responding to Emergent’s initial questionnaire routinely over-estimate current sustainability readiness conditions by an average of 25%, ahead of a reality-check discussion to pressure test the survey responses.

The first step in Emergent’s Brand Sustainability Solution program starts with answers to a Sustainability Readiness questionnaire. It is designed to establish a baseline understanding of where a brand or business currently sits on the readiness pathway.

The Sustainability Readiness questionnaire self-evaluation process is focused on four key areas of sustainability performance:

  1. Scientific, data informed review of carbon footprint and Lifecycle Analysis (LCA)
  2. Consumer insight research to determine what areas of sustainability solution and commitment are most important to brand consumers
  3. Establishing metrics to track business performance and outcomes of sustainability investments and commitments
  4. Marketing communications strategies and tactics to tell the brand sustainability readiness story to consumers and relevant stakeholders

Emergent analyzes the questionnaire responses and produces a readiness scoring report for review with the individual or team submitting the evaluation. Invariably through more detailed conversation around outcomes and existing company behaviors, policies and mitigation activities, a different picture begins to emerge!

Aspiration can skew reality

Sustainability is now one of the most significant transformational strategies impacting brand communication and business growth. It is a key driver of competitive marketplace advantage. Why? Because over 66% of consumers now care deeply about more sustainable choices in the products they buy. People have become aware of the connection between food production, food ingredients, and potential negative impacts on the environment.

As companies prioritize sustainability and seek to answer this cultural shift in consumer sentiment, the priority to make performance claims can at times color actual readiness status. The Brand Sustainability Solution process is designed to determine quantifiable carbon targets, mitigation policies and develop solutions to truly walk the walk that supports credibility when talking the sustainability talk.

A recent investigative news report on McDonald’s sustainability misfires reveals why the authentic baseline carbon footprint assessment and related mitigation policies are so important to avoiding the possibility of greenwashing risks and scrutiny.

Corporate enthusiasm for claiming sustainable bona fides at times can obscure the correct and proper evaluation of specific actions the company must undertake to manage its carbon impact, evaluate resource consumption alongside energy use, and track backwards through the supply chain.

You can’t know where you are going until you know where you are

The challenges begin at the front door of science-based, data driven carbon footprint analysis that often remains untouched and unfunded on the to-do list. It isn’t possible to verify the company’s current readiness state or to establish quantifiable benchmarks for improvement over time without this review. Establishing baseline sustainability performance measurement will inform every aspect of readiness and the optimal brand communication that follows it.

More often than not, we’ve found that brand sustainability assessment is limited to low hanging fruit solutions such as improved packaging or reduced energy use. Most of the significant sustainability challenges exist in the supply chain, where food ingredients often deliver an outsized climate wallop. How come?

Agriculture is the second largest source of greenhouse gas (GHG) in the environment and the largest user of land and water resources. Within the snapshot of agriculture’s impact on climate, raising livestock for food is by far and away the highest GHG contributor. It is led by ruminant animals including beef, lamb and dairy in the form of cheesemaking. The combination of the animals themselves combined with re-purposed land use, natural resource over-consumption and raising crops to feed them, all coalesce to deliver excessive levels of highly toxic methane gas and nitrous oxide.

Regenerative farming practices that work to sequester more carbon and the development of non-animal protein creation technologies such as plant or microbe-based meat and dairy solutions, can help diminish the overall impact. But only when you know what it is you’re trying to reduce over time.

Two major culprits in aspirational assessment

Emergent’s study revealed two other hotbed areas of over-zealous sustainability performance evaluation. First and foremost is brand communication. It is the easiest lever to pull, one that can quickly get ahead of credible sustainability readiness when the messaging isn’t grounded in the science-based analysis of carbon impact and related improvement targets. Brands routinely reward themselves for getting ‘out there’ with sustainability storytelling, that may inadvertently invite media and consumer blow back when it isn’t anchored to authentic mitigation performance.

