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Influencing the consumer – July 2010
I was fortunate to attend the CSTA Annual meeting in Kelowna this year and was very interested in the ongoing challenges the industry faces: public perception, lack of interest from young graduates and on going trade issues. However, the presentation by Bruce Anderson, with Harris Decima, revealed some very interesting market research which is encouraging and offered some guidance.
People’s attitudes are changing from 10 years ago around the environment. He suggested that people now realize they are part of the problem because they are the ones buying the industrial products, driving the cars that pollute, etc. As a result, people realize these are global issues but still personal issues that they need to so something about versus just blaming big industry. They are becoming more pragmatic about solutions and more optimistic that technology and innovation can help with solutions. This is progress.
Baby boomers are leading the way in this new thinking and are supporting change. As an example, GMO does not have the same fear attached to it today that it did in the 1990s, and green can go along with profit. However, we must communicate in new and better ways that relate to the food we eat which has become prominent in our lifestyle. People want to know more about the nutrition and health of their food and less about feeding the world. They can relate more to things that affect them personally versus half way round the world.
Unfortunately, Anderson said the agri-science sector is poorly positioned with the public because they do not know what to believe about modern agriculture. People want more stories and information around:
- 1. Heart and Health
- 2. Weight control
- 3. Cancer avoidance
We need to do more to position modern agriculture as:
- 1. Good for the environment
- 2. Advancing nutrition
- 3. Innovation versus industrialization
Innovation is a key word that needs to be positioned with agriculture and can make the case for cutting edge careers, massive world markets, environmental solutions and nutrition breakthroughs.
Of course, none of this can happen unless we have a strong communication effort to the consumer with processors and retailers on side. The target audience is definitely the urban woman and social media is an important tool combined with creativity and delivery of the message. And industry will have to do more to tell their story which will take resourcing. However, the money will come only by showing industry that there is a ROI – that we can move the needle even a little. A big thank you to CSTA for bringing Mr. Anderson to this conference.
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