The Cute Chipotle 'Back to the Start' Video Backs Sustainability
Vivian Lau — June 26, 2012 — Eco
References: youtube & idealog.co.nz
With the meat-packing industry and corporations like McDonald's exposed in many a documentary, newer fast-food chains are making the effort to build a reputation on honest meal production, which the Chipotle 'Back to the Start' video looks to show.
The haunting Coldplay 'The Scientist' song fittingly plays in the background, urging viewers to remember how farming used to be in this guilt-tripping video. Showing a farmer who deviated from his free-range farming ways to that of the standard assembly line, what's portrayed is human history as shaped by the Industrial Revolution. With clear environmental consequences shown, the video ends with the farmer reverting back to more natural food production ways, cementing Chipotle's commitment to sustainable food cultivation.
The clip certainly dances on heartstrings, calling for support to corporations who take extra steps to preserve ethical and environmental integrity.
The haunting Coldplay 'The Scientist' song fittingly plays in the background, urging viewers to remember how farming used to be in this guilt-tripping video. Showing a farmer who deviated from his free-range farming ways to that of the standard assembly line, what's portrayed is human history as shaped by the Industrial Revolution. With clear environmental consequences shown, the video ends with the farmer reverting back to more natural food production ways, cementing Chipotle's commitment to sustainable food cultivation.
The clip certainly dances on heartstrings, calling for support to corporations who take extra steps to preserve ethical and environmental integrity.
Trend Themes
1. Honest Meal Production - There is a trend of newer fast-food chains building a reputation on honest meal production, providing an opportunity for disruptive innovation in the food industry.
2. Sustainable Food Cultivation - The Chipotle 'Back to the Start' video highlights the trend of commitment to sustainable food cultivation, presenting an opportunity for disruptive innovation in the agriculture and farming industry.
3. Preserving Ethical and Environmental Integrity - The video's call for support to corporations that preserve ethical and environmental integrity reflects the growing trend of consumers valuing sustainability and creating opportunities for disruptive innovation in various industries.
Industry Implications
1. Fast Food Chains - Fast-food chains are being challenged to innovate and adopt more honest meal production practices to meet consumer demands and cater to the trend of ethical consumption.
2. Agriculture and Farming - The push for sustainable food cultivation creates opportunities for disruptive innovation in the agriculture and farming industry, encouraging more environmentally friendly practices and alternative farming methods.
3. Consumer Goods and Retail - Consumers' increasing focus on preserving ethical and environmental integrity presents disruptive innovation opportunities for businesses in the consumer goods and retail industry to offer sustainable and eco-friendly products.
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