Track I: Consumer & Market Trends

• Panel: Information Integrity and the Science of Consumer Trust - Marlana Malerich, Rooted Research Collective & University of Sussex, Sonalie Figueiras, Green Queen Media, Amy Williams, GFI & Dr. Sophie Attwood, Behaviour Global

Addressing information integrity and the role of social media adds a crucial dimension to understanding how and why consumers make choices — especially in an era where misinformation, polarisation, and perception often outweigh scientific truth. Misinformation spreads faster than facts — especially in food. From viral “food fear” content to polarising debates around processing, health, and sustainability, consumer trust is at stake. This panel explores how the food industry, scientists, and social platforms can safeguard truth, strengthen public confidence, and foster meaningful dialogue in a hyperconnected, divided world.

This panel will address the following questions:
1.     How can science-based communication cut through the noise of social media algorithms and viral misinformation shaping consumer perceptions of food and health?
2.    What responsibility do global platforms, policymakers, and the food industry share in ensuring information integrity — and where do their roles begin and end?
3.    In an age of polarisation, how can the alternative protein sector position itself as a trusted, credible source of information without becoming ideological or alienating mainstream consumers?
4.    How can behavioural science and consumer psychology help rebuild trust and guide evidence-based decision-making amid conflicting narratives about nutrition, sustainability, and food processing?
5.    What practical steps can brands, media platforms, and researchers take to reframe the conversation — turning misinformation into an opportunity for transparency, education, and engagement?
 

• What Draws Consumers to Upcycled Food? - Dr. Jessica Aschemann-Witzel, Aarhus University