Selon les projections des Nations Unies, la planète devrait compter plus de 9,7 milliards d’habitants en 2050, contre 7,7 milliards aujourd’hui, soit 26% de personnes supplémentaires à nourrir. Au vu de ce phénomène qui ne va qu’en s’aggravant, comment continuer à nourrir l’humanité en 2050 alors que le monde sera en situation de surpopulation ?
Changement climatique, désertification, dégradation des sols, sécurité alimentaire accrue et flux de gaz à effet de serre sont autant d’éléments à prendre en compte pour répondre à cette question. L’expansion des surfaces cultivées – souvent au détriment de la biodiversité – et l’amélioration du rendement des productions sont deux solutions à envisager, mais une autre clé doit être à considérer : l’évolution des comportements alimentaires. Pour agir de façon positive sur le comportement des individus, le marketing peut jouer un rôle capital.
Faire rentrer des aliments plus écologiques dans l’ordre du mangeable
Avec un système de production qui atteint ses limites, l’enjeu est de faire rentrer de nouveaux aliments dans l’ordre du mangeable. Reflet de nos sociétés, cette classification de ce qui peut être consommable ou non connait des évolutions selon la culture dans laquelle on vit.
La familiarisation de l’aliment joue une place prépondérante dans l’acceptation de celui-ci dans ce qui est consommable. Manger des insectes pour réduire sa consommation de viande, des algues cultivées plus facilement pour remplacer des légumes, des plantes sauvages ou encore de la poudre… L’idée est de faire grandir nos enfants avec la croyance qu’il s’agit d’une nourriture classique. Normaliser cette nourriture est un enjeu mondial majeur de développement durable.
Les initiatives pour agir en ce sens se développent petit à petit. C’est notamment le cas de l’agence Forsman & Bodenfors, qui pour la dernière édition du concours WIN WIN Gothenburg Sustainability Award, a créé des jouets d’enfants représentant les aliments de demain : burgers à base d’insectes, boulettes d’algues et autres nourritures insolites. Aux formes originales et colorées, le sens de ce projet est de se familiariser avec ces produits pour pouvoir les ingérer plus facilement par la suite.
Cliquez sur l’image pour accéder à la vidéo présentant l’initiative
Agir sur le gaspillage alimentaire
Avec ce que l’Europe jette chaque année, il serait possible de nourrir 1 milliard de personnes, soit tous ceux qui souffrent de malnutrition dans le monde. En effet, plus d’un tiers de ce que l’on cultive est jeté dans le monde. Un fléau que l’Organisation des Nations Unies compte bien atténuer en fixant comme objectif une réduction du gaspillage alimentaire de moitié d’ici 10 ans. Les impacts de ce gâchis sont beaucoup plus vastes au regard des ressources naturelles (eau, surfaces agricoles…) nécessaires à la production jetée, le transport que celui-ci provoque ainsi que la pollution générée par cette exploitation des sols (pesticides, engrais) et à la destruction des aliments.
Pour éveiller les consciences sur le gaspillage alimentaire, l’ADEME a diffusé en 2016 une campagne s’intitulant « ça suffit le gâchis ». Avec une série de prints et trois vidéos différentes humanisant les aliments, le message incitant à ne consommer que le nécessaire interpelle.
Cliquez sur chacune de ces images pour accéder aux trois vidéos
Intermarché s’est également engagé dans cette démarche pour tenter de limiter ce gaspillage déconcertant avec sa campagne « les fruits et légumes moches ». Une vidéo et six prints font l’éloge de ces aliments dont l’aspect laisse à désirer mais surtout dénoncent les standards imposés par les centrales d’achats qui rejetteraient environ 40% des fruits et légumes produits.
Cliquez sur les affiches pour accéder au spot TV d’Intermarché
Pour aller plus loin, voici le rapport du World Resources Institute sur les solutions pour nourrir la planète en 2050
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72 thoughts on “Le rôle du marketing pour nourrir la planète en 2050”
Très bel article qui nous fait prendre conscience du fléau qu’ est le gaspillage alimentaire. De plus, il nous informe sur les initiatives originales mises en oeuvre pour changer notre regard sur des aliments sortants des standards conventionnels, que ce soit par leur forme, leur couleur ou leur goût. Les grandes enseignes ont leur rôle à jouer mais c est le consommateur qui donnera le cap à suivre en changeant ses habitudes. Le marketing est un maillon important de la chaîne. Alors merci de nous montrer brillamment qu’ il contribue déjà à faire évoluer les mentalités.
Un article qui explique de façon très claire qui montre par des vidéos ou choc des photos. Qui vient toucher nos enfants, futurs consommateurs ou nous parents de ces chers enfants…sur notre façon de consommer et donc de gaspiller. Mais une question persiste le marketing est il vraiment là pour nourrir la planète ?…
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