No one wants to change what they eat - what will actually move the needle?
Ripple Hosts
Amanda Schaible - Synthesis Capital
Matteo Leonardi - Grey Silo Ventures
TL;DR
Despite clear environmental benefits, sustainable eating hasn’t gone mainstream—so what’s really holding consumers back? Let’s unpack the barriers to behavior change and explore potential strategies (like blended meats and policy incentives) to get people to eat more sustainably. Our goal is to come up with a tangible shortlist of high-potential strategies that we believe could meaningfully shift consumer behavior.
Topic overview
Why is the topic relevant?
No one wants to change how they eat, but the world would be far better off if we could get people to eat more sustainably. While an entire industry has tried to convince consumers to eat for the planet based on virtues alone (fewer emissions, less land used, kinder to animals, etc.), we have yet to see widescale adoption. Instead, we’re seeing increased backlash against sustainable foodtech products and a slow down in sales. This conversation is to discuss tangible ways to change behavior. What will it actually take for people to change what they eat? How can we incentivize consumers to choose sustainably? How can we make eating this way more appealing?
What’s up for discussion?
Why aren’t consumers embracing sustainable eating? Let’s explore the psychological, cultural, and economic barriers that prevent widespread adoption—even when the benefits are clear.
What will drive actual behavior change? From blended meats to stealthy private label rollouts to other new product categories (think alt-choc and alt-coffee), we’ll explore what’s gaining traction and ask: what else should we be trying? and why?
Is it time to rethink the “price and taste” mantra? After a decade of chasing affordability and flavor parity, we’ll examine whether these are still the right levers—or if new approaches are needed.
Dream outcome
A tangible shortlist of high-potential strategies and quick-wins that we believe could meaningfully shift consumer behavior.
Who should attend?
Food industry leaders and innovators, retailers, policy markers, behavioral scientists, marketers, and anyone who’s eager to explore what actually drives sustainable eating.