Overview

We’re currently witnessing the largest ever generational transfer of wealth, laid on top of the world’s Sixth Mass Extinction Event, one that will threaten our very existence. These two events are driving a significant shift in consumer values, regulatory requirements and financial markets.

This has significant implications for our food system – the primary driver of biodiversity loss and accounting for one third of global greenhouse gas emissions. By 2050 we will struggle to feed a planet of 9 billion people unless we change the way we grow, produce and consume our food. The challenge is knowing what to change and how to change it. This report will focus on how Australian Food Brands can shift their focus to address one of the greatest challenges, and opportunities of the coming decade — sustainability. We acknowledge that complete sustainability covers both social and environmental themes, this paper will focus on environmental sustainability.

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Together we’re better

Davidson Branding has partnered with Calyx.eco to support our food and beverage clients with data-based sustainability insights.

The team at Davidson recognize sustainability as one of the greatest leavers for success over the coming decades and delivering on sustainability requires two key elements:

1. Data First – embedding databased sustainability across a business operations and deep into it’s brand identity. Sustainability must be authentic and measurable.
2. Story – omni channel storytelling and dynamic engagement.

With data as our backbone the Davidson team are empowered to create a new generation of brands and products, ones that go deeper and can deliver on a triple bottom line – people planet and profit.

What’s inside the report?

Sustainably marketed products have dominated the growth curve for more than 5 years. Recent data across over $14 billion in sales shows there is no question that consumers are willing to pay for sustainable products. Looking at historical data we can predict that those brands who deliver on sustainability will be more resilient in an inflationary market compared to other wellness categories.¹ The question is how will your brand deliver and compete on sustainability? In this report we unpack sustainability and show you how saving the planet is the strongest commercial decision you can make.

Meanwhile, here’s a snapshot of each section:

Maintaining market share

Across global markets delivering on sustainability is rapidly becoming a must have for maintaining market share. The general sense of urgency with which we need to address climate change is intensifying and this is reflected across the regulatory, consumer and investment landscape.

Sustainability advantage

To build sustainability advantage, mitigate risk in the face of a changing climate and capture market share your efforts must be genuine and embedded across your business.

A changing regulatory environment

As governments and industries grapple with the enormity of addressing climate change we are seeing a regulatory environment that is rapidly evolving.

Standards & best practice

The opportunity to maximize growth and mitigate risk by addressing sustainability means that waiting for government regulation and unified global standards in an evolving regulatory environment is in itself a significant risk to commercial growth.

Measure what matters

What do we measure and communicate when it comes to sustainability across the food sector. When focusing on environmental sustainability there are three leading metrics that food brands should focus on.

Principles of regeneration

It is impossible to discuss the future of our planet and economy without addressing the principles of regeneration. This is even more so for our food industry whose production limits and core capability is intricately connected to the health of our planet.

Making nature positive food the norm

What if food could restore life on our planet and tackle climate change? Fast moving consumer goods companies and retailers have the power to make nature-positive food that’s good for farmers and business growth mainstream.

Case study: Chief Nutrition

Chief Nutrition started as a sideline business. Through embedding sustainability as a key pillar of their brand and leveraging brand advantage their products are now sold in 12 countries and are on a strong growth trajectory.

[1] Mckinsey Consumers are in fact buying sustainable goods: highlights from new research

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Executive Presentations and Workshops

Our in-house executive presentations will further expand on the insights, industry trends, and levers identified in the Sustainability report. Whether you need assistance with sustainability insights, new product development, or brand messaging, this session will enable you to workshop strategic sustainability opportunities for your brand with industry leaders. The presentation will be tailored to best suit your current needs, the key focus being to help you build successful and resilient brands in 2023 and beyond.

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