Effective brand marketing is increasingly about delivering messages to target consumers through the sources they trust.
When the International Food Information Council asked consumers, as part of their 2014 Food & Health Survey, which sources they trusted most to provide accurate information about nutrition, the results were dramatic.
50% of Americans trust health professionals most—more than websites, TV personalities, news media and social media combined.
Here is a look at those results:
It’s also worth noting that just 5% of Americans trust food manufacturers most when it comes to nutrition information, underscoring the need for brands to deliver their healthy brand messages through a trusted third party, such as health professionals.
Consumers are telling you loud and clear from whom they want to receive their nutrition information. If you are spending money to market your healthy brand through websites, PR, and social media, but not health professionals—why not?