SHIFTING CONSUMER BEHAVIOUR TOWARDS SUSTAINABLE SEAFOOD CONSUMPTION

Client: WWF South Africa
Funder: UN’s One Planet Sustainable Food Systems (SFS) Trust Fund

Pinpoint was commissioned to examine seafood consumption trends and associated consumer behaviours to inform recommendations on how to strengthen WWF South Africa’s Sustainable Seafood Initiative’s (SASSI) consumer campaign. The research formed the basis of a wider UN One Planet Sustainable Food System project. Drawing on the research, an article on millennials and the key role they play in preserving threatened fish was published in Business Day.