Right behind story is establishing the baseline infrastructure for measuring sustainable business performance. Investments in sustainability improvements should be tracked against business outcomes. This is the only way to know if the sustainability readiness platform is functioning fully and correctly. It is important to note that sustainability is ‘aging out’ of traditional CSR, and rapidly evolving into ESG – hence a part of business performance. The C-Suite must be involved in sustainability programming to ensure the right level of true organizational commitment.

We know consumers care deeply about sustainable choices. They are also getting smarter about what separates empty claims vs. substantive behaviors and policies that are well-executed. We have a proven, verified link now between optimal sustainability readiness strategies and competitive marketplace leverage that results in market share and volume growth. Integrating business measurement into the game plan is vital to assessing how well the entire sustainability strategy is progressing.

Fly right to reap the benefits

Transformational change has already occurred. We are living in the midst of a culture shift that is demanding companies step up to make improvements in their sustainability policies and standards.

When grounded in science and driven by informed communications strategies that help brands gain credit for their efforts, brands and businesses will out-perform the competition while establishing leadership in an area that will impact consumer preference for the foreseeable future.

If you’re interested in assessing where your business is today on sustainability performance and where it could go tomorrow with the optimal readiness program, click HERE to take the free Brand Sustainability Readiness questionnaire. The scoring and analysis are provided at no cost.

We promise a revealing, interesting and informative conversation that could open a new chapter of growth and prosperity for your brands in the year ahead.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

The CEO Bulletin

Trends Impacting Where Your Business is Truly Headed

October 14th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, Brand trust, Carbon footprint, change, Climate Change, climate culture, Differentiation, Emotional relevance, engagement, Greenhouse Gas, Greenwashing, Growth, Higher Purpose, storytelling, Strategic Planning, Sustainability 0 comments on “Trends Impacting Where Your Business is Truly Headed”

Early adopter behavior driving the marketplace

Emergent appreciates our growing CEO and C-suite readership. Our goal is to provide meaningful trends analysis and strategic guidance through the Emerging Trends Report. We are introducing a special series – the CEO Bulletin – intended to inspire new thinking on organization planning and strategy. Should you have a topic you’d like us to cover – drop us a note. Your comments and feedback are always welcome.

Sustainability will be the most important strategic consideration for your company in the coming year, and Higher Purpose will be a key point of differentiation that helps move your performance in the marketplace.

Here’s why.

Sustainability is no longer a tertiary, benign or merely aspirational construct. This strategic imperative is connected to the health and wellbeing of the planet on which we live. Early adopter consumers see conscientious consumption as their flag and are empowered to signal to the world around them that climate-responsible products are their first choice. Half-baked solutions and absence of Climate Footprint and Life Cycle Analysis fundamentals that guide mitigation metrics will be exposed for all to see. These influential consumers are driving expectations, preference and marketplaces.

Being responsive to their Sustainability concerns isn’t just the “right thing to do” it is a source of competitive advantage and a critical point of leverage on the path to growth in marketing, distribution and sales leadership.

  • Imagine the friction consumers are encountering right now because it’s nearly impossible to sort which product is a more sustainable choice at retail. The consumer’s priority is once again ahead of brand performance in the marketplace. Who will be first with the most? How will sustainability impact labeling and retail navigation?

When cultural changes take root, it presages larger shifts in sentiment – leading to momentum deviations that are an immutable guide to strategic investment. What should be at the forefront of your thinking now is the very real potential of ending up on the wrong side of this sea change. Not because the word sustainability is left out of your brand communication lexicon, rather because it is not fully, correctly built out, thus creating real vulnerabilities around greenwashing. People will notice, experts will weigh in, influencers will influence. There will be winners and losers in the “Sustainability Battles”.

Moreover, we have data and proof that fully realized sustainability strategies lead to share growth and sales leadership in your respective category. Why? The same rule applies here: because consumers care about it and support businesses that authentically walk the walk of climate impact mitigation alongside business strategies that clearly, emphatically support authentic sustainability practices. Consumers are watching. Early adopters are showing them what to do. This creates a steamroll effect that leads to category upheaval as smarter brands overtake the laggards and pretenders.

