Media Misinformation: The ‘why’ behind Culture Consumed.

In a post-pandemic society, now more than ever, social media and news outlets have become the prime source of consumer information. In a politically fueled climate, we so often hear the words “fake news”, and “misinformation.” Beyond politics, these buzzwords extend deep into the stories we are told about our food. From Netflix documentaries to TikTok food influencers, the lines between science, opinion, and marketing tactics have become blurred. This leaves consumers unsure of who to trust. The result? A public bombarded with sensational headlines and half-truths, forming strong opinions on agriculture without ever stepping foot on a farm.

 We live in a world where most people are more familiar with the layout of their DoorDash app than the lifecycle of the animal on their plate. Consumers are increasingly removed from where their food comes from—not just physically, but mentally and emotionally. We’ve swapped farm visits for food influencers, and firsthand knowledge for curated content. Agriculture has become a distant concept—something abstract and often vilified—when, in reality, it’s the backbone of every bite we take. The average person doesn’t know the difference between a dairy cow and a beef steer, yet feels confident making sweeping claims about how “bad” animal agriculture is based on a viral post.

In fact less than 25% of U.S. consumers report strong trust in information associated with how their food is grown, raised, and processed. What's even more dangerous? Consumers really don't know a whole lot about their food. A 2016 study revealed that nearly 60% of respondents were undecided or not knowledgeable about where their food comes from. Today, Gen Z and Millennial consumers are more concerned with sustainability, animal welfare, and personal health than any previous generation—shaping purchasing decisions with values as much as price tags.

That means the majority of Americans are making food choices—and forming strong opinions—based on marketing, social media narratives, and gut feelings, not facts. When you combine low trust, low knowledge, and a flood of emotionally charged content, you get the perfect recipe for confusion, fear-based decisions, and a deeply distorted view of modern agriculture.

This disconnect doesn’t just affect what ends up in our grocery carts—it shapes policy, food prices, public health debates, and even how we treat the people who grow and raise our food. And yet, most of the loudest voices in the food conversation have never set foot on a working farm.

Here’s the deal. Cows aren’t killing the earth and you’re paying a premium for a label that you don't know the truth behind. Culture Consumed exists to challenge the noise, debunk the labels, and reconnect consumers with the truth about their food. This isn’t about taking sides. In fact, it’s about peeling back the labels, headlines, and hashtags to uncover what’s real and true about our farming systems. If you’re tired of feeling guilty for eating a cheeseburger or confused about every new “study” that says your breakfast is killing you, you’re in the right place. Stick around and join me in asking the better questions about what’s on our plates and who is really shaping the narrative.

About the author:

Jenna is a graduate researcher, ag communicator, and current Ph.D. student who’s passionate about cutting through the noise surrounding food and farming. With years of experience studying consumer behavior and advocating for farmers and ranchers, she’s here to help you rethink what you thought you knew about your food—one myth at a time.