Our Work

At FCL, we utilize a research-driven, people-oriented framework focused on equity and cultural identities to facilitate a deep understanding of how people think and how they make decisions. By doing so, we create narratives and implementation strategies that position climate-smart foods as accessible, enticing, and culturally relevant to the masses.

Furthermore, we take into account the complexities of climate psychology, behavioral theory, and the intention-action gap.

To do this, we use… 

• Human-Centered Design and Self-Determination Theory to assess people’s core needs

• Community-Centered Equity Design to co-create and evaluate our interventions with the audience of focus

• Behavioral Design to assess where and how to intervene 

• Narrative Strategies to re-frame the conversation and shift perceptions

• Food Trend Analyses to link our approach to existing cultural momentum 

Our core question is: How might we reframe climate-smart eating as enticing, accessible, and culturally relevant? 

By connecting climate-smart food culture with people's core needs for control, community, and purpose, FCL supports organizations, businesses, and governments with the tools to effectively and efficiently catalyze supply and demand for food that’s better for us and the planet. Our goal is to make climate-smart eating the norm.

For example…

• We increased eater interest in plant-forward dishes by optimizing menu titles and descriptions for the Sodexo Future Food Collective (Sodexo, Unilever, Alaska Seafood Marketing Institute, World Wildlife Fund, Kerry Foods).

• We increased eaters’ interest in sustainable seafood dishes by optimizing recipe formats and menu titles for the Sodexo Future Food Collective (Sodexo, Unilever, Alaska Seafood Marketing Institute, World Wildlife Fund, Kerry Foods).

• We assessed the impact of social norm messaging on sustainable food choices for the European Commission and World Wildlife Fund.

• We assessed the optimal storytelling mechanisms and language to motivate youth in the UK to plant-forward diets for the European Commission and World Wildlife Fund.

• We evaluated ways to title and describe menu items in order to drive climate-smart dish choice for Google’s Food Program.

• We helped Knorr research the opinions of future food leaders in the Netherlands, including their biases and anxieties around sustainable food choices.