Public Perception
Establishing positive public perceptions of cellular agriculture is vital to its acceptance and ultimate success.
Background
Building awareness and creating positive public perception of cellular agriculture technologies amongst stakeholders including: future consumers, business-to-business (B2B) purchasing decision makers,policymakers, the wider food industry, government, investors and the general public is vital to accept the development, and eventual supply, of cellular agriculture products. Accurate, constructive and up to date information will support the building of positive public perceptions. Transparency around the ethos of cellular agriculture and the research, development and manufacturing of its products, is essential to establishing consumer trust.
Research Focus Areas
Effective messaging - Constructive science communication is critical to socialising the concept and production of cellular agriculture products well in advance of them being commercially available. Accurate and transparent information covering health, nutrition, food safety, as well as environmental, societal and animal welfare drivers will build trust and serve as a critical precursor to acceptance. Some research questions could include:
Who are the current and potential future stakeholders that will be part of the cellular agriculture ecosystem?
What are the most effective means to educate and inform stakeholders that ensures messaging is accurate, constructive, and transparent?
What can we learn from the past mistakes that were made in educating the public about GMO?
Who should be responsible for educating stakeholders?
Public relations - It is critical that those advocating for cellular agriculture use messaging that is simple, compelling, and tailored to specific audiences and that they facilitate the flow of accurate and objective information to build trust, positive perception and support. The introduction of any new technology can bring with it unease and may provoke mistrust when it appears to threaten existing industry. It is essential to maintain transparent dialogue which encourages and incorporates diverse views, addresses misinformation and centres on evidence-based information. Some research questions could include:
What motives, questions and concerns do current stakeholders have and what could be some of their unconscious biases?
What motives, questions and concerns might future stakeholders have?
What are the potential risks from deliberate misinformation and what are the most effective strategies to manage these?
What types of public relations/marketing/science communications/behavioural psychology strategies will ensure that the development of cellular agriculture technologies and products is widely supported while also enabling people to critically think for themselves?
What nuances in messaging are required for different stakeholder groups in order to achieve a positive perception of the industry and its products?
Historically, how has positive perception of new technologies been achieved in a time of uncertainty, particularly when critical components of the existing supply chain are challenged? What can we learn from past successes and failures?
How can we optimise positive relationships between the existing conventional agriculture industry and the cellular agriculture ecosystem?
Consumer insights - Research indicates that potential barriers to consumer acceptance of cellular agriculture products could include: taste, texture, cost, lack of familiarity, perceived ‘unnaturalness’, health, safety, as well as a range of cultural and religious norms. Ongoing research into consumer perception and behaviour will be required to inform product development and effective product marketing strategies. Transparent messaging in the context of consumer marketing will be needed to build trust. Some research questions could include:
Historically, how has consumer perception and behaviour changed when new technology has been introduced and what can we learn from this?
What assumptions and narratives (true and false) are forming around cellular agriculture? Which of these, if any, could hinder the successful rollout of cellular agriculture products?
What potential consumer insights could hinder successful rollout?
How can we build upon existing consumer perception research around cellular agriculture to answer key questions?
How can consumer acceptance research findings be translated into actionable measures for not-for-profits, startups and regulators?
Experts in science communication, public relations, market and consumer insights, brand and marketing will be required to inform and influence public perception across the private sector, not-for-profit sector, and the public sphere. Educators and curriculum designers will be needed in the education sphere. Universities and formal educational institutions have an important role to play in this endeavour. Relevant majors may include: Journalism, Marketing, Economics, Business, Psychology, and Culinary Arts.inia egestas. Aenean eu justo sed elit dignissim aliquam. Quisque congue porttitor ullamcorper. Fusce at massa nec sapien auctor gravida in in tellus. Quisque congue porttitor ullamcorper.