NEWS AND INSIGHT
THE ART OF MAKING THE
CULTIVATED MEAT SHOULD TARGET HEALTH AND SOCIETAL BENEFITS COUNTRY: Singapore SCHOOL: Lee Kong Chian School of Business, Singapore Management University People with higher levels of wellbeing are more likely to be willing to eat cultivated, or lab-grown, meat according to a new study co-authored by Lee Kong Chian School of Business associate professor Mark Chong. The study also found that willingness to eat cultivated meat can be boosted by the perception that it is as healthy and nutritious as conventional meat and that it is just as safe and possesses the same sensory quality, while also being beneficial to society. The results, based on a survey of around 1,000 Singaporeans, have some clear implications for a burgeoning industry, as Chong elaborated: “Cultivated meat companies can target information related to the health, safety and societal benefits aorded by cultivated meat to higher wellbeing consumers. “They may also consider the happiness or wellbeing index of countries when deciding where to focus their promotion eorts. They can seek to promote greater awareness of cultivated meat in these societies first and, over time, higher public acceptance can be picked up by other countries to make advocacy eorts more eective.” In 2020, Singapore became the world’s first country to allow the commercial sale of cultivated meat. The subsequent year, the global sector attracted some $1.9 billion of venture capital. Supporters of the sector assert that it curbs animal cruelty, is better for the environment and that it has the potential to be safer and healthier than conventional meat. Lead author for the study is Angela Leung, a professor of psychology at Singapore Management University. She said the results suggest “that food consumption is a meaning-making process where higher wellbeing individuals, compared to their lower wellbeing counterparts, are more likely to recognise the societal, health and safety benefits associated with cultivated meat.” The study has been published in Appetite , a journal specialising in food and drink research. TBD
OFFICE MORE ENTICING COUNTRY: Norway SCHOOL: BI Norwegian Business School
The post-Covid return to the oce can often cause rifts. While some employers have implemented policies that aim to bring about a return to the workspace, there are many employees who question this, having done their jobs from home eectively for years. In particular, people don’t always see why they should have to add time onto their day to commute and then contend with the distractions associated with oce life. Associate professor at BI Norwegian Business School Federica De Molli says that, instead of forcing people back into the oce, there should be some incentive. By using good oce design, for example, she believes organisations can make attending in person more attractive. Combining the findings of several pieces of research, De Molli has four top tips to make workspaces more eective. The first is to embrace flexibility. She says that employees should be able to work where they want and create spaces where they feel comfortable in the oce – for example, by moving the furniture around. De Molli suggests that this would not only reduce employee stress and increase productivity, but that it would also save organisations money by reducing the number of fixed positions they have to pay for. The second tip is to create spaces for social time and relaxation. Socialising with co-workers helps people bond, which creates better working relationships. Social spaces are also known for fostering creativity, De Molli says. Tip number three is for organisations to invest in ecient and quality furniture to make workplaces more inviting and comfortable for employees. Bringing the natural world into the oce is the last of the BI professor’s tips, with plants and light linked to a reduction in employee stress. By creating flexible, social, comfortable and nature-filled spaces for employees, organisations can entice their employees back to the oce and on a more regular basis, in De Molli’s opinion. Perhaps universities and business schools can encourage sta and students to attend their physical campuses more often by using this same set of guidelines. EB
Ambition APRIL 2023 | 11
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