John, thank you for your feedback. This study was presented at a SXSW panel last year. If you are interested in the methodology and full survey results, I’d be happy to share them with you. You can email me directly at amber [AT] hudsonpacific [DOT] co.
We actually agree with your point that consumers are not driving changes to the food system — our point is that people think that they are. That said, in the research I’ve been conducting on food issues over the past several years, consumers are increasingly concerned about what is going into their food. These factors aren’t often visible to them, especially when dining out. And for some people, fast food is a “treat,” and they don’t expect it to be healthful.
Consumer preferences continue to evolve and it will be interesting to see how the industry shifts over time.