b'MAKING SCIENCE MAKE SENSE Shared values can reshape the conversation on food and agriculture. By Aimee Nielson, Seed World U.S. EditorTODAYS CONSUMER LAND-SCAPEis vastly different than it was a decade ago. With social media ampli-fying opinions and misinformation, and trust in institutions steadily declining, food and agriculture professionals face a critical question: how do we rebuild trust? Jana McGuire, director of communica-tions for the Center for Food Integrity, addressed this challenge during a presen-tation at the 2024 ASTA Field Crop Seed Convention. Her insights highlighted the importance of shared values, active listen-ing and reframing conversations around ethical concerns rather than technical explanations.The Trust CrisisTodays consumer landscape is very dif- Jana McGuire talks to ASTA FCSC attendees about the importance of learning how to ferent than it was a decade or two ago,communicate with consumers. PHOTO: AIMEE NIELSONMcGuire explained. People see that food is being raised, grown and producedwith facts, research, and data that proveListening and Asking the Right differently, and they dont always under- we can. Instead, we need to connect withQuestionsstand why. their values and answer the questionMcGuire underscored the importance of She said that social media amplifiestheyre really asking. listening actively and asking thoughtful these issues at lightning speed, creatingMcGuire emphasized that consumersquestions to uncover the values driving silos of opinions. Now everyone can be anare less concerned with whether some- consumers concerns. influencer, and whether they have creden- thing is possible and more focused onWhen you listen to someone without tials or not, they can be very impactful whether it aligns with their ethical priori- judgment, youre doing more than just especially in the food and ag industry. tieslike sustainability, family well-being,hearing words. Youre understanding their The result? A significant erosion ofand environmental responsibility. values, their life experiences, and whats trust. Recent research cited by McGuireCommunicating shared values is threedriving their perspective, she explained. from the Edelman Trust Barometerto five times more important to earningIts not about winning the conversa-reveals that 74% of people trust individu- trust than providing facts and informa- tionits about respecting where theyre als like themselves as much as they trusttion, she said. People want to knowcoming from so you can eventually share scientists. This shift in trust dynamicsyoure like them, that you care about theyour perspective in a way that resonates.highlights the need for industry profes- same thingsfamily, safety, responsibil- To do this effectively, McGuire outlined sionals to connect on a human level. itybefore they even hear the facts. a three-step approach of Listen, Ask, McGuires said it is important to under- This approach requires a shift in com- Share. This process involves listening stand the questions consumers are trulymunication strategies. Instead of leadingactively, asking clarifying questions, and asking. with technical details, McGuire encour- then sharing values-based information When people ask questions aboutaged attendees to connect on a humanthat aligns with the consumers concerns.food production, theyre not asking, Canlevel first. Its not about persuading, correcting, you do it? Theyre asking, Should youFocus on the greater good, sheor defending. Its about understanding do it? Thats an ethical question, not aadvised. How does what we do benefitand building trust, she said.SWscientific one, she said. And weve beenpeople, the planet, and animals? Thats answering the wrong question for yearswhat resonates.JANUARY 2025SEEDWORLD.COM /47'