French Gen Yers are devoting great time and energy to ensure their food choices fit in with their values. After all, being trendy is no longer defined by the clothes they wear, but also by what they eat. How are their discerning tastes shaping the food landscape and creating new challenges for the sector?

With 66% of US Gen Yers saying that food and cooking are a big part of who they are, and 47% of American restaurant-goers considering themselves to be ‘foodies’, it’s clear that people have turned food from an enjoyable essential into a serious hobby. This passion, combined with the need to look like a connoisseur, means that many people go for foods that seem sophisticated, even if they don’t actually like the taste. Catering to those who like dark chocolate more in theory than in practice, Green & Black’s launched its 70% ‘velvet edition’ chocolate, which is much easier to consume than its regular, bitter bars.

Transparency is no longer just a plus – it’s an expectation. But after labelling scandals, supermarket shoppers are sceptical of brands' claims. Tech startup Provenance uses Blockchain technology to increase transparency about how and where foods are sourced from.

From taking #nomakeup selfies to signing petitions on political issues, a growing sense of social responsibility and commitment to local community have changed the way people view social action. Is caring about causes the new badge of cool? And has it become ‘chic’ to protest?