Kim Essex - Being Transparent with the Consumer: The Language of Trust
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Being Transparent with the Consumer: The Language of Trust - Kim Essex, Senior Vice President, Director, North American Food Practice, Ketchum, from the 2014 Global Roundtable for Sustainable Beef (GRSB), November 2 -5, 2014, São Paulo, Brazil. More presentations at http://trufflemedia.com/agmedia/conference/2014-global-roundtable-sustainable-beef
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Kim Essex - Being Transparent with the Consumer: The Language of Trust
- 1. 1 The Language of Trust Kim Essex, Director, Ketchum Food North America Global Conference on Sustainable Beef November 3, 2014
- 2. 22
- 4. 44 Which Makes These Ideas Disconcerting
- 5. 55 Mistrust – A Global Issue 2,363 70% 49%
- 6. 66 The Fundamental Concern Consumers are most concerned about long-term health • Cancer • Obesity • Diabetes • Heart Health Anything not deemed “natural” is a threat • Antibiotics • Hormones • Factory farms • Feedyards • Pesticides • Fertilizers • Herbicides • Biotech • Chemicals • Packaged Food Ingredients • Preservatives Science/logic doesn’t help: “if we put it in our bodies, we don’t want anything that messes with nature” • Amount is miniscule • Research shows it is safe • Lets us feed the world • Gives people choices • Keeps prices low • Better for the environment
- 8. 88 “In short, meat — especially beef — has become the stuff of fierce debate.... Meat is murder. Meat—especially beef— is cigarettes and a Hummer rolled into one. For the sake of the animals, our own health, and the health of the planet, we must eat less of it. Meat is delicious. Meat is nutritious. Global demand is soaring for good reason, and we must find a way to produce more of it. Here’s the inconvenient truth: Feedlots, with their troubling use of pharmaceuticals, save land and lower greenhouse gas emissions.”
- 11. 11 Information is Power Power is shifting to MILLONS OF INDIVIDUALS
- 12. 12
- 13. 1313 2008, 2011, 2013 Greater China Argentina U.S. U.K. GermanyItaly*
- 14. 1414 GENERAL POPULATION A New Segment Emerges
- 15. 1515 the 46% Parents 48% under 35 years old 62% Female Income WELL above average
- 16. 16 Small, But Mighty in Influence 22% Evangelists 44% Involved
- 17. Push Opinions 4+x per week
- 18. • Buying more fresh, less packaged and prepared foods • Worry about processing
- 19. They Are The ‘Friends And Family’ Consumers Are Paying Attention To
- 20. 2020 42% 43% 45% 52% 53% 58% 60% 65% 80% 38% 33% 38% 44% 61% 54% 66% 59% 80% 30% 27% 28% 39% 57% 50% 67% 49% 76% Information about how beef is processed The impact of beef farming on the environment Information about how cattle are raised Animal welfare or humane treatment of animals Information about the different cuts The nutritional content in beef e.g. vitamins, minerals etc. Information about how to cook the different cuts More "sophisticated" recipes about beef Easy recipes about beef Boomers Gen X Millennials SOURCE: Millennial Generation and Beef, December 2011 They are Driving Interest in How Beef is Raised
- 21. 21 WINNING THE
- 22. Focus on What THEY Want To Hear THEIR truth YOUR truth communication that works
- 23. 23 Defending Actions of the Past and Defending Standard Practices Demonstrating Commitment to Improving the Future Building Trust vs. Proving You’re Right
- 24. 2424 1. Share continuous improvement • You will not convince your audience their opinions are wrong • But discussing the future creates a space of shared interest • And how the beef community is continuously improving what we do and how we do it is a universal positive Which would you most like to see in how farmers and ranchers grow and raise food for tomorrow? October 2011
- 25. 2525 2. Be transparent Perceived lack of transparency breeds distrust Not just talking about, but being more transparent is the most powerful potential improvement “If it’s so non-harmful, then JUST TELL US.” “I don’t know what I’m eating. That’s a problem.” “Organic, at least you kind of know what you’re getting. Non-organic, you don’t know WHAT it is.” October 2011
- 26. 26 Transparency for food animal production Accountability Access Authenticity
- 27. 2727 3. Demonstrate more precise use of what makes them uncomfortable Food eVangelists are uncomfortable with some conventional methods—this we know Not surprisingly, improvements that enable farmers and ranchers to use less of the very substances that make them uncomfortable resonate ‘Using less’ or ‘more precisely using” directly answers Food eVangelists’ concerns and demonstrates farmers and ranchers ARE listening “To hear that they’re using less shows that they’re on the right track… they hear how we feel. ” October 2011