  • Recent research conducted by IRI and the NYU Stern Center for Sustainable Business indicates consumer uptake of sustainability marketed products has remained strong despite the Pandemic. Sustainable brands outperformed conventional alternatives across 36 categories in 2020. The segment achieved 16.8% of total purchases in a banner year for CPG sales. 

Think differently

Sustainability practices should lead business strategy and will have a profound impact on new product launch initiatives. This isn’t just a corporate commitment, it’s an anchor at the street level to differentiation, meaning and value and must be fully baked into marketing planning all the way through to execution.

  • What will your brand voice be on this? What evidence can you provide to the early adopters who know great practices from anything less than that? How is this integrated into your story and narrative? You already know that story-well-told is where all of this begins and takes root.

In a recent report at Pet Food Industry magazine, one quote-able source nailed the conditions squarely:

“Clean label will move into sustainability — how are pet food manufacturers being more conscious of the environment?” said Tammi Geiger, marketing manager U.S. for Oterra, a supplier of natural colors. “How are they producing their products so they are having a positive impact on the planet and even communities? Manufacturers will be asked by their customers to tell their production story and they will therefore put pressure on their ingredient vendors to have sustainability as a main focus. This can be a way to differentiate from other brands as well.”

Purpose is a marketplace imperative

You can see the pattern emerging. Purpose, beliefs and meaning equate to value and preference. The trouble with Purpose is you can’t bolt it on as a marketing message construct. Purpose needs to emanate from why your company exists, what you are doing to empathize with user needs  and how are you adding value to their quality of life in tangible ways.

Sustainability and higher purpose are family, joined forever in a union that showcases how people have changed, what matters and the real drivers of competitive advantage that goes way beyond the features and benefits layered into your products.

You need:

Purposeful brands

Purposeful labels

Purposeful shopping experience

Purposeful supply chain

Purposeful organization

Purposeful employee policies

Purposeful corporate soul

There is a natural tendency to lean in on technology and better mousetrap thinking. To be sure product quality and innovation are key to brand and business health. But the truth of the matter is brand beliefs, values and higher purpose matter even more on the path to success. The world has changed, and you must change with it to remain relevant and resonant.

The chin you lead with

Now more than any other time in the history of business and marketing strategy, uniqueness and differentiation are key to elevating your business above the vast degree of sameness and similarity that exist category to category, retailer to retailer.

Higher Purpose is a differentiator!

This is how your unique company DNA and value system gets wired into the brand narrative in a manner that’s own-able for your organization. It manifests in how your business operates to meet the life-journey aspirations of your customers. Note: you have to truly care about the welfare of the people you serve to make this work.

Our Brand Sustainability Analysis process is designed to optimize this requirement for the very reason it is aligned with consumer preferences and behaviors. The early adopters you encounter are the ones creating influence that drives momentum changes. What becomes popular, noticed and sought after should factor in to your strategic thinking.

  • Purpose is a center-of-bulls-eye concept that works seamlessly into the sustainability recipe as a component of business and brand value.

If fresh perspective and assessment of your sustainability and purpose bona fides would be helpful to your planning, use this link to open an informal conversation with us about your needs. We promise a thorough, complete analysis of competitive advantage at a time when consumer behaviors are changing the game around you.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Brand Sustainability Solution

Without the right sustainability strategy, you are leaving billions on the table

September 10th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, brand strategy, Brand trust, Climatarian, Climate Change, climate culture, food retail strategy, Greenhouse Gas, Greenwashing, Product design, Retail brand building, retail brand relevance, Social proof, storytelling, Sustainability 0 comments on “Without the right sustainability strategy, you are leaving billions on the table”

Our online questionnaire can help you avoid gaps and misfires

In a recent study conducted by our insight research partner Brand Experience Group (BXG), an analysis of sustainability strategies among UK-based grocery retailers revealed the top three banners were leaving more than $9.5 billion in sales on the table. This is revenue they could have earned if the right strategies had been fully implemented to meet shopper expectations on clearly communicated sustainability policies and performance.

The incredible irony: every single one of the food retailers has some form of sustainability program or messaging in place. All of them are underperforming because the programs are either not fully built out, ineffectively communicated to stakeholder audiences or both.

