Safer, healthier, convenient and cleaner. Those are words that Frank Luntz, Luntz Global, wanted people to take away from his remarks at the Animal Agriculture Alliance Stakeholders Summit.

I was able to ask him one question afterward while he was signing books and that was what he hoped participants took away from his presentation. His answer, “I think it’s essential that they use the most effective words and phrases that connect to the America people in where they live and how they live. That you talk about not just affordability but convenience, safer, healthier, cleaner. When you show that you’re doing it so much better now than before and you’re going to do it even better in the future than you did it now, that’s success. That’s good communication. That’s what I hope they take away from my presentation.”

Frank shared results of survey work he’s done that show how people of various demographics respond to certain words or phrases. It was very eye opening. For example, he found that people really don’t care much about the word sustainability. It just doesn’t have a meaning that’s clear since there are countless definitions. He recommended not using that word in marketing efforts. Here are some other tidbits that stuck out for me:

Imagine is most powerful word in English language.
You create miracles everyday.
Consumers take responsibility for their own nutrition. They don’t depend on the food industry.
Convenient is the word that makes consumers most interested in product.
Only people under 30 or who went to Berkely like “organic.” Although he does think this category of food product will grow.

You can listen to my interview with Frank here: Frank Luntz Interview

Animal Ag Alliance Stakeholders Summit Photo Album