Cracking the Code on Food Issues. Consumer Insights on Animal Agriculture

Transcription

1 Cracking the Code on Food Issues Consumer Insights on Animal Agriculture

2 Center for Food Integrity Mission: To build consumer trust and confidence in today s food system.

3 Thank You 2014 Research Sponsors National Sponsors

4 Thank You 2014 Research Sponsors State Sponsors

5 Mom, Millennials and Foodies Moms 30% Millennials 37% Note: These groups are not mutually exclusive. Respondents can qualify as more than one (i.e. a Mom who is a Foodie). Foodies 21% Just less than half did not fall into one of these three categories. N=2005

6 Millennials.... Who are they? Millennials 37% Currently range in age from Relatively unattached to organized politics and religion Linked by social media Burdened by debt Distrustful of people In no rush to marry And optimistic about the future Source: The Pew Charitable Trusts

7 Income of Millennials 35% 33% 30% 28% 25% 20% 15% 10% 11% 11% 12% 5% 0% 1% 4% N=734

8 Moms Moms 30% Must have children at home under the age of 18 N=2005

9 Income of Moms 35% 30% 25% 31% 27% 20% 15% 10% 10% 13% 15% 5% 0% 1% 3% N=605

10 Ages of Moms 40% 38% 35% 30% 29% 25% 20% 19% 15% 10% 5% 9% 5% 0% N=605

11 Foodies....Who are they? Foodie: Foodies 21% Person who has an ardent or refined interest in food and alcoholic beverages. A foodie seeks new food experiences as a hobby rather than simply eating out of convenience or hunger. Source: The American heritage dictionary of the English language. (4th ed.) N=2005

12 Ages of Foodies 40% 35% 35% 30% 25% 25% 20% 15% 10% 5% 11% 17% 11% 0% 21 to to to to to 65 N=416

13 Income of Foodies 30% 25% 28% 26% 20% 15% 16% 17% 10% 9% 5% 0% 1% 2% N=416

14 Consumer Concerns About Life and Current Events

15 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 Additional Food System Concerns* Imported Food Safety (63%) Food Safety (62%) Enough to Feed U.S. (55%) Humane Treatment of Farm Animals (49%) 51% last year Environmental Sustainability in Farming (49%) Access to Accurate Info to Make Healthy Food Choices (49%) Earlier Adopters were more concerned about all issues than later adopters 33% Lowest concern was for having enough food to feed people outside the U.S. *Top Box ratings (8-10)

16 Consumers Less Concerned About All Top Issues in 2014 Change in Top Concerns 2013 vs No Increase in Top Concerns Change in Food Concerns 2013 vs No Increase in Top Concerns U.S. Economy (same) Rising Cost of Food (same) Rising Healthcare Costs (-3%) Rising Energy Costs (-4%) Environmental Sustainability in Farming (same) Safety of Imported Food (-3%) Food Safety (-1%) Enough to Feed U.S. (-1%) Humane Treatment of Farm Animals (-2%)

17 Right Direction/Wrong Track 43% Right Direction 27% Unsure 30% Wrong Track 34% 38% 28% 48% Right Direction Early Adopters 36% believe the food system is on the wrong track 32% Wrong Track

18 Top Concerns About Issues by Segments Moms Rising Cost of Food (8.71) Keeping Healthy Food Affordable (8.65) Rising Healthcare Costs (8.51) Rising Energy Costs (8.35) Food Safety (8.29) U.S. Economy (8.28) Millennials Keeping Healthy Food Affordable (8.18) Rising Cost of Food (8.13) Rising Healthcare Costs (8.09) U.S. Economy (8.01) Foodies Keeping Healthy Food Affordable (9.27) Food Safety (9.18) Rising Cost of Food (9.10) Rising Healthcare Costs (9.08) U.S. Economy (9.08)

19 Right Direction/Wrong Track Right/Wrong Moms Millennials Foodies Right Direction 36% 41% 49% Wrong Track 35% 33% 35% Unsure 29% 26% 16%

20 Moms Expressed Concern About Food Issues Numbers are mean scores on a 0-10 agreement scale. Moms Most Strongly Held Attitudes Toward Food Issues 1. I believe that the less processed a food is the healthier it is (8.44). 2. I prefer to purchase fruits and vegetables that are in season in my area (8.10). 3. It is important to me that farmers who produce the food I buy receive fair compensation for their work (8.07). 4. I prefer to buy locally produced farm products when they are available (7.92). 5. I like to support farmers in my community by buying their products (7.88).

