Consumers are changing the face of food policy in the country through the use of social media. An article this week at the Huffington Post highlights some of the issues consumers have taken the food industry to task on including the use of brominated vegetable oil in beverages, artificial food dyes in products and animal housing.
Social media has helped consumers find their voice — they use their social networks to share information and build bonds with like-minded people. And food companies are taking notice.
Over the past few years, food companies have pledged to remove artificial ingredients, commit to cage-free housing for egg-laying hens and stop the use of antibiotics in livestock production, due in part to consumer demand.
CFI’s latest consumer trust research delves into these online communities to help those in the food system better communicate with consumers. The research identified eight “food tribes” that provide a framework for engaging influential groups of consumers in ways that are most meaningful to them.
Understanding the nuances of each tribe helps the food system provide consumers with the information they’re seeking about food. Our research confirms that increasing transparency builds consumer trust.
You can download our 2015 research, “A Clear View of Transparency and How it Builds Trust” to learn more.