“Before this conference, had you ever heard of biobased products?” Executive Director of Sustainability Kathleen Merrigan asked last week, kicking off a panel discussion for the United Soybean Board and Biobased Products Stakeholders Dialogue at the George Washington University.
“Honestly I’d never heard of certified biobased before,” said Max Chen, the 2012 White House Youth Sustainability Challenge winner and one of four panelists. “I’m sure I’ve used a few products here and there, but I don’t think I’ve ever used that specific term.”
The panel, “How the Millennial Generation Views Biobased and Sustainability,” was part of a two-day conference that featured a keynote address from Deputy Secretary of Agriculture Krysta Harden and brought together manufacturers, farmers, students and other stakeholders to discuss the future of biobased, or plant-based, products.
Deputy Secretary of Agriculture Krysta Harden at the United Soybean Board Biobased Products Stakeholders Dialogue.
GW President Steven Knapp welcomed the audience to the discussion.
Panelists included Mr. Chen, B.A. ’14; Milken Institute School of Public Health graduate student Brittany Whited; rising GW School of Business junior Christopher Prentiss, and Pennsylvania State University Extension Assistant Kathryn Poppiti, a graduate student at the Green Mountain College.
The panelists agreed that the conference had provided a wealth of information about the many innovative, biobased products that are on the market.
“When most of us think of the sustainable products that we can purchase, we don't look beyond the obvious, such as local, organic food or low-energy appliances, to intermediate products, such as turf lawn and the foam in car seats,” Ms. Whited said. “There are so many ways we can support sustainable products—the challenge is getting the word out.”
Dr. Merrigan quizzed the panel on the best way for manufacturers to engage with young consumers and found that short, interactive videos and social media campaigns were most aligned with the lifestyle of millennials.
Planet Forward Director Dan Reed said that having students make, rather than watch, a video about biobased products, is a way to take engagement to the next level.
“I would ask you to make the video, so that you have to go to the factory, you have to go to the farm, you have to learn all of the processes,” Mr. Reed told the panelists. “You present the information to your peers and show them what you’ve learned.”
The panelists also voiced concerns about using product labels to inform consumers about sustainable products.
“In my experience in the food realm, I’ve found that labels can be misleading,” Ms. Poppiti said. “Anything can be called natural and, unfortunately, because sustainability is a buzzword, it has lost a lot of its meaning.”
Mr. Chen was also skeptical about whether labels are effective. He said that sustainability shouldn’t be classified as a “would you like guacamole with that” added benefit to products. Instead, it should be a way of living that boils down to one word—respect.
“I hope that one day we won’t need sustainability indicators, because as products are being developed, sustainability will be taken into account,” he said.
Though Ms. Whited said she was more likely to purchase a product with a sustainable or biobased label if it was cost effective, she advised manufacturers to also provide opportunities for young people to make sustainability a part of their lives.
“Don’t just tell us, show us,” Mr. Prentiss agreed. “You have to make the information fun and accessible—that will lead us to do more research and get involved.”