J.J. Jones - Consumer Insights on Trust-Building Transparency
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The document discusses the importance of trust and transparency in the food system, emphasizing that consumer skepticism demands that food companies align their values with those of their customers. It highlights consumer concerns regarding food safety, health, and ethical practices, noting that shared values are crucial in building trust. The document also presents various consumer segments and their corresponding concerns, along with recommended practices for enhancing transparency and trust in the food industry.
J.J. Jones - Consumer Insights on Trust-Building Transparency
- 1. Consumer Insights on Trust-Building Transparency J.J. Jones jj.jones@foodintegrity.org 28 January 2016
- 2. TO EARN CONSUMER TRUST IN TODAY’S FOOD SYSTEM
- 5. CFI strives to: Be a Leading Voice in a Balanced Public Conversation about Food Align the Culture of Today’s Food System Convene, Empower and Support Food System Stakeholders The Center for Food Integrity
- 7. Consumers are asking more questions about food
- 12. Today’s consumers Shifting societal attitudes Many choices, Many voices Mistrust in farming and food Desire to know/trust farmers
- 14. Historical Perspective: Decline of Trust THEN NOW Authority is granted primarily by office Broad social consensus driven by WASP males Communication is formal, indirect (mass communication) Progress is inevitable “Big” is respected Authority is granted primarily by relationship No single social consensus, great diversity, many voices Communication is informal, direct (masses of communicators) Progress is possible “Big” is bad
- 16. What’s Your Communication Goal? PERSUADE EDUCATE
- 17. Our Goals Should Be... Embrace the skepticism Consumer concerns are real Perception is their reality Share your values
- 18. Building trusts requires a new approach
- 20. CFI Trust Model VALUE SIMILARITY CONFIDENCE COMPETENCE INFLUENTIAL OTHERS TRUST SOCIAL LICENSE FREEDOM TO OPERATE Trust research was published in the December 2009 Journal of Rural Sociology
- 21. Shared values are 3-5x more important in building trust than sharing facts or demonstrating technical skills/expertise What Drives Consumer Trust? TRUST
- 22. “No one cares how much you know, until they know how much you care.” - Theodore Roosevelt
- 23. Leading from the heart led Plum Organics to the top Food Navigator Elizabeth Crawford “The secret to Plum Organics’ rapid ascent to the top of the organic baby, toddler and children’s food industry is its deeply engrained philosophy to ’lead with the heart.” Neil Grammer, CEO
- 25. Thank You 2015 Research Sponsors National Sponsors
- 26. Additional Sponsors Thank You 2015 Research Sponsors State Sponsors
- 27. Trust Motivation Bias Shared Values Foundation to Building Trust Transparency Effective Mechanism for Overcoming Motivation Bias Role of Transparency in Promoting Trust
- 28. Moms Only 15% Millenials Only 12% None Segment: Not Moms, Not Millenials, Not Foodies 43% Foodies Only 8% Moms and Millennials 8%Moms and Foodies 5% Millennials and Foodies 6% Moms, Millennials and Foodies 3% Segments Overlap; Just Under Half Not Classified
- 29. Share nutrition info (9.03) Main Foodie Behaviors FoodiesGeneral Population Seek out info on ingredients used in food eaten (9.23) Seek out info on ingredients used in food eaten (6.39) Share info about cooking (9.17) Share info about cooking (6.26) Share info about food safety (9.11) Share recipes with others (6.35) Share nutrition info (5.84) Seek out info about how food processing affects food safety (9.00) Share recipes with others (9.14)
- 30. Women were more concerned about most issues than men Additional Food System Concerns* • Food Safety (62%) • Enough to Feed U.S. (53%) • Humane Treatment of Farm Animals (47%) Lowest concern was for having enough food to feed people outside the U.S. (31%) All of the Most Concerning Life Issues are Beyond the Consumer’s Direct Control
