Originally published in Food Technology Magazine.

Galileo Galilei is considered a hero of the 17th century Scientific Revolution. His work in physics, astronomy, and the scientific method was groundbreaking and catalyzed modern science. Galileo championed the scientific method, including his work affirming the earth was a sphere.

His conclusion was not welcomed by the political and religious leaders of the time who were convinced that the earth was flat as a table. For his contributions to science, Galileo was convicted of heresy in 1633 and sentenced to perpetual house arrest.

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How can the scientific community shift the narrative and demonstrate the value of science to a public that seems increasingly wary, especially on a topic as personal and polarizing as food? What strategies have you personally seen succeed—or fail—when it comes to engaging skeptics?

While no scientist or food technologist is at risk of being convicted of heresy today, the challenge of ensuring science is the foundation for discussions and decisions on important topics like food safety, food security, public health, climate change, and corporate and public policy is no less daunting.

In fact, the 2024 Edelman Trust Barometer shows that “someone like me” is now as credible as a scientist. The challenge for science in reclaiming its place as a source of trusted information is compounded by the growing role of online influencers and the endless channels feeding a voracious appetite for content that may very well be today’s equivalent of claiming the earth is flat.

So, what’s a scientist to do? Research by The Center for Food Integrity has identified two strategies to make you a communications superhero: First, connect and communicate using shared values, and second, increase transparency.

The process begins by embracing the challenge identified in the Edelman research. A scientist who is also “someone like me” can become a communications superhero! Our peer-reviewed and published model shows that connecting on shared values (someone like me) is from three to five times more important in building trust than communicating science or facts alone. Science is essential, but it is insufficient to build trust. Start with values. End with science.

There are three components to successful values-based engagement and communication: listening, asking, and sharing.

1. Listen. Begin by listening without judgment to understand and not to respond.Your goal in listening is to find a point of connection, not to identify an opportunity for correction.
2. Ask. Never assume you know or understand someone or a situation. First, acknowledge the concern being expressed to demonstrate empathy and respect, and then ask questions to invite dialogue, build understanding, and show you care.
3. Share. Finally, share information using a formula designed to connect and build trust, not to simply deliver facts. In this process, first acknowledge the issue or concern. Second, share why this issue is important to you based on your shared values. Third, share data or facts that are relevant to your audience, but tread lightly. Treat facts like salt—a little goes a long way.

Most organizations support the concept of being more transparent, but the lack of a model to align transparency with business objectives and concerns about reckless oversharing are frequent barriers to moving from concept to strategy. Transparency must be embraced as a way of doing business, not just how you communicate difficult issues.

The process of becoming a more transparent organization begins by identifying the stakeholders most important to your business. Frequently, those include employees, customers, suppliers, relevant regulators, and others.

A structure and process for building and implementing a transparency strategy ensures it aligns with your business objectives. The transparency strategy structure has four elements.

Principles create a foundation for the role of transparency in the organization and in cultural expectations. They articulate why transparency is important and what it means to your organization.

Boundary conditions establish a clear understanding of what is in and out of bounds for sharing.

A stakeholder matrix identifies what’s important to your key stakeholders and “what would need to be true” for them to see you as transparent.

A guidance model is the “how to” of becoming a more transparent organization.

By being more transparent and communicating using shared values you will create a clear path to building trust and encouraging science-based decisions. Are you ready to embrace the challenges of values-based communication and transparency to become a trust-building superhero