Anti-Social Media

Risk Perception Management bvba

Anti-Social Media

How the game is changing,… and the challenges for

industry

David Zaruk

David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]

A tale of two Davids

2013: 72 kg2006: 92 kg


Obesity is a complex crisis


Which can be easily simplified

David’s Wall of Blame


Everyone has their book to sell


This would be funny, except …

… Regulators are listening


Social Media is changing the game


Trust is in the hands of my network

Trust in authorities and business at an all time low We trust our friends, our social circles Social media is tightening (narrowing) our silos We surround ourselves with like-minded “friends” Confirmation bias (facts don’t matter) Works as an emotional support system (share,

favourite, like, curate, pin …) We need a dark force to act against. Industry?


Social Media Trends

Focus is on me, my friends Silos reduce dialogue Anti-lobbying (highlighting COIs) Anti-business (denormalisation) Viral campaigns reach light speed Pro-nature (against synthetics, processing, GMOs) I want to feel good about myself (blame others)

This leads to a serious challenge for the food industry


How do we deal with this?

Do nothing? Reinterpret the data? Put more resources into

social media? Blame the governments? Lobby smarter? Rebuild trust? Voluntary initiatives? Stress the positives? Respond with science/facts? Ridicule the activists?


Or do we

bully them

?


Thank you

[email protected]

Documents

Anti-Social Media