Spark x Growing It Yourself

The Brief – GIY needed to understand general attitudes Towards the Environment, a Hierarchy of Food Consideration Factors and people’s Food Values in as well as Awareness of GIY and how it would best evolve as a brand in the sustainability space.

The Spark – We carried out a nationally representative online survey of n=700 Irish consumers to elicit their views on the GIY space – the sample was representative in terms of age, gender, region and social grade.

The Impact – Environmental concern is high, and people either practice or would like to practice more environmentally friendly food habits – something which GIY is ideally placed to do. We were able to give the GIY team a steer on the profiles of key groups of interest to them according to food values as well as motivating factors for growing their own food.

Overall Results

72%

of people are worried about the environmental impact of their food, but at present it is the lowest priority in their decision-making after taste, nutrition, cost and convenience

Spark x Growing It Yourself Spotlight on the Food Growing
Interests of the Irish Public