Behavior Change
'Your Food's Roots' Series Aims to Reconnect People with Their Food

Consumers have a critical role to play in pushing forward the sustainability agenda, particularly when it comes to food. But initiating change requires both educating the public about the issues and inspiring them to action, the latter of which isn’t always a straightforward process. A new partnership between issues-driven media company ATTN: and The Farm Project, an initiative founded by actors Zooey Deschanel and Jacob Pechenik to provide support and funding to projects that create more ‘knowers’ and ‘growers’ by reconnecting people and food through experiences, is vying to expose consumers to the reality of the food system, and thereby encourage them to drive change.

The partners have launched a five-episode original series, “Your Food’s Roots with Zooey Deschanel,” which immerses viewers in the backstory of their food and the effects food production has on our lives. Topics covered include overfishing, bread production, organic vs. non-organic food products and alternatives to meat. Each episode includes interviews with experts and people actively working to transition the system to a more sustainable, responsible model. All of the episodes — including the one below — are aired on Facebook Watch, making it easy for viewers to comment and share the videos with others.

Brands, using their power for good ...

As more and more brands are working to steer consumers into more sustainable behaviors and lifestyles, hear from Etienne White, VP of SB's Brands for Good initiative, the latest insights on driving that behavior change and measuring the impacts — at New Metrics '19, November 18-20.

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