- 31. 1. Keeping Healthy Food Affordable 2. Rising Cost of Food 3. Rising Health Care Costs 4. U.S. Economy 5. Rising Energy Costs 1. Rising Cost of Food 2. Rising Health Care Costs 3. Keeping Healthy Food Affordable 4. U.S. Economy 5. Rising Energy Costs Top Concerns About Issues by Segment Moms Millennials
- 32. 1. Keeping Healthy Food Affordable 2. Rising Health Care Costs 3. Rising Cost of Food 4. U.S. Economy 5. Rising Energy Costs Top Concerns About Issues by Segment Foodies 1. Rising Cost of Food 2. Rising Health Care Costs 3. Keeping Healthy Food Affordable 4. U.S. Economy 5. Rising Energy Costs Early Adopter
- 33. Right Direction/Wrong Track 2013 2014 2015 Right Direction 34% 42% 40% Wrong Track 38% 30% 27% Unsure 28% 27% 33%
- 34. Right Direction/Wrong Track 2014/2015 Early Adopters 36% / 33% believe the food system is on the wrong track 48% / 49% Right Direction 32% / 31% Wrong Track
- 35. Right Direction/Wrong Track 2014/2015 Right/Wrong Moms Millennials Foodies Right Direction 36% / 31% 41% / 41% 49% / 50% Wrong Track 35% / 32% 33% / 26% 35% / 30% Unsure 29% / 37% 26% / 33% 16% / 20%
- 36. Consumers Search Online and Watch Local TV for Info for Food System Issues Ranked First as Info Source on Food System Issues Web Sites 21% Local TV Station 15% Friends- Not Online 13% Family- Not Online 13% Google 10%
- 37. Trust-Building Transparency 2015 Consumer Trust Research
- 39. Trust Motivation Bias Shared Values Foundation to Building Trust Transparency Effective Mechanism for Overcoming Motivation Bias Role of Transparency in Promoting Trust
- 40. Company Trust Global Transparency in Topic Policies Illustrative Policies Practices Illustrative Practices Performance Verification Illustrative Verification Transparency Model Per Topical Area SIX TOPICS of Global Transparency: • IMPACT OF PRODUCTS ON HEALTH • FOOD SAFETY • IMPACT ON THE ENVIRONMENT • HUMAN/LABOR RIGHTS • TREATMENT OF ANIMAL RAISED FOR FOOD • BUSINESS ETHICS IN FOOD PRODUCTION
- 41. Impact of Policies, Practices, Performance and Verification on Global Transparency 41 Performance Global Transparency in Food on Safety Practices Policies Verification Practices Global Transparency in Impact of Food on Health Performance Policies Verification Verification Global Transparency Impact on the Environment Practices Policies Performance Performance Global Transparency in Labor/ Human Rights Practices Policies Verification Policies Global Transparency in Tx of Animals Practices Performance Verification Performance Global Transparency in Business Ethics Practices Policies Verification Practices were most predictive of Global Transparency in 5 out of 6 topical areas
- 42. • Policy – Is what I’m supposed to do • Performance – My track record tells you what I did • Verification – Is someone else validating my performance (table stakes for food safety and animal well-being) • Practices – Are what I do. They are my values in action and a concrete way for me to illustrate my motives are aligned with yours Aligning The Models
- 43. Consumers Primarily Hold Food Companies Responsible for Transparency 0% 50% 100% 42 49 40 38 37 41 27 30 32 37 28 28 16 11 15 13 17 16 15 10 14 12 17 15 Food Companies Farmers Grocery Stores Restaurants Impact of Food Products on Health (n=2001) Food Safety Impact of Food Production on the Environment Labor and Human Rights Treatment of Animals Raised for Food Business Ethics in Food Production
- 44. Recommended Best Practices for Impact on the Environment Predictive Practices for Impact on the Environment Provides information about any impacts of food packaging on the environment, on the company website Provides information on any corrective actions taken on violations of environmental regulations on the company website Provides information about the disposal of the chemicals used in their food production, including sanitizers, refrigerants and petroleum products, on the company website Provides a way to ask questions about the company’s environmental stewardship on its website Responds to consumer inquiries about the company’s environmental stewardship in easy to understand language
