If consumers would just look at the science. If we could just educate them. If they only knew how animals were raised.

Sometimes when it comes to changing the conversation with consumers, folks in the meat industry feel like they’re beating their heads against a brick wall. Why won’t consumers listen?

Oh, they’re listening. We’re just not speaking their language.

We make decisions based on more than information. Our decisions are also driven by feelings and beliefs – our values. But the meat industry tends to rely on data and science. Our assumption is, the more facts we provide, the more likely it is consumers will come to our side.

The problem is, facts tell us if we can do something, society tells us whether we should.

For example: Can we use antibiotics, GMOs, pesticides? Of course, because science says we can. But consumers aren’t asking if we can, they’re asking if we should. That’s a question based in ethics, not science. I believe we have good ethical reasons for most practices in the meat industry, but our default response tends to be data driven.

Herd Mentality

A recent article by James Clear, an American author and entrepreneur, sums it up quite nicely with sentiments that parallel research from The Center for Food Integrity.

In “Why Facts Don’t Change Our Minds,” Clear said, “Truth and accuracy are not the only things that matter to the human mind.” Humans are herd animals who “want to fit in, to bond with others, and to earn the respect and approval of peers.” Understanding truth is important, but if it conflicts with the tribe, the tribe will win every time.

Consider a comment from a CFI focus group on GMOs when a woman said, “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.”

As Clear puts it, “We don't always believe things because they are correct. Sometimes we believe things because they make us look good to the people we care about.”

That’s what friends are for

If we truly want to have effective conversations, consider becoming part of the tribe. Consumers are trying to meet rational, emotional and social needs when they make decisions. We need to do a better job meeting the social and emotional needs we tend to ignore when we respond solely with science.

How do you do that? By sharing your values – helping others understand that you care about the same things they do, like safe food, high standards of animal care, environmental stewardship and worker safety.

Today, many consumers don’t believe that values of the food industry align with theirs. The food industry isn’t their “friend,” but instead a faceless foe concerned mostly about profit, efficiency and productivity.

Have genuine conversations to bridge the distance – literally and figuratively. As Abraham Lincoln said, “I don’t like that man. I must get to know him better.”

Be kind, not right

I used to work for a guy whose favorite saying was, “I’d rather be right than rich!” Last I knew, he achieved his goal. It’s so tempting to correct and defend, but Clear says going on the attack and criticizing “bad” ideas to win an argument isn’t the best approach.

“When we are in the moment, we can easily forget that the goal is to connect with the other side, collaborate with them, befriend them,” said Clear.

So, focus on winning a friend, not an argument. Listen and ask questions to understand underlying values and important issues, then share your values and information that supports those values.

That’s how you break down the barriers that erode trust.

Breaking through the brick wall: Why facts don’t change minds

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