1. Empowering the Ethical Consumer
Growing Trust
Empowering the Ethical Consumer
Charlie Arnot

2. CFI Trust Model
CFI was the first to build a research-based consumer trust model in partnership with Iowa State University. Earning and maintaining social license, the privilege of operating with minimal formalized restrictions, depends largely on building confidence based on shared values. Of the three primary elements that drive trust – confidence (shared values and ethics), competence (skills and ability) and influential others (family, friends and credentialed individuals), our peer-reviewed research shows that confidence, or shared values, is three-to-five times more important than competence in building trust.

3. Sustainable Balance

4. Transparency Means Business
“Consumers have begun to weigh a new set of factors more heavily in their purchase, disrupting the consumer value equation in ways that present both opportunities and challenges for the food industry. “

5. Takeaways 2015 research proves increasing transparency increases trust
Transparency is no longer optional – it’s a basic consumer expectation   
Consumers primarily hold food companies responsible for transparency
Transparency is the key to overcoming the “Big is Bad” bias.
Consumers want information on your practices – practices are an illustration of values in action and values drive trust.
Consumers want the ability to engage. They want to be heard and acknowledged and they want straight answers to their questions.

6. Empowering the Ethical Consumer
Growing Trust
Empowering the Ethical Consumer
Charlie Arnot