- 45. Recommended Best Practices of Transparency in Labor and Human Rights Predictive Practices for Labor and Human Rights Provides information about working conditions of laborers, who work to provide products or ingredients for the company, on the company web site Provides a way to ask questions about the company’s labor and human rights practices on its website Provides labor and human rights information through the company website Provides information about the company’s relationship with the community in which food is produced, on the company website Responds to consumer inquiries about the company’s labor and human rights practices in easy to understand language Provides labor and human rights information through a QR code on the product package, which can be accessed through your smart phone
- 46. Recommended Best Practices of Transparency in the Treatment of Animals Raised for Food Predictive Practices for Treatment of Animals Raised for Food Provides information on how animals are raised through the website Provides a way to ask questions about the treatment of animals raised for food for the company, on its website Responds to consumer inquiries about the treatment of animals raised for food for the company in easy to understand language Provides information on animal care through the website Provides online videos showing how animals are raised, on the company website Provides information on animal care through a QR code on the product package, which can be accessed through your smart phone
- 47. • Transparency is the key to overcoming the “Big is Bad” bias. It is no longer optional – it is a basic consumer expectation. • Consumers want information on company practices – practices are an illustration of values in action and values drive trust. • Consumers want the ability to engage. They want to be heard and acknowledged and they want straight answers to their questions. Trust-Building Transparency Takeaways
- 48. Tracking Attitudes Toward the U. S. Food Supply Over Time
- 49. 2014 2015 5% 6% 41% 35% 55% 60% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 7.60 2014 Mean = 7.46 7.68 7.41 7.08 7.29 7.20 7.14 7.28 7.46 7.60 7.00 7.25 7.50 7.75 8.00 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yearly Mean Tracking “If farm animals are treated decently and humanely, I have no problem consuming meat, milk and eggs.”
- 50. 2014 2015 20% 19% 56% 57% 24% 25% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 5.58 2014 Mean = 5.54 5.02 4.80 5.50 5.89 5.38 5.24 5.58 5.54 5.58 4.30 4.80 5.30 5.80 6.30 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yearly Mean Tracking “U.S. meat is derived from humanely treated animals.”
- 51. 2014 2015 7% 7% 41% 40% 53% 53% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 7.35 2014 Mean = 7.32 6.91 6.81 7.22 6.72 6.70 7.31 7.32 7.35 6.50 6.75 7.00 7.25 7.50 2008 2009 2010 2011 2012 2013 2014 2015 Yearly Mean Tracking “I would support a law in my state to ensure the humane treatment of farm animals.”
- 52. 2014 2015 32% 41% 46% 41% 22% 19% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 4.41 2014 Mean = 4.86 4.23 4.03 4.47 4.86 4.41 4.00 4.25 4.50 4.75 5.00 2011 2012 2013 2014 2015 Yearly Mean Tracking “The U.S. has a responsibility to provide food for the rest of the world.”
- 53. 2014 2015 17% 22% 53% 50% 30% 28% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 5.60 2014 Mean = 5.98 5.60 5.67 5.98 5.60 5.00 5.50 6.00 6.50 2012 2013 2014 2015 Yearly Mean Tracking “Family farms are likely to put their interests ahead of my interests.”
- 54. 2014 2015 6% 6% 45% 43% 50% 50% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 7.22 2014 Mean = 7.19 6.86 7.20 7.19 7.22 6.85 7.10 7.35 7.60 2012 2013 2014 2015 Yearly Mean Tracking “Commercial farms are likely to put their interests ahead of my interests.”
- 55. 2014 2015 11% 13% 47% 48% 41% 39% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 6.50 2014 Mean = 6.57 6.13 5.88 5.85 5.73 6.11 6.22 6.44 6.57 6.50 5.50 6.00 6.50 7.00 2007 2008 2009 2010 2011 2012 2013 2014 2015 Yearly Mean Tracking “Food grown organically is more healthful than conventionally grown food.”
