Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference
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Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference
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Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference
- 1. Charlie Arnot www.foodintegrity.org Charlie_Arnot Ethics, Values and Science Building Trust in an Age of Radical Transparency Charlie.Arnot@foodintegrity.org
- 2. Today’s Topics • How did we get here? • Ethics, values and science • Trust building transparency
- 3. Today’s Food System • Today food is: – Safer – More available – More affordable • And yet the very systems that created the safest, most abundant, most affordable food in history are challenged every day. • How did that happen?
- 5. 1968 Events
- 7. Vietnam
- 8. Christmas Eve 1968 – Greetings from Lunar Orbit
- 9. 1970 - Kent State
- 10. 1972 – Watergate Break-In
- 11. ’70s-’80s Events
- 12. ’90s – 2000s Events
- 13. 2000s - Events
- 15. 2000s – More Events
- 16. Food is personal… We need it for survival
- 17. Food is personal… We feed it to our children
- 18. Food is personal… It’s part of our culture/celebrations
- 19. Changing Industry… The 10 largest grocery retailers sell the majority of groceries in the U.S.
- 20. Changing Industry… The top 50 dairy cooperatives process 80% of milk.
- 21. Changing Industry… The top ten chicken companies process 83% of chicken.
- 22. Changing Industry… The top four beef packers process 85% of beef.
- 23. Consolidation, Integration and Industrialization
- 24. Significant Social Shifts: THEN Authority is granted by office Broad social consensus driven by WASP males Communication is formal, indirect (mass communication) Progress is inevitable NOW Authority is granted by relationship No single social consensus, great diversity, many voices Communication is informal, direct (masses of communicators) Progress is possible
- 25. Trust in Today’s Food System
- 26. Right Direction/Wrong Track Right Direction/Wrong Track
- 27. Earning and Maintaining Social License (Sapp/CMA) Confidence Value Similarity Social License Competence Influential Others Trust Freedom to Operate Trust research was published in December, 2009 – Journal of Rural Sociology
- 28. The Social License To Operate Tipping Point Flexible Responsive Lower Cost Rigid Bureaucratic Higher Cost Social License • Ethics • Values • Expectations • Self regulation Social Control • Regulation • Legislation • Litigation • Compliance Single triggering event Cumulative impact
- 30. Climate Change
- 31. Public Health
- 32. Real Pressure: Food Babe When Consumers Feel Disconnected… • Food and Healthy Lifestyle blogger: Vani Hari, a.k.a. “Food Babe” • Mission: “to find out what’s really in our food”
- 33. GMO Ingredients
- 34. Chick-Fil-A or Chemical-Fil-A? “I wanted to expose Chick-Fil-A because I find it atrocious that companies can legally feed you a combination of chemicals that are known to have disastrous effects on your health. I find it even more disturbing when very smart people are easily fooled into thinking something may be a healthier option because of misleading marketing.”
- 35. Earning and Maintaining Social License (Sapp/CMA) Confidence Value Similarity Social License Competence Influential Others Trust Freedom to Operate Trust research was published in December, 2009 – Journal of Rural Sociology
- 36. What Drives Consumer Trust? Shared values are 3-5X more important in building trust than demonstrating competence Trust research was published in December, 2009 – Journal of Rural Sociology
- 37. Sustainable Systems Ethically Grounded Ethically Grounded • Compassion • Responsibility • Respect • Fairness • Truth Value Similarity Scientifically Verified • Data Driven • Repeatable • Measurable • Specific Objectivity Economically Viable • ROI • Demand • Cost Control • Productivity • Efficiency Profitability Knowledge Knowledge Feelings Belief Sustainable Balance
- 39. Online in 60 seconds Source: Qmee
- 40. Traditional Communication Model is Less Effective in Today’s Environment Consumer Consumer Consumer Traditional Communication Model Expert Family Online Friends Neighbor Friend Family Tribal Communication Model Family Online Friends Blogs
- 41. The “Mom Tribe” Consumer Panel What information sources have you used to come to your conclusions that GMOs are dangerous? Heidi: “I’m part of a moms group. When there is a big consensus, I think ‘there’s something here.’ You don’t need doctors or scientists confirming it when you have hundreds of moms.”
- 43. Overcoming the Bias Against Size Shared Values = Trust Big is Bad Inverse relationship between size and the perception of shared values
- 44. “I believe (size) food companies are likely to put their interests ahead of my interests.” 2013 Mean 6.06 0 to 3 4 to 7 8 to 10 2013 15% 55% 31% 0% 20% 40% 60% 80% 100% 2013 Mean 7.38 0 to 3 4 to 7 8 to 10 2013 6% 41% 53% 0% 20% 40% 60% 80% 100% Small Large
- 45. “(Size) farms are likely to put their interests ahead of my interests.” 2013 Mean 5.75 0 to 3 4 to 7 8 to 10 2013 19% 53% 28% 0% 20% 40% 60% 80% 100% 2013 Mean 7.10 0 to 3 4 to 7 8 to 10 2013 7% 45% 48% 0% 20% 40% 60% 80% 100% Small Large
- 46. Elements of Trust Building Transparency Accuracy Relevance Stakeholder Participation Clarity Credibility Disclosure Motivations
- 47. Trust Building Transparency 1. Motivation – Act in a manner that is ethical and consistent with stakeholder interest. Show you understand and appreciate issues and take action that demonstrates you put public interest ahead of self-interest. Motivations Disclosure 2. Disclosure – Share information important to stakeholders, both positive and negative, even if it might be damaging. Make it easy to find; helpful in making informed decisions; easy to understand and timely. Stakeholder Participation 3. Stakeholder Participation – Ask those interested in your activities and impact, for input. Make it easy to provide; acknowledge it has been received and explain how and why you make decisions.
- 48. Trust Building Transparency 4. Relevance – Share information stakeholders deem relevant. Ask them. Show you understand. 5. Clarity – Share information that is easily understood. Relevance Clarity
- 49. Trust Building Transparency 6. Credibility – Admit mistakes; apologize; accept responsibility; engage critics; share plans for corrective action. Demonstrate you genuinely care and present more than one side of controversial issues. 7. Accuracy – Share information that is truthful, objective, reliable and complete. Credibility Accuracy
- 50. Elements of Trust Building Transparency Accuracy Relevance Stakeholder Participation Clarity Credibility Disclosure Motivations
- 51. Our New Reality • The social decision making process in complex and multidimensional • Decisions are not made on facts and rational thought alone • Mistrust of institutions has become the social norm • Growing trend of questioning the motives and data of experts • Tribal communication and “relational expertise” influences trusted sources and messages
- 52. Implications for You • Who you are is as important as what you know – Communicating shared values makes technical information more relevant and accessible • Embrace skepticism – It’s not personal, it’s a social condition – Skepticism is the fuel for scientific discovery • The public wants information from academics but not academic information – Learn to speak the language of social media • Transparency is no longer optional – Authentic transparency is the path to building trust in science and technology in agriculture and food
- 53. Three Things You Can Do 1. Begin your public engagement using shared values – “People don’t care how much you know until they know how much you care.” T. Roosevelt 2. Open the digital barn/plant door – Find ways to make the food system transparent to illustrate your commitment to do “what’s right” 3. Commit to engaging online, in person and through your company. – Your voice, your knowledge and your credibility matter. You can make a difference in building public support for agriculture and food in Minnesota
- 55. Charlie Arnot www.foodintegrity.org Charlie_Arnot Ethics, Values and Science Building Trust in an Age of Radical Transparency Charlie.Arnot@foodintegrity.org