  • The same business case with similar outcome metrics has been calculated in CPG food and beverage categories. What’s going on here?

A significant percentage (55%) of your customer base right now, today as you read this, cares deeply about the sustainability bona fides of the brands and businesses they prefer. The banners that step ahead of the competition to correctly leverage sustainability commitments will win in sales and share gains.

There is a clear, proven business case for an optimal strategic game plan on sustainability.

  • The operative words here are “correctly and fully.”

Half measures, absence of key baseline assessments and mitigation targets plus anemic communications are often the root cause of subpar outcomes. Collectively these diluted tools operate to marginalize performance on what will be an important 2022 strategy to elevate your business results.

Think of it this way: if you don’t get this right, other enlightened brands will ultimately gain competitive marketplace advantage at your expense.

What should you do now?

We recommend investing 6 minutes of your time to take our online Sustainability Readiness questionnaire. There’s no cost. The questionnaire covers four key areas of potential readiness practices. It has a readiness scoring mechanism underneath to help quantify current conditions. When you click submit, our team analyses the answers and produces an outcomes scoring report. The meeting we have with you to review the scores and discuss implications is also complimentary – and often described as “enlightening.”

We will make topline recommendations for improvements; an integrated approach that can create and deliver the right sustainability strategies. That said, it is entirely up to you whether we move ahead to dive more deeply into customized solutions or leave you with new readiness intelligence on your business.

What will happen when you take the questionnaire?

Discovery

  • Organizations that have already completed the questionnaire report it’s elevated their awareness and understanding of the key best-practice components in a sustainability program.

Clarity

  • We have found brands thought they were doing the right things – but learned of deficits and gaps in their current efforts and communications programs.

Readiness

  • In every case we’ve found that readiness can be improved in key areas that are critical to success, to generating business from the investments and avoiding greenwashing – which is a vulnerability.

It doesn’t matter how big or small your business is. Sustainability is a key component of brand value no matter if your company is Fortune 50 or just starting out.

You will find the questionnaire outcomes meeting to be informative, educational and eye opening. It requires no investment on your end except completing the questionnaire with honest reflection on what you’re currently doing. The questions involve simple yes or no answers. We provide comment boxes if you’d like to add any texture.

Top performing sustainability strategy isn’t just a nice-to-have. The BXG study has confirmed the business case. Without optimal programming you may be leaving significant sales on the table while also ceding marketplace advantage to brands that are ahead of the readiness curve.

You have nothing to lose and everything to gain. Use the link below to take the questionnaire. You’ll find it interesting and the outcomes discussion helpful to planning.

Our Sustainability Solution team

Here’s the team that created the questionnaire and the Brand Sustainability Solution program – the first integrated answer to improved sustainability business performance:

Emergent – Chicago-based marketing communications company with strategic brand guidance and creative skills to build a multi-faceted outreach program that persuasively conveys your sustainability story to key stakeholders.

Brand Experience Group – London-based consumer insight research company to help determine what your core customers believe about sustainability practices, what initiatives matter most to them and establish the KPIs that measure business performance from your sustainability investments.

Informed Sustainability Consulting – Seattle-based consultants build the baseline with science-based carbon footprint assessment and Lifecycle Analysis to determine exactly where your production and supply chain are on sustainability performance. ISC also helps you set climate mitigation targets and identify sustainability improvement opportunities.

Click here for the Sustainability Readiness questionnaire.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

The barrier to climate investment is fear

What is the biggest barrier to sustainability investments?

August 12th, 2021 Posted by Brand Activism, brand advocacy, brand marketing, brand messaging, Brand preference, brand strategy, Carbon footprint, Climatarian, Climate Change, climate culture, Consumer insight, Greenhouse Gas, Greenwashing, Navigation, storytelling, Sustainability, Transformation, Transparency 0 comments on “What is the biggest barrier to sustainability investments?”