- 56. 2014 2015 8% 10% 47% 45% 45% 45% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 6.81 2014 Mean = 6.90 6.91 6.90 6.81 6.50 6.75 7.00 7.25 2013 2014 2015 Yearly Mean Tracking “I am more concerned about healthy eating than I was a year ago.”
- 57. 2014 2015 3% 3% 49% 51% 47% 46% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 7.22 2014 Mean = 7.15 7.03 7.15 7.22 7.00 7.25 7.50 7.75 2013 2014 2015 Yearly Mean Tracking “I feel confident about the food choices I make for my family.”
- 58. 2014 2015 17% 18% 55% 56% 28% 25% Two Year Tracking Comparison 0 to 3 4 to 7 8 to 10 2015 Mean = 5.70 2014 Mean = 5.84 5.84 5.70 5.50 5.75 6.00 6.25 2014 2015 Yearly Mean Tracking “I trust today’s food system.”
- 59. Consumer Insights on Trust-Building Transparency J.J. Jones jj.jones@foodintegrity.org 28 January 2016
Editor's Notes
- #3: Before we jump into the research specifics, I’ll give a quick overview of CFI for those who aren’t familiar with our work. (on click) The Center for Food Integrity helps today’s food system earn consumer trust. As an advocate for a transparent sustainable food system, we conduct comprehensive and balanced consumer research, facilitate engagement and dialogue between consumers and the food system on important food topics. We empower today’s food system to improve alignment between practices and consumer expectations.
- #5: Highlight the more than 200 members and partners for the various CFI programs and projects. Encourage them to learn more at FoodIntegrity.org.
- #6: On behalf of all food system stakeholders, CFI strives to…
- #7: We look at consumers as they make food choices … food is extremely personal. We need it for survival. We celebrate with it. We mourn with it.
- #8: Consumers certainly are asking more questions than ever before about food – what’s in it – how it’s produced and who’s producing it. They simply want to know that the people producing their food are doing the right thing.
- #11: It may be funny on TV and seem excessive to ask so many questions about the food we eat. And for those who produce food, it can be frustrating and may cause you to become defensive. Before you throw up your hands and walk away, consider this...you may have more in common with these consumers than you realize...and therein lies a wonderful opportunity to connect and build trust.
- #12: Our peer-reviewed and published model for building trust in today’s food system shows that “confidence” (shared values) is three-to-five times more important than “competence” (skills and technical expertise or science) in building consumer trust. How does this relate to Millennials? According to the National Chamber Foundation, Brand trust is deeper and more intense with Millennials, but the greater availability of information can also destroy trust faster. Messenger Trust is key with Millennials.
- #13: Let’s start with what we know about consumers today ... We know there are have been significant shifts in attitudes about all things – but especially food. Today, we have many choices and just as many voices talking about food. We have also experienced an erosion of trust in food and farming. I talk more about that in a moment. But we also know, people today have a desire to who produces their food, and there continues to be trust in farmers; but distrust the food system.
- #14: We can trace the decline back to the 1960s – when the optimism and conformity that defined the 1950s began to slip away. But it was the dramatic events of the late 1960’s that marked the end of an era, and with it – the historic trust Americans had in institutions. In fact, Time Magazine declared 1968 as a year that shaped a generation. It was a very turbulent year. Both Bobby Kennedy and Martin Luther King, Jr. were assassinated. Protestors at the Democratic National Convention in Chicago were attacked by police and troops. The Vietnam War was raging, as were protests across the country. Christmas Eve that year marked a milestone in the environmental movement as images of earth from outer space were seen for the first time, generating new awareness that resources on the Blue Planet were finite.
