emerging
Hybrid Harvests: Tech & Nature
Brands must demonstrate the symbiotic relationship between technology and agriculture to gain consumer acceptance and address food challenges.
Themes
Timeframe
near-term
Categories
Subcategories
Detailed Analysis
The increasing role of technology in food production necessitates clear communication about its benefits for consumers, farmers, and the environment. While technological advancements are essential for addressing food supply challenges, consumer apprehension requires a balanced approach. "Food and drink brands will need to integrate technology within current systems and explain to consumers how nature and technology complement or better yet, enhance each other." Integrating technology with traditional agricultural practices and highlighting the human element, especially in the context of AI, will be crucial for building trust. "Companies must acknowledge that many consumers are apprehensive about technology being used to create, modify and produce the food they put into their bodies."
Context Signals
47% of Brazilian consumers agree technology should help us live more sustainably.
23% of Chinese consumers have tried or would be interested in trying genetically modified food.
The rapid advance of AI necessitates humanizing its application in food and drink.
Edge
Brands prioritizing consumer benefits like taste, nutrition, and consistent supply will drive adoption of new technologies.
Humanizing AI and other technologies through storytelling and highlighting their positive impact on farmers will build trust.
Ingredient companies and suppliers sharing their technological breakthroughs directly with consumers will increase transparency and engagement.
