This study uses the burger as a metaphor for the investigation of societal consumption patterns and production of meat in the future to finally draw conclusions and recommendations for a more considerate production and consumption.
Present meat consumption patterns indicate that meat consumption is on the rise (Benton, 2016). The implications this carries with it are mainly a huge stressor on the environment as its production is the problem rather than its consumption (ibid.). The cultivation of cattle in particular, account to around one third of greenhouse gas responsible for climate change worldwide (Food-studies.com, 2017). As meat production is rising, this indicates meat consumption is raising as well (Benton, 2016). However there are two main problems in meat production, the environmental impact (Food-studies.com, 2017) and the natural scarcity of enough meat for the whole world population (ibid.).
In contrast to the raising production, meat consumption especially in the western world is becoming more considerate. It is becoming more and more a feast and a source of enjoyment, also something that is deliberately done with friends or has undergone an eventation. However there is another trend that more and more people’ s nutritional fall back option is a quick mostly meaty snack, e.g. sausages or fish for just small amounts of money. This dilemma of production problems and changing consumption is by the mind of the authors best expressed in the metaphor of a burger, which summarizes the production, i.e. cattle and beef farming, and the underlying consumption patterns, e.g. during a night out, barbequing with friends or as a quick and unhealthy snack, best in its appearance.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Methodology
- Explorative Scenario Building Approach
- Limitations of this Exercise
- Input and Analysis
- Overview of the Outcomes of the Environmental Scanning
- Trend Identification
- Cross Impact Matrix
- Interpretation and Prospection
- Drivers of Change Analysis
- Scenario Building
- Discussion and Conclusion
- Discussion of the Scenarios Derived
- Agricultural Alienation
- Elite Eatery
- Growing Business
- Wholesome Wonderworld
- Strategic Societal Recommendations
- Outlook and Further Implications
- Discussion of the Scenarios Derived
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This foresight study aims to explore future meat consumption and production patterns, using the burger as a metaphor to investigate societal trends. The study employs an explorative scenario building approach, focusing on developed countries and considering the environmental impact and scarcity of meat resources. The ultimate goal is to provide societal recommendations for more sustainable meat production and consumption.
- The environmental impact of meat production.
- Shifting consumer attitudes towards meat consumption.
- The tension between increasing meat production and its environmental consequences.
- The development of future scenarios for meat production and consumption.
- Societal recommendations for sustainable practices.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter sets the stage by highlighting the rising global meat consumption and its significant environmental consequences, particularly emphasizing the contribution of cattle farming to greenhouse gas emissions. It introduces the paradox of increasing production alongside evolving consumer attitudes: meat consumption in the West is becoming more of an occasional treat, yet simultaneously, cheap, readily available meat remains a common fallback option for many. The study uses the burger as a central metaphor to represent this interplay between production and diverse consumption patterns, framing the investigation of future trends.
Methodology: This section outlines the study's approach, emphasizing its explorative, expert-driven, and semi-quantitative nature. The focus is on developed countries, given their leading role in agricultural innovation and consumption trends. The methodology employs environmental scanning to gather data and expert opinions, followed by trend identification and analysis via a cross-impact matrix. This will then be used to identify key drivers of change, examined further through a STEEPV framework to assess their impact on future scenarios. The study is designed to provide recommendations for the next 10-15 years.
Input and Analysis: This chapter details the process of collecting and analyzing data from environmental scanning and identifying key trends in meat production and consumption. The analysis utilizes a cross-impact matrix to pinpoint the most influential drivers of change impacting future meat consumption and production. The chapter lays the groundwork for the subsequent interpretation and scenario building by identifying and prioritizing these crucial factors.
Interpretation and Prospection: This section delves into the analysis of the drivers of change identified in the previous chapter, using a STEEPV framework to provide a comprehensive understanding of their influence. It serves as a bridge between data analysis and the development of future scenarios, preparing the foundation for the discussion and conclusion.
Schlüsselwörter (Keywords)
Meat consumption, meat production, environmental impact, sustainability, future scenarios, consumer behavior, agricultural innovation, societal recommendations, greenhouse gas emissions, STEEPV analysis, foresight.
Frequently Asked Questions: Future of Meat Consumption and Production
What is the main topic of this foresight study?
This study explores future meat consumption and production patterns, using the burger as a metaphor to investigate societal trends in developed countries. It focuses on the environmental impact and scarcity of meat resources and aims to provide societal recommendations for more sustainable meat production and consumption.
What methodology is used in this study?
The study employs an explorative scenario building approach. It uses environmental scanning to gather data and expert opinions, followed by trend identification and analysis via a cross-impact matrix. A STEEPV framework is used to assess the impact of key drivers of change on future scenarios. The study is designed to provide recommendations for the next 10-15 years.
What are the key themes explored in this study?
Key themes include the environmental impact of meat production, shifting consumer attitudes towards meat consumption, the tension between increasing meat production and its environmental consequences, the development of future scenarios for meat production and consumption, and societal recommendations for sustainable practices.
What are the key findings or scenarios presented in the study?
The study develops several scenarios for future meat consumption and production, including "Agricultural Alienation," "Elite Eatery," "Growing Business," and "Wholesome Wonderworld." These scenarios are discussed in detail, along with strategic societal recommendations for a more sustainable future.
What are the limitations of this study?
The study acknowledges limitations inherent in its explorative and expert-driven approach. Specific limitations are detailed in the methodology section.
What data sources are used in the study?
The study uses environmental scanning to gather data, including expert opinions, to identify key trends in meat production and consumption. This data is then analyzed using a cross-impact matrix.
What are the key drivers of change identified in the study?
The study identifies key drivers of change impacting future meat consumption and production through the analysis of environmental scanning data and the cross-impact matrix. These drivers are then analyzed using a STEEPV framework.
What societal recommendations are made in the study?
The study concludes with strategic societal recommendations aimed at promoting more sustainable meat production and consumption practices. These recommendations are informed by the analysis of the developed scenarios.
What are the keywords associated with this study?
Meat consumption, meat production, environmental impact, sustainability, future scenarios, consumer behavior, agricultural innovation, societal recommendations, greenhouse gas emissions, STEEPV analysis, foresight.
What is the structure of the study report?
The report includes an introduction, methodology, input and analysis, interpretation and prospection, discussion and conclusion (including detailed scenario descriptions and societal recommendations), and references.
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- Felix Zappe (Autor), Katrina Scicluna (Autor), 2017, The Future of the Burger. A Foresight Study of Future Meat Consumption and Production Patterns using Scenario Analysis, Múnich, GRIN Verlag, https://www.grin.com/document/373654