…It isn’t the supply chain or manufacturing

Imagine an out-of-control cruise ship bearing down on the sunny Island resort dock at 30-knots full speed with no captain at the wheel. 200,000 tons of steel coming in hard to shore, kicking up a gigantic spray of water behind it. There you are at the coffee shop in front of the pier, enjoying your latte while waiting for the ship to arrive. You watch in horror as this gigantic floating hotel with 4,000 souls aboard is barreling right for you, the bow getting taller and taller in the closing moments. You freeze – unable to move as the disastrous, tragic end draws near – paralyzed by _________.

The word is fear.

You didn’t see it earlier, but painted on the bow in bright green, it’s the USS Climate Chaos coming in hot …literally.

Sustainability at one time was more leisurely focused on clean energy use and efforts to improve, say, recycling and clean energy from the manufacturing plant to customer warehouses. The annual report would recite the efficiencies and efforts made to use less fossil fuels in the daily routine of manufacturing, shipping and commerce.

But wait; more recently we learn that greenhouse gas levels, despite the economic shutdown caused by the pandemic, have reached their highest concentration in 4 million years and shows no signs of slowing down. The planet is rapidly warming. Climate impacts start to get closer and closer to home through unrelenting wildfires, droughts, super-storms and wild weather shifts. You can feel it and see it now.

Then as if on cue, along comes a series of reports that reveal the incredibly significant relationship our food system has to climate impact, now the second leading contributor of global greenhouse gas production at 24%. Consumers who are already increasingly aware and sensitized to big societal issues like climate trouble, begin to realize there is a relationship between their food choices and climate outcomes.

The word sustainability acquires new gravitas and deeper meaning as it is redefined to signal climate threat from supply chain actors like livestock production and soil-damaging industrial agriculture practices.

  • Who knew it took 1,600 gallons of water, massive land resources and two years to produce one 16-ounce steak?
  • Why didn’t we know before that the world’s largest carbon sink, the Amazon rainforest, is disappearing at the rate of an acre per second due to repurposing the forested land for animal agriculture and crops to feed them?

Sustainability may now be the most popular term in modern marketing

Yet it is still vastly underserved as companies wrestle with its deeper meaning and implications. Will we get to solutions soon enough to prevent portions of the planet from becoming uninhabitable? Or will the streets of Toronto begin to resemble Beverly Hills with giant royal palm trees lining the Yorktown shopping district, while the southern hemisphere reels from millions of climate refugees running north for survival?

  • Sustainability is an operational imperative that starts at the field or ranch and works its way forward to the retail store. The challenge ahead begins with understanding what an organization’s carbon footprint looks like though objective, data-driven scientific analysis that runs all the way back through the supply chain and forward through manufacturing, distributing and recovery of packaging materials.

Within this analysis comes visibility to the conditions that impact climate threat contributions and identifying where improvements can be made, and carbon mitigation targets set.

The biggest threat to progress here is various forms of organizational fear

Given the speed at which climate threat is turning into a passion point for consumers on the path to a purchase decision, there is a need to get this right sooner rather than later. Yet some companies still struggle to navigate.

Why?

Fear of change

Change is hard. No one likes it except the most progressive leaders who see it as a path to reinvention and growth. Changing institutionalized thinking and processes is difficult. But change it must. We need a wildfire of movement towards credible sustainability solutions.

Fear of risk

The street looks for quarterly reports that repeat positive progress. Companies may worry that fundamental changes in infrastructure and operational standards will be a risk – that even with disciplined planning, to some degree, – they’ll still be steering in uncharted waters. Yes, but it’s a necessary risk worth taking.

Fear of truth

Every business resides in a glass house these days because anything that can be known, will be known. Are there some policies and behaviors that under scrutiny in the light of day could cause a little unease?

Transparency is demanded by users and stakeholders at a time when missteps can be discovered and reported globally in the digital age of communication. You already own that problem. The larger social responsibility demerit is knowing the problems exist yet doing nothing to improve them.

A spoonful of sugar helps the medicine…

Thinking differently – turns out robust sustainability commitments and policy are actually a path to improved innovation, financial outcomes and business growth.

Our partners at Brand Experience Group (BXG) made the business case, quantifying the impact of holistic sustainability strategies on balance sheet progress. Overwhelming evidence points to business growth from progressive sustainability programs, properly communicated to all relevant stakeholders. The research also proves that absence of these programs leads to sub-optimal business performance. (if you want to see the report, request it here).

