June 4, 2025 – In addition to its annual release of top 10 trends for the coming year, Innova frames its trends predictions around global megatrends. These are major forces throughout the world that trickle down to impact all aspects of life, including food and beverage trends. The effects of five global megatrends need to be considered.
Overview of Five Global Megatrends
Continued Technological Disruption captures how quickly innovations in technology impact daily life, our economy, and the social aspects of daily life. A positive outcome of technological disruption is that it helps solve global problems. Demographic & Social Shifts include decreases in fertility rates and changes in the ages of population groups. This affects economies around the world, the look of today’s households, and how products are marketed. Economic & Political Volatility around the globe suppresses economies while tensions between countries make markets volatile. Also, new markets and industries impact current markets and industries. Focus on Health & Wellbeing shines a spotlight on how the cost of healthcare is pushing consumers to take charge of their health, enabled by new technology. Building a Sustainable Future emphasizes how governments, industry, and people around the world worry about the health of the planet. Climate change affects health, the economy, and food security.
Everyone Worries About Health of the Planet
Governments and businesses, as well as consumers, worry about planetary health. Increasingly, people understand the impact of climate change on the economy, environment, and social structures. Concerns are growing regarding climate change and protecting nature, including combatting erosion and protecting insect populations that are affected by large-scale farming. Consumers participating in consumer trends research conducted by Innova Market Insights say that companies should be the ones to protect nature and change to sustainable packaging. Consumers globally tell Innova that they don’t trust large companies because of greenwashing.
Business and Sustainability
The macroenvironment for sustainability is changing for businesses. Several key themes that will impact the strategies adopted by businesses toward sustainability are emerging. Companies and corporations are pulling back from making big promises about sustainability. Instead, they are taking action, integrating sustainability into their operations, and looking at their bottom line. This is necessary to adapt to changes in the political scene and economic environment and to meet the expectations of their investors.
Key themes for businesses include green energy, nature protection, and the circular economy. Greener energy plus issues around decarbonization are being tackled in the form of renewable energy. However, in the US, federal policy around energy supply is changing and this is creating challenges for businesses. Protecting nature includes economic support. Two areas of focus are protecting biodiversity and reducing deforestation. Sustainable farming, including regenerative agriculture, could help offer a solution. A more circular economy is challenging. Consumption of goods is up around the world, and this is generating more materials. Changes in policies could help boost support for a circular economy.
Making Progress on Sustainability Goals
It is a challenge to make progress on national and regional sustainability goals. In the US, cancelled regulations regarding the environment and climate, along with US withdrawal from the Paris Climate Agreement, will have ripple effect around the globe.
In contrast, regions like the EU understand the importance of strengthening supply chains to resist climate change. The EU has tightened regulation of sustainability efforts and companies are including sustainability strategies to meet the expectations of their consumers and investors. That said, it can be hard to incorporate sustainability actions while maintaining value and investment returns for shareholders. Also, changes in political and regulatory environments affect sustainability efforts.
Climate Change Costs are in the Trillions
Climate change has costs socially and economically. Some estimate the 10-year global cost of events caused by the climate to be US$2 trillion. Climate change affects personal health, with yearly costs expected to rise by 2030 from US$2 billion to US$4 billion.
Looking into the Future
Forces toward building a more sustainable future will continue to incorporate planetary health and the effects of climate change. Concerns among governments, businesses, and consumers will continue. Businesses are expected to continue updating their policies and actions with consideration of changes in the local and global political arenas and economies. Social impact can’t be ignored. Over time, energy will become greener, and focus will continue on carbon-neutrality, sustainable agriculture, and protection of nature. A more circular economy will be an ongoing goal.
Regulations around a sustainable future are complex. Different countries – and states in the US – have different levels of regulation and this can make it difficult for companies, especially multinationals, to comply with the various regulations.
Sustainability goals are expected to become more realistic, attainable, and measurable. This can help alleviate consumer concerns around greenwashing. It also could ease the pressure felt by investors. Transparency will be essential. Supply chains that overcome the effects of climate change can support business strategies.
The focus on actions toward nature will continue because they are a consumer concern. On the policy side, decision makers are pushing for an economy and businesses that support nature. Issues like biodiversity, protection of forests, and protection of the ocean will become more essential.
Businesses will need to collaborate with each other and across industries. This can build strong solutions, encourage innovation, and boost collaboration.
This article is based on Innova’s Megatrends – Building a Sustainable Future – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
