Affluent Savvy
Affluent Savvy
Photo: Anna Shvets
WRAP carries out extensive research into household food waste, and it, too, has found that those aged 18–34 generate more avoidable waste than any other age group, nearly 50% more than those aged 65 and over.
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Learn More »When a recent study highlighted generational differences in attitudes to food waste, a large number of media outlets reported the news that millennials are the worst culprits when it comes to throwing away food and contributing to the 7.3 million tonnes of food wasted by UK households each year. The reason? Apparently an obsession with social media, Instagram culture and a ‘live to eat’ attitude are to blame as, according to the study, the millennial generation views food less as a necessity than as a social currency. But are young people really too busy taking pictures of their dinner to actually eat it? I don’t buy it.
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Learn More »For those living in urban or suburban areas, how much food goes uneaten is also dependent on local provision. Rather than doing big family shops, young urbanites are more likely to pick up items as and when they need them at a small in-town supermarket. Often, these shops don’t offer the option to buy loose fruit and veg or food in small portion sizes, a single pepper or a small tin of beans, for example. Scarlett, who lives in Bristol, identifies this as a factor that sometimes leads her to throw away food. “l struggle to eat an entire bag of carrots, kale or spinach when I live alone,” she says. “Luckily, I now live near a proper grocer who lets me buy small amounts.” The younger generation are, undoubtedly, becoming hungrier for exotic tastes and more likely to experiment with different foods. Two of the people I spoke to said that they sometimes buy ingredients for a specific recipe but then fail to use them up later, and this echoes the Sainsbury’s survey, which found that 58% of 18-to-34-year-olds admit to doing the same. Judging by the millennials I spoke to, however, it’s not just the Baby Boomer generation who “know the value of the food on their plate”. A number of the people I asked said they don’t throw away any food unless it’s beyond salvageable. “I’m actually really good and try to eat everything even if it’s a little past the best before date,” says Kat, another Brighton resident. “So, if it’s not visibly rotten I’ll eat it. I freeze a lot too.” And James, in London, says that rather than throwing food away, he’ll find creative ways to use up leftovers. “I cooked up some bubble and squeak this week and am always up for bread and butter pudding if the bread is stale,” he says. Of course, there is bound to be huge variety in the opinions of those who fall within the millennial age group. Between the ages of 18 and 35, a person’s attitudes to food, waste (and pretty much everything else) are liable to change significantly, as Si from Brighton describes: “Compared to my younger self, I now plan what meals I’m going to make, buy appropriate food, check dates. Being older, you also know yourself better as to what you will actually use and are less likely to be undone by good intentions and under- or over-estimations.”
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Learn More »These opinions, while not meant to be representative of a whole generation, do highlight some of the different factors that lead to food waste. Millennials, it seems, throw away food for a myriad of reasons; but how can they be supported to reduce the amount that ends up in the bin? I think the solution may lie with the millennials themselves, and the social media so maligned by the press reports. Dubbed the ‘inspiration generation’ by the creative agency Haygarth, Generation Y have an unprecedented amount of information at their fingertips and a hunger to learn. As Haygarth reports: “Millennials look at food on social media four times a day on average, and 13% of millennials share more than six photos of food they’ve cooked every week.” This presents a prime opportunity to engage young people in the issue of food waste via a medium that they engage with every single day. Many food bloggers – such as Anne-Marie Bonneau (@zerowastechef) and Cate Bell (@cateinthekitchen) – are already using these channels to inspire their audience to waste less. A search for the tag #foodwaste on Instagram brings up over 60,000 results; over 1,000,000 posts are tagged #leftovers. Instagram isn’t the reason young people are throwing away food – but it might be the reason that they learn not to. WRAP has already experimented with social media campaigns aimed at this audience. Earlier this year Love Food Hate Waste created dating profiles for fruits and vegetables, showing how to use up produce that may be past its best, and the charity will be rolling out more targeted campaigns this autumn. It’s time to stop blaming social media for food waste and focus on harnessing its remarkable capacity as a tool for learning and sharing information. Once the millennials reach their 40s, there will be a whole new group of young people to scapegoat. It’s not just this generation that will need support to tackle household food waste, but the next, and the next, and the next…
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