Food waste: The behavioural science that could help reduce it

Every year, the world wastes 1.3 billion tonnes of food, with the UK alone contributing to 9.5 million tonnes. It is difficult to picture 1.3 billion tonnes, but to help you out this is the same amount as the weight of the Great Wall of China. We know this is a global issue that affects us economic, social and environmentally, so we were curious in understanding HOW we, as individuals, can help tackle food waste.

A woman wearing a blue dress scraping baked beans off a plate into a open bin.

In this whitepaper, we decided to look into the scale of the problem and its underlying causes, from household habits to supply chain inefficiencies.

But it’s not all bad news, we also found actionable strategies, solutions and behaviour change opportunities to tackle food waste. We discover initiatives around the world that have already shown a positive change and could help get inspiration for the UK future strategies.  

The behavioural science behind food waste is impressive and we identified cognitive biases and behavioural theories that could be used to drive food waste down. From using nudges and cognitive dissonance biases, we show you how small changes create big impact and help tackle food waste.  

Download our whitepaper!

Whether you are a resident, an organisation or a policy maker, this whitepaper will provide you with recommendations and small behaviour change ideas to help you start your journey in reducing food waste. Are ready to take action? Get in touch with us here