Case Study GIY

Growing It Yourself – a Spotlight on the Food Growing Interests of the Irish Public

GIY doesn’t have to be limited to the public space – it can also help brands create a more sustainable work culture by bringing food growing into your office space

The Brief

GIY needed to understand general attitudes Towards the Environment, a Hierarchy of Food Consideration Factors and people’s Food Values in as well as Awareness of GIY and how it would best evolve as a brand in the sustainability space.

The Spark

We carried out a nationally representative online survey of n=700 Irish consumers to elicit their views on the GIY space – the sample was representative in terms of age, gender, region and social grade.

The Impact

Environmental concern is high, and people either practice or would like to practice more environmentally friendly food habits – something which GIY is ideally placed to do. We were able to give the GIY team a steer on the profiles of key groups of interest to them according to food values as well as motivating factors for growing their own food.

Key Learnings

  • 72% of people are worried about the environmental impact of their food, but at present it is the lowest priority in their decision-making after taste, nutrition, cost and convenience
  • 19% of people grow their own food, but 59% of people want to
  • People who do grow their own food were more likely to practice sustainable food behaviours

 

123.ie

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