New Report Focuses on Getting Americans to Cut Food Waste at Home

Would you share leftover turkey breast with your neighbors? This Thanksgiving holiday our food waste will spike as high as 25% in some households. The average U.S. family trashes $1,500 worth of edible food each year while one in six Americans struggles with food insecurity. How might we change our culture of waste? And what is the role for retailers and food manufacturers? A new trend report from brand innovation firm BBMG reveals why cutting food waste at home entails shifting the narrative and disrupting the consumer journey. Based on global research and follow-up ethnography about the values and rituals on display in U.S. households, “Waste Not, Want Not: Aspirationals and the Future of Food Waste” reveals the key drivers and barriers behind our culture of waste. And in detailing the consumer journey it highlights many opportunities for cutting waste at key stages—from planning and shopping to unpacking, cooking and disposing of food. Download the free report. Here’s what you will learn:

  • Explore Aspirational consumers’ food waste rituals and routines
  • Gain insight into the values and issues that matter most for this growing segment
  • Discover new territories for advancing your brand strategy
  • Gain insights into driving consumer engagement
  • Learn about best practices, emerging trends and expert opinion

“Waste Not, Want Not” is the latest in a series of trend reports from BBMG examining how Aspirational consumers hold the keys to scaling sustainable consumption. Other reports include “Reclaimism: Aspirationals and the Future of Used” and “Skin Deep Skin: Aspirationals and the Future of Beauty.”