Seducing the conshuman

Every consumer is a “conshuman.” As conshumans, we are used to a wide range of affordable, tasty, and easy food products. So how can you entice this consumer to start eating healthy and sustainable? In “Seducing the Conshuman,” Antien Zuidberg describes how she uses applied design research in the food and agriculture industry. As a food technologist, she worked for years in the food industry. She found that although a rapid technological development is taking place here, a more significant transition is needed to become truly sustainable and healthy. But the question is: “How do you do this in a society where ‘unknown is unloved’ is still the general moral standard?”