Using an FMCG brand’s leadership in the food waste reduction to influence consumer behaviour change

A global consumer business looked to combat the impct of food waste – where 60% comes from households – by using its own internal waste-reduction experience to positively influence its customer base and be recognised as a source of products, services and insights to help consumers reduce their own impact.

With a third of all food produced globally wasted every year, our client had committed to, and achieved, significant reductions in its own food waste. As a leader in food waste reduction, our client felt they could play a vital role in influencing and supporting their own customers with product that reduced waste – if only there was a greater awareness of their leading role in tackling this global challenge.

Xynteo was approached to devise a global programme to unlock systemic strategies for reducing food waste by enhancing consumer awareness of our client’s achievements as a way for enabling them to better serve their customers with waste reducing products, services, and insights.

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Co-created interventions across behaviour change, partnerships, policy, and innovation.

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Leaders engaged in building a layered strategy approach to addressing systemic food waste.

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Detailed routes to community impact defined for the client act as an advocate and leader.

The initiative

The key objectives for the engagement:

  • Bring together cross-value-chain perspectives for insight development
  • Define a strategy for influencing within the client, for communities, and end-consumers
  • Create a roadmap of activities to enhance influence using the brands leadership

Xynteo’s role

Strategy ideation:

  • Engaged global employees and external stakeholders for insight development
  • Utilised insights to develop a narrative for change for the business

Stakeholder engagement:

  • Devised and ran a series of workshops with client stakeholders to refine ideas
  • Interviewed external organisations and built case studies to show the art of the possible

Roadmap development:

  • Developed detailed routes to impact for global rollout to take forward

About the Author
Nicolas Midegs

Nicolas Midegs

Head of Marketing, Xynteo

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