The shape of food to come

Marian Berelowitz
JWTIntelligence

Concerns about food's impact on sustainability and the environment and food's nutrition values are key issues for the future of food marketing.

What, how and why we eat is very different in the 21st century, at a time when food defines us more than it ever has. We've become obsessed with what's in it, where it's from, how it was made and who made it.

It should be uniquely new and novel – or authentic and traditional. It should be humanely raised, environmentally friendly and fair trade. It should be unprocessed and organic, 'fresh', 'handmade', 'seasonal.' It should inspire or challenge, it should be photogenic and, above all, worthy of social sharing. At the same time, it should work within ever tightening budgets and ever narrowing health constraints.