How can brands deliver trust-building sustainability stories? Through farmers.

Companies find themselves in an era of unprecedented pressure from consumers, investors, regulators, and others to commit to sustainability goals and commitments. And companies are responding. According to Harvard Business Review, most of the world’s largest companies have set sustainability goals and report on them. However, not all consumers are buying it.

A troubling gap in consumer trust

Recent research shows a growing trust gap between consumers and corporations when it comes to sustainability.

• Only 38% of U.S. consumers surveyed believe corporations when they claim commitments to environmental sustainability — a noticeable drop from 47 percent in GreenPrint’s 2021 study.
• High-profile incidents of greenwashing from major beverage, fashion, airline and automotive brands in the past few months alone certainly haven’t helped preserve consumer trust.
• Overall, 41% think U.S. corporations are doing a poor job of reducing their carbon footprint.

What companies might be overlooking as they consider how to communicate these commitments with consumers are the individuals often making these goals a reality: farmers. The backbone of our food supply chain, farmers hold a pivotal position in shaping brand sustainability storytelling.

A simple fact — consumers trust farmers

• Research shows nearly nine in 10 adults (88%) trust farmers.
• U.S. farmers rank as the most trusted members of the supply chain when it comes to ensuring its safety, taking the top spot in 78% of consumer responses.
• A recent survey of U.S. adults found that more than half (58%) rate the sustainability practices of U.S. farmers positively.

Farmers can deliver brand belief and preference

Farmers are the linchpin of a food company’s sustainability initiatives. After all, they are the ones directly responsible for cultivating crops, raising livestock and managing natural resources. This on-the-ground knowledge comes with invaluable insights into achievable ag sustainability practices and resource management. By sharing their firsthand experiences, farmers add authenticity and credibility to a food company’s sustainability storytelling, allowing consumers to connect more deeply with the brand’s commitment to sustainability.

When it comes to sustainability storytelling, the details matter

Farmers today are taking a brand’s sustainability commitment from aspirational to actionable. Whether it’s demonstrating precision farming techniques to reduce chemical usage, implementing regenerative agriculture principles like cover crops to improve soil health, or adopting water-efficient irrigation methods, farmers can showcase real, practical solutions for sustainable farming. By featuring farmers in food company sustainability stories, brands empower consumers with the knowledge they need to make purchases to support sustainable farming.

Transparency matters today

When 75% of shoppers surveyed say transparency from brands and manufacturers is extremely important or important, it creates a tremendous opportunity for brands.

• 78% of consumers surveyed say that, despite their desire to support companies that align with their values, they don’t know how to identify environmentally friendly companies.
• 63% of the public are looking for better communication from companies about the sustainability of their products and services.
• 55% of U.S. consumers are asking for “the story” behind their food — they want to feel more connected to the products they purchase.
• And 66% of U.S. consumers and 80% of young U.S. adults (ages 18-34) say they are willing to pay more for sustainable products.

The opportunity

Any brand can declare a sustainability commitment. It’s the companies that develop and implement communications strategies showcasing these sustainability improvements and innovations that will succeed in winning the hearts, minds and purchasing power of consumers. Farmers can and should be a key component in sustainability storytelling.

At MorganMyers, we’ve helped our clients engage supply chain famers to identify, capture and deliver the sustainability stories that resonate with consumers. The stories that get noticed. The stories that get shared. The stories that drive brand preference and sales.

We pride ourselves on our ability to understand even the most complex on-farm practices and translate them into simple sound bites, messages and videos consumers find informative, engaging and entertaining. We understand farmers and their practices and how to translate their efforts into consumer stories that create preference for your brand.

We’ve done it for others, and we’d like to do it for you.

Let me know if you’d like to schedule a quick meeting to hear more about MorganMyers and explore how we might help you share your on-farm sustainability journey.