Ninety-one percent of consumers say food is an important part of their values and belief system and 79% feel it’s their role and responsibility to share food information with others, according to FleishmanHillard. In addition, 78% have taken action to address food issues important to them, with reducing food waste their top priority, and 60% say they bear the responsibility for improving what and how we eat, more than food companies, government entities or health professionals. 

Source: bizjournals.com

Lightbulb Moment: This research emphasizes why simply knowing what is trending is the tip of the iceberg.  It is not strategic, it is not useful, and it is not directional.  If you enter a trend without having a clear understanding of the drivers behind it, you will be flying blind.