How can this be true?

Because the number of consumers who care about sustainability investments, programs and verified outcomes is NOT some small tertiary cohort. According to BXG:

  • 34% of consumers are deeply passionate about sustainability progress, and
  • another 33% are “concerned” about sustainability policies and behaviors.
  • That’s 67 percent of your consuming marketplace.

If consumers want it, you need to deliver, right?

In a sentence: sustainability is good for business.

It may require changes in how the company operates, sources and manufacturers, but these changes are necessary when the great ship Climate Chaos is coming in all gas and no brakes to ultimately reward the climate caretakers and punish the deniers who claim they didn’t see it coming.

Is this going to be expensive for our economy?

Not if the thesis set out by think tank RethinkX is correct. They forecast ambitious but realistic targets for change in the next 10 years, based on deployment of technologies we already have in place, such as precision fermentation in food making. They state:

“By leveraging the power of market forces, mitigation of greenhouse gas emissions can be transformed from a costly expense into a lucrative investment at every scale from local to global. Regions, nations, communities, cities, businesses, and investors choosing to embrace and lead the disruptions rather than resist them will reap enormous economic and social rewards as well as environmental benefits.”

Decarbonizing the global economy will not be costly, it will instead save trillions of dollars…

“By leveraging the power of market forces, mitigation of greenhouse gas emissions can be transformed from a costly expense into a lucrative investment at every scale from local to global. Regions, nations, communities, cities, businesses, and investors choosing to embrace and lead the disruptions rather than resist them will reap enormous economic and social rewards as well as environmental benefits.” – RethinkX Climate Change Report

Time to get on board and pilot the new Climate Threat ship to a better, brighter and hopefully cooler future.

If you want to get a clear understanding of how to get ahead of the unstoppable and pervasive need for sustainability readiness, read our Brand Sustainability Solution report. You can download it free here.

If you want to know exactly where your business is on climate readiness, take our five-minute online Sustainability Readiness questionnaire. It is complimentary along with the scoring and follow-up report on what the results mean. You’ve got nothing to lose and everything to gain by knowing exactly where your company sustainability challenges reside. Here’s the link to take the electronic questionnaire.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

Alt. proteins with stronger sustainability message

Food System Report Reveals Hidden Environmental Impact

July 26th, 2021 Posted by Brand Activism, brand advocacy, brand messaging, brand strategy, Brand trust, Carbon footprint, Climatarian, Climate Change, climate culture, Consumer insight, Greenhouse Gas, Greenwashing, Sustainability 0 comments on “Food System Report Reveals Hidden Environmental Impact”

Costs of climate threat are growing

A new study released by the Rockefeller Foundation reports $900 billion annually in added costs to the U.S. food system from agriculture derived greenhouse gas (GHG) and biodiversity losses as a result of land use transformation, animal grazing impacts and nitrogen pollution.

  • One major source of environmental impact is the 10 billion farm animals we harvest each year for food and the related damage from methane, water depletion and soil erosion from crops raised to feed livestock.

The U.S. has the most affordable, abundant food supply on earth requiring only about 5% of disposable income from families. According to the Rockefeller report, Americans spend approximately $1.1 trillion on food each year. However, that figure doesn’t take into account the unintended consequences of a food system that in many respects works against planet health and also the wellbeing of people when you consider the accelerated growth rates in obesity, diabetes and heart disease.

Time for a reality check as we talk about the future of food

Our current food system is designed to deliver three things consistently:

  • Volume of food
  • Safety from food-borne illnesses
  • Inexpensive calories

However, we need a food system that is also aligned to help protect the environment and support human health.

An encouraging promise about the future of food is now emerging as vast sums of investment capital race to support the development of new food technologies. From 2015 to 2020 more than $4 billion has been invested in alt. protein technologies. These new food solutions may help reduce climate threat while offering a healthier nutritional profile for cleaner proteins in center-of-plate dishes.

