How to Talk About Innovation in the Food System
Insights from and Omni Survey
March 13, 2025
When it comes to Canada’s food system, how we talk about innovation matters just as much as the innovation itself. Between February 13 and 19, we conducted an Omni Survey to better understand how Canadians feel about innovation in our food system. The results were clear: Canadians don’t want to hear buzzwords like “cutting-edge” or “modernization.” They want to know how changes will affect their daily lives.
Here’s what we learned:
- Excitement, With Caution
While most Canadians are optimistic about innovation, about 1 in 5 consistently express concerns. These concerns often stem from uncertainty about how changes will impact their lives. - Focus on Outcomes, Not Change
When innovation is framed around tangible outcomes—like food security, job creation, and a reliable food supply—concerns drop significantly. Canadians feel more confident when they see how progress aligns with the values they associate with the food system: care, quality, and responsibility. - Messaging Matters
Enthusiasm declines when the focus is on change itself rather than the real-world benefits. Terms like “innovation” and “cutting-edge” don’t resonate as strongly as messages that directly address affordability, confidence, and security. Canadians want to know how changes will make their lives better, not just that change is happening.
Excitement about Canada’s food industry
What Does This Mean for Communicating Innovation?
The key takeaway is simple: Canadians care less about the what of innovation and more about the how and why. How will it create more jobs and opportunities in the food sector? Why will it help us produce more with fewer resources? How does it benefit the environment and contribute to a sustainable future?
By shifting the conversation to focus on real-world benefits—like job growth, resource efficiency, and environmental impact—we can build greater trust and excitement for the future of Canada’s food system. Let’s show Canadians how innovation delivers tangible value while aligning with the values they care about most.