Working with a futurist, and using Causal Layered Analysis, we looked at trends, what caused these trends, different points of view and metaphors/myths.
Trends and causes
Since highways, there is an increase of food waste in Australia leading to wasted resources and increased production of greenhouse gas through landfill. 30% of food produced is wasted.
Causes
- Consumer ideals
- Aesthetic foods – what you see in media
- Overbuying
- Marketing ‘bulk’ and ‘2 for 1’
- Used by dates being invented
- Unrealistic ‘body/veggie’ types as acceptable
- OH&S standards
- Fear mongering
- Fear of being sued
- Sanitation/packaging
- Cooking skills to work with leftovers
A different point of view - Community
- Sanitary
- Recipe and picture advertising
- Indicates freshness
- We can buy it convenience
- Living spaces, no room to grow
- Convenience to shopping – time/space
Metaphors and myths
- Lifestyle – I can have what I want, when I want it
- Out of sight out of mind
- Easier option to throw it in the bin
- Fruit and veg can be expensive
- Monkey see, monkey do
Since the 1990s there has been an increase in road traffic causing congestion and an increase in GHG emissions (Co2 in the atmosphere)
Causes
- More affordable
- Ease/convenience
- Independence
- Social expectations
- Choices – soooo many options and activities each day
- Change in lifestyle
- Safety
- Urban lifestyle is different to city – public transport not always an option in suburbs
A different point of view - Schools
- Child safety
- Lack of road awareness
- Must have crossing supervisors
- Busses
- Teaching road safety
- Arriving promptly
- Lack of exercise leading to obesity
- Air quality
- Parking
- Speed limits around schools
Metaphors and Myths
- Quicker to drive
- Cars = freedom/independence
- Safer to drive
- More convenient to drive
- Dangerous to walk – stranger danger
Since the last 12 months, the amount of NQR products has become more available
Causes
- Increased awareness about food waste
- Cheaper
- Feel good factor for supermarkets
- Opportunity for supermarkets to make $$ and enhance their brand
- Driven by trends in Europe or USA
- Social pressure from community
A different point of view - Schools
- Some people won’t eat the imperfect fruit /vegetables
- Does it cost less
- Will my kids eat it?
- How will I prepare the food?
- Will it ‘go off’ quickly?
- What’s it taste like?
Metaphors and Myths
- What’s wrong with it?
Since the introduction of large supermarket chains, the public expect availability of non-seasonal foods
Causes
- Marketing
- Money
- Competition
- Product placement
- Consumers expect instant gratification
- Cooking shows with “elaborate” ingredients
A different point of view - business
- Right to make a profit
- Expectations on farmers
- Competition – other supermarkets have a better range
- Small business can’t compete
Metaphors and Myths
- The prettier the food, the better it tastes
- Tomatoes come from Aisle 5, not a plant
- Huge amounts of choice is a human right
- Woollies are the ‘fresh food people’
Greater awareness of cruelty to animals and climate change has led to more veganism (evidence, half a supermarket aisle).
Causes
- Awareness of cruelty to animals
- Climate change
A different point of view
- Beef capital – industry to protect – food supplements
- Diverse population
- Hunting is part of culture traditionally
- Antibiotic resistance
Metaphors and Myths
- Unhealthy
- Omnivores
- Gen 1:28 “subdue this earth”
- Taming land (masculinity).
- Purity – plant related health
- Ethics – “killing” animals/plants
- Hipster trend – “vegan hate”
- Bee apocalypse
Since we’ve gone digital, we may decrease some physical interactions but we’re more connected to overseas and news overseas and in real time. (we have to be mindful of the digital bubbles and echo chambers).
Causes
- Cheaper to have one device (vs lots of books)
- Info can be updated regularly
- User friendliness (easy to use)
- Easy to search and find
- GPS travel navigation
- Information storage
- Business wants you to buy these devices
- Information sharing
- Structure and system, encourages it
- Accessibility
- Communication. Email – always on and accessible is good
- Comfort
A different point of view
- They’re distracting, no one can focus
- Devices are frowned upon (some tech and devices)
- Laptops are ok! Control is important
- Inconsistency in what is encouraged
- Access to info is good (new=good/old=bad)
- Handwriting is being lost – spelling, modern slang
- Teach in digital – access vial manual methods, can’t catch up
- Language is changing :) LOL
- YouTube is educational? Dangerous?
Metaphors and Myths
- Socially accepted
- Status in the cool tech (new=cool=savvy)
- Tech is progress
- Need to adapt and change
- Need for convenience (e.g. book online, one click away) – laziness, lifestyle? Uber eats?
