LUNCHEON KEYNOTE PRESENTATION CRACKING THE CONSUMER CODE: BUILDING TRUST IN TODAY’S FOOD SYSTEM Terry Fleck Executive Director, The Centre For Food Integrity !
Cracking the Code of Food Issues Building Trust in Today’s Food System Terry.Fleck@foodintegrity.org
Center'for'Food'Integrity' • Mission:' To#build#consumer#trust#and## confidence#in#today’s#food#system. ' • Vision:' Facilitate#dialogue#with#consumers#and# the#food#system#to#create#be:er#alignment# with#consumer#expecta=ons.##
Breaking Through Consumer Skepticism ! ! ! ! ! !
CFI'Trust'Model''
What Drives Consumer Trust? FACTS SHARED VALUES TRUST Shared values are 3-5x more important to building trust than sharing facts or demonstrating technical skills/expertise
Sustainable'Balance'
Cracking'the'Code'' on'Food'Issues' ' Insights'from'2014'Consumer'Trust'Study'
Mom,'Millennials'and'Foodies' Note:!These!groups!are! not!mutually!exclusive.! Moms#30%# Millennials#37%# Respondents!can!qualify! as!more!than!one!(i.e.!a! Mom!who!is!a!Foodie).!! ! Just!less!than!half!did!not! fall!into!one!of!these! three!categories. # Foodies#21%# N=2005#
Methodology'and'Sample'Data' Online#survey#–#average#30#minutes# Na=onal#sample#–#2005#completed#surveys# Sampling#error#at##95%#confidence#level#=/N#2.2%## Gender#Sample#–#50%#male#and#50%#female# 60%#had#children#under#18#living#at#home;#58.2%#had#college#degrees# 80%#Caucasian/La=no;#8.9%#African#American;#6.6%#Asian;#3.1%#other# 53.4%#shop#once#per#week#for#groceries;#29.5%#shop#2x#per#week# 48.7%#Suburban;#32.5%#urban;#18.8#rural;#no#onNfarm#responses# 6.5%#vegetarian;#31.5%#conserva=ve;#37.1%#moderate;#26.8%#liberal;#4.6%#unsure# 27%#strong#consumer#advocates;#65%#of#foodies#are#strong#consumer#advocates# # #
All'of'the'Most'Concerning'Life'Issues'are'Beyond'the' Consumer’s'Direct'Control' Women#were#more# concerned#than#men# about#most#issues# Early#Adopters# Addi=onal#Food#System#Concerns*# Earlier#Adopters#were#more# concerned#about#all#issues#than# • Imported#Food#Safety#(63%)# later#adopters# • Food#Safety#(62%)# • Enough#to#Feed#U.S.#(55%)# Lowest#concern#was#for#having# • Humane#Treatment#of#Farm#Animals#(49%)# enough#food#to#feed#people# • Environmental#Sustainability#in#Farming#(49%)# outside#the#U.S.#(33%)# • Access#to#Accurate#Info#to#Make#Healthy#Food#Choices# (49%)## *Top#Box#ra=ngs#(8N10)#
Top'Concerns'by'Segment' Moms# Early#Adopter# Millennials# Foodies# Rising#Cost#of#Food# Keeping#Healthy# • • Keeping#Healthy#Food# Keeping#Healthy# • • (8.71)# Food#Affordable# Food#Affordable# Affordable#(9.27)# (8.55)# (8.18)# Keeping#Healthy#Food# • Food#Safety#(9.18)# • Rising#Healthcare# Affordable#(8.65)# • Rising#Cost#of#Food# • Rising#Cost#of#Food# • Costs#(8.50)# (8.13)# Rising#Healthcare# • (9.10)# Costs#(8.51)# Rising#Cost#of#Food# • Rising#Healthcare# • Rising#Healthcare# • (8.47)# Costs#(8.09)# Rising#Energy#Costs# • Costs#(9.08)# The#U.S.#Economy# (8.35)# • U.S.#Economy#(8.01)# • U.S.#Economy#(9.08)# • (8.44)# Food#Safety#(8.29)# • Rising#Energy#Costs# • U.S.#Economy#(8.28)# • (8.29)#
Right'DirecIon/Wrong'Track' 42% 34% 28% Right 48% Direction 27% Right 38% 30% Direction Unsure Wrong Early Track Adopters 36% 32% believe the Wrong food system Track is on the wrong track
Right'DirecIon/Wrong'Track' Right/Wrong Moms Millennials Foodies Right Direction 36% 41% 49% Wrong 35% 33% 35% Track Unsure 29% 26% 16%
2014'Research:'Making'Science'Relevant' • Consumer#concern#and#skep=cism#is# understandable# • Consolida=on,#integra=on#and#applica=on#of# technology#prompts#concerns#about#who# benefits# • Goal#–#not#to#win#scien=fic#or#social#argument# but#to#find#more#meaningful#and#relevant#ways# to#introduce#science#and#technology # ## ### # # #
The'DecisionMMaking'Maze'
Online'CommunicaIon'is'Tribal/Insular' Online Family Friends Traditional Communication Neighbor Model Consumer Friend Family Consume r Tribal Online Family Friends Communication Model Blogs Expert Consume r'
The'“Mom”'Tribe' What'informaIon'sources'have'you'used'to'come'to'your' conclusion'that'GMOs'are'dangerous? # # Heidi:#“I’m#part#of#a#moms# # group.#When#there#is#a#big# consensus,#I#think#‘there’s# something#here.’#You#don’t# need#doctors#or#scien=sts# confirming#it#when#you#have# hundreds#of#moms.”##
2014'Research'…'' What'does'all'this'mean?''
