Engage: Building Trust With Today's Consumer
A GMA SEF Webinar Series
Consumer interest in food is at an all-time high and mistrust in today’s food system is common. We live and work in a fundamentally new environment where the conversation is less about “What’s for dinner?” and more about “Should I be feeding this to my family?” or “Can I trust that it was produced responsibly?” or "Is it safe?".
The SEF, in collaboration with The Center for Food Integrity (CFI), presents a series of three webinars that will equip participants with the tools to effectively engage with today’s consumer to build trust. The curriculum is based on CFI’s peer-reviewed and published consumer trust model showing that engaging with shared values is three-to-five times more important to building trust than simply providing information.
Part 1: Today's Consumer and the Erosion of Trust
Wednesday, August 4, 2015
1:00 PM - 2:00 PM EDT
Registration for this webinar has closed. Click here to purchase a recording of the webinar.
- Part 2: Why Values Matter
Wednesday, October 14, 2015
1:00 PM - 2:00 PM EDT
Registration for this webinar has CLOSED. Click here to purchase a recording.
If we just give consumers more information, they’ll come to our side. Right? Not so fast. Too often when consumers have questions about food production, we strive to “educate” by providing just the science and facts. But to truly build trust and credibility, and ensure that our information is considered in consumers’ complex decision-making processes, we must lead with our values.
In this webinar, we will learn more about The Center for Food Integrity’s trust models and explore why values matter to effective engagement. You will also learn about CFI’s trust research that illustrates why finding values connections with consumers can help us move the needle.
Part 3: How to Make Science Make Sense
Tuesday, December 1, 2015
1:00 PM - 2:00 PM EST
Registraton for this webinar is CLOSED. Click here to purchase a recording.
Overwhelming scientific consensus tells us that genetically modified foods are safe and that humans contribute more to antibiotic resistance than animals. Yet consumer skepticism about these and other issues is widespread, leaving those dedicated to improving lives through science-based technology and innovation asking, “Science says it’s so, so why is there still debate?”
In the third installment of this series, you will learn to understand which messages and messengers matter most, and how to effectively communicate to build trust and ensure that today’s skeptical consumers consider the science as they make decisions about food, how it’s produced and who’s producing it.