Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference
-
Upload
minnesota-agrigrowth-council -
Category
Government & Nonprofit
-
view
202 -
download
0
description
Transcript of Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference
![Page 1: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/1.jpg)
Charlie Arnot www.foodintegrity.org
Charlie_Arnot
Ethics, Values and Science
Building Trust in an Age of Radical
Transparency
![Page 2: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/2.jpg)
Today’s Topics
• How did we get here?
• Ethics, values and science
• Trust building transparency
![Page 3: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/3.jpg)
Today’s Food System
• Today food is:– Safer– More available– More affordable
• And yet the very systems that created the safest, most abundant, most affordable food in history are challenged every day.
• How did that happen?
![Page 4: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/4.jpg)
![Page 5: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/5.jpg)
1968 Events
![Page 6: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/6.jpg)
1968 Democratic Convention
![Page 7: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/7.jpg)
Vietnam
![Page 8: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/8.jpg)
Christmas Eve 1968 –
Greetings from Lunar Orbit
![Page 9: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/9.jpg)
1970 - Kent State
![Page 10: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/10.jpg)
1972 – Watergate Break-In
![Page 11: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/11.jpg)
’70s-’80s Events
![Page 12: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/12.jpg)
’90s – 2000s Events
![Page 13: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/13.jpg)
2000s - Events
![Page 14: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/14.jpg)
Subprime Mortgage Crisis
![Page 15: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/15.jpg)
2000s – More Events
![Page 16: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/16.jpg)
Food is personal…
We need it for survival
![Page 17: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/17.jpg)
Food is personal…
We feed it to our children
![Page 18: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/18.jpg)
Food is personal…
It’s part of our culture/celebrations
![Page 19: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/19.jpg)
Changing Industry…
The 10 largest grocery retailers sell the majority of groceries in the U.S.
![Page 20: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/20.jpg)
The top 50 dairy cooperatives process 80% of milk.
Changing Industry…
![Page 21: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/21.jpg)
The top ten chicken companies process 83% of chicken.
Changing Industry…
![Page 22: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/22.jpg)
The top four beef packers process 85% of beef.
Changing Industry…
![Page 23: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/23.jpg)
Consolidation, Integration and Industrialization
![Page 24: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/24.jpg)
Significant Social Shifts:
THEN
Authority is granted by office
Broad social consensus driven by WASP males
Communication is formal, indirect (mass communication)
Progress is inevitable
NOW
Authority is granted by relationship
No single social consensus, great diversity, many voices
Communication is informal, direct (masses of communicators)
Progress is possible
![Page 25: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/25.jpg)
Trust in Today’s
Food System
![Page 26: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/26.jpg)
Right Direction/Wrong Track
Right Direction/Wrong Track
![Page 27: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/27.jpg)
Earning and Maintaining Social License (Sapp/CMA)
Confidence
Influential Others
Competence
Value Similarity Social License
Trust
Freedom to Operate
Trust research was published in December, 2009 – Journal of Rural Sociology
![Page 28: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/28.jpg)
Tipping Point
Flexible Responsive Lower Cost
Rigid Bureaucratic Higher Cost
Social License
• Ethics
• Values
• Expectations
• Self regulation
Social Control
• Regulation
• Legislation
• Litigation
• ComplianceSingle triggering event
Cumulative impact
The Social License To Operate
![Page 29: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/29.jpg)
Successful Tactic
![Page 30: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/30.jpg)
Climate Change
![Page 31: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/31.jpg)
Public Health
![Page 32: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/32.jpg)
Real Pressure: Food Babe
When Consumers Feel Disconnected…• Food and Healthy Lifestyle blogger: Vani Hari,
a.k.a. “Food Babe”• Mission: “to find out what’s really in our food”
![Page 33: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/33.jpg)
GMO Ingredients
![Page 34: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/34.jpg)
Chick-Fil-A or Chemical-Fil-A?
“I wanted to expose Chick-Fil-A because I find it atrocious that
companies can legally feed you a combination of chemicals that
are known to have disastrous effects on your health. I find it
even more disturbing when very smart people are easily fooled
into thinking something may be a healthier option because of
misleading marketing.”
![Page 35: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/35.jpg)
Earning and Maintaining Social License (Sapp/CMA)
Confidence
Influential Others
Competence
Value Similarity Social License
Trust
Freedom to Operate
Trust research was published in December, 2009 – Journal of Rural Sociology
![Page 36: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/36.jpg)
Shared values are 3-5X more important in building trust than demonstrating competence
What Drives Consumer Trust?
