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Unlock the Competitive Advantage Hidden in Your Impact
WE’RE DESTROYING NATURE IN THE NAME OF FOOD. IT’S TIME WE RETHINK WHAT’S ON OUR PLATES.
The food system is collapsing under extraction. 50% of habitable land, 70% of freshwater and a third of global emissions, all for a system producing acute food insecurity for 281 million people.
Sustainability promised to “do less harm.” Regeneration delivers more: restore ecosystems, rebuild soil, regenerate communities, a model that scales.
The old playbook is broken
We exist to help F&B brands win in the regenerative economy by making intelligence actionable, positioning credible and impact commercial.
The Regenerative Consumer Shift
The shift from sustainable to regenerative consumers isn’t evolution. It’s a psychological rupture in how people relate to food systems.
Sustainable consumer: “I want to do less damage”
Convenience meets conscience | Seeks reassuring labels | Moral permission | Responsible participant
Sustainability represents damage control
Regenerative consumer: “I want to create positive impact”
Efficacy over ease | Pursues proof and systems knowledge | Agency and hope | Co-creator of alternative system
Regeneration represents buying back the belief that actions matter
Regenerative intelligence is the capacity to lead the market where it’s heading, not defend the position where you’ve been.
Regenerative intelligence: new strategic category for the f&b industry
Most agencies sell sustainability storytelling
Consultancies sell ESG compliance
Research firms sell consumer reports
Everyone’s optimising for yesterday
DEFY delivers strategic foresight
We combine AI-powered consumer intelligence, behavioural psychology, cultural analysis and regenerative strategy into a single system that predicts where conscious consumers are heading, then positions your brand to lead them there.
From insight to impact
LISTEN
Real-time intelligence gathering across 20+ platforms tracking regenerative consumer shifts, cultural narratives, market gaps and ecosystem needs.
Decode
Behavioural psychologists, regenerative strategists, cultural analysts uncover patterns and commercial insights. Spot unmet pain points, identify emerging trends, predict future behaviour.
act
Strategic execution across brand positioning, impact pathfinding, innovation strategy and communications, keeping you relevant and impactful.
Fem-impacteers: shaping the future
Powered by strategists with 15+ years decoding consumer behaviour for Mars, Coca-Cola, Tesco, Waitrose, Heineken, Danone and beyond.
The food industry’s AI transformation is happening without the people who understand consumer behaviour best – women. Diverse teams spot regenerative consumer shifts others miss. We build AI capability in women across the food ecosystem, ensuring the future of food is shaped by diverse voices equipped with the intelligence to act.
- © DEFY Brands 2021-2026