Consumer Trust Research 2013
Seven Steps to Trust-Building Transparency
and Defining Social Outrage
How do we overcome the bias that “big food” is bad and build trust with consumers? Why do some issues reach crisis levels while others seem to fade away? In our 2013 consumer trust research, we define the seven attributes of trust-building transparency and detail specific factors that spark consumer outrage.
Consumers have been asking for more transparency. The 2013 research defines it and details a seven-step process to Trust-Building Transparency for companies and organizations to build authentic trust with their most important audiences and break through the “big is bad” barrier.
Why do some issues erupt in crisis while others stay under the radar? The 2013 research identifies two factors that, when combined, can result in social outrage: if consumers have both a high level of concern and believe the issue will have an impact on their families or vulnerable populations – like the elderly or children. The research also shows that although the public impact of two crises might be very similar, the outcome for a company or organization can be dramatically different based on preparation and the ability to manage social outrage.
Our consumer trust research is funded by sponsors through The Foundation for Food Integrity, a non-profit foundation created to conduct research and provide educational outreach about today’s food system.
To request a presentation of our research, please contact us.