Choose the Change

The challenge

By 2050, our planet will inhibit more than 9 billion people that all need food. However, with rising demand and living standards comes an increase in consumption, especially for meat or animal-related products that harm our planet. Moving to a more plant-based diet is therefore imperative. While there are already many products in this huge market, many people still do not buy them due to cultural or psychological reasons. This gap is vital to overcome in order to fully transition to a reliable and future-proof food system.

The solution

The solution draws on the natural inclination of human beings to avoid change - even if it's for the better. Consequently, the aim is to create a platform that communicates all the available options of plant-based foods to the wide public, with a main focus on people that are not intrinsically motivated to consume these foods yet. While creating a better sense of awareness about sustainable food options, the platform also attempts to stimulate the consumption of plant-based foods. Ideally, this is not done by objective information that we all know by now, but by personal stories that can really make an impact on people's behaviour. Besides, in order to reach a larger audience, of which many people may hesitate to change their behaviour, this platform includes an accessible and interactive quiz element. Through a few simple questions, customers are guided towards their personalized plant based food that is perfectly aligned with their own needs. Whether their issue is taste, price, etc. they will easily find the product they need. -In addition, the platform should use research-backed strategies (maybe behavioural economics) to guide users rather than just show them options. The goal would be to integrate evidence-based strategies to foster behavioural change.