Local action

A growing consumer desire to take personal responsibility is driving the establishment of local and collective schemes and causes

How is this sub-trend evolving?

How it was

A reliance on businesses and local authorities to instigate change for the better
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Promotion by government and local authorities of local production and consumption for Japan’s ‘National School Feeding’ programme.

How it is

Collective community endeavours by proactive and like-minded individuals

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Members of social enterprise People’s Supermarket in London pay a £25 annual fee and contribute 4 hours of their time every month to working in the store, receiving in return 20% discount off their shopping in-store.

How it will be

Brands facilitating the consumer desire to “do good” Making it easy to do good on your doorstep

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Making it easy to do good on your doorstep (Reverse Delivery in Brazil paired with NGO Banco de Alimentos – it offers a takeaway food service that exchanges its delivery for a shelf-stable donation to a food bank.

In-market examples from around the world

What: Dos Anjos produces delicious products, with modern packaging and 100% of the value is invested into social projects.
Why: Dos Anjos offers a simple way to ‘do good’ – by purchasing their products which have an appealing aesthetic and great taste. For those that want to have greater involvement, you can join the Angels Club, allowing you to get involved in the decisions and workings of the charity.
What: This Co-Operative grows and sells organic produce and provides jobs to people in the lowest-income inner-city neighbourhoods
Why: Poverty and unemployment is high in South Africa, with 54% of the population below the bread line. Those fortunate enough to afford a good standard of living are increasingly conscious of helping others, and are able to invest in the land which is tended by a growing group of citizens who otherwise would be unemployed. At the same time, Bertrams is raising awareness of the naturally healthy, and inexpensive proposition of smallholdings growing food organically.
What: Open source restaurant committed to building local connections and skills, whilst reducing food waste. The vegetarian changing menu is based on the scavenged fresh produce from the Rungis market, and contributors to the cooking can eat for free.
Why: Freegan Pony tackles several problems at once – providing unprocessed food to families and communities who would not afford it otherwise, reducing the food waste from the local market, and at the same time building the cooking skills of a whole community in this group event, led by cooks. The Freegan Pony brings in community members indiscriminately and encourages everyone to contribute, helping them grow their skills and meet new people as they help the environment.
What: The We Food initiative is a store which sells perfectly safe food that has been rejected by retailers and donates any profits to other food banks in the city,
Why: A group of Millennials wanted to raise awareness of the growing, and unacceptable food waste problem in their community.
What: The St. Louis MetroMarket is a non-profit mobile farmer’s market, that travels around the area on a converted city transit bus.
Why: The MetroMarket supplies fresh, healthy and locally-sourced produce to those living in St. Louis’ ‘food deserts’ (areas without grocery stores) is 233% higher than the national average.
What: Community Shop is a pilot scheme in London providing shoppers on the cusp of food poverty access to surplus food and products, at up to 70% less than normal prices.
Why: This project matches surplus food with social need, giving people in receipt of welfare support not only access to cheaper food, but also the option of programmes of tailored support.
What: Estou sem Água (I’m out of water) is an application that allows consumers to point the places where there are water shortages across Brazil. It also allows users to enter comments, such as the day when the community received water for the last time.
Why:  In the summer of 2014 many Brazilians  were concerned about missing water in their homes, but governments did not admit the rationing. The goal of the app has been to show the reality and identify the local communities that are the most affected.