FUTURE of FOOD a Lighthouse for Future Living, Today Context + People and Market Insights + Emerging Innovations
FUTURE OF FOOD A Lighthouse for future living, today Context + people and market insights + emerging innovations Home FUTURE OF FOOD | 01 FOREWORD: CREATING THE FUTURE WE WANT If we are to create a world in which 9 billion to spend. That is the reality of the world today. people live well within planetary boundaries, People don’t tend to aspire to less. “ WBCSD is committed to creating a then we need to understand why we live sustainable world – one where 9 billion Nonetheless, we believe that we can work the way we do today. We must understand people can live well, within planetary within this reality – that there are huge the world as it is, if we are to create a more boundaries. This won’t be achieved opportunities available, for business all over sustainable future. through technology alone – it is going the world, and for sustainable development, The cliché is true: we live in a fast-changing in designing solutions for the world as it is. to involve changing the way we live. And world. Globally, people are both choosing, and that’s a good thing – human history is an This “Future of” series from WBCSD aims to having, to adapt their lifestyles accordingly. endless journey of change for the better. provide a perspective that helps to uncover While no-one wants to live unsustainably, and Forward-looking companies are exploring these opportunities. We have done this by many would like to live more sustainably, living how we can make sustainable living looking at the way people need and want to a sustainable lifestyle isn’t a priority for most both possible and desirable, creating live around the world today, before imagining people around the world.
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