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Concerns for our ocean are driving a new wave of consumer activism, new research from the Marine Stewardship Council (MSC) reveals. American shoppers are increasingly ‘voting with their forks’ for sustainable seafood.
The study was conducted in early 2020 by GlobeScan, an independent research and strategy consultancy. It is one of the largest global surveys of seafood consumers, involving more than 20,000 people across 23 countries. In the US and Canada, more than 5,700 people were surveyed.
Understanding consumers and their values lays an important foundation for the sustainable seafood movement. Reach out to your local MSC representative to find out how your company can join the movement.
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The videos below include additional insight into North American’s perceptions of sustainability, ocean issues, and seafood purchase motivators.
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At Seafood Expo North America Reconnect in March 2021, the MSC and GlobeScan co-hosted a digital conference session on the latest trends in healthy and sustainable living and environmentally conscious consumption. The session included a panel discussion with leading retailers and seafood industry representatives sharing their insights into the values-driven consumption trends pre and mid pandemic, how they're motivating purchases of sustainable seafood, and what their expectations are long-term.Moderator & Presenter: Chris Coulter, GlobeScan, CEOPanelists:
The MSC's 2020 seafood consumer survey shows that high levels of concern for our oceans are driving a new wave of consumer activism, as conscious food consumers increasingly ‘vote with their forks’ to safeguard our oceans. The panelists explore consumer trends in sustainable diets and seafood consumption, and how consumers may act in a post-COVID world. | Host: Eric Wan, Director at Globe Scan | Panelists: Kristen Stevens, MSC + Wesley Rose, Whole Foods Market + Tonette Lim, Costco Wholesale
This ten-minute video provides a brief overview of the rise of the 'conscious consumer' in the US market and the increasing demand for healthy and sustainable food. Highlights include insights from the MSC and GlobeScan's 2020 research into seafood consumer perceptions as well as GlobeScan's 'Healthy and Sustainable Living' study run in June of the same year. | Presenter: Kristen Stevens, Senior Marketing Manager, MSC US
In this webinar, GOED (a member-driven organization representing the global EPA and DHA omega-3 industry) shares market and sustainability trends in omega-3 supplements, and the MSC shares consumer insights on what shoppers think about when purchasing sustainable supplements. Then, our panelists discuss sustainability and supplement trends. | Host: Laura Johnson, MSC | Presenters: Chris Gearheart, GOED + Emily Wyatt, MSC | Panelists: Esmeralda Garcia-Smith, Sam's Club + Sam Wiley, Wiley's Finest
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It’s vital that everyone, from fishers to retailers, scientists to consumers, has confidence in the blue MSC label.
Show your customers your seafood comes from a sustainable source by using the MSC blue fish label. Find out how to show your commitment to certified sustainable seafood.
Data from the MSC is used by the UN Environment Programme to track progress towards international goals to end overfishing and protect biodiversity.
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