A major challenge to multi-national food brands has been the rise of farmers' markets providing buyers with opportunities to purchase specialty produce grown in the local area. Although farmers' markets are not cheap, consumers report many reasons for preferring them including: the availability of quality, organic produce; a more personalised purchasing experience through direct interactions with producers and growers; a reduction in carbon footprint by reducing food miles. Consumer interest in farmers' markets is most likely to indicate changes in which of the following environments?
 Cultural and political
 Generational and cultural
 Natural and social
 Demographic and economic
 Economic and environmental