Which'Messengers'are' Most'Trusted?'
It'depends…'
Trust'in'Sources'of'InformaIon'M'AnIbioIc' Resistance' Total'' Sources'of'InformaIon' (A)' (Base)# (2005) # My#family#doctor# 7.22 # A#university#scien=st# 6.78 # A#scien=st#who#is#a#mom# 6.64 # A'veterinarian'who'treats'animals'raised'for'food' 6.54 # A'farmer'who'raises'animals'for'food' 6.39 # A#peer#who#shares#my#interests#about#food# 6.24 # A#state#government#scien=st# 5.82 # A#federal#government#scien=st# 5.77 # Someone#who#is#a#mom# 5.76 # A#wellNknown#food#blogger# 5.26 # Dr.#Oz# 5.12 #
Trust'in'Sources'of'InformaIon'M'GeneIcally'Modified'Foods' Total'' Sources'of'InformaIon' (A)' (Base)# (2005) # A#university#scien=st# 6.66 # A#scien=st#who#is#a#mom# 6.41 # A'farmer' 6.31 # A#peer#who#shares#my#interests#about#food# 5.86 # A#state#government#scien=st# 5.83 # A#federal#government#scien=st# 5.82 # An#advocacy#group# 5.52 # Someone#who#is#a#mom# 5.39 # A#wellNknown#food#blogger# 5.07 # Dr.#Oz# 5.00 # A#celebrity#chef# 4.92 #
Which'Elements'Most' Promote'Believability'of'the' Message?'
Most'Impac[ul'Elements'for'Believability' Fundamental'Message'Elements' Accurate'PresentaIon'of'Risks :# Present#known#risks#since#known#risks# “trump”#unknown#risks#by#accurately#communica=ng#safety#facts# Openness/Transparency:' Acknowledge#both#sides#of#the#story,# provide#level#of#depth#so#it#does#not#look#like#“holding#back,”#avoid# oversimplifica=on# Unifying'Message :# Singular,#compelling#message#that#touches#the# deeper#drivers#of#human#behavior#N#values# # Outrage'Factors' Control :#Government#agencies#address#risks#competently# Process :#Company/Organiza=on/Agency#is#listening,#engaging#and# providing#informa=on#
Where'Consumers'Go'' for'InformaIon'
Websites:'Top'Source'for'Food'System'Issues' #1'Source'(33%'online)' #1'Source'(37%'online)' Web'sitesM21%' Web'sitesM25%' FamilyNNot#OnlineN14%# FriendsNNot#OnlineN15%# GoogleM12%' GoogleM12%' Local#TV#Sta=onN12%# FamilyNNot#OnlineN10%# Moms' Foodies' FriendsNNot#OnlineN11%# Food#Specific#TV#Programs# or#NetworkN(9%# #1'Source'(41%'online)' #1'Source'(37%'online)' WebsitesM28%' Web'sitesM22%' GoogleM13%' FriendsNNot#OnlineN16%# FriendsNNot#OnlineN10%# GoogleM15%' Early'' FamilyNNot#OnlineN9%# Millennials' FamilyNNot#OnlineN13%# Adopters' Local#TV#Sta=onN8%# FriendsNOnlineN8%#
Trust'Building'Transparency'
Overcoming'the'Bias'Against'Size # # • Inverse relationship between size and the perception of shared values – Industrial processes = void of values – Mass production increases error – Profit ahead of principle
“I'believe'(size)'food'companies'are'likely'to'put'their' interests'ahead'of'my'interests.”' ' 0 to 3 4 to 7 8 to 10 Small' 2013'Mean'6.06' 15% 2013 55% 31% 0% 20% 40% 60% 80% 100% 0 to 3 4 to 7 8 to 10 Large' 2013'Mean'7.38' 2013 6% 41% 53% 0% 20% 40% 60% 80% 100%
Elements'of'Trust'Building'Transparency' Motivations Accuracy Disclosure Stakeholder Credibility Participation Relevance Clarity
Strategic' Insights'
Transparency'Defined' Transparency#may#be# raBonally #defined#as#truthful#informa=on,#but#perhaps# • more#importantly,#it#translates#to#an# emoBonal #feeling#of#confidence.## # # #
Two'Categories'of'Issues' Direct# Impact# Transparency## NonN Direct# Impact#
Must'Have'InformaIon'' InformaIon' Food'Neutral' Food'Aware' Cost/value# √#√#√#√#√#√#√#√# √#√#√#√## Ingredients#(natural#and##ar=ficial)# √#√#√# √#√#√#√#√#√#√#√#√#√#√# Sugar# √#√#√#√#√#√# √#√#√# Salt# √#√#√#√# √#√#√#√#√## Calories# √#√#√#√#√#√# √#√#√## Fat# √#√#√#√# √#√#√# Carbs# √#√## Organic# √# √## Origin#(local)# √#√#√# √#√#√#√# NonNGMO# √#√# √#√## Gluten## √# CageNfree,#grassNfed# √#√#√#√## Hormones#or#an=bio=cs# √#√# Nutri=on#facts# √#√## √#√#√#√#√#√# Freshness#(expira=on#date)# √#√#√#√#√#√# √#√## Brand# √#√#√#√# √##
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