{"id":3406,"date":"2021-05-25T08:00:00","date_gmt":"2021-05-25T12:00:00","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=3406"},"modified":"2023-11-17T22:22:09","modified_gmt":"2023-11-18T02:22:09","slug":"currency-for-dietary-supplements","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/currency-for-dietary-supplements\/","title":{"rendered":"Trust is The Currency for Dietary Supplements"},"content":{"rendered":"\n
\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

Trust is always eroding.<\/p>\n\n\n\n

So it constantly needs to be replenished.<\/p>\n\n\n\n

We once lived in a world where 9 out of 10 doctors meant that this stuff works.<\/strong> <\/p>\n\n\n\n

We believed it.<\/p>\n\n\n\n

It worked because the majority of doctors, or dentists, endorsed it.<\/p>\n\n\n\n

Now we\u2019re living in a world where we wonder what that 10th doctor knows that the other 9 don\u2019t.<\/em><\/strong><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

So what happened? <\/p>\n\n\n\n

The culture changed. <\/p>\n\n\n\n

We went from trusting authority to anti-authority. <\/p>\n\n\n\n

The anti-authority angle in the direct response marketing of supplements has been used for decades.<\/p>\n\n\n\n

Anti-authority has always been around and always will be.<\/p>\n\n\n\n

Direct response supplement marketers use this angle in the form of Anti-Big-Pharma.<\/p>\n\n\n\n

And they have been for years. <\/p>\n\n\n\n

That\u2019s nothing new. <\/p>\n\n\n\n

Most supplement buyers are older and conservative. <\/p>\n\n\n\n

They are naturally inclined to hold the belief of smaller government, and institutions. <\/p>\n\n\n\n

So the anti prescription drug angle has always worked with that market segment.<\/p>\n\n\n\n

But the market segment in their 80\u2019s+, have always trusted doctors. <\/p>\n\n\n\n

My mom has takes the supplement bottles I buy her to her doctor to see if they are okay to take.<\/p>\n\n\n\n

Trust in the authority of doctors for certain market segments still holds.<\/p>\n\n\n\n

In the classic book Influence: The Psychology of Persuasion, Robert Cialdini points out that obedience to authority holds a lot of power and value in a culture since there are many advantages and rewards to \u201cconforming to the dictates of authority figures.\u201d<\/p>\n\n\n\n

Cialdini refers to the concept of \u2018blind obedience\u2019 and the fact that \u201cwe are trained from birth to believe that obedience to proper authority is right and disobedience is wrong.\u201d<\/p>\n\n\n\n

But that trust in authority has been eroding within a certain section of the population.<\/p>\n\n\n\n

More so in the last 4 years, with the rise of fake news and the increase in conspiracy theories.<\/p>\n\n\n\n

Perhaps we\u2019ll see the effect of the erosion of trust in marketing of dietary supplements as well?<\/p>\n\n\n\n

I think we already have.<\/p>\n\n\n\n

It\u2019s shifted from doctor endorsement to instagram influencer. (Trust in niche celebrities, a different type of authority.)<\/p>\n\n\n\n

From instagram influencer to sustainable eco friendly packaging. (Trust in values, as short cut.)<\/p>\n\n\n\n

And I\u2019m sure the transition will continue to evolve before it changes again.<\/p>\n\n\n\n

Trust is not something that\u2019s set.<\/p>\n\n\n\n

Trust is built with each interaction.<\/p>\n\n\n\n

Each piece of communication.<\/p>\n\n\n\n

Each bottle sold. <\/p>\n\n\n\n

Not 9 out of 10 of them\u2026 All of them.<\/p>\n\n\n\n

Each and every one.<\/p>\n\n\n\n

So what happened to cause this change in trust for supplement brands?<\/h2>\n\n\n\n

Several cultural changes over the past few decades have contributed to declining trust in authority figures and institutions. <\/p>\n\n\n\n

For example:
The rise of direct-to-consumer pharmaceutical marketing positioned “alternative” remedies against “mainstream” medicine. <\/p>\n\n\n\n

Brands portrayed themselves as outside the system, with claims that insinuated consumers were being misled by Big Pharma and doctors.
<\/p>\n\n\n\n

This anti-authority messaging tapped into distrust of large institutions. <\/p>\n\n\n\n

It resonated most with demographics who were naturally skeptical of big government and corporations, like older conservatives.
<\/p>\n\n\n\n

The spread of misinformation and conspiracy theories, accelerated by social media, has also bred public distrust. When basic facts are questioned, people doubt expert opinions.
<\/p>\n\n\n\n

Younger generations have less inherent trust in institutions, valuing independence and critical thinking more. They rely more on friends, influencers and transparency than claims of expertise.
<\/p>\n\n\n\n

Several high-profile scandals, coverups and mistakes by authorities and corporations have also shaken public trust across demographics.
<\/p>\n\n\n\n

So various cultural undercurrents of anti-authority beliefs, misinformation, generational shifts and organizational failings have steadily eroded mainstream trust in recent decades. <\/p>\n\n\n\n

This requires brands to rebuild trust continually through their words and actions.<\/p>\n\n\n\n

What can supplement brands do?<\/h2>\n\n\n\n

In the age of skepticism, brands must actively build and maintain trust through their communications and customer relationships.<\/p>\n\n\n\n

Some ways supplement brands can get creative with trust-building include:<\/p>\n\n\n\n

Radical transparency<\/strong> – sharing unsanitized information on their products, business practices, values.
Owning mistakes <\/strong>– being accountable when things go wrong rather than hiding.
Interactive engagement<\/strong> – two-way dialogue with customers via social media and feedback channels.
Values-alignment<\/strong> – championing social causes and responsibilities beyond profits.
Influencer partnerships<\/strong> – leveraging voices trusted by target demographics.
Responsible use of consumer data<\/strong> – respecting privacy and securing personal information.
Investing in communities<\/strong> – supporting local organizations meaningfully.
Accessibility and inclusion<\/strong> – making sure diverse groups feel represented in marketing and as customers.
<\/p>\n\n\n\n

Trust-building is now an ongoing creative endeavor central to brands’ relationship with consumers. It requires consistency between messaging and real-world actions.
<\/p>\n\n\n\n

The supplement brands that connect with today’s distrust of institutions will create authentic emotional bonds with consumers by earning their trust daily.<\/p>\n\n\n\n

In Summary<\/h2>\n\n\n\n