The TealHelix advances the state-of-the-art by proposing a more precise and targeted approach – empowerment through personalization and inclusion. Using the underlying logic of motivational matching, we will develop a number of new labeling approaches and digital social innovations to guide and improve consumer decision-making. Such an approach will also enable us to address resistance to sustainability ideas and tailor our interventions to the heterogeneity in individual needs of vulnerable consumers. Combining insights from life cycle, social and economic environments analysis, measurement, and consumer behavior theories, we will develop a new measure to assess how individual and planetary preferences for various sustainability dimensions can be aligned to reach sustainability goals. Next, we will test a number of means of transmission: traditional labeling approaches, digital and brick-and-mortar retail labeling approaches, and smart labeling approaches. To sustain and scale the change, we will develop integrity guidelines and new sustainability information provision standards for the industry. We will leverage the interdisciplinary and transdisciplinary competencies of the consortium in marketing, consumer behavior, psychology, environmental, information sciences, as well as in communication, retailing, and standard-setting industries. The project will generate multiple novel methods to study labeling approaches and original empirical evidence through machine learning-based 'big data' analysis, large-scale surveys, experience-sampling and micro-level experiments. Finally, we will integrate the findings into digital social innovations powered by AI tools to support labeling solutions. As a result, we will provide a deeper understanding of how various external environments shape attitudes and beliefs towards food sustainability labeling, how to motivate consumers to follow sustainable labeling guidelines, and how to include the ones who are in greatest need.

With a burgeoning population across Africa, characterized by a significant youth demographic, the challenge of youth unemployment persists, exacerbated by limited opportunities in the formal sector. The informal economy absorbs the majority of new entrants, offering precarious and low-quality jobs. In response, the STREAMING project aims to develop strategies for fair, healthy, and environmentally sustainable food systems across the continent. By fostering connections between basic research and practical implementation, STREAMING seeks to promote innovation and entrepreneurship among various target groups, including women, researchers, students, and farmers. Through networking platforms, innovation hubs, startup scouting, and training programs, the project aims to bridge academia-industry gaps and promote the adoption of sustainable practices and technologies in African food trade systems. Additionally, with a focus on policy analysis and recommendation, STREAMING aims to inform trade policies in Africa and Europe, with an emphasis on removing non-tariff barriers to trade and enhancing resilience against external challenges such as climate change. By integrating stakeholder perspectives, empirical research, and innovative solutions, STREAMING strives to contribute to the establishment of fair, healthy, and environmentally friendly food systems continent-wide.