risk perception management bvba anti-social media how the game is changing, … and the challenges...
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Risk Perception Management bvba
Anti-Social Media
How the game is changing,… and the challenges for
industry
David Zaruk
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
A tale of two Davids
2013: 72 kg2006: 92 kg
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
Obesity is a complex crisis
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
Which can be easily simplified
David’s Wall of Blame
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
Everyone has their book to sell
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
This would be funny, except …
… Regulators are listening
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
Social Media is changing the game
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
Trust is in the hands of my network
Trust in authorities and business at an all time low We trust our friends, our social circles Social media is tightening (narrowing) our silos We surround ourselves with like-minded “friends” Confirmation bias (facts don’t matter) Works as an emotional support system (share,
favourite, like, curate, pin …) We need a dark force to act against. Industry?
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
Social Media Trends
Focus is on me, my friends Silos reduce dialogue Anti-lobbying (highlighting COIs) Anti-business (denormalisation) Viral campaigns reach light speed Pro-nature (against synthetics, processing, GMOs) I want to feel good about myself (blame others)
This leads to a serious challenge for the food industry
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
How do we deal with this?
Do nothing? Reinterpret the data? Put more resources into
social media? Blame the governments? Lobby smarter? Rebuild trust? Voluntary initiatives? Stress the positives? Respond with science/facts? Ridicule the activists?
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
Or do we
bully them
?
David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - [email protected]
Thank you