This Earth Month, a new national survey reveals that while Canadians care deeply about the environment, many are feeling torn between protecting the planet and protecting their wallets. According to data from MSC Canada and Leger, nearly half of Canadians admit to experiencing “eco-guilt” when forced to prioritize budget over sustainability—especially younger generations.
We spoke with Céline Rouzaud from MSC Canada about what this eco-guilt really means, why it’s on the rise, and how small shifts in our grocery shopping habits can help ease both the financial and environmental burden. —Noa Nichol
Your latest data reveals that many Canadians feel guilty about choosing their budget over the planet. Why do you think this tension is particularly strong right now?
Rising food costs and ongoing economic uncertainty are taking a toll. New MSC data shows that 74% of Canadians say a tight budget is their primary focus at the grocery store, and 6-in-10 are feeling “too stressed” about finances to think about the environment when grocery shopping. On the upside 67% said they wished they could do more to protect the planet.
The good news is that budget and planet don’t need to be at odds. Sustainable wild seafood has a low environmental impact and thanks to brands and retailers that partner with the MSC, there are options at every price.
Two powerful tips are to replace meat (yes, even chicken!) once or twice a week with certified sustainable fish and check the frozen or canned aisles for the most budget-friendly options.
What surprised you most in the survey findings—particularly among Gen Z and Millennial respondents?
In our study, younger consumers aged 18-34 more often reported feeling guilty for prioritizing budget over planet (57% versus 46% for the average Canadian). They are also the ones who agree most that if we all ate more seafood and less meat like beef and pork it would benefit the planet.
There’s a growing awareness that seafood is a more planet-friendly protein. Can you explain why that is, and what consumers should look for to ensure their choices are sustainable?
Wild fish is often the best animal protein if you want to combat climate change, deforestation and water scarcity.
On average, and across the whole supply chain, wild fish produces about half the greenhouse gas emissions of chicken and 20 times less than beef. It doesn’t require land, fresh water, fertilizers or pesticides.
That said, overfishing can have serious implications for ocean health. Sustainable fishing on the other hand produces a healthy, low carbon source of wild food that allows oceans to remain biodiverse and productive generation after generation. That’s why it’s important to look for a verified mark of sustainable fishing like the MSC ‘blue fish’ label.
Many people want to “do better” but don’t know where to start. What are some simple, everyday choices that actually make a difference when it comes to sustainable eating?
Three of my favourite simple changes:
- A gradual shift to a more Mediterranean diet rich in fruits, vegetables, beans or legumes, grains and fish would be a great place to start. Just think of it as traveling through Southern Europe via what you eat!
- Swap beef or pork for sustainable seafood once or twice a week. Try something new like canned sardines in pasta, or a chopped tuna sandwich full of crunchy Spring veg.
- Ditch those clear plastic bags in the produce aisle at the grocery store and just pack more delicate produce last in a reusable shopper.
Your report mentions that 6 in 10 Canadians feel too economically stressed to think about the environment while grocery shopping. How can brands and organizations better support consumers in making sustainable decisions—without breaking the bank?
We’re seeing lots of exciting growth when it comes to canned seafood. In fact, Canadians now have 81 options for MSC certified sustainable canned tuna and last year, close to 100 million cans were sold in Canada.
As brands and retailers make more commitments to sourcing sustainable seafood and Canadians demand it more, the options will increase and we’ll all have more choice, at more price points.
Check your cans for the MSC label and visit our website for lots of fast, easy recipes from salads and sandwiches to ramen and more.
In your opinion, what’s the biggest myth or misunderstanding Canadians still have when it comes to sustainable seafood or eco-conscious grocery shopping?
That sustainably caught seafood is inaccessible or hard to find. In a study we conducted last year 62% of Canadian respondents admitted that while sustainability is important to them, they don’t notice ecolabels (a logo that represents some form of sustainability claim) when shopping.
Truth is, there are over 400 seafood products with the MSC label sold at major grocers across Canada like Costco, Loblaws, Sobeys, Whole Foods and even Walmart. Most often, they’re found in the more affordable frozen or canned aisles. You can even find pet food made with MSC certified sustainable fish.
Canada is home to some of the world’s richest marine biodiversity. How does the MSC certification process help protect these ecosystems?
Canada is a coastal nation and was built in large part on our abundant fisheries. They are some of our greatest assets and worth protecting.
The MSC program verifies that fisheries certified to our standard maintain healthy fish stocks and minimize their impacts on ecosystems including other species and marine habitats.
The beauty of the ocean is that it is incredibly resilient and when cared for properly, once overfished stocks can recover and marine biodiversity can thrive.
What would you say to a young Canadian who wants to eat more sustainably but feels overwhelmed by confusing labels and mixed messages?
As far as labels go, an easy rule of thumb is to look for the word “certification” or “certified”. Go to the organization’s website or social media, look for details around their impacts, commitments, and values.
When it comes to eating sustainably, two things:
- Start small – perfection is not the goal and we all need a “lazy meal” or “cheat” day (or two!).
- A little meal planning goes a long way. Come up with a few planet-friendly meals for the week and go from there – one vegetarian and one or two centered on certified sustainable fish or seafood.
Little, consistent actions can make a powerful difference.
Looking ahead, what gives you hope about the future of food systems in Canada—and how can individual consumers be part of creating that change?
Young people give me hope. They’re more aware and better educated about the issues than ever before. They’re also more willing to support brands and products that share their values. I just hope they don’t give in to cynicism and instead use their purchase power and voices to create the change they seek. Want more organic options? Want more certified sustainable seafood? Comment on the store’s socials or mention it in a Google review.
Photo by @zimmysnoook
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