City life leaves urbanites 50% more likely to feel drained by a lack of greenery.
Almost half (47%) only venture outdoors for errands and just 22% for sports.
To help city dwellers reconnect with nature, Nestlé transformed a space in London into a farm for the day taking people to the heart of the rural countryside of Ayrshire and Cumbria.
The relentless pace of urban life is leaving city dwellers feeling disconnected from nature. New research commissioned by Nestlé UK and Ireland reveals how one in five (19%) city residents feel out of touch with nature – increasing to 22% for Londoners – compared with just 9% of rural residents.
The study of 1,000 respondents – including those who live in cities and rural areas – highlights the biggest frustrations of missing nature in city life. For those living in the city, more than a third complain about the constant hum of traffic (36%), littered-strewn pavements (35%) and crowded streets (34%).
For many city dwellers, nature can feel like a distant memory. A fifth (19%) of those living in city centres admit that it’s been as long as six months since they last ventured into the countryside, despite acknowledging the positive impact the great outdoors has on their wellbeing. Urbanites are also more than half as likely (17% vs 11%) to say lack of greenery takes a toll on their mood. While a fifth (20%) say they can’t remember the last time they saw a farm animal.
Worryingly, the research found that nearly half (47%) of urbanites say they only step outside for essentials like walking to a shop, commuting to work (33%) or playing sports (22%).
To help city dwellers reconnect with nature, Nestlé UK and Ireland, in partnership with First Milk, the regenerative dairy co-operative, transformed a space in London into a farm for the day. The immersive ‘Farm Drop’ experience offered the ultimate dose of nature, bringing the serene farmland of Cumbria and Ayrshire – home to the cows that produce the milk for some of Nestlé products – straight to the heart of the city.
At the Farm Drop, visitors were invited to step into the sights, sounds and tranquillity of rural farm life. The sensory-enhanced space offered a condensed version of First Milk’s farmlands, and featured a guided mini farm experience, to learn about the farming practices which help create the perfect milk for Nestlé products, made here in the UK. The journey culminated on a sweet and satisfying note, with guests enjoying a KitKat and Nescafé Frothy Coffee made with 100% British milk sourced from First Milk farms.
Outside shot of a building in Shoreditch, London, featuring windows with a printed out cow on them.
Dr Emma Keller, Head of Sustainability at Nestlé UK & Ireland, said:
"It's a sad reality that so many people in the city feel disconnected from nature, especially when we all understand the benefits it offers both mentally and physically. We know how important the British countryside is, not just for our mental wellbeing but also how much we depend on it for the food and drink we produce here. For many city dwellers, getting out to the countryside to learn about agriculture can be difficult. That’s why we wanted to bring a piece of the great British farmland to the city for a respite from urban life.”
The research reveals that almost seven in 10 (68%) urban residents say being outdoors lifts their mood, while 64% find it helps them relax and feel physically healthier (53%). As a result, 45% of urbanites long for more natural beauty where they live.
The desire for a closer connection to nature extends to the choices people make, including their food. Nearly half (47%) of Brits care about where ingredients for their food are sourced, and the same number feel food producers should adopt practices that protect nature and the countryside.
For some, the connection goes beyond this. More than a third (34%) say they are more likely to buy a product if they know it is helping to protect the natural world, and one in four (25%) city residents express a desire to visit a farm to better understand where their food comes from.
Mark Booking, Chief Impact Officer at First Milk, commented:
“At its heart, regenerative agriculture is about farming with nature to improve soil health and restore biodiversity. Inspired by the beautiful countryside in Cumbria and Ayrshire, which is home to the family farms that partner with Nestlé, we hope the Farm Drop gave visitors a sense of what rural life has to offer.”
Dr Emma Keller, Head of Sustainability at Nestlé UK & Ireland, added:
“The Farm Drop immersive event wasn’t just about bringing a dose of nature to city dwellers to help them feel better connected to nature. It was also to share our passion for farms and farmers and the amazing work they do every day. We want to show people how their morning coffee or sweet treat can support the future of British farming."
“We’ve been partnering with First Milk for more than 20 years and use millions of litres of fresh milk each year in Britain’s favourite brands. Through the partnership, we work hand-in-hand with dairy farmers, blending modern and traditional farming methods to produce delicious milk used in Nestlé’s chocolate bars and Nescafé Frothy Coffee.”
The launch of the Farm Drop marked the celebration of First Milk’s 21-year partnership with Nestlé. Through this partnership, 80 farmers are incentivised and supported to work on specific initiatives to reduce emissions, capture carbon and protect and enhance the natural assets on their land.
Man in the middle of an event focused around regenerative farming, surrounding a cow cut-out and an infographic with information on it.
Information
* New research of 1,000 adults, with UK city and rural dwellers (50:50 split) conducted by OnePoll on behalf of Nestlé between 7th – 14th October 2024.
The research was commissioned by Nestlé UK & Ireland in partnership with First Milk, a dairy co-operative of more than 700 members across the UK.
About First Milk
First Milk is a British farmer-owned co-operative that is a Certified B Corporation, with a vision of enriching life every day to secure the future.
Owned by around 700 farming families spread across Britain, First Milk is passionate about the power of dairy to make a difference, whether that’s providing tasty, nutritious and affordable food, building strong rural communities or leaving the world a better place.
First Milk members are committed to high standards of animal welfare, with cows given access to grazing when the weather allows. More than 96% of members’ milk volume is signed up to a regenerative farming programme, demonstrating members’ commitment to delivering First Milk’s sustainability goals. Through this, farms will sequester carbon in soil, enhance biodiversity and improve soil and water health.
First Milk believes dairy can be part of the climate solution and has committed to net zero by 2040 at the latest, with a target to reduce carbon at farm level by 50% by 2030 and achieve net zero in milk processing and distribution by 2035.