21 Millennials Expressed Concern About Food Issues Numbers are mean scores on a 0-10 agreement scale. Millennials Most Strongly Held Attitudes Toward Food Issues 1. I believe that the less processed a food is the healthier it is (8.12). 2. It is important to me that farmers who produce the food I buy receive fair compensation for their work (7.83). 3. I prefer to purchase fruits and vegetables that are in season in my area (7.66). 4. Organically produced food is grown using fewer chemicals than non-organically produced food (7.66). 5. Animals are treated better on free range farms than animals on farms where they are confined (7.62).

22 Foodies Expressed Concern About Food Issues Foodies Most Strongly Held Attitudes Toward Food Issues 1. I believe that the less processed a food is the healthier it is (9.35). 2. It is important to me that farmers who produce the food I buy receive fair compensation for their work (9.34). 3. I like to support farmers in my community by buying their products (9.30). 4. Organically produced food is better for the environment (9.25). 5. I prefer to buy locally produced farm products when they are available (9.26). Numbers are mean scores on a 0-10 agreement scale.

23 Where Consumers go for Information

24 Consumers Search Online and Watch Local TV for Info on Food System Issues Ranked First as Info Source on Food System Issues Websites 20% (Highest % of Top Source Mentions for Early Adopters) Local TV Station 16% Friends- Not Online 12% Family- Not Online 12% Google 10% 22% 23%

25 Top Sources of Information on Food System Issues Moms Top Sources Ranked #1 Websites (21%) Family-Not Online (14%) Google (12%) Local TV Station (12%) Friends-Not Online (11%)

26 Top Sources of Information on Food System Issues Millennials Top Sources Ranked #1 Websites (22%) Friends-Not Online (16%) Google (15%) Family-Not Online (13%) Friends-Online (8%) >45% Online

27 Top Sources of Information on Food System Issues Foodies Top Sources Ranked #1 Websites (25%) Friends-Not Online (15%) Google (12%) Family-Not Online (10%) Food Specific TV Programs or Networks (9%)

28 2014 Research What does all this mean?

29 CFI Trust Model

30 What Drives Consumer Trust?

31 Science Denied: The Challenge of Introducing Complex, Controversial Issues Breaking down communication barriers is critical to fostering informed decision making

32 When Science and Consumers Collide How do we connect? Our Goal: To better understand how to introduce science and technical information about agriculture and food, so they are considered in the social decision-making process.

33 When Science and Consumers Collide How do we connect? Our Goal: Better understand communication channels and processes used by Moms, Millennials and Foodies when forming attitudes and opinions about issues in agriculture and food.

34 Why Facts Alone Don t Drive Decisions Cultural Cognition Tendency for people to conform beliefs about controversial matters to group values that define their cultural identities.

35 Why Facts Alone Don t Drive Decisions Confirmation Bias Tendency for people to favor information that confirms existing beliefs.

36 Online Communication is Tribal/Insular Online Friends Family Traditional Communication Model Consumer Neighbor Friend Family Expert Consumer Consumer Tribal Communication Model Online Friends Family Blogs

37 The Mom Tribe What information 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 scientists confirming it when you have hundreds of moms.

38 Bad News Bias Negative information weighs more heavily on our decisions than positive information. A single item of negative information is capable of neutralizing five similar pieces of positive information

39 Big is Bad Shared Values = Trust Big is Bad Inverse relationship between size and the perception of shared values

40 Millennials Most Mistrusting

41 The Decision-Making Maze

42 2014 Research

43 2014 Research: Making Science Relevant Asked consumers to rate their trust in 11 different messengers Focused more in-depth research on three messengers A Mom Scientist, A Federal Government Scientist and A Peer (shared interests) Measured messenger trust prior to sharing key messages/scenarios and after.

44 Theoretical Approach to Measurement Scenarios were developed using Fundamental Message Elements and Outrage Factors Scenarios were also written in different voices to test the trust in the messenger: Mom Scientist, Federal Government Scientist and a Peer who shares my interest about food. Mom Scientist Govt. Scientist Peer

45 Theoretical Approach to Measurement (Continued) Two food industry topics were chosen to serve as the vehicle for testing the impact of the Fundamental Message Elements and the Outrage Factors (Antibiotic Resistance, GM Ingredients in Food). Please note that the intent of the research is to identify elements in technical messaging that promotes consumer believability in the message and trust in the messenger not to identify specific messages to promote the two topics.

46 What Promotes Messenger Trust?

47 Trust in the MESSENGER: Key Findings Perceptions of the Messenger s Competence and the Confidence are strong predictors of Trust in the Messenger. Confidence typically carries at least twice the weight in predicting Trust with the Messenger.

