Research shows that a third of Belgian consumers are tired of sustainability. A quarter of Belgians are annoyed by the word. "This is because the term is very vague, it has to be more concrete. Yet 71% of Belgians believe companies need to invest more in sustainability.''
Consumer Plan
Marc Soumillin wrote the book 'In Evenwicht' (In Balance) about insight and instructions for strategic sustainable business. He is the co-founder of Res-sense and multi disciplinary team which guides customers at home and abroad and in various sectors concerning brand policy, innovation, communication and MVO. He presented the 'Consumer Plan' during the Tomato Conference in Antwerp in April. Res-sense has also participated in various projects in the fruit and vegetables sector in the area of sustainability, including responsibly fresh. Marc spoke about 'sensibilising' the consumer. "We have to make them aware of the efforts we make in the area of sustainability. This is why it is time for the 'Consumer Plan'. Here we are starting from the needs of the consumer."
No more money for it
"Communicating is essential in sustainability. We have to play into the group of people who believe we have to live more sustainably. One of the disadvantages is that most consumers won't pay more money for it. There is only a small portion at the moment who will pay more for sustainability. Yet it's important to know in communication that more knowledge doesn't always lead to a change in knowledge. A lot more than knowledge and 'sensibilising' is needed to change behaviour."
60% sometimes buys organic
"Local sourcing is one of the developments towards sustainability. Organic is also viewed as more sustainable. The number of buyers of organic products in Belgium is rising. Around 60% of Belgian families occasionally buy organic vegetables. The second most important buyers group is fruit with 43% (2014 figures). The total amount of spending on sustainable food has risen from 6 to 7%.
To reach a more sustainable food chain there are five current phenomenon that could be fruitful breeding ground. "One of those is enjoyment. This is at the head of the renewed interest in food. The topics of experience, economy, sharing and closeness are also increasingly central."
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