How we eat, what we eat and where food comes is changing

Advancements in bioengineering have authored a tsunami of new food tech businesses pioneering ways to create foods that are not dependent on legacy ingredient supply chains. What’s coming is more food made from cultures, microbes and fermentation technologies.

Will consumers suddenly stop eating animal meat? Not likely. That said will substantial transfers of market share move to these new products not linked to a cow, lamb, pig or chicken? Highly likely; assuming the eating experience and taste hit the mark as an analog to the conventional version. Equally so for non-fish seafood.

Plant-based offers a hint at the transformation

According to Statista, total sales of plant-based meat and dairy products in 2020 reached an astounding $7 billion; of which ‘dairy-free dairy’ led the pack at $2.5 billion in sales of soy, almond, pea, rice and oat milks. An entire generation of milk users is growing up with a different definition of what milk is and how it tastes.

Plant-based meat, the fastest growing segment, hit stride at $1.4 billion in sales volume. That’s a whopping 45.3% jump over 2019 sales results. With new plant-based chicken nugget brands now simultaneously launching in food service channels, the likelihood of more trial and retail movement for non-meat meats is nearly a foregone conclusion. Equally impressive is the surge in plant-based cheese products, up 42.5% over 2019 to $270 million in sales.

  • The plant-based meat takeover has been quick. The trends suggest a potentially rapid uptake on the proposition for foods perceived to be healthier (less saturated fat than animal meat) and less taxing on the environment.

Industrial agriculture and meat production produce 24% of total greenhouse gases, the second leading contributor to climate threat behind fossil fuels. Meat production alone accounts for 65%of the world’s nitrous oxide, a gas with a global-warming impact 296 times greater per pound than carbon dioxide. What’s more, total emissions from agriculture are forecasted to increase 80% by 2050due to a significant growth in demand for meat and dairy products.

The development of new food solutions is really a higher-stakes proposition. Climate friendlier food tech may indeed help tamp down the surge in global warming that spawns wildfires, droughts, superstorms and other weather anomalies.  An unprecedented 115-degree heat wave in the Pacific Northwest came dangerously close to upending the regions’ agricultural eco-system.

Eating our way into climate chaos?

What happens when consumers begin to see there’s a relationship between food choices and climate impacts? Consumer attitudes and behaviors have shifted in recent years to focus on issues and more values-based considerations. Purchase behavior has already swung from a historic focus on taste, price and convenience to new concerns about transparency and visibility to the supply chain alongside the number one consumer issue, health and wellness.

The food industry will be obligated to pay attention to these transformational changes and look more fully at climate readiness, sustainability policies and commitments.

Questions food and beverage companies must address:

  • What is the true carbon footprint of products, taking into consideration all aspects of supply chain and manufacturing?
  • How does this trickle down to hidden costs in bio-diversity impacts such as land use disruption, over-consumption of water resources (it takes 1,500 gallons of water to produce one 16 oz. steak) and harmful farming practices that destroy the ability of cropland to sequester carbon in the soil.
  • How will companies verify and validate their sustainability policies and commitments in a transparent and trustworthy way?
  • What aspects of sustainability performance and outcomes do core customers care about the most?
  • How should sustainability bona fides best be conveyed to a company’s key audiences and stakeholders?

For our part, Emergent sees a food culture transformation on the horizon that will change what consumers believe about where food should come from, how it is made and what they should buy.

To help companies better assess and explore the right path to sustainable practices and climate readiness, we have created the Brand Sustainability Solution report as a guide to the key issues and direction on strategies to solve.

You can download your complimentary copy here.

To secure a snapshot of where your climate sustainability readiness stands today, take the five-minute free Brand Sustainability Readiness survey here.

Looking for more food for thought? Subscribe to the Emerging Trends Report.

Bob Wheatley is the CEO of Chicago-based Emergent, The Healthy Living Agency. Traditional brand marketing often sidesteps more human qualities that can help consumers form an emotional bond. Yet brands yearn for authentic engagement, trust and a lasting relationship with their customers. Emergent helps brands erase ineffective self-promotion and replace it with clarity, honesty and deeper meaning in their customer relationships and communication. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

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