Sustainability is increasingly taking a back seat at many companies. Yet major progress is being made ‘under the radar’, particularly in the food sector. This is the view of Fred van Aken, managing partner at concept development agency Conceptional. According to him, we are currently experiencing the third wave of sustainability. In an interview with Food Inspiration, he explains what this means and what we can expect from the next wave.
“Sustainability was a trending topic for many companies ten years ago. But nowadays, it has become an umbrella term that no longer conveys a sufficient sense of urgency. Nevertheless, we have made significant progress over the past decade,” says Van Aken, cautiously optimistic.
“Over the past few years, almost every company has taken steps, to a greater or lesser extent, to make its production or operations more sustainable. And if you compare today’s food offering with that of twenty years ago, we have clearly taken a different path, particularly in the Netherlands. Ten years ago, a croquette sandwich was still the standard lunch option in many corporate cafeterias. Today, the selection has expanded to include vegetable-based options and salad bars. Most restaurants also offer at least one vegetarian option on their menus. As a result, it is now much easier for consumers to eat more sustainably than it used to be.”
The focus on sustainability: Three waves of sustainability
According to Van Aken, we have experienced two major waves of sustainability over the past few decades and are now at the beginning of a third. These waves build on one another and follow in succession while also overlapping.
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First wave: From 2006 onwards (Activism and Idealism)
In 2006, Al Gore released the film An Inconvenient Truth. The film revealed the uncomfortable truth about global warming, the impact of human behaviour and the consequences this could have for the future. During this first wave of sustainability, climate activists emerged and fuelled the flames of idealism. The first consumers responded to the alarming messages and joined the movement, while others began questioning how they could make their lifestyles and eating habits more sustainable.
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Second wave: From 2016 onwards (Regulation and Standardisation)
During the second wave of sustainability, institutions took the lead. The Paris Climate Agreement is one example. Governments introduced legislation, and companies established sustainability targets.
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Third wave: From 2023 onwards (Implementation and Operationalisation)
We are now in the third wave of sustainability, a period focused on operationalisation. Most organisations have established their own sustainability policies, embedding systems and processes within their businesses.
The fourth wave
“I also foresee a fourth wave, in which the transition will no longer progress linearly but exponentially, meaning that we will begin to accelerate. We have the systems in place, volumes are increasing, lessons are being learned, and innovation is leading to solutions. All of this is happening in a context where new generations take sustainability for granted, meaning that resistance no longer needs to be overcome.”
“For many young people who were born during the first wave of sustainability, it is simply logical to live sustainably. You will never hear them say, ‘Don’t touch my meat.’ For them, sustainability is a basic requirement, much like hygiene in a hospitality business. You don’t talk about it, and you may not know exactly how everything is organised behind the scenes, but you do expect it to be taken care of properly.”
We are slowly moving in the right direction
In this way, we are gradually moving towards a world that is becoming increasingly sustainable. Perhaps in 50 years’ time, we will look back and wonder how we could ever have eaten meat. I also expect sustainable products to become cheaper in the coming years. As demand increases, production volumes will rise and the price per product will fall. We can already see this happening with meat alternatives: they were initially much more expensive than meat, but in a growing number of categories, they are now generally even cheaper.
How can food businesses take sustainable steps?
Four tips from concept developer Fred van Aken:
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Focus on product engineering
Hybrid products are a good example. This approach allows you to make significant changes within the framework of your existing concept without having to switch entirely to a vegan offering.
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Buy collectively
Join a sustainable purchasing cooperative. These organisations can purchase low-impact products on a large scale and offer guaranteed purchasing volumes. This makes it easier for smaller producers to develop a high-quality product while maintaining their profit margins.
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Entice customers rather than relying on labels
Avoid explicitly labelling dishes on your menu as ‘sustainable’ or ‘vegetarian’. Instead, promote them based on their taste and quality. This encourages guests to choose a sustainable option rather than requiring you to convince them to do so.
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Leverage the health angle
The EAT-Lancet initiative is one example. The Planetary Health Diet primarily recommends plant-based, minimally processed foods, with only small amounts of animal protein. This diet is healthy and better for the planet because it limits the use of animal-based ingredients.