Do shared values still resonate in today’s polarized environment?

For more than 15 years, The Center for Food Integrity (CFI) has been helping the food system to build trust using our Trust Model. Recently, we partnered with FMI-The Food Industry Association on our most comprehensive research to date, Truth Defined: Mapping Consumer Beliefs in Food in Agriculture. This research reveals five distinct “truth lenses” shaping how people view food, agriculture and farming today.

The Evolving Information Landscape

In recent years, changes in communication technology have reshaped how we receive and perceive information. Our society has gone from mass communication to masses of communicators, where anyone who has a smartphone can connect with an infinite number of channels and can also be a content creator and share their perspective on what is true. Historically, food and agriculture has focused on connecting with the two-thirds of people who were in the middle of spectrum. That is increasingly difficult to do with a proliferation of microcultures across the spectrum, each of which can access information that’s specifically relevant to their culture. The challenge when we’re discussing critical issues, whether that’s food, agriculture, climate, health or nutrition, is that each of these microcultures has its own language, beliefs, values and view of truth.

Originally developed in collaboration with Iowa State University, CFI’s Trust Model highlights three primary drivers of trust: Influential Others, Competence and Confidence.

In our latest research, we identify five key belief-based consumer segments—Progressive Disrupter, Authenticity Seeker, Rationalist, Comfort Seeker, and Strategist—each with unique motivations for trusting certain sources or types of information and rejecting others.

Notably, the definition of “influential others” has changed. These used to be credentialed individuals whose opinion was respected, such as a doctor or scientist. Today, an influencer on social media may be viewed as credible as a scientist. Where “someone like me” is now as trusted as a scientist, we now also see a new, complex spectrum of beliefs.

Shared Values: Three to Five Times More Important than Facts

In the Trust Model, the second element in building trust is competence – facts and science that, historically, those in the food system have tried to use to build trust. The third element is confidence, the perception of shared values and ethics.  We surveyed 6,000 consumers over three years to understand which of those two elements had greater importance as people think about the sources they’re going to trust.

We learned that shared values are three to five times more important than facts in building trust.

Shared values remain critical in building trust, even in today’s fractured communication environment. For instance, Authenticity Seekers are an important segment because they influence other consumers. They value transparency and firsthand connections where they can ask questions and connect directly with the people behind their food. They trust when information is presented by recognized experts. It’s important to note that the experts they recognize could be an influential media figure, accredited nutritionist or government agency. They will also distrust information from authorities or influencers they don’t recognize as experts.

Why Engagement Matters

It’s more essential than ever for the food system to proactively address consumer questions and concerns. This must be done in a very positive, proactive way that we know will connect with consumers and shared values are the key to doing that.

From Insights to Action

If you’re ready to see meaningful impact from these actionable consumer insights, CFI’s newest research and strategic framework, Truth to Trust, can help. Grounded in our peer-reviewed Trust Model, Truth to Trust supports food and agriculture organizations in navigating a marketplace where personal beliefs and polarization can overshadow facts.

Contact us to learn more about Truth to Trust and how we can help you shape and lead a more credible and compelling future in food and agriculture.