Trend Trifecta 4:

FOR THE LOVE OF LOCAL

LOCAL & HYPER-LOCAL SOURCING

As consumers become more focused on supporting local economies, there’s a growing movement toward sourcing ingredients and products from local farms, producers and artisans. People want to feel connected to their food and know where it comes from. This trend is about bringing community-based food practices into the mainstream, from farmers’ markets to hyper-local food delivery services.

Sixty-two percent of consumers make a conscious effort to buy locally grown or regional produce,9 and over a fifth eat locally grown foods twice a week.10

COMMUNITY BUILDING & AUTHENTICITY

Consumers are increasingly gravitating toward brands that foster a sense of belonging and community. Transparency, storytelling and local connections are all key to building trust. Brands that focus on real, authentic relationships with their customers and champion their local roots tend to resonate more strongly, as consumers are looking for brands that feel “real” and grounded.

Noël Paasch, YouTube’s Global Head of Creative Strategy, highlighted a powerful example of AI’s ability to localize marketing content at scale in her presentation at January’s Most Contagious event in New York City. She cited a Google Pixel 8a campaign that used the power of AI to scale ad creative with more localized content across YouTube, Discover, and Gmail.

Google AI technology could be applied to amplify and geo-target messaging about local sourcing and sustainable eating. Seventy-nine percent of consumers plan to eat more sustainably in the next year—and that includes the 33% who don’t eat sustainable foods but plan to start.11

As a lynchpin of sustainable food production and consumption, local sourcing is also part of a larger picture—the critical role of environmental, social and governance values that align with consumer expectations.

“Gen Zers prioritize locally sourced food because they like to know where their food is coming from and value farm-to-table sustainability,’’

said Nicole Bland, Digital Strategist for The Food Group

“Farm-to-table brand positioning aligns with their values.”12

ESG Is OMG Important for Consumers13

0%

WANT BRAND VALUES TO ALIGN WITH THEIR OWN

0%

VOICE CONCERN ABOUT THE GLOBAL SUPPLY CHAIN

0%

SEEK ECO-FRIENDLY BRANDS

0%

ARE WILLING TO PAY MORE FOR SUSTAINABILITY

COMMUNITY-DRIVEN FOOD BRANDS WILL THRIVE

Consumers don’t just want products—they want to support brands that are part of their local community and reflect their values. Brands that authentically embrace local sourcing, showcase the faces behind the food and invest in community initiatives will stand out. Marketing should emphasize the connections between food, local culture and consumer values, creating a deeper emotional resonance that builds loyalty and long-term trust, especially with younger market segments.