New pattern predictions from Boston-based FRESH Communications supply a FRESH perspective on how journalism centered on well being, meals, and life-style will evolve in 2023.
The predictions for wellness media come from the media specialists (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 line with the Pew Analysis Middle, 94 p.c of journalists say misinformation is a major 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 could study vitamin traits on social media, they typically flip to conventional information to substantiate or debunk these traits.
Journalists perceive this duty. In addition they know that registered dietitians are the authority on meals and vitamin. In line with the 2022 Meals & Well being Survey by the Worldwide Meals Info Council, 71 p.c of customers are confused about what to imagine relating to vitamin, 28 p.c belief influencers, 31 p.c belief corporations, and 66 p.c belief registered dietitians. Due to this fact, journalists are in search of registered dietitian experience now greater than ever.
“Registered dietitians have gotten some of the essential voices in media as we speak,” stated Stephanie Ferrari, MS, RDN, president and co-founder of FRESH Communications, in a information launch. “Journalists and customers 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 optimization precedence to health-related articles that embrace credentialed well being professionals as sources. In line with Google, “Excessive E-A-T information articles ought to be produced with journalistic professionalism—they need to include factually correct content material introduced in a manner 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 drugs—in shocking methods
Within the new yr, we’ll see journalists examine meals as drugs on a deeper stage. For instance, articles about pores and skin illnesses will transcend dermatologists and really helpful skincare merchandise. We’ll see extra articles like this one from Nicely + Good that discover how probiotic-rich meals might help battle eczema.
Journalists are additionally going past macronutrients. They’re contemplating the connection between wellness and extra granular features of vitamin equivalent to amino acids, minerals, phytochemicals, and even cannabinoids.
“Journalists are embracing the evolution of science,” stated 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 “weight loss 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 wish to be instructed what to not to eat,” stated Kasper. “The minute you’re instructed you may’t have a brownie, what would you like? A brownie after all! Whereas some restriction is critical for sure medical situations, most people needs to be instructed what to add to their diets quite than what to subtract.”
FRESH Communications predicts that media will comply with go well with on this pattern. Journalists will concentrate on “nourishment” quite than “weight-reduction plan” and produce extra content material on what to eat quite 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 could even see extra media retailers ban phrases like “skinny” solely.
“There may be an elevated cognizance round how fashionable media impacts peoples’ perceptions of their very own our bodies and consuming habits,” stated Ferrari. “Journalists are selecting their phrases rigorously relating to vitamin recommendation, so manufacturers in search of earned media protection ought to too.”
