For years, brands and organizations have poured time and resources into traditional media campaigns and influencer partnerships to shape consumer perceptions around food and nutrition. These channels offer one powerful advantage: reach. But our latest Consumer Segmentation research revealed something that we’ve been sensing, but haven’t been able to measure yet: a growing disconnect that calls for a new, more strategic approach to communication. According to the findings, consumers report high trust in primary care providers (PCPs), registered dietitians, certified nutritionists, and scientists. Yet they rarely hear food and nutrition guidance from these highly credible sources. Meanwhile, consumers frequently encounter advice from social media influencers whose voices they don’t fully trust, but that dominate the information landscape.
This imbalance creates a critical challenge for any organization seeking to influence behavior or shape public understanding of nutrition: trusted voices appear ‘quiet’, and loud voices aren’t fully trusted.
The Problem With “Reach First” Strategies
Most current communication campaigns focus on volume: how many people saw an ad, watched a video, liked a post, or shared content. But volume metrics alone don’t translate to credibility or impact.
- Traditional Media Saturation Isn’t Building Trust - News outlets and traditional media channels deliver consistent exposure, but consumers view these sources with increasing skepticism. In fact, only 10% of U.S. consumers completely trust news outlets and traditional media (EWG Consumer Survey, 2025). In a world of constant headlines and conflicting narratives, nutrition guidance can feel confusing or even contradictory.
- Influencer Marketing Has a Credibility Ceiling - Influencers excel at storytelling and visibility, but consumers are becoming more discerning. Sponsored content is perceived as less authentic, and nutrition misinformation spreads fast in algorithm-driven environments. High reach without credibility often leads to confusion not confidence. Only 15% of U.S. consumers are very confident that the information they receive from social media influencers is accurate and trustworthy (EWG Consumer Survey, 2025).
- Scientific and Clinical Experts Are Underutilized - Despite being the most trusted sources of nutrition advice, PCPs, RDs, and researchers remain largely absent from consumer-facing communication. Whether due to lack of time, limited platforms, or barriers within healthcare systems, these voices are not heard often enough. In fact, only 9-11% of the U.S. consumers see or hear food and nutrition advice from PCPs, RDs, and researchers every day or most days (EWG Consumer Survey, 2025).
What This Means for Industry Leaders
To move the needle on food and health behaviors, brands and organizations must prioritize trust-building over reach-maximizing. This means reevaluating where messages come from, how they are delivered, and what consumers genuinely need.
How Forward-Thinking Companies are Closing the Trust Gap
It starts with elevating high-trust voices and ensuring that the entire brand communication platform is supported by evidence-based, credible, consistent messaging that builds consumer confidence.
- Bringing Clinicians and RDs Into the Conversation
Integrate healthcare professionals into campaign strategy, as central messengers and educators. This can take the form of:
- RD-led content series
- Scientific advisory boards
- HCP co-created educational materials
- Short-form expert commentary for social media
- Pairing Influencers With Experts
Influencers are powerful amplifiers, especially when their content is grounded in expert guidance. Co-developed content can boost both reach and credibility.
- Building Science-Forward Storytelling
Consumers want clear, digestible insights rooted in research that are easy to understand and apply to their daily lives. Effective communication translates complex science into everyday relevance.
- Meeting Consumers Where Trust Already Lives
Our research shows growing trust in the places where food is purchased, such as grocery retailers, is vital. Partnering with retailers, both in-store and digitally, can strengthen message resonance, consumer action and long-term trust.
Now is the time to reimagine your communication approach. If your brand is ready to bridge the trust gap, tap into credible voices, and develop strategies that resonate with the consumers who need you most, Eat Well Global is here to help. Let’s work together to build campaigns that truly impact people.