There is an urgent need to reinvigorate food systems and improve the quality of the diets consumed by children, adolescents and pregnant and lactating women worldwide. Introducing climate-friendly, sustainable, nutritious products into the marketplace will play a key role in improving diets; however, consumers need to be motivated to demand and consume such products. In the field of nutrition, we have often relied on traditional top-down approaches, such as health promotion and information education and communication, to shift diets and change health behaviors. Generating a deep understanding of the target consumer and using social marketing principles to generate demand can be an effective way to reach consumers, particularly those who are at the ‘base of the pyramid.
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