- 28. 28 Hormones - Farmers and ranchers have been safely using growth hormones in cattle since the 1950s. Studies during this time frame have repeatedly shown they pose no risk to consumers. 218 4Antibiotics v1- Antibiotics in cattle are used carefully by farmers and ranchers in cooperation with veterinarians and used as selectively as possible to treat, control or prevent disease. Antibiotics v2- Over the next three years, FDA will be phasing out the use of medically important antibiotics to promote growth in livestock, while phasing in even more veterinary oversight for use of these medically important antibiotics for disease treatment, control or prevention in livestock. 26 3 2 6 25 Inhumane Treatment - Feedyard cattle live in pens that allow ample room to move around, with access to clean water, a balanced diet and veterinary care. The cattle often stand close together in these pens because that is their natural herding instinct. 20 9 1 Cattle Diet - Cattle can get the nutrients they need from eating a wide range of plants, including a variety of grains and grasses. While at a feedyard, for example, cattle are fed a combination of grain and hay formulated by a professional nutritionist to ensure a well- balanced and nutritious diet. 23 9 GMO - Crops from biotechnology seeds are studied extensively to make sure they are safe for people, animals and the environment before they reach the farm or ranch. 7 22 2 Does Info Make You More Comfortable? Stimulus Specific to Concerns
- 29. 29 Hormones - Farmers and ranchers have been safely using growth hormones in cattle since the 1950s. Studies during this time frame have repeatedly shown they pose no risk to consumers. 6 25 GMO - Crops from biotechnology seeds are studied extensively to make sure they are safe for people, animals and the environment before they reach the farm or ranch. Does This Make You More Comfortable? Stimuli Specific to Concerns 7 22 2 NO NO
- 30. 3030 4. Show continuous education Language about education tested extremely well But Food eVangelists wanted to hear if what these farmers and ranchers are learning actually aligns with what they want to see They want to understand how education is being brought back to the farm “Are they teaching them more about how to keep animals comfortable and healthy?” October 2011
- 31. 3131 5. Champion more research The call for more research acknowledges agriculture is aware of concerns and is working to address them, even when there aren’t compelling examples of how they’re improving right now That said, the idea isn’t enough You must communicate concrete examples of WHAT’S being researched “This would be perfect if it’s actually the attitude of these big food and farm companies.” October 2011
- 32. Keys To Being Heard
Notes de l'éditeur
- http://www.nationalgeographic.com/foodfeatures/meat/ Carnivore’s Dilemma Robert Kunzig
- Because Shift Happened
- The underlying premise of Food 2020: Consumer as CEO is that our world is in the midst of a total and permanent power shift in the marketplace. Our wired world has shifted power most definitely – and possibly permanently – to the people. It’s not surprising. Information is power and power rests in the hands of those who curate and share information. In this new socially connected world, corporations and brands create only a fraction of the information being shared about food and agriculture today. Yet, corporations insist on trying to control information flow, access and message.
- We are also seeing that there is a symbiotic relationship between Food Involved and Food e-Vangelists. The Food Involved are followers of Food e-Vangelists, the ‘friends and family’ that the former turn to for endorsements, recommendations and opinions. Conversely, Food e-Vangelists believe it’s their responsibility to know and share with others, drive awareness and change behavior.
- Most interest in beef production among generations
- Access to information drives purchase. Food e-Vangelists are willing to pay more and are more likely to purchase items that give them or point them towards information about how food was grown/raised. Conversely, lack of information makes them think the industry is hiding something. While the Food e-Vangelist group does not represent a major percentage of the population from a marketer standpoint, the group can influence others who normally put price first to look beyond price toward brands that prioritize values of health, safety and quality.
- In this year’s Food 2020 research, we went deeper to explore how marketers and communicators can bridge the gap and reach this important but elusive audience. The research indicated that corporations and companies are creating distance, diminishing credibility because their communication is all about THEM. All successful communication starts with your audience. All communications must start with the audience’s emotions, context and perceptions to earn trust and gain permission to share facts about their organization and offerings. There is a time for selling and a time for telling; the two must remain separated!
- Kim
- AND AFTER LISTENING AND ACKNOWLEDGING SHARE A STORY ABOUT WHAT YOU DO. NOT SOME BIG MACRO … THE INDUSTRY DOES THIS. OR DID YOU KNOW THERE ARE 50x MORE HORMONES IN BIRTH CONTROL PILLS THAN IN A SOYBEAN? RATHER … WHAT YOU DO … AND WHAT YOU HAVE DONE OR WILL DO ON YOUR FARM OR RANCH TO IMPROVE HOW YOU GROW FOOD.
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- We learned the recipe for food companies to be heard requires less information, messaging and spin and more listening, sharing, conversation, access and engagement. For companies, being heard will require becoming a listener first and a talker second. Relationships should be built through daily conversations and actions should demonstrate a desire to help others make a valuable change in their communities or broader world. It is beyond selling a product. It is engaging consumers in experiences that allow them to discover your business, your brand, your behaviors and your attributes.