1. Risk Perception Management bvba Anti-Social Media How the game is changing, … and the challenges for industry David Zaruk

2. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu A tale of two Davids 2013: 72 kg2006: 92 kg

3. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu Obesity is a complex crisis

4. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu Which can be easily simplified David’s Wall of Blame

5. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu Everyone has their book to sell

6. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu This would be funny, except … … Regulators are listening

7. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu Social Media is changing the game

8. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu 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?

9. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu 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

10. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu 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?

11. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu Or do we bully them?

12. David Zaruk PhD - Risk Perception Management bvba - Groenstraat 17, 1930 Zaventem, Belgium - david.zaruk@riskperception.eu Thank you david.zaruk@riskperception.eu