Fox & Hare discusses how brands can leverage their social impact to increase profitability and build customer trust whilst maintaining sustainability.
With increased consumer demand for sustainable products, brands can leverage their social impact to increase profitability and build customer trust, whilst contributing to the well-being of our planet. Improving the food sector’s footprint lies at the heart of solving some of our world’s most pressing issues. We’ve pulled together some of the most impactful advances in the brand space that are #MakingPurposePriority.
CO2 Emissions: Livestock
Going Meat-Free It’s no secret that meat production is one of our planet’s largest polluters. Agriculture accounts for 26% of global greenhouse gas emissions, and 31% of that is from livestock methane. UK consumers are conscious and reacting: meat-free consumption has risen by 15% over the past two years, and almost half of consumers agree that reducing animal production consumption will reduce the environmental impact. Brand Solutions We are seeing an influx of meat-free products entering the market, whether it be from existing meat-market players or new businesses entirely. Whilst existing players might have the upper-hand financially, they can lack the consumer trust from avid meat-free audiences. Fox & Hare’s Impact Strategy Not every business will be able to develop the next best product in-house. Partnering with another company will help you stay competitive. Fast food giants such as KFC, Dell Taco, Subway, and Dunkin’ Brands, amongst others have partnered with Beyond Meat for their plant-based meat substitutes. Audit your business – know your strengths and supplement resources when necessary. Market Opportunity The meat substitution market is expected to reach £6.2bn with a CAGR of 7.8% by 2026. The EU currently dominates the market, accounting for 38.5% of global revenue. Fox & Hare’s Impact Communications Be authentic, bold, and pioneering: shout about the impacts you’re making. Shout about the problems you’re facing. Measure your results and share them. Beyond Meat shares how their products use 99% less water, 93% less land, 90% fewer GHGE, and 46% less energy. Find a way that your product benefits the planet and make it your USP. Mention it on social media. Mention it on your packaging. Establish yourselves as the expert and be committed to seeing the change through.
CO2 Emissions: Food Waste
Waste Not (Want Not) Food waste accounts for 6% of global and 24% of agriculture’s greenhouse gas emissions, totalling about £314bn in damages. This is broken down into 15% supply chain losses and 9% consumer/ retailer losses. The consumer is looking for easy ways to reduce their household carbon footprint, and expects brands, restaurants, supermarkets to do the same. Brand Solutions The rise in food waste awareness brings the rise of new solutions. We are seeing user-based companies such as OLIO and Too Good To Go offering food sharing options that have re-homed about 46mil meals to date. Software company Spoiler Alert helped Hello Fresh cut food waste by 65%. Recycled food condiment brand Rubies in the Rubble has saved 126K kg of fruit and veg, equivalent to 226K of CO2. Fox & Hare’s Impact Strategy If your product isn’t conducive to reusing food waste, consider improving the shelf-life of your product through enhanced, environmentally friendly packaging: consumers closely correlate the two. About 74% of consumers are willing to pay more for sustainable packaging and sustainably marketed products in the consumer packaged goods market have grown x7 more than their regular counterparts – owning half of all growth in the sector. Market Opportunity Food waste accounts for £760m in global losses. The food waste management market is projected to reach £38.7bn with a CAGR of 5.6% by 2025. Currently, Australia and the US are the top food wasters globally. Fox & Hare’s Impact Communications Unique and eye-catching imagery (digital, print, packaging) will draw people in naturally. A brand’s top priority, above all, would be to appeal to the consumer’s sense of purpose. Can they participate in your campaign? Create and share content to your social channels? Encouraging customer input will create shared value and community engagement, ultimately keeping their attention on the issues and your brand.
H2O Depletion: Croplands
Optimising our Water Usage Agriculture consumes 70% of the planet’s freshwater supply and contributes to 78% of all water pollution. Recent AgTech developments have enabled producers to monitor water consumption, whilst product substitutes have lead to a general reduction. Consumers demand 360 degree awareness, forcing brands to work closely with supply chains to understand all impacts. Brand Solutions Solutions from CVP enriched soil (which uses 1/20th of the water and yields 1.5x the crops) and technologies monitoring water runoff to wireless irrigation networks help brands reduce water consumption at the supply chain levels. Fox & Hare’s Impact Strategy Work with your manufacturers on water use. This can be achieved via upgrading existing AgTech, enabling a company like Driscoll’s to see a 30-40% decrease in water consumption or partnering with new technology such as CropX to monitor runoff, soil quality, and water patterns. If this seems like a monumental task your team is not quite ready for, why not start with monitoring and reducing your internal water consumption? Market Opportunity The global Smart Agtech market is currently valued at £10.5bn and is expected to reach £16bn with a CAGR of 9.8% by 2025.
Footprint: Supply Chains
Accountability and Traceability A company’s supply chain accounts for 80% of its CO2 emissions and 90% of its land/ air/ water impact. Yet, only 25% of companies are actively engaging to make a change whilst 72% of consumers demand that brands know where all ingredients come from. Investing in supply chain technology can lead to a 15% reduction in costs and 300% increase in speed of cash-to-cash cycles. Brand Solutions From blockchain to predictive analytics, companies are tapping into new technology to support their mission to monitor and clean up supply chains. Fox & Hare’s Impact Strategy PepsiCo uses data to monitor crop performance across 14 EU markets. Nestlé produced on a blockchain solution with OpenSC, helping luxury coffee brand Zoégas achieve 100% Rainforest Alliance certification. Many companies are operating through the IBM Food Trust, an SaaS that produces actionable supply chain data. Brands in the position to do so would be wise to invest to reap the benefits long-term. Smaller brands have the luxury of less suppliers, so are encouraged to audit and monitor each one. Market Opportunity The global supply chain management market is currently valued at £12.2bn and is expected to reach £28.6bn with a CAGR of 11.2% by 2027.
Land Utility: Deforestation
Regenerating Our Planet We use half of our habitable land for agriculture. Deforestation is common for soya, meat, and palm oil production and accounts for nearly 20% of all greenhouse gas emissions. It is also linked to about 10% of global warming. Replanting trees in agricultural lands could help reduce 439mil tonnes of CO2, equivalent to about 94mil passenger vehicles per year. Brand Solutions Many large brands have been making long-term commitments to reduce deforestation, but some are integrating innovations to take it to the next level. Using crowd sourcing technology and innovative farming techniques, brands can monitor and neutralise their environmental impact. Fox & Hare’s Impact Strategy Planting trees as windbreaks, alley cropping, and FMNR are all ways of replacing trees without minimising crop yields. The Land Life Company uses Cocoon technology to replant trees in degraded land. Identify how you can get your business involved in regeneration. Whether it is through your own supply chain or a CSR initiative, your customers will appreciate you did. Fox & Hare’s Impact Communications Identify how you can use technology to keep you honest with the public. Unilever helped launch Global Forest Watch, which uses crowd sourcing to map and monitor the Universal Mill List. Tekt Industries, amongst a team of other contributing enterprises, helped develop Code of Conscience, an open source software that restricts heavy duty vehicles going into protected areas. Collaborating with other businesses of different specialities will enable your brand to be a part of something that is universally recognised and PR hype-worthy. A campaign of this nature could, quite literally, put you brand on the map.
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