Are consumers tired of sustainability?

Are consumers today really tired of sustainability—and if so, how can we motivate them to buy more organic and sustainable products in their daily shopping? The trade magazine BioHandel, together with the BioHandel Academy, will explore this question and possible answers at Anuga 2025. 

The analytically and morphologically oriented research institute Rheingold – publisher of a study of the same name – and the market-oriented sustainability consultancy BAM! Bock auf Morgen have been invited to participate. Frank Quiring from Rheingold will highlight different needs and food preferences/typologies that can currently be used to reach consumers who tend to be tired of sustainability. 

Kerrin Löhe from the consulting firm BAM! Bock auf Morgen will present a new provocative style of communication aimed at potential organic customers in food retail who are actually interested but have been incorrectly addressed up to now, based on the book by her fellow managing director Jan Pechmann on the as yet unachieved “60% potential for organic products.”

Joining researcher Frank Quiring and consultant Kerrin Löhe on the podium will be a manufacturer of organic products. Jannis Mesecke is head of marketing at juice manufacturer Voelkel – and, as the market leader in specialist retail, now also sells his products in food retail. We will ask Jannis Mesecke to supplement the recommendations of Frank Quiring and Kerrin Löhe with his own experiences.