- #15: Society saw some fundamental shifts during the last 4 decades. Before that pivotal time in the late 60s – authority was granted by office. If you were a mayor, a governor, a CEO – you were automatically granted respect. Today, that’s not the case. Respect must be earned. It’s granted primarily by relationship – the public wants to know if you are someone they can trust. Back then, broad social consensus was driven by White Anglo Saxon Protestant men – or WASP males. Today there is no single social consensus. There’s a great diversity of voices. In the 60s communication was very formal. Information was pushed to the masses by just a relatively few information sources. “Mass communication” they called it. Back then, there were only three television networks – and perhaps a newspaper on the doorstep each day. Today, communication is very informal and instead of mass communication – there are masses of communicators – thanks in large part to the explosion of cable networks, the internet and digital communication – allowing everyone to have a voice. Back then – progress was inevitable. It was exciting. Yes, let’s put a man on the moon! Today? Not so much. Yes progress is possible, but should we really go there? What are the risks? And who ultimately benefits from that progress? I’m just not sure about drones or GMOs, for example. Back then – “Big” was respected – institutions were respected. If your company was growing and prospering – that was celebrated. But today, there’s a perception that big is bad. Big government, big religion, big business.
- #16: So what have the agriculture and food industries done since the pivotal year of 1968? Consolidated, integrated and industrialized to meet consumer demand...become more efficient to keep businesses running – in other words, they’ve become BIG. And there’s a growing conviction that “Big Food” is out of touch with the values of consumers....and likely to put profit ahead of public interest.
- #17: Building trust starts with communication. When you think of communicating, telling your story – what is your goal? If our only goal is to change the minds of others – we’ll lose. If our first goal is to educate and change opinions, we lose.
- #18: So what should your goals be? To embrace consumer skepticism – it’s here to stay. It’s the new environment we’re in. To understand that consumers’ concerns are very real – perception is reality and you must take it seriously. And to help consumers understand that the values of those growing, raising and producing our food is better aligned with their values than they may realize.
- #19: Building trust requires a new approach.
- #21: Trust allows us to earn and maintain the social license, which ultimately grants freedom to operate with minimal, reasonable formalized restrictions to get products, to the marketplace that desires them.
- #22: What we found is that confidence (shared values) are three to five times more important than facts. Stated differently, facts/SCIENCE are 3-5 times less important than values when building trust. That’s not to say that facts aren’t important. Actually, they’re imperative, but the way we use them, is extremely sensitive with consumers. To meet this consumer need, we have to start business decisions and conversations by grounding them in ethics. We don’t abandon science and economics – they are critical to verify what we’re doing is the correct action, but we use them to back up our values-based foundation for a statement that will resonate with them and connect with them. But we have to remember that, with facts (science and economics data), these only provide information and increase our audiences’ knowledge. But remember the scale – facts doesn’t drive trust. Feelings and beliefs do. That’s why it’s so important to lead with values.
- #24: Founded in 2007
- #25: And we must remember how essential food is to all of us. Food is not only necessary for survival – and steeped in traditions....consider holiday meals like Thanksgiving or the family cookout on Memorial Day....but food is very personal. We live in a new environment where food defines us. In fact, we have an entirely new subculture called “foodies” – who Tweet about, talk about, and take pictures of their food before they’d even think about eating it. These consumers see food differently than others – there’s a great deal of emotion when it comes to what they eat. And certainly, for all of us, nothing is as personal as choosing the food we consume and provide for our families.
- #26: Before we jump into the research, I’d like to thank Dairy Management Inc., the American Farm Bureau Federation and the United Soybean Board for their sponsorship of the 2015 research. Without sponsorship support, research wouldn’t be possible. Greatly appreciate the continued support!
- #27: This year, both the Michigan Soybean Promotion Committee and the Indiana Corn Marketing Council sponsored oversampling within their states. This allowed them to see how state-based consumers compare to the national landscape as well as ask additional questions of interest. Additional sponsors this year included Bunge, the International Life Sciences Institute, Grupo Bimbo (groopo beembo), the Biotechnology Industry Organization and the Illinois Soybean Association Thank you to each of you who were supportive of sponsoring the research.