New pattern predictions from Boston-based FRESH Communications supply a FRESH perspective on how journalism centered on well being, meals, and way of life will evolve in 2023.
The predictions for wellness media come from the media consultants (and registered dietitians) on the woman-owned public relations agency for better-for-you manufacturers.
Credibility is king
Disingenuous information is on the rise, and journalists are involved. In response to the Pew Analysis Heart, 94 % of journalists say misinformation is a big drawback within the US. Sadly, vitamin information is not any exception. On the identical time, extra individuals are self-educating about their meals, the place it comes from, and the way it interacts with their our bodies. Whereas individuals might study vitamin tendencies on social media, they usually flip to conventional information to substantiate or debunk these tendencies.
Journalists perceive this duty. In addition they know that registered dietitians are the authority on meals and vitamin. In response to the 2022 Meals & Well being Survey by the Worldwide Meals Info Council, 71 % of shoppers are confused about what to consider relating to vitamin, 28 % belief influencers, 31 % belief corporations, and 66 % belief registered dietitians. Due to this fact, journalists are looking for registered dietitian experience now greater than ever.
“Registered dietitians have gotten one of the vital essential voices in media right now,” mentioned Stephanie Ferrari, MS, RDN, president and co-founder of FRESH Communications, in a information launch. “Journalists and shoppers are demanding extra authoritative voices relating to vitamin. They’re craving readability round meals. As dietitians, we’re on a mission to un-muddy the waters with science-based, correct messaging.”
Moreover, Google’s E-A-T algorithm (Experience, Authoritativeness, Trustworthiness) offers search engine marketing precedence to health-related articles that embody credentialed well being professionals as sources. In response to Google, “Excessive E-A-T information articles needs to be produced with journalistic professionalism—they need to comprise factually correct content material offered in a approach that helps customers obtain a greater understanding.” With this in consideration, FRESH Communications predicts that registered dietitians are going to be in excessive demand for content material in 2023.
Meals as medication—in stunning methods
Within the new yr, we’ll see journalists examine meals as medication on a deeper stage. For instance, articles about pores and skin illnesses will transcend dermatologists and beneficial skincare merchandise. We’ll see extra articles like this one from Effectively + Good that discover how probiotic-rich meals can assist battle eczema.
Journalists are additionally going past macronutrients. They’re contemplating the connection between wellness and extra granular features of vitamin resembling amino acids, minerals, phytochemicals, and even cannabinoids.
“Journalists are embracing the evolution of science,” mentioned Sheri Kasper, RDN, LDN, CEO and co-founder of FRESH Communications, within the launch. “We’re speaking to media in regards to the interactions between meals and sleep, mind well being, intestine well being, reproductive well being…the checklist goes on!”
“Nourish” is the brand new “food plan”
Media is rising extra savvy in regards to the connection between vitamin science and behavioral science. They perceive that meals restriction can result in yo-yo weight-reduction plan which can have unhealthy ramifications. In consequence, there was a shift away from diets and excessive consuming plans towards vitamin as a part of holistic self-care.
“Folks don’t need to be advised what to not to eat,” mentioned Kasper. “The minute you’re advised you possibly can’t have a brownie, what would you like? A brownie in fact! Whereas some restriction is important for sure medical situations, most people needs to be advised what to add to their diets somewhat than what to subtract.”
FRESH Communications predicts that media will comply with go well with on this pattern. Journalists will concentrate on “nourishment” somewhat than “weight-reduction plan” and produce extra content material on what to eat somewhat than what not to eat. Wellness media will discover matters like intuitive consuming, performance-based vitamin, and the connection between vitamin and emotional well-being. We might even see extra media retailers ban phrases like “skinny” totally.
“There’s an elevated cognizance round how standard media impacts peoples’ perceptions of their very own our bodies and consuming habits,” mentioned Ferrari. “Journalists are selecting their phrases rigorously relating to vitamin recommendation, so manufacturers looking for earned media protection ought to too.”