48 Which Elements Most Promote Believability of the Message?

49 Most Impactful Elements for Believability Fundamental Message Elements Accurate Presentation of Risks: Present known risks since known risks trump unknown risks by accurately communicating safety facts Openness/Transparency: Acknowledge both sides of the story, provide level of depth so it does not look like holding back, avoid oversimplification Unifying Message: Singular, compelling message that touches the deeper drivers of human behavior - values

50 Based on Composite Value Scores, Mom Scientist and Govt. Scientist are Viewed as the Best Source for Antibiotic Resistance Information Moms Composite Value Score Shows the Highest Composite Value Score for Mom Scientist in 2 of 3 Antibiotic Resistance Scenarios; Govt. Scientist in Other Scenario.

51 Based on Composite Value Scores, Mom Scientist and Govt. Scientist are Viewed as the Best Source for GM Food Information Moms Composite Value Scores Shows the Highest Composite Value Score for Mom Scientist in both GM Food Scenarios; Govt. Scientist Second in Both Scenarios; Peer Last in Both.

52 Based on Composite Value Scores, Mom Scientist and Govt. Scientist are Viewed as the Best Source for Antibiotic Resistance Information Millennials Composite Value Scores Shows the Highest Composite Value Score for Mom Scientist in 2 of 3 Antibiotic Resistance Scenarios; Govt. Scientist in Other Scenario.

53 Based on Composite Value Scores, Mom Scientist and Govt. Scientist are Viewed as the Best Source for GM Food Information Millennials Composite Value Scores Shows the Highest Composite Value Score for Mom Scientist in 1 of 2 GM Food Scenarios; Govt. Scientist Highest in Other Scenario.

54 Based on Composite Value Scores, Mom Scientist and Govt. Scientist are Viewed as the Best Source for Antibiotic Resistance Information Foodies Composite Value Scores Shows the Highest Composite Value Score for Mom Scientist in 2 of 3 Antibiotic Resistance Scenarios; Govt. Scientist in Other Scenario.

55 Based on Composite Value Scores, Mom Scientist and Govt. Scientist are Viewed as the Best Source for GM Food Information Foodies Composite Value Scores Shows the Highest Composite Value Score for Govt. Scientist in Both GM Food Scenarios; Mom Scientist Second in one; Peer Second in Other Scenario.

56 Trust in Specific Sources

57 Level of Trust in Sources of Information About Antibiotic Resistance by Segment Sources of Information Total (A) (Base) (2005) My family doctor 7.22 A university scientist 6.78 A scientist 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 scientist 5.82 A federal government scientist 5.77 Someone who is a mom 5.76 A well-known food blogger 5.26 Dr. Oz 5.12

58 Level of Trust in Sources of Information About Genetically Modified Foods by Segment Sources of Information Total (A) (Base) (2005) A university scientist 6.66 A scientist who is a mom 6.41 A farmer 6.31 A peer who shares my interests about food 5.86 A state government scientist 5.83 A federal government scientist 5.82 An advocacy group 5.52 Someone who is a mom 5.39 A well-known food blogger 5.07 Dr. Oz 5.00 A celebrity chef 4.92

59 Level of Trust in Sources of Information About Genetically Modified Foods by Segment (Continued) Moms A scientist who is a mom (6.68) A farmer (6.64) A university scientist (6.49) A peer who share my interest (6.22) An advocacy group (6.02) Someone who is a mom (5.99) A state government scientist (5.69) A federal government scientist (5.68) A well-known food blogger (5.68) Dr. Oz (5.52) A celebrity chef (5.33)

60 Level of Trust in Sources of Information About Genetically Modified Foods by Segment (Continued) Millennials A university scientist (6.86) A farmer (6.67) A scientist who is a mom (6.63) A peer who share my interest (6.16) A state government scientist (6.10) A federal government scientist (6.04) An advocacy group (5.94) A well-known food blogger (5.80) Someone who is a mom (5.77) A celebrity chef (5.49) Dr. Oz (5.27)

61 Level of Trust in Sources of Information About Genetically Modified Foods by Segment (Continued) Foodies A scientist who is a mom (7.63) A university scientist (7.62) A farmer (7.61) A peer who share my interest (7.57) An advocacy group (7.29) Someone who is a mom (7.20) A well-known food blogger (7.13) A federal government scientist (6.72) A state government scientist (6.70) A celebrity chef (6.66) Dr. Oz (6.77)

62 Farm Animal Welfare

63 If farm animals are treated decently and humanely, I have no problem consuming meat, milk or eggs. 0 to 3 4 to 7 8 to % 41% 55% 2014 Mean Mean % 42% 52% 0% 20% 40% 60% 80% 100% Eight Year Mean

64 U.S. meat is derived from humanely treated animals. 0 to 3 4 to 7 8 to % 56% 24% 2014 Mean Mean % 56% 24% 0% 20% 40% 60% 80% 100% Eight Year Mean

