We have trust issues. One of the starkest findings from the latest IFIC Spotlight Survey, “Americans’ Trust In Food & Nutrition Science,” is that less than four in 10 Americans say they strongly trust science about food, nutrition, and/or diet.

Trust is everything. In the actions of daily living. In relationships. And yes…in science. And it is also paramount in effective communication. Because communication is a two-way street, communicating effectively is not just about how information is translated and delivered but also how it is received. If food and nutrition information is not trusted, it is unlikely to be considered or acted upon.

Fortunately, our recent survey provides some important insights on how to rebuild consumer trust.

Cracks In Consumer Confidence

Three themes emerged as potential factors in diminishing consumer trust in food and nutrition science.

1. The source. A major disconnect exists between where Americans get their information about food and nutrition and their trusted sources. In today’s media landscape, consumers are bombarded with information, not on an as-needed basis, but in a surround-sound effect. Popular media often drowns out credentialed expert voices. While food and nutrition scientists (55%), medical professionals (51%), and registered dietitian nutritionists (41%) are cited the top three trusted sources of food information, many consumers say they receive most of their food information from other sources such as friends and family (34%) and television news/media (27%).
2. Information whiplash. Consumers seem to think food and nutrition guidance more closely resembles a fast-paced tennis match than a linear sprint to the finish line. Close to eight in 10 consumers (79%) say that recommendations about what to eat and drink are always changing. In contrast, most food and nutrition experts would likely state that the core recommendations have been demonstrably consistent since the dawn of time – or at least since the inception of current-day US Dietary Guidelines for Americans 44 years ago.
3. General malaise. The overwhelming majority of consumers who feel that dietary recommendations are ever-changing also report negative emotions about their food choices including confusion (43%), frustration (33%), doubt (30%), and stress (22%). Only 14% say they feel inspired.

Junk Communication

Consumers grapple with a confusing and often untrustworthy messaging environment. Some food and nutrition communications convey their displeasure with “junk food,” yet “junk communication” inundates consumers daily. From anecdotal evidence to the overpromotion of single studies to outright misinformation, the nutrition landscape is rife with misleading messages. What topics generate more outrageous headlines than those about food and nutrition?

Science is a process or a journey—not an outcome or a destination. It is crucial to remember that evidence is always evolving. As expert food and nutrition communicators, we must emotionally connect with our audience, provide context and facts, and share action-oriented recommendations, inspiring confidence.

Still, trust does not require blind faith. Americans should be discerning consumers and understand there is room for skepticism and open dialogue. What we do not want is for distrust to feed a lack of motivation to act in ways inconsistent with personal and public health.

Some Good News

The good news is that, despite the confusion and negative feelings, consumers are still interested. Four in 10 respondents say they search for additional information online and about one-third say they read the corresponding article when they notice food, nutrition, and diet headlines in the media.

Numerous health and nutrition challenges await solutions. We believe in a proactive, consumer-focused, solution-oriented approach. A Healthy Eating Index (HEI) score of 58/100 is not the endgame – it’s a call to action.

Research indicates that impactful food and nutrition messages are:

1. Connected to consumer emotions and need states;
2. Rooted in research and backed by science;
3. Simple, easy, and action-oriented; and
4. Originated from trusted, credentialed professionals, such as registered dietitians/nutritionists (RDNs).

Be The Source

We need appropriately educated and credentialed food and nutrition professionals to be consumers’ preferred information sources. In our survey, two-thirds say they are more likely to trust food advice if it comes from a registered dietitian. And, among those with lower levels of trust in science about food, nutrition, and/or diet, just over half express willingness to change their diet if they had more trust in that science.

At IFIC, we seek to engage, equip, and empower those dedicated to improving food and nutrition science communication for the public good. We are committed to sharing with a suite of research and resources designed to help communicators reach consumers effectively.

We invite you to:

1. Visit the IFIC Science Communication Content Hub for consumer research, informative one-pagers, social graphics, webinars, and more!
2. Familiarize yourself with our comprehensive guidance document, Understanding & Interpreting Food & Health Scientific Studies: Guidance For Food & Nutrition Communicators designed to improve understanding of scientific publications to enhance communicator effectiveness.
3. Resist the urge to hype the next hot topic or communicate headline-to-headline, but rather support your audience in understanding the big picture and finding individual, behavior-based solutions to sustain and improve their health through food.