Overcoming Consumer Inertia to Dietary Guidance

Abstract

The first edition of the Dietary Guidelines for Americans laid the cornerstone of nutrition policy in the US. Yet, 35 years later, consumers' adoption of dietary practices congruent with the Guidelines remain far from ideal. Closing the gap between ideal and actual is a shared responsibility of government, industry, nutrition professionals, and others. Nutrition communicators have the responsibility for creating messages and programming that resonate with consumers and build their capacity and desire to implement dietary recommendations. However, many report continued confusion about healthy eating guidance. Application of key evidence‐based communication practices, such as the following, could improve communication and reduce confusion: aim for simplicity, conciseness, and clarity; make food‐based recommendations; use easy to understand terms and engaging writing styles; cognitive test messaging; explain why guidance evolves; position messages within modern lifestyles; keep messages actionable and realistic; use positive tones that create partnerships between the communicator and consumer; respect consumers' abilities and available resources; target and tailor guidance to consumer groups; align with consumer needs, value, motivations; remember eating enjoyment is the key driver of food choice; use explicit examples; show benefits of healthy eating; offer solutions to real or perceived barriers; expand responsibility to include the environment; build on existing positive behaviors; and celebrate progress. Improved Guidance and related communications have the potential to give consumers increased control over their diets so they can enjoy better health on their own terms. Funding:North American Meat Institute