Beans Can Campaign

Legumes—particularly beans—are one of the most climate-friendly, nutritious, and affordable foods available, yet they remain underutilized and underappreciated in mainstream American diets, particularly among Gen Z and Millennial eaters. This isn’t due to cost, availability, or convenience. Instead, the challenge is cultural: beans are often seen as boring, outdated, or just a side dish, rather than a delicious, center-of-plate entree.

We aimed to shift perceptions of beans through data-driven messaging and behavior-change strategies to make them an aspirational go-to food for Gen Z and Millennial eaters.