We live in a hyper-informed society. Information no longer flows constantly as it used to, like rivers from various sources. Today, information moves in veritable tsunamis that sweep the networks on a daily basis, sweeping away previous knowledge and any possible attempt to delve deeper into the different issues that current affairs present us with. Thousands, millions of pieces of information intertwine daily in a sort of sea storm that drowns our understanding and our ability to discern between the authentic and the false, between the correct and the misleading, between what is truly "scientifically proven" and what is only supported by a supposed report made by some students without any kind of verification. Headlines rule and those that are loaded with the most blood are the ones that stand out above the rest.
All this information, most of which is contradictory, casts doubt on everything that has been established, on everything we believed, and especially on the products we buy. And even more so if these products are related to food.
The FOOD INDUSTRY is one of the most battered in recent years by disinformation campaigns, hoaxes and new theories ranging from the apocalyptic to the conspiratorial, passing through all possible states of absurdity.
This situation is caused by a combination of, among others, the following two important factors. On the one hand, the fact that there are few things that human beings do between three and five times a day, every day from birth to death (obviously in the so-called first world countries). And that what we put in our mouths we care.
On the other hand, because the food purchase cycle is daily. Whether in the supermarket or through the catering and hotel trade. And this short cycle makes the sector extremely vulnerable, because all the news that emerges immediately affects sales of the product concerned, both positively and negatively.
Faced with this situation, the citizen is left disarmed and unable to react to the profusion of headlines, each one more alarming and catastrophic than the last. There comes a time when they literally do not know what to do.
A concept that we thought had been forgotten in the advertising of the 60s and 70s has emerged. A concept that is more necessary than ever and which is proving to be a real lifeline, both for the consumer and for the brands themselves: trust.
Trust is more than an attributeis the sum and consequence of the rest of the attributes that enhance a brand: credibility, reputation, all of which result in a consumer reaction of trust or distrust.
Trust is that statethat link you reach out to someone, whether a person, an animal or a product, in which you have built an image based on that asset and no negative information can harm it. It is the nirvana of the consumer-product relationship and is achieved over time. However, this time is not without work on the part of the brand and experiences on the part of the consumer. The result of all this is trust. But never forget that, no matter how much you do, trust is not a simple matter. is granted by the consumer and will withdraw it if he feels you have betrayed him.
A product must comply its core pledges. Let's not forget that the first reason we eat food is taste. We like it. And all the organoleptic qualities, such as taste, texture and aroma, play a part in this. Of course, the visual presentation of the product also plays a role, including the packaging and its care.
But nowadays, it is also considered the brand personality Who is this brand? What are its values? How does it do things? How does it care for the environment and its employees? How does it participate in society? All this sum o subtracts from the consumer's perception.
When it all adds up and the The result is positive over the yearstrust is built. However, we must remember that this delicate concept can collapse if we are not capable of anticipate the risks that can generate crisis situations and be prepared to react.
Because consumers may forgive an accident, but they will not forgive a failure to react to it.
When an accident occurs or a situation degenerates into a crisis, the first thing that assaults us is nervousness and haste, which leads us to make hasty decisions whose consequences may exacerbate the crisis instead of stopping or redirecting it.
The reaction capacity The first step in dealing with the unexpected means that, before something like this can happen, when you are calm and relaxed, you should consider what risks may generate crisis situations, how they may affect you and what the consequences may be.
In this way, you will be able to risk mapping and prepare the most appropriate action in each one of them, so that when the crisis comes (and don't be fooled, it's not just a matter of time), the crisis will catch up with you), be prepared to deal with any contingency and react in such a way that, instead of getting hurt and having your reputation severely damaged, you can emerge strengthened and having generated an important and long-lasting layer of trust in your consumers. Because we can, and must, emerge stronger from a crisis..
*Álvaro Bordas Ríos, Senior Advisor at Proa Comunicación. Expert in the industrial and construction sector, food and IR.