Who do you trust with your family’s health?
Too many reports of glyphosate weedkiller in Cheerios and snacks, heavy metals in baby food, and chemicals that are banned in Europe being allowed in our food are hitting the newsstands today. There is something going on with our regulatory systems and it’s called a failure to do their jobs. It’s in times like this when we cannot wait around for these agencies and our elected officials to “see the light” through the piles of cash that have been given to them by the chemicals and GMO companies. No, we must take matters into our own hands.
As you may be aware, Moms Across America launched in September of this year the Moms Across America Gold Standard. The MAA Gold Standard is a multi-tiered level of verification that can be achieved only by food and supplement brands that have achieved, and are continuing to work towards, the most stringent standards available today. In other words - they are brands with products and practices we can all trust. The MAA Gold Standard came about as a result of listening to you - our members - talk about what is important to you as consumers, as the individuals primarily responsible for the health of your family, your community, and the planet. We knew we were hearing you correctly. At the time we didn’t know that there were studies done to prove we were hearing your correctly - and that you are not alone.
Edelman is a global communications firm founded in 1952 by Dan Edelman that, to this day, remains an independent, family-run company. In June of 2019, they produced The Edelman Trust Barometer Special Report: In Brands We Trust? This report is an eight-country study involving 2,000 individuals in each country (16,000 people total) that shows that we at Moms Across America are not alone in our thinking. The vast majority of consumers across markets say that brand trust is essential to buying. The report shows that the conversation between brands and consumers has moved from what is my experience with your product, to what is my customer service experience with your company, to what is your company’s impact on the society. In the competition for us - the consumer - it is no longer enough to provide a quality product and a commitment to serving the consumer. Consumers are now insisting that companies recognize their role as citizens of the planet. Highlights from the report include:
- 81% of the 16,000 people surveyed said that a major consideration for brand purchase is “I must be able to trust the brand to do what is right.”
- More than 70% said purchase considerations include supply chain, reputation, values, environmental impact, and consumer before profit.
- 53% of consumers agreed that every brand has a responsibility to get involved in at least one social issue that does not directly impact its business.
Clearly, many of us would like the brands we buy to reflect our personal beliefs - but despite our requests brands are failing the trust test with just 1-in-3 people saying that they trust most of the brands they buy and use.
At Moms Across America we believe that things need to change. Our voices need to be heard. Not gaining consumer trust, not feeling compelled as a corporation to be a good global citizen, is no longer acceptable. Creating the Moms Across America Gold Standard was a risk. Many people say that in a market crowded with food verifications and certifications - who needs one more? And at MAA we are grateful for each and every food verification that seeks to improve the quality of our food supply and the health of people and the planet. However, we also believe that none of these certifications alone is enough. And even together - few of them reach or even aspire to the highest standards possible today.
It is time for us as consumers to stop accepting mediocrity and start demanding that companies take that actions that earn our trust. It is time for us as consumers to demand that companies be honest and transparent and step out from behind their other certifications to tell us not only what they are doing but why and how they are doing it. We want to understand both their practices and motivations so that we can decide for ourselves if they truly deserve our trust and our support as consumers. We look forward to the day when the MAA Gold Standard seal is readily available on your grocery store aisles. In the meantime, we encourage you to read the Edelman Report and learn more about the MAA Gold Standard - and then share what you learn. Our strength is in numbers. Speak up. Make them earn your trust.