65 I would support a law in my state to ensure the humane treatment of farm animals. 0 to 3 4 to 7 8 to % 41% 53% 2014 Mean Mean % 41% 52% 0% 20% 40% 60% 80% 100% Seven Year Mean

66 Sustainability

67 I am more concerned about global warming than I was one year ago. 0 to 3 4 to 7 8 to % 43% 36% 2014 Mean Mean % 43% 34% 0% 20% 40% 60% 80% 100% Seven Year Mean

68 Feeding the World

69 The U.S. has a responsibility to provide food for the rest of the world. 0 to 3 4 to 7 8 to % 46% 22% 2014 Mean Mean % 41% 20% 0% 20% 40% 60% 80% 100% Four Year Mean

70 It is more important for the U.S. to teach developing nations how to feed themselves than to export food to them. 0 to 3 4 to 7 8 to % 43% 52% 2014 Mean Mean % 41% 54% 0% 20% 40% 60% 80% 100% Four Year Mean

71 Bias Against Size/Scale

72 Family farms are likely to put their interests ahead of my interests. 0 to 3 4 to 7 8 to % 53% 30% 2014 Mean Mean % 52% 27% 0% 20% 40% 60% 80% 100% 8.00 Three Year Mean

73 Commercial farms are likely to put their interests ahead of my interests. 0 to 3 4 to 7 8 to % 45% 50% 2014 Mean Mean % 45% 49% 0% 20% 40% 60% 80% 100% Three Year Mean

74 Small farms are likely to put their interests ahead of my interests. 0 to 3 4 to 7 8 to % 53% 31% 2014 Mean Mean % 53% 28% 0% 20% 40% 60% 80% 100% Two Year Mean

75 Large farms are likely to put their interests ahead of my interests. 0 to 3 4 to 7 8 to % 47% 47% 2014 Mean Mean % 45% 48% 0% 20% 40% 60% 80% 100% 7.50 Two Year Mean

76 Small food companies are likely to put their interests ahead of my interests. 0 to 3 4 to 7 8 to % 55% 32% 2014 Mean % 55% 31% 2013 Mean % 20% 40% 60% 80% 100% Two Year Mean

77 Large food companies are likely to put their interests ahead of my interests. 0 to 3 4 to 7 8 to % 42% 54% 2014 Mean % 41% 53% 2013 Mean % 20% 40% 60% 80% 100% Two Year Mean

78 Local food companies are likely to put their interests ahead of my interests. 0 to 3 4 to 7 8 to % 51% 36% 2014 Mean Mean % 55% 32% 0% 20% 40% 60% 80% 100% Two Year Mean

79 National food companies are likely to put their interests ahead of mine. 0 to 3 4 to 7 8 to % 45% 49% 2014 Mean Mean % 43% 52% 0% 20% 40% 60% 80% 100% Two Year Mean

80 Concern/Confidence/Trust

81 I have access to all of the information I want about where my food comes from, how it is produced and its safety. 0 to 3 4 to 7 8 to % 54% 31% 2014 Mean Mean % 52% 27% 0% 20% 40% 60% 80% 100% Eight Year Mean

82 I am more concerned about healthy eating than I was a year ago. 0 to 3 4 to 7 8 to % 47% 45% 2014 Mean Mean % 44% 46% 0% 20% 40% 60% 80% 100% 7.10 Two Year Mean

83 I feel confident about the food choices I make for my family. 0 to 3 4 to 7 8 to % 49% 47% 2014 Mean Mean % 53% 43% 0% 20% 40% 60% 80% 100% Two Year Mean

84 I am concerned about the affordability of healthy food. 0 to 3 4 to 7 8 to % 40% 55% 2014 Mean Mean % 37% 58% 0% 20% 40% 60% 80% 100% Two Year Mean

85 I am more concerned about the affordability of healthy food than I was a year ago. 0 to 3 4 to 7 8 to % 44% 48% 2014 Mean Mean % 43% 50% 0% 20% 40% 60% 80% 100% 7.50 Two Year Mean

86 I trust today s food system. 0 to 3 4 to 7 8 to % 55% 28% 2014 Mean % 20% 40% 60% 80% 100%

87 Putting the Research to Work 1. Believability is a key driver in creating information that is trusted. 2. Identify the groups you would like to engage. 3. Meet Them Where They Are. 4. Develop a values based engagement strategy that starts with listening and embracing skepticism. 5. Commit to engaging over time.

88 Future Webinars January 29 Insight into Moms February 12 Insight into Foodies February 26 Insight into Antibiotic Resistance March 12 Insight into Food with GM Ingredients

89 Research Summary 24 page summary available online For more information or presentations please contact:

90 Cracking the Code on Food Issues Consumer Insights on Animal Agriculture