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Trust of Organizations Communicating about Agriculture and the Environment
- 1. Trust of Organizations Communicating about Agriculture and the Environment Quisto Settle Keelee McCarty Joy Rumble Taylor Ruth
- 3. Trust We seek information from those we trust We trust those who we have relationships with Trust is essential to good public relations and effective communication Trust can be the glue that puts the broken plate back together
- 4. Trust Today “Society depends on those organizations or individuals who grow and supply food, and therefore society must find trust in knowing that quality food will be supplied. When this trust is broken, organizations suffer and the public seeks to find trust in others (Tschannen-Moran & Hoy, 2000).”
- 7. Methods Online panel of 524 from Qualtrics
- 8. Methods Quota sampling to Match 2010 U.S. Census
- 9. Methods Reviewed by expert panel – Faculty at three universities
- 10. Sections • Importance of Issues • Likelihood to Pay Attention to Issues in News • Awareness of Organizations • Knowledge of Organizations • Trust of Communications by Issue • Trust of Organizations
- 29. THE RESPONDENTS
- 31. Race/Ethnicity Percent Hispanic 17 White 77 Black or African-American 14 American Indian 3 Asian 6 Other 2
- 32. Relationship Status Percent Single 32.4 Married/Civil Union 51.0 Divorced 12.4 Separated 1.1 Widowed 2.9 Other 0.2
- 33. Education Percent Less than HS/GED 1.7 HS/GED 16.0 Some College 23.5 2-Year 13.5 4-Year 29.6 Masters 11.3 Professional 2.9 Doctoral 1.5
- 34. Political Beliefs 11.5 13 11.1 37.8 10.1 12 4.6 0 10 20 30 40 50 60 70 80 90 100 Very Conservative Conservative Somewhat Conservative Moderate Somewhat Liberal Liberal Very Liberal
- 35. THE RESULTS
- 36. Importance Mean Food Safety 4.75 Nutrition 4.66 Agriculture 4.65 Environment 4.56 Animal Welfare 4.49 1 = Unimportant, 5 = Important
- 37. Importance Mean Food Safety 4.37 Nutrition 4.15 Environment 4.12 Animal Welfare 3.99 Agriculture 3.91 1 = Very Unlikely, 5 = Very Likely
- 72. The Filters • Did not respond to the following trust questions if they were unaware or had no knowledge of an organization
- 73. Respondents by Organization Organization Number Organization Number FDA 444 Sierra Club 192 USDA 404 Monsanto 184 EPA 316 AFB 161 PETA 274 Farmers & Ranchers 122 WWF 252 Extension 99 HSUS 245 EWG 95 Greenpeace 244 CFI 72 DuPont 234 Syngenta 56
- 74. 1 1.5 2 2.5 3 3.5 4 4.5 5 Trust Communication about Agriculture 1 = Distrust, 5 = Trust
- 75. 1 1.5 2 2.5 3 3.5 4 4.5 5 Trust Communication about the Environment 1 = Distrust, 5 = Trust
- 76. 1 1.5 2 2.5 3 3.5 4 4.5 5 Trust Communication about Animal Welfare 1 = Distrust, 5 = Trust
- 77. 1 1.5 2 2.5 3 3.5 4 4.5 5 Trust Communication about Food Safety 1 = Distrust, 5 = Trust
- 78. 1 1.5 2 2.5 3 3.5 4 4.5 5 Trust Communication about Nutrition 1 = Distrust, 5 = Trust
- 79. 1 1.5 2 2.5 3 3.5 4 4.5 5 Overall Trust in Organizations 1 = Distrust, 5 = Trust
- 80. Correlation between Trust of Orgs and Trust of their Communications Organization Correlation Organization Correlation Monsanto .86 Syngenta .67 PETA .77 WWF .63 EPA .74 HSUS .59 Greenpeace .74 US Farmers .55 DuPont .72 Farm Bureau .55 USDA .70 Extension .48 Sierra .69 CFI .45 FDA .69 EWG .37
- 81. Correlation between Knowledge and Trust Negligible to low for trust of the org Low to moderate for trust of comm one substantial (Syngenta)
- 82. WHAT DOES THIS MEAN AND WHAT CAN I DO WITH IT?
- 83. Government Organizations Government organizations highest in awareness and knowledge, but they weren’t especially high in trust – Except Extension
- 84. Speaking of Extension Continues streak of best kept secret – This is awful news – Priority for Extension is to expand its audience There is a clear need to continue to push broaden awareness of Extension Especially important in times of budget cuts
- 85. Lack of Trust Until trust improves, organizations like Monsanto will have difficulty getting the public to believe their communications There is a need to work on (re)building relationships with the public
- 86. Trends Results tie in with decades-long trend of eroding trust in government and industry organizations Trust will not magically come back – Needs to be earned
- 87. NGOs NGOs on the other side of the fence of traditional agriculture tended to be more well-known than groups like American Farm Bureau – But trust was fairly comparable for those who were aware of the organizations
- 88. At the End of the Day Trust isn’t low, but it also isn’t high – And that’s bad enough These organizations communicate about issues impacting our food and our environment
- 89. At the End of the Day We know the public is disconnected from Ag We also know they’re trying to pay attention But they don’t always pay attention to good sources – And we need to find our niche in fixing that problem
- 90. QUESTIONS?