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.
Table of Contents
1 INTRODUCTION
2 METHODOLOGY
2.1 EXPLORATIVE SCENARIO BUILDING APPROACH
2.2 LIMITATIONS OF THIS EXERCISE
3 INPUT AND ANALYSIS
3.1 OVERVIEW OF THE OUTCOMES OF THE ENVIRONMENTAL SCANNING
3.2 TREND IDENTIFICATION
3.3 CROSS IMPACT MATRIX
4 INTERPRETATION AND PROSPECTION
4.1 DRIVERS OF CHANGE ANALYSIS
4.2 SCENARIO BUILDING
5 DISCUSSION AND CONCLUSION
5.1 DISCUSSION OF THE SCENARIOS DERIVED
5.1.1 Agricultural Alienation
5.1.2 Elite Eatery
5.1.3 Growing Business
5.1.4 Wholesome Wonderworld
5.2 STRATEGIC SOCIETAL RECOMMENDATIONS
5.3 OUTLOOK AND FURTHER IMPLICATIONS
Research Objective and Core Themes
This study utilizes the burger as a cultural and economic metaphor to investigate future meat production and consumption patterns. It aims to derive exploratory scenarios for the next ten to fifteen years and provides actionable societal recommendations for a more sustainable and considerate food system.
- Analysis of global meat production constraints and environmental impacts.
- Exploration of changing consumer behaviors, including health consciousness and convenience.
- Application of the STEEPV framework to identify and analyze key drivers of change.
- Scenario planning to visualize potential future outcomes for meat consumption.
- Development of strategic societal recommendations to steer toward favorable futures.
Excerpt from the Book
1 Introduction
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.
This study uses the burger therefore 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.
Chapter Summary
1 INTRODUCTION: This chapter introduces the environmental and social dilemmas surrounding meat consumption and establishes the burger as a metaphor for this study.
2 METHODOLOGY: Describes the explorative, evidence-driven foresight approach and the tools used, while acknowledging the limitations of the academic exercise.
3 INPUT AND ANALYSIS: Provides an overview of current trends through environmental scanning, followed by trend identification and the application of a cross impact matrix.
4 INTERPRETATION AND PROSPECTION: Analyzes the key drivers of change using the STEEPV framework and builds four distinct scenarios for the future of meat production and consumption.
5 DISCUSSION AND CONCLUSION: Evaluates the derived scenarios, proposes strategic societal recommendations, and discusses future implications and research directions.
Keywords
Meat consumption, meat production, foresight, scenario building, STEEPV, cross impact matrix, environmental impact, sustainability, food trends, burger metaphor, agricultural technology, consumer behavior, convenience, health, future studies
Frequently Asked Questions
What is the core focus of this study?
The study investigates the future of global meat production and consumption patterns, using the "burger" as a central metaphor to bridge the gap between production realities and consumer behavior.
What are the primary thematic areas covered?
The main themes include environmental sustainability, the impact of agricultural technology, shifting dietary habits, and the economic drivers affecting the future of the food industry.
What is the main research goal?
The goal is to explore potential future scenarios for meat consumption and production over a ten-to-fifteen-year horizon and formulate recommendations for a more sustainable societal approach.
Which methodology is employed?
The research uses an exploratory foresight approach, including environmental scanning, trend identification, a cross impact matrix for variable analysis, and the STEEPV framework for scenario development.
What does the main body of the work address?
The main body covers the methodical approach, the analysis of current data and trends, the interpretation of these drivers through the STEEPV framework, and the creation of four distinct future scenarios.
Which keywords characterize this work?
Key terms include foresight, meat consumption patterns, scenario planning, agricultural innovation, sustainability, and STEEPV analysis.
What distinguishes the "Agricultural Alienation" scenario?
This scenario describes a future where, due to advanced automation and affordable technology, meat consumption drops significantly as individuals grow their own food, leading to a disconnect between centralized industrial agriculture and the people.
What are the key societal recommendations proposed?
The authors suggest fostering new farming technologies through subsidies, increasing public education on healthy and sustainable lifestyles, and promoting a collective understanding of animal rights.
- Citar trabajo
- 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
