A growing number of people are overweight and there is an increase in cardiovascular disease and type 2 diabetes, with people with a lower socio-economic status in particular running a higher health risk. In addition, our current food production has negative consequences for the ecology of our planet. To enable a healthy future for people and the planet, it is crucial that people switch to sustainable and healthy food consumption. How can we encourage people to do so? And why has that not been possible so far, despite the existing knowledge and available sustainable products?

Tipping the balance is a collaboration with Wageningen University (WUR) and Ahold Delhaize. We combine key enabling methodologies from the creative industry in the field of behavior and empowerment, with research expertise in the field of food environments, healthy lifestyles and eating behavior and market expertise.

The aim of Tipping the balance is to investigate which factors and strategies play a role in encouraging citizens to make healthier and more sustainable food choices. For this project, Waag uses the research methods from its Care and Co-creation Lab. We investigate which fundamental phenomena influence stakeholders (citizens, policymakers, food industry) in order to achieve social acceptance of new food environments.

Project duration

1 Sept 2021 - 31 Dec 2022


This activity was (co-)financed by the Ministry of Economic Affairs and Climate and its PPS allowance, within CLICKNL. CLICKNL is the top consortium for knowledge and innovation (TKI) of the creative industry.