Today, antibiotics used in farm animals are not typically a top-of-mind issue for consumers. However, consumer concerns about how animals are raised for food is real, and when they ask about antibiotic use they seek accurate information. Recent consumer market research yields insights into how to more effectively provide accurate information to consumers in words they understand.
So what do you do?
First, ensure that you use language that consumers understand; remember that it’s not always about what you say; it comes down to what consumers hear and how it relates to what they believe to be true.
Next, consumers suggest food channel stakeholders keep in mind the following points as they talk about antibiotics and how they’re used to keep farm animals healthy.
• Align language — Consumers do not talk about antibiotics in the same way that the industry and scientists do; instead, talk with consumers using their own language.
• Acknowledge concerns — recognize that consumers have legitimate concerns and questions about how and why antibiotics are used.
• Accept responsibility — the industry has a role in providing clear answers to consumer questions about antibiotics and their use.
• Add context — Talk about the reality of how antibiotics are just one of many options farmers consider and use as they care for their animals.
Changing the way we talk about antibiotics with consumers so that they are better able to understand what we say.
Listening to and acting upon how consumers suggest we communicate can help ensure that food channel stakeholders accurately address consumer inquiries about how animals are raised. Their suggestions can help all communicate more clearly regarding scientific information and animal-care practices.
Courtesy of Elanco Animal Health