Consumers' familiarity with urban farming tech influences expectations
Implications - Given the pace of technological innovation in the hydroponics field, the previously inaccessible concept is quickly becoming more affordable. The proliferation of hydroponic systems eliminates numerous barriers to individuals and businesses growing their own produce indoors in limited space -- capabilities that consumers expect brands to take advantage of. This shift speaks not just to a growing expectation for tech integration, but to consumers' expectations in CSR; more specifically, the role of brands and technology in eliminating food deserts.
Workshop Question - In what areas is your consumer looking to be empowered and self-sufficient?
Trend Themes
1. Hydroponics for Urban Farming - The increasing use of hydroponics technology is changing how people grow their own produce for personal and commercial purposes, due to limited space and accessibility in urban areas.
2. Closed-loop System for Sustainable Farming - The development of closed-loop aquaponic systems and other methods that minimize resources while maximizing yield are becoming more popular in light of the ongoing climate crises.
3. Integrated Urban Farming and Architecture - The integration of hydroponic farming and sustainable architecture is opening up a new frontier in the way we consume and produce food.
Industry Implications
1. Agriculture and Farming Technology - Hydroponics technology, aquaponic systems and other innovations are transforming the way we grow crops and produce food, paving the way for more sustainable agriculture.
2. Real Estate and Architecture - The integration of urban farming and architecture is creating new opportunities for eco-friendly building and design, as well as more sustainable solutions for city dwellers.
3. Retail and Grocery Industry - The increasing demand for locally grown and organic products is changing how retailers and supermarkets source and sell fresh produce, and opening up new channels of distribution and supply.
