The single banana experiment reveals how emotional signage can reduce food waste. Researchers show how sad signs featuring single bananas can inspire customers to rescue overlooked produce and promote sustainability.
Food waste is a growing global problem. Each year, approximately 2.5 billion tonnes of food are discarded worldwide. The United States alone contributes over 60 million tons to this staggering figure. But why is food waste such an issue?
One key reason is our reliance on “best before” or “expiration” dates. Many people throw away food as soon as these dates pass, even if the food is still safe to consume. Additionally, overbuying and neglecting leftovers contribute significantly to the waste pile. For many, composting isn’t part of their routine or isn’t made available, depending on where they live.
Another factor is our obsession with perfection. Consumers often select only flawless fruits and vegetables, rejecting those with odd shapes or minor discoloration. While understandable—given rising food prices and a desire to get the most value for money—this practice leads to perfectly edible but visually imperfect produce being left unsold and ultimately discarded.
Researchers from the University of Bath recently focused on one specific instance of food waste: single bananas left behind in grocery stores. Bananas are typically sold in bunches, making them a convenient grab-and-go item. However, customers who only want part of a bunch often leave single bananas behind. By the end of the day, these solitary bananas accumulate, usually ending up in the trash (or if we’re lucky, the compost).
To tackle this problem, researchers conducted what they called the “single banana experiment” in a grocery store. They placed signs next to the single bananas, using different emotional cues to influence customer behavior. One sign featured a sad banana, another displayed a happy banana, and a third contained only text encouraging customers to buy the lone fruit.
The results were striking. The “sad” banana signage was the most effective, evoking feelings of compassion among shoppers. Customers were more likely to “rescue” single bananas when the sad signs were displayed. A similar experiment with tomatoes yielded comparable results.
What does the single banana experiment mean for the fight against food waste? The single banana experiment highlights the power of emotional connection in shaping consumer behavior. It’s easy to overlook food waste when it’s out of sight, such as when store staff quietly discard unsold items. However, creating a narrative—even a playful one—around overlooked produce can inspire customers to make more conscientious choices.
Some grocery stores have already implemented programs to reduce food waste, such as selling edible but imperfect produce at discounted prices. These initiatives have proven effective, but many stores still lack such programs. As a result, many unsold products end up in landfills instead of being consumed or composted.
The University of Bath’s single banana experiment suggests that adding simple, emotionally engaging signage could be an easy and low-cost way for retailers to encourage shoppers to pick up overlooked items. By creating a stronger connection between consumers and their food, stores can help reduce waste while promoting sustainable habits.
While putting a sad face on a banana might seem like a silly approach to a serious problem, the results demonstrate that even small changes can make a difference. If creating compassion through clever signage helps consumers think twice about what they discard, it’s a step in the right direction.
Ultimately, reducing food waste requires a collective effort from retailers, consumers, and policymakers. Simple strategies like emotional signage can complement larger initiatives, helping us move toward a more sustainable and less wasteful future. And if all it takes is a sad banana to spark change, why not give it a try?
