October 1, 2024

Trust At A Tipping Point: New Survey Reveals The Need For Clarity In Science Communication To Improve Public Health

(Washington, D.C.) -In an era where misinformation spreads rapidly, trust in food and nutrition science is critical for improving public health and helping Americans make informed, evidence-based decisions. Yet, according to the latest International Food Information Council (IFIC) Spotlight Survey: Americans' Trust in Food & Nutrition Science,less than half of Americans strongly trust this science.

The survey, which examines knowledge, attitudes, and beliefs about trust in science around food, nutrition, and diet, unveils that trust is faltering, and consumers are overwhelmed with shifting recommendations and sensational headlines.

"Unfortunately, trust in science has been waning for some time," said IFIC President & CEO Wendy Reinhardt Kapsak, MS, RDN. "As a mission-driven organization, we aim to investigate the reasons behind this distrust, improve the clarity of science communication, and identify opportunities for communicators to restore that trust."

Less Than Half Of Americans Strongly Trust Science About Food, Nutrition & Diet

The latest IFIC Spotlight Surveyseeks to assess consumers' levels of trust in scientific information and identify which sources they trust the most and the least. The research shows that trust is low, with less than half of Americans strongly trusting science related to food, nutrition, and/or diet (38%). Approximately 1 in 5 Americans (21%) say they are neither trusting nor distrusting, whereas approximately 1 in 10 (12%) say they are distrusting.

"There are plenty of reasons why consumers might be weary to trust," Senior Director, Food & Nutrition, Milton Stokes, PhD, MPH, RD, FAND, said. "Misinformation on the internet is rampant, individual ideology can contradict expert advice, and most importantly, science is complex."

Many Consumers Say Food & Nutrition Advice Is A Moving Target

One reason it can be challenging to trust food and nutrition science is the perception that recommendations keep shifting. Most consumers (79%) perceive that recommendations regarding what to eat and drink change frequently.

Among consumers who say dietary recommendations seem like they are always changing, many Americans report feeling confused about their food choices (43%). Others describe feeling frustrated (33%), doubtful (30%), and stressed (22%). As many as one in ten (10%) say they are fearful because of changing dietary recommendations. Alternatively, some Americans report feeling curious (35%) or even inspired (14%) given the changes.

Nearly four in ten Americans search for additional information online after noticing food, nutrition, and diet-related headlines (39%). One in five (20%) consult their personal healthcare professional for more information. And, slightly more than half (52%) of Americans report they are in a private social media group that focuses on food, nutrition or diet topics.

Registered Dietitians & Doctors Rank As The Most Trusted Sources Of Food Information

Although overall trust is low, some sources are more trusted than others. Among potential sources of food information, the most trusted are food and nutrition scientists (55%), followed by medical doctors and nurses (51%), and registered dietitians (41%).

While health professionals are generally regarded as trusted sources of information, it is noteworthy that more Americans-29%-trust their friends and family for food guidance compared to government agencies (23%), television news (15%), and newspapers (10%).

The survey also asks consumers to consider teams of scientists from three sectors: academia, food industry, and government. Americans express the most trust in university scientists (+49% net trust), with less trust in scientists from the food industry (+38% net trust) and U.S. government scientists (+25% net trust).

"As we focus to understand the perception of those Americans who express distrust in food and nutrition science, 53% say they would be more willing to change their diets or behaviors if they had greater trust in science," Stokes said. "This suggests not only an openness to scientific information, but also the challenge of rebuilding trust. While it takes time to develop, trust can be shattered in an instant."

Rebuilding Trust Is A Challenge, Yet Essential To Improve Public Health

"The current state of consumer trust in science is a pressing call to action for organizations, like ours, focused on public service and health improvement," Reinhardt Kapsak stated. "There are several strategies we can employ to address the challenge of rebuilding trust: creating consumer-focused, science-based communication; communicating compelling messages with clarity and transparency; addressing misinformation; and highlighting credible sources for more information."

Communicators focused on food and nutrition science-such as journalists, educators, health professionals, and regulatory and policy officials-have platforms informing public knowledge.

Reinhardt Kapsak added, "If this research shows us anything, it is that fostering critical thinking and promoting science literacy should be top priorities. That is why, at IFIC, we have intensified our science communication effortsto help communicators grasp the scientific process, understand the conclusions that can be drawn from various methodologies, and communicate effectively with consumers. We are confident that working together and employing this approach can help rebuild consumer trust."

Read the full survey here.

Research Methodology

The International Food Information Council (IFIC) commissioned an online survey among U.S. consumers to measure knowledge, attitudes, and beliefs about trust in science about food, nutrition, and diet. Data was collected from July 11-13, 2024, via an online survey of 1,000 Americans aged 18 years to 80+ years, and responses were weighted to ensure proportional results. The Bayesian confidence level for the survey sample (n=1000) is 3.5, which is roughly equivalent to a margin of error of ±3.1 at the 95% confidence level.

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