Healthy eating conversations by brands on social media could backfire, study warns
Brands are advised to be more aware of topics that spark debate.
A new report found that conversations on healthy eating are rising year on year, but it’s not all positive.
The latest immediate future report, which analysed data from intelligence solutions platform Brandwatch, found that conversations on ‘healthy eating’ and ‘healthy food’ on social media in the UK are on the rise.
However, while most posts are positive, there are significant backlash spikes around organisations pushing the healthy eating agenda such as brands, government and celebrity chefs, suggesting that brands venturing into this topic might want to reconsider their consumer engagement strategies.
Katy Howell, CEO at immediate future, said: “Shares, accounting for almost 40% of social posts, are driven by two core behaviours: anger (and some pretty spicy language), at the affordability and cost of eating healthy food; and the making of healthy foods, from recipes and planning, to food origins.”
At the core of the criticisms are conversations about affordability, wider discussions of policy, politics, poverty and celebrity comments. Such discussions involve brands not being seen as authentic or honest, government intervention that appears to ignore poorer communities and some chefs and public figures that are viewed as patronising.
Social data analysed by Brandwatch showed that 39% of posts around cost mention the issue of affordability of healthy food options while 30% declare eating well is expensive. Men comprise 42% of those voicing their criticisms on social.
Howell added: “Joining the healthy food trends is perfect for food, fitness and weight-loss brands. However, companies must plan. Awareness of the topics that both spark debate and anger should form part of your brand’s approach. Transparency and authenticity are key if you don’t want to be battling negativity on social.”
