In times of uncertainty, food has the power to bring people together

Based on world events, 2024 is shaping up to be a tense year. It’s hard to get around this. Despite perceptions, however, there is more that unites us than divides us. Food, in this respect, can be a unifier.

The late Anthony Bourdain believed food had the power to bridge gaps between cultures and nations. The celebrity chef documented his food-related travels, showcasing how sharing a meal could connect people with similar aspirations and concerns, regardless of their differences.

For food brands, this philosophy holds potential in these times. A meal is not just about sustenance; it represents connections, exploration and understanding. While difficult to quantify, individuals innately recognize this, as gathering for meals has been a fundamental part of human history.

In an era where connection is needed, food brands face the challenge of effectively conveying this message. How can they harness the power of food to foster unity and create compelling experiences?

Drawing inspiration from close connections

When Canadians are asked where their meal ideas come from, Mintel data shows 50% say friends and family hold the most influence over their food choices. Technology’s influence is growing, but it’s our loved ones who shape our culinary preferences.

Moreover, an overwhelming majority (79%) of Canadians agree that “cooking with others is a good way to connect.” Surprisingly, it’s the younger generations — gen Zs and millennials — who embrace this viewpoint the most, debunking the myth of their indifference towards cooking skills. While digital devices are integral to their everyday lives, cooking offers them a sensory-rich experience that screens cannot replicate.

By recognizing the power of sharing meals with friends and family, food brands can tap into the emotional and social aspects of cooking to deepen connections and bring people together.