Demand Generation

Demand Generation

Consumers are important players in a market-based food system. Motivating them to prefer nutritious diets and foods is critical for improving diets on a sustained basis. While the importance of demand generation is widely acknowledged, there is a lack of effective and scalable approaches to generate consumer demand. 

Today’s busy lives make less nutritious options easy to find and to choose. There are many factors that drive these choices. Fortunately, some of these factors can be modified through demand generation programmes.

Learn more about how GAIN aims to generate demand through this short video below:

Download this infographic for some further details. 

GAIN’s Demand Generation Programme is built around 3 components: 

  1. Build Supportive Food Cultures – through Food Culture Alliance.
  2. Reduce the appeal of unhealthy foods 
  3. Promote good food by generating desire – through Emotivate ™

To build supportive food cultures, we have co-established the Food Culture Alliance, a multi-stakeholder initiative that seeks to shift preferences and society’s demand towards nutritious and sustainable foods. Learn more about the Food Culture Alliance here.

Our work on reducing the emotional and financial appeal of unhealthy foods is still under development. A convening paper and a discussion paper show how we are thinking about this component.

A key aspect of generating desire for nutritious diets is to identify a (modifiable) problem faced by many consumers and to find an insight to solve that shared problem. Among parents, we have successfully identified a shared problem (parents do not want mealtime battles) and derived an insight that can help parents re-activate their innate motivation to provide nutritious diets for their children. This use of emotions to unleash motivation underpins GAIN’s Emotivate ™ approach.

Learn more about it through our insight video below.

Using this insight, we are developing an evidence-based programme to support parents in their journey for making better food choices for their children.    

Learn more here about the science and theories that have informed our overall approach.