Love Food Hate Waste: Wasting food feeds climate change – Food Waste Action Week

WRAP, a UK charity, tackled a food waste problem by aligning it with climate change in a multimedia campaign that changed minds and behaviours.

How do we break consumer behaviour and drive them to waste less food, in a bid to reduce the 6.5 million tonnes being wasted in the UK every year?


The highest food wasters have traditionally been aged 18 to 34. But this had evolved, with 35 to 44s also showing more wasteful behaviours.

The team identified that the population can largely be divided into those with high biospheric values - the importance people attach to caring about nature and the environment - who account for 72% of the population; and low biospheric values, who account for 28%.

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