Truth Defined: Mapping Consumer Beliefs in Food & Agriculture
How today's consumer defines "what's real" in a complex food system
Research Conducted in Partnership with:
What Shapes Truth in Food and Agriculture Today?
In a world where facts aren’t always enough, consumer trust is more complex and more crucial than ever.
Drawing on CFI’s peer‐reviewed Trust Model and FMI’s deep retail insights, our latest belief‐based consumer research reveals how five distinct mindsets shape what people consider “true” in food, agriculture, and farming.
Whether they prioritize transparent storytelling, rigorous data or a shared sense of purpose, each segment’s perspective holds powerful implications for how brands, retailers, and policy leaders communicate with the public.
Discover which segments drive the conversation and why meeting consumers where they are can significantly build trust and boost credibility, loyalty and impact.
Meet the Five Consumer Segments
Progressive Disruptor
Authenticity Seeker
Rationalist
Comfort Seeker
Strategist
Strategist
Ready for More Details?
Contact us below to learn more about our full research findings and to request a deeper dive into these five belief‐based consumer segments and what they mean for your marketing, policy and strategies.
Use Research to Build Credibility and Lead Change
Our research dives into how consumers define truth and credibility in food and agriculture. It reveals the motivations, trust triggers, and “truth lenses” of distinct consumer segments, enabling targeted and effective engagement strategies.
Why this Research Matters
Engage To Build Trust:
Engage effectively and build trust using values‐based strategies backed by CFI’s Trust Model.
Understand Influence:
Identify the share of population and voice each segment represents.
Enhance Credibility:
Lead issues that matter by knowing exactly what your audiences expect and why.
Amplify Your Impact:
Adapt to emerging trends in food, agriculture and public opinion and proactively lead the narrative.
Bridge Divides:
Harness influential segments to connect polarized audiences.
Demographic Insights:
Gain actionable data for precision targeting and effective engagement.
Ready To Build Trust?
Learn how our research supports building trust in today’s food system.
- Explore CFI’s Research & Insights for ongoing studies, background on our Trust Model and real‐world success stories.
- Visit FMI’s Research and Insights for data‐driven perspectives on consumer retail and shopping trends.
For a more in‐depth strategy discussion or tailored consulting, feel free to contact us. We’d love to help you shape and lead the narrative around food and agriculture.
Research Conducted in Partnership with:
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