Since the ABC’s ‘War on Waste’ the attitude toward single use coffee cups has changed for the better
Since the image of the turtle with the straw in its nose was published, straw usage has decreased.
Causes
- Images of suffering wildlife
- Increase in people who can see the images
- Great Pacific Rubbish rafts and can see them
- Increase human connection/emotion to the suffering of the planet
A different point of view
- This is so inconvenient
- Where do I find alternative products?
- It’s a habit now
- I have better things to do
- Council’s not recycling – its all going to landfill, so why bother?
- We try our best
- We want to do it but?
- My take away won’t accept my containers
Metaphors and Myths
- Buying recycled products but it is still plastic
- Degradable v biodegradable
Since World War 2 there has been more population, more growth. More everything. More/bigger/better
Causes
- War lead to migration
- Social norms
- Political – 1 child, baby bonus
- Environment – land use, overdevelopment
- Economy - maternity leave
A different point of view
- Suffering
- You don’t care for me
- Not giving enough back
Since Single use plastic consumption has reduced
Causes
- Social pressure and awareness campaigns led to policy and behaviour change
A different point of view
- Business will need time to adjust
- Single use plastic is convenient
- Eliminating single use plastic is bad for business, and is discriminative because some people with disabilities require straws etc.
- Solutions for waste management
Myths and metaphors
- Iconic images – sea turtle with straw up nose
- Jelly fish and plastic bag visual
- Single use plastics are the solution to environmental problems
Since acknowledgement of climate change, people have been planting more trees
Causes
- Carbon offsets are easy to do through tree planting
A different point of view
- People are still playing but feel ok about it because they pay for carbon credits
Metaphors and myths
- Carbon offsets are working
- Guilt free travel
- Plant a tree – save the planet
Since the increase in knowledge around the impacts of chemicals in food production, there has been an increase in the demand for organic foods etc.
Causes
- Financial incentives
- Customer demand and satisfaction
- Healthier product suppliers locally
- Not having our large variety
- Affluence
- Business opportunities – market opportunity
A different Point of View
- Workload – certification and research
- Nutrition
- Product quality – shelf life, appearance, taste
- Good environmental face or reputation
- Seasonality
- Social, economic, environmental, political
Metaphors and myths
- Business risk – do customers want this?
Future scenario visioning
Other trends identified
>Since European settlement, natural land covers have significantly reduced and fragmented
>People are growing frustrated with food standards, leading to people wanting to use different looking foods
>Growing trend towards green cities/growing your own/green strips/green walls
>People want to choose ‘better’ ‘green’ options with other benefits – temp, energy use
>trend towards community gardens
>Since the 1980s here has been increased high density living
>Since the 1960s there has been a change in perception of food quality and packaging
>Due to technology and transport we now have more variety of fresh food rather than seasonal produce only
>With the increase of farmers markets, there has been an increase in knowing where food comes from
>Since 2009 the cost of solar panels has decreased by 84%
>Since the beginning of food delivery, it has become so easy to buy food that people often don’t prepare their own means as often
>Since wi-fi was introduced, access to information is immediate and abundant but not necessarily as accurate or trustworthy
>Since knowledge of climate catastrophe, the introduction and use of renewables has increased
>Since higher density living increased, backyards are smaller and there is more reliability on community parks
>Since there has been an increase investment in infrastructure re transport (roads, public transport…build more
>Since technology increased, sharing community cars, compost, housing.
>Since government introduced the solar rebate, take up has increased
>Alternative protein products
>Since more high rises and big buildings (more densely packed, lose land, more people in smaller areas/overcrowding) we’re thinking of ways to fit more people in limited spaces.
>In the last decade, an increase in cars and car use
>Electricity use in increasing overall.
We are using more technology and more energy as a result (from pen and paper to the digital).
>In the last five years, solar panels have increased, and some homes are reducing their energy.
>Since the increase use of social media, awareness of climate change has increased.
>Increase in public transport use.
Increase in ethical consumption of food
>Since the spread of images of birds containing plastic in the gut – with the spread of the plastic whale – people have become more aware of their plastic use
>Single use plastic is the grim reaper of the ocean
>Since the industrial revolution, C02 emissions have increased.
>Since 2017 we are seeing an increase in the ACTION of local government (sub federal or national) their “roles” and focus have shifted.
>The trend in buying locally
>Poles are not recovering, and the world has increased climate action.
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