In a world where people are bombarded with countless messages every day, trust is often both compromised and fragile. From farms to processors, schools, and doctors’ offices, every conversation about dairy presents an opportunity to build trust.
We live in an era of unprecedented doubt, fueled by misinformation and the pervasive influence of social media. Gen Z, in particular, is widely recognized as the most skeptical generation in history. A staggering 65% are either doubtful or outright disbelieving of company claims on issues they care about. “One of the best ways to build trust is through sharing authentic stories and factual messages of importance to consumers,” Jayce Winters, Director of Issues and Crisis at Dairy MAX.
Building the "Trust Bank"
At Dairy MAX, the Issues and Crisis team works daily to foster trust by crafting and delivering consistent, tested key messages. They view trust as a "bank"—a repository of integrity and authenticity built over time through compelling storytelling. This trust bank becomes an invaluable asset during challenging times, enabling the dairy community to draw on these investments to support public confidence.
By aligning their messaging, the dairy community strives to speak with one clear and unified voice. These messages are shared across websites, social media platforms, and partner engagements, contributing to wider reach and resonance.
Farmers: Trusted Messengers
The good news is that farmers are already trusted by the public. A recent survey by the American Farm Bureau revealed that 88% of Americans trust farmers. Recognizing this, Dairy MAX invests in storytelling training for farmers and collaborates with them to share authentic dairy stories. By focusing on relatable and meaningful messages, Dairy MAX helps farmers connect with the public and make an impactful connection that enhances trust.
The Power of Authentic Storytelling
Effective storytelling does not have to be complicated—it simply needs to be genuine. Here are a few tips for impactful storytelling:
- Build Connection First: Understand your audience and connect with them before diving into your message.
- Simplify Your Message: Use clear, easy-to-understand terms to ensure your audience fully grasps your story.
- Consistency is Key: Stay aligned and consistent across all communication channels.
By sharing stories about the people behind dairy farming and the delicious foods they produce, the dairy community can break through the noise of misinformation. In today’s fast-paced world, it requires a collective effort to ensure these stories reach and resonate with people.
Continue Your Storytelling Journey
For those looking to enhance their storytelling skills or understand the evolving interests of today’s dairy enthusiasts, Dairy MAX offers valuable resources and support. Together, through authentic messaging and impactful storytelling, the dairy community can continue building trust and fostering meaningful connections with hearts and minds everywhere.
