The new sushi? Using behavioural economics to identify the next big food trend
Joseph CliftWarc
It might not sound very appetising, but insects could be the next big food trend for adventurous eaters.
This was the message from Bugtoberfest, an event organised by Kinetic Worldwide, a WPP-owned specialist in outdoor media, and held in London in November 2015.
Jennie Sallows, head of insight at the agency, discussed results from a live experiment in a UK shopping centre that compared different outdoor activations’ effectiveness in getting an audience to change behavior. In this case, the behavioural change was sampling an...