1. A New Approach What is Values Orientation? Jan Wilson, President Gestalt Inc.

2. Identifying Prevalent Values Orientations Will Open Doors through More Targeted Messaging • In order for food system stakeholders to demonstrate Shared Values, consumer values or Values Orientations toward food system technologies must be clearly understood • Values Orientation can be thought of as the window through which individuals’ view society and that view influences the perception of self and others. • The essence of Values Orientation is that it defines for the individual what he/she and others should do • Consumers most often hold multiple Values Orientations on a single issue

3. Values Orientation is Issue Specific: Targeting by Issue is Vital to Success Consumers can be grouped by Values Orientation in general but the data in this study indicates that the Values Orientation viewpoint shifts depending on the issue under study Concerns about her daughter’s health lead her to be traditionalist on beef hormone use Maria is generally progressive Hormone Use to Produce Leaner Beef

4. 2012 Consumer Trust Research Objectives • Measure Values Orientation • Understand consumer perceptions of key agricultural and food system issues, shared values and goals • Gauge reaction to specific messaging on key agricultural and food system issues • Test programming concepts aimed at increasing consumer trust in food system practices and stakeholders

5. A New Approach What is Values Orientation? Jan Wilson, President Gestalt Inc.