{"id":43027,"date":"2025-11-03T08:00:00","date_gmt":"2025-11-03T07:00:00","guid":{"rendered":"https:\/\/www.azti.es\/?p=43027"},"modified":"2025-10-21T12:54:28","modified_gmt":"2025-10-21T10:54:28","slug":"eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism","status":"publish","type":"post","link":"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/","title":{"rendered":"[EATrends] Simple and Clear: Building Trust in an Age of Skepticism"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.azti.es\/en\/team\/sonia-riesco\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>SONIA RIESCO<\/strong><\/a><strong>, Researcher in the Innovation Area<\/strong><\/p>\n\n\n\n<p>Digitalization has transformed the way we access information, shop, and interact with brands. But it has also brought with it an inevitable phenomenon: <strong>skepticism<\/strong>. In an environment saturated with messages and promises, consumers are demanding facts, proof, and transparency to help them trust the food system.<\/p>\n\n\n\n<p>Today, more than ever, <strong>trust is a strategic value<\/strong> \u2014 and it rests on three key pillars: <strong>safety, transparency, and a balance between technology and human interaction<\/strong>.<\/p>\n\n\n\n<p>This is the sixth chapter of <strong>EATrends by AZTI<\/strong>, a guide that connects science, business, and society to anticipate the future of food. Want to explore the other trends? You\u2019ll find them all in <a href=\"https:\/\/www.azti.es\/en\/productos\/eatrends-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">the full EATrends report.<\/a><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_33_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">&Iacute;ndice de contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" style=\"display: none;\"><label for=\"item\" aria-label=\"Table of Content\"><i class=\"ez-toc-glyphicon ez-toc-icon-toggle\"><\/i><\/label><input type=\"checkbox\" id=\"item\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1'><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/#A_Challenge_for_Brands\" title=\"A Challenge for Brands\">A Challenge for Brands<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/#Innovation_in_Motion_Next_Steps_in_R_D\" title=\"Innovation in Motion: Next Steps in R&amp;D\">Innovation in Motion: Next Steps in R&amp;D<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/#Its_Happening_The_Sectors_Response\" title=\"It\u2019s Happening: The Sector\u2019s Response\">It\u2019s Happening: The Sector\u2019s Response<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/#Want_to_Take_a_Closer_Look_at_EATrends\" title=\"Want to Take a Closer Look at EATrends?\">Want to Take a Closer Look at EATrends?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"A_Challenge_for_Brands\"><\/span><strong>A Challenge for Brands<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The numbers speak for themselves: according to a report by the <strong>EIT Food Consumer Observatory<\/strong>, 40% of consumers in Europe do not trust sustainability labels. This lack of credibility undermines one of the industry\u2019s major efforts in recent years and highlights the urgent need for information that is <strong>simple, clear, and verifiable<\/strong>.<\/p>\n\n\n\n<p>The issue is particularly relevant in sensitive areas such as <strong>personalized nutrition<\/strong> and <strong>sustainability<\/strong>, where consumer expectations are especially high.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Innovation_in_Motion_Next_Steps_in_R_D\"><\/span><strong>Innovation in Motion: Next Steps in R&amp;D<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Science and technology are opening new paths to rebuild consumer trust:<\/p>\n\n\n\n<ul><li><strong>Blockchain and IoT devices<\/strong>, enabling full product traceability.<\/li><li><strong>Big data and scientific evidence<\/strong>, adding credibility to manufacturers\u2019 claims.<\/li><li><strong>Smart packaging and labeling<\/strong>, providing accessible, real-time information.<\/li><\/ul>\n\n\n\n<p>The goal is not just to share data, but to <strong>turn transparency into tangible trust<\/strong>.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Its_Happening_The_Sectors_Response\"><\/span><strong>It\u2019s Happening: The Sector\u2019s Response<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Consumers, increasingly overwhelmed by information overload, are seeking messages that are <strong>simple, verifiable, and useful<\/strong>. They expect clean labels, solid proof of sustainability, and evidence-based claims about health and functional benefits.<\/p>\n\n\n\n<p>The food sector is responding with:<\/p>\n\n\n\n<ul><li><strong>Advanced traceability systems<\/strong>, covering the entire product life cycle.<\/li><li><strong>Transparent and connected communication<\/strong>, using technology to engage directly with consumers.<\/li><li><strong>Clear, verifiable environmental impact metrics<\/strong>, to demonstrate measurable progress.<\/li><li><strong>Scientific evidence and precise claims<\/strong>, ensuring that what\u2019s promised in the market is backed by fact.<\/li><\/ul>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Want_to_Take_a_Closer_Look_at_EATrends\"><\/span>Want to Take a Closer Look at EATrends?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n  <div id=\"descarga-azti\">\n    <img src=\"https:\/\/www.azti.es\/wp-content\/uploads\/2025\/04\/eatrends_2025.jpg\" alt=\"\" >    <div>\n      <h3>EATrends 2025. 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AZTI<\/title>\n<meta name=\"description\" content=\"Sixth entry in the EATrends series \u2014 this edition focuses on trust, safety, transparency, and the balance between technology and human interaction.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[EATrends] Simple and Clear: Building Trust in an Age of Skepticism - AZTI\" \/>\n<meta property=\"og:description\" content=\"Sixth entry in the EATrends series \u2014 this edition focuses on trust, safety, transparency, and the balance between technology and human interaction.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/\" \/>\n<meta property=\"og:site_name\" content=\"AZTI\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-03T07:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-21T10:54:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/old.azti.es\/wp-content\/uploads\/2025\/09\/SImple-y-claro-confianza-consumidor.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Manuela Abasolo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/old.azti.es\/#website\",\"url\":\"https:\/\/old.azti.es\/\",\"name\":\"AZTI\",\"description\":\"Centro de Investigaci\u00f3n Marina y Alimentaria\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/old.azti.es\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/old.azti.es\/wp-content\/uploads\/2025\/09\/SImple-y-claro-confianza-consumidor.jpg\",\"contentUrl\":\"https:\/\/old.azti.es\/wp-content\/uploads\/2025\/09\/SImple-y-claro-confianza-consumidor.jpg\",\"width\":850,\"height\":533,\"caption\":\"simple y claro\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/#webpage\",\"url\":\"https:\/\/old.azti.es\/en\/eatrends-simple-and-clear-building-trust-in-an-age-of-skepticism\/\",\"name\":\"[EATrends] Simple and Clear: Building Trust in an Age of Skepticism - 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