Shared
Values
Skills
Trust research was published in December, 2009 – Journal of Rural Sociology
![Page 37: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/37.jpg)
Sustainable Systems
Ethically Grounded
Eco
nom
ical
ly V
iabl
e Scientifically Verified
Ethically Grounded• Compassion • Responsibility• Respect• Fairness• Truth
Value Similarity
Scientifically Verified• Data Driven• Repeatable• Measurable• Specific
Objectivity
Economically Viable• ROI• Demand• Cost Control• Productivity• Efficiency
Profitability
KnowledgeKnowledge
FeelingsBelief
Sustainable Balance
![Page 38: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/38.jpg)
Radically Transparent Environment
![Page 39: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/39.jpg)
Online in 60 seconds
Source: Qmee
![Page 40: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/40.jpg)
Traditional Communication Model is Less Effective in Today’s Environment
Consumer
Consumer
Consumer
Traditional Communication
Model
Expert
Family
Online Friend
s
Family
Tribal Communication
Model
Family
Online Friend
s
![Page 41: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/41.jpg)
The “Mom Tribe” Consumer Panel
What information sources have you used to come to your conclusions that GMOs are dangerous?
Heidi: “I’m part of a moms group. When there is a big consensus, I think ‘there’s something here.’ You don’t need doctors or scientists confirming it when you have hundreds of moms.”
![Page 42: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/42.jpg)
Trust Building Transparency
![Page 43: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/43.jpg)
Overcoming the Bias Against Size
Shared Values = Trust Big is Bad
Inverse relationship between size and the perception of shared values
![Page 44: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/44.jpg)
“I believe (size) food companies are likely to put their interests ahead of my interests.”
2013 Mean 6.062013
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15% 55% 31%
0 to 3 4 to 7 8 to 10
2013 Mean 7.382013
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
6% 41% 53%
0 to 3 4 to 7 8 to 10
Small
Large
![Page 45: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/45.jpg)
“(Size) farms are likely to put their interests ahead of my interests.”
2013 Mean 5.752013
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
19% 53% 28%
0 to 3 4 to 7 8 to 10
2013 Mean 7.102013
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
7% 45% 48%
0 to 3 4 to 7 8 to 10
Small
Large
![Page 46: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/46.jpg)
Accuracy
Relevance
Stakeholder Participation
Clarity
Credibility
Disclosure
Motivations
Elements of Trust Building Transparency
![Page 47: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/47.jpg)
1. Motivation – Act in a manner that is ethical and consistent with stakeholder interest. Show you understand and appreciate issues and take action that demonstrates you put public interest ahead of self-interest.
Trust Building Transparency
Motivations
Disclosure
2. Disclosure – Share information important to stakeholders, both positive and negative, even if it might be damaging. Make it easy to find; helpful in making informed decisions; easy to understand and timely.
Stakeholder Participation
3. Stakeholder Participation – Ask those interested in your activities and impact, for input. Make it easy to provide; acknowledge it has been received and explain how and why you make decisions.
![Page 48: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/48.jpg)
4. Relevance – Share information stakeholders deem relevant. Ask them. Show you understand.
Trust Building Transparency
5. Clarity – Share information that is easily understood.
Relevance
Clarity
![Page 49: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/49.jpg)
7. Accuracy – Share information that is truthful, objective, reliable and complete.
Trust Building Transparency
6. Credibility – Admit mistakes; apologize; accept responsibility; engage critics; share plans for corrective action. Demonstrate you genuinely care and present more than one side of controversial issues.
Accuracy
Credibility
![Page 50: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/50.jpg)
Accuracy
Relevance
Stakeholder Participation
Clarity
Credibility
Disclosure
Motivations
Elements of Trust Building Transparency
![Page 51: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/51.jpg)
Our New Reality
• The social decision making process in complex and multidimensional
• Decisions are not made on facts and rational thought alone
• Mistrust of institutions has become the social norm
• Growing trend of questioning the motives and data of experts
• Tribal communication and “relational expertise” influences trusted sources and messages
![Page 52: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/52.jpg)
Implications for You
• Who you are is as important as what you know
– Communicating shared values makes technical information more relevant and accessible
• Embrace skepticism – It’s not personal, it’s a social condition
– Skepticism is the fuel for scientific discovery
• The public wants information from academics but not academic information
– Learn to speak the language of social media
• Transparency is no longer optional
– Authentic transparency is the path to building trust in science and technology in agriculture and food
![Page 53: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/53.jpg)
Three Things You Can Do
1. Begin your public engagement using shared values– “People don’t care how much you know until they know how much
you care.” T. Roosevelt
2. Open the digital barn/plant door – Find ways to make the food system transparent to illustrate your
commitment to do “what’s right”
3. Commit to engaging online, in person and through your company.– Your voice, your knowledge and your credibility matter. You can
make a difference in building public support for agriculture and food in Minnesota
![Page 54: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/54.jpg)
Questions/Discussion
![Page 55: Charlie Arnot's Presentation to the 2014 Minnesota AgriGrowth Council Annual Meeting and Conference](https://reader038.fdocuments.in/reader038/viewer/2022110120/5584ab08d8b42af85b8b4cba/html5/thumbnails/55.jpg)
Charlie Arnot www.foodintegrity.org
Charlie_Arnot
Ethics, Values and Science
Building Trust in an Age of Radical
Transparency