Bridging the Gap: Healthcare Providers as Ambassadors for Sustainable Nutrition

As the world grows increasingly aware of the intersection between health and environmental impact, the conversation around sustainable nutrition is becoming more prominent. Consumers are not just seeking foods that support their personal well-being, but also those that align with broader ecological values. This shift in perspective is highlighted by recent changes in how public health authorities talk about nutrition and sustainability, and by consumer insights showing the convergence of these two priorities. Yet, the most trusted voices, such as healthcare providers, still have an opportunity to upskill in certain areas. Here’s a snapshot of the current landscape and why focusing on healthcare professionals (HCPs) in your sustainability communication is crucial.

Consumers Already Connect Sustainability and Nutrition

Recent data paints a clear picture of consumer attitudes towards sustainable nutrition. According to TetraPak's 2023 Index, there is a strong belief that nutrition and sustainability are intertwined. A compelling 70% of respondents agree that healthy products should not harm the environment, and half of those surveyed assert that if a food or drink is not beneficial for an individual’s health, it cannot be deemed sustainable for the planet. This sentiment aligns with the World Health Organization’s (WHO) approach to sustainable nutrition. Since 2019, the WHO has advocated for a holistic view of nutrition and sustainability through its guiding principles, underscoring the need for food systems that support both human and planetary health.

Consumers Turn to Health Professionals for Food and Nutrition Expertise

When it comes to practical advice on food and nutrition, consumers frequently turn to healthcare providers. Data from the International Food Information Council (IFIC) Food and Health Survey (2022) reveal that Registered Dietitians and Nutritionists (RDNs) are among the most trusted sources for nutrition and healthy eating information. When it comes to food choice, Eat Well Global research indicates that 77% of global consumers say the advice given by dietitians and nutritionists influences their food purchasing decisions.

Health Professionals Lack Knowledge and Training in Sustainability

However, despite this high level of trust and reliance, only 20% of healthcare providers currently feel equipped to provide informed guidance on sustainable nutrition topics (HCP Voice). This statistic highlights a significant knowledge gap that could lead to confusion among consumers who are trying to align their dietary choices with their values of health and environmental sustainability. The disconnect between consumer interest in sustainable nutrition and the current capabilities of healthcare providers presents a challenge. Consumers are seeking guidance on how to make food choices that are both healthy and sustainable, but if their trusted advisors lack comprehensive knowledge in this area, it can lead to misinformation or missed opportunities for positive impact.

In a UK survey of 70 nutrition professionals, when asked about the barriers to implementing sustainable nutrition strategies, competing priorities, budgets, and small teams emerged as the top three, suggesting that it's not a lack of interest, but other professional factors limiting their ability to engage more in the intersection of nutrition and sustainability.¹ Furthermore, a recent poll of Eat Well Connect HCPs demonstrates that despite their limited knowledge, 89% of respondents rated their interest in sustainable nutrition a 4 or a 5 on a scale of 1-5.  So there's a hunger (pun intended) for HCPs to upskill in this area and become more holistic food and nutrition experts. 

The Opportunity: Upskilling Healthcare Professionals in Sustainability

While some nutrition organizations are beginning to offer resources (like this Sustainable Food Systems Toolkit offered by the International Confederation of Dietetic Associations), there is a huge opportunity for organizations focused on sustainability to include healthcare providers as a target audience in their communication strategies. Educating and equipping HCPs with up-to-date, actionable information on sustainable nutrition can significantly enhance their ability to guide consumers effectively.

Strategies for Effective Communication

• Develop Comprehensive Resources: Create materials that provide clear, science-based information on sustainable nutrition practices. These resources should be accessible and easy to integrate into daily practice. According to our Eat Well Connect poll, the top 3 sustainable nutrition topics of interest were:
  • Environmental Impact
  • Food Access/Affordability
  • Food Waste
    
• Offer Training and Continuing Education: Provide opportunities for HCPs to gain knowledge and skills related to sustainable nutrition through workshops, online courses, and professional development programs.
• Foster Collaboration: Encourage partnerships between sustainability experts and healthcare organizations to facilitate the exchange of knowledge and promote best practices.
• Promote Awareness: Use targeted campaigns to highlight the importance of sustainable nutrition within the healthcare community, emphasizing the role HCPs can play in influencing consumer behavior.

As the demand for sustainable nutrition information grows, addressing the knowledge gap among healthcare providers is essential. By focusing on equipping HCPs with the right tools and information, we can enhance their ability to support consumers in making informed food choices that benefit both personal health and the planet. Additionally, sustainable nutrition offers an additional platform through which to share more about a company's impact with a group of highly influential and trusted professionals, which can ultimately lift reputation and credibility. 

References

1. Stephens, E., 2023. The Role of UK Nutrition Professionals in Contributing to Sustainable Food Systems and Diets. Dissertation. (MSc). The University of the West of England.