In the past few years, consumer advocacy groups and online petitions peddling various causes have brought the fast food industry to its knees. Is the conscious consumer forcing corporations to turn over a new leaf?
“The Internet has brought a massive explosion of transparency, a lot more access to information about what we’re eating, our supply chains and production. We can see decision-making in the boardrooms,” Zamprelli says.
And that’s just the first step. Now, savvy, in-tune consumers can share the information they’ve gathered with the general public.
“We have a critical mass of better informed consumers, they speak to each other, there’s collective action and they’re mobilizing and able to collaborate very quickly. This is what I believe is changing the behaviour of decision-makers,” he says.