Trusted, Yet Not Heard: How To Credibly Address The Food & Nutrition Messaging Environment

Good news from the latest IFIC Spotlight Survey: Americans’ Trust In Food & Nutrition Science-– confidence is high with approximately two-thirds expressing some level of trust in food and nutrition science. Would I like that number to be even higher? Absolutely. But that’s why organizations such as IFIC exist – to cut through the noise, identify opportunities to elevate trust in evidence-based food and nutrition science, and ultimately, help improve public health.

Trust Is Fragile

Beneath the headline lies a more nuanced – and concerning – story that deserves our attention. Trended data show trust is slipping, with a four-point shift from those expressing trust to distrust in just one year. At the same time, a critical mass – nearly three-fourths of consumers – say that nutrition advice “keeps changing,” leaving them feeling confused, frustrated, and doubtful.

Due to the inherent nature of the messaging environment, consumer confusion has long been a fixture in food and nutrition communications. As a dietitian, I’m most concerned with the frustration and doubt our survey respondents conveyed. Eating is already highly emotional: ideally associated with more positive feelings like enjoyment, cultural connection, and well-being. When skepticism also creeps in, it erodes confidence. Doubt is the enemy of credibility and, ultimately, trust. 

Trust = Simple, Easy & Evidence-Based Advice, Delivered By A Dietitian

Amid this uncertainty, one finding stands out: consumers know what they’re looking for. They say they are most likely to trust nutrition advice that is evidence-based, simple and easy to follow, and delivered by a registered dietitian. In other words, facts alone do not speak for themselves – people decide who they are willing to listen to.

In a world of constant and sometimes conflicting information, dietitians represent something that’s incredibly valuable: consistency. As the only health professionals specifically trained to translate nutrition science into practical, understandable guidance, registered dietitians are uniquely positioned to bridge the gap between evidence and everyday decisions – as well as provide context to evolving scientific discovery.

Trusted ≠ Heard

And yet, here’s the paradox: the most trusted voices are not always the ones being heard. Instead, consumers often encounter the loudest voices – those amplified by social media algorithms, sensational headlines, or sheer virality – rather than those grounded in expertise. While these sources may be less trusted in theory, they dominate consumer attention where they are most likely to get their information.

This raises an important question: if the most trusted voices aren’t the most visible, what does that mean for public understanding and action?

The answer is already taking shape. Consistently, about one in five consumers report being ambivalent – they neither trust nor distrust the science. And in an environment saturated with misinformation, it’s inevitable that some amount of misrepresented science may be trusted and even acted upon by this group – potentially working directly against public health goals.

Additionally, among the increasing numbers of those with lower levels of trust in food and nutrition science, nearly half report that they would be willing to change their diet if their trust in that science increased. This is an opportunity!

Muting Misinformation

This is an inflection point for science-based food and nutrition communicators. The challenge is no longer just delivering accurate information – it’s ensuring that the information people actually hear and act upon is robust. 

Further, trust in nutrition science and trust in the sources delivering it are not the same – yet both matter. Registered dietitians already bring credibility, expertise, and consistency. The opportunity now is to build on that foundation. Successful food and nutrition communicators are poise to not only provide more information, but also more impactful guidance through:

Taken together, these are not just communication tactics – they are the pathway to ensuring that trusted voices are also the ones that break through. At the end of the day, credibility may open the door – but in a world where trust is the filter, connection ultimately determines whether the message gets through.