{"id":7829,"date":"2025-01-28T16:16:07","date_gmt":"2025-01-28T21:16:07","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/01\/28\/the-rfk-factor-risk-to-brand-equity\/"},"modified":"2025-02-06T12:49:45","modified_gmt":"2025-02-06T17:49:45","slug":"the-rfk-factor-risk-to-brand-equity","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-rfk-factor-risk-to-brand-equity\/7829\/","title":{"rendered":"The \u201cRFK Factor\u201d Risk to Brand Equity"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Mark Jeffreys, CEO, 4Sight<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">RFK taking to X to share the latest ingredient that he thinks should be banned has been background noise until now.\u00a0 With the new Trump administration, RFK in particular has gone from white noise to the nominee who may lead the Department of Health &#038; Human Services (HHS) behind his \u201cMake America Healthy Again\u201d pledge.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While this pledge seems innocuous, the threat to ban several ingredients, such as Red Dye 40, and restricting other ingredients that he believes contribute to human health issues is real for brands.\u00a0 The new list of potentially villainous ingredients may soon jump to hundreds.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As stewards of a brand, brand leaders in the past have been reassured that regulatory action has been based on \u201cscience consensus\u201d.\u00a0 As a result, the task of monitoring ingredient risk has mostly been left to those in R&#038;D.\u00a0 But the risk of a capriciously advocated-for ban is a potential social media PR disaster, which means that brand leaders and general managers need to be deeply engaged in the elevated risk to a brand\u2019s equity.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whether one is a fan or foe of RFK, one thing is clear: there is new uncertainty now in the regulatory environment as to what ingredients will or will not face a ban and when.\u00a0 In the past, decisions on banning ingredients took years, so passively monitoring them was the right strategy.\u00a0 For example, it took over eight years for the ingredient BPA to be banned in most applications.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">RFK\u2019s past statements indicate that future regulatory action may be based on science data that is not \u201cscience consensus\u201d or based on stories in the news, and that action could happen at an expedited pace given a heightened political focus on these issues.\u00a0 To avoid the pitfalls of a more capricious regulatory environment, three things are needed to prepare for the expected and unexpected.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">First, it\u2019s time to go from passive to active monitoring of both the \u201cscience consensus\u201d and \u201cjunk science\u201d.\u00a0 In the past, some of non-databased \u201cjunk science\u201d has been the Spark that ignites a Spread in the news, which creates a new perception among consumers.\u00a0 They may not be from the most credible scientists with a high H index, been peer reviewed, or be published in credible journals, but their presence in the marketplace now carry an elevated risk for companies.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Second, perception in the news and social media is now even more of a reality, which means that business leaders need to have their finger on the pulse of what scientific data is spreading from organized news outlets and then to social media.\u00a0 Over the past few years, there has been a risk of some of these \u201cjunk\u201d scientific studies spreading.\u00a0 But with RFK and other new regulatory leaders potentially latching onto science data in the news or social media that is not \u201cconsensus\u201d, and scouting for ingredients to ban, there is an urgent need to get out ahead of this new reality.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Finally, businesses need a cohesive strategy for addressing these increased risks.\u00a0 At P&#038;G, we used a framework of Risk = Probability times Consequence. Prior to RFK, the probability of ingredient bans based on anything other than years of science consensus was fairly low.\u00a0 Even if the consequence of that ban was high, it meant most business leaders could take a wait &#038; see approach.\u00a0 The \u201cRFK factor\u201d now increases that probability given the potential for decision making to be swayed by perceived science. As a result, the probability of ingredient bans will rise significantly with the new administration, even if the consequence of that ban remains the same \u2013 resulting in urgent formula or packaging changes and millions of dollars in added costs.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">How business leaders get out ahead of these new risks may vary from manually monitoring them or leveraging machine learning platforms to try to look around the corner.\u00a0 Whatever method is used, the need for a shift in business strategy is clear.\u00a0 Business leaders can no longer afford to passively wait for a new Tweet to be caught off guard about the latest villainous ingredient.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There is no time to waste to manage the potential risk of the \u201cRFK factor\u201d.\u00a0 The time to prepare for this C-Suite level risk is now.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mark Jeffreys is CEO, 4Sight, and a former P&#038;G executive; Dr Richard Hughes, is a Professor at the Ohio State University in Physics and co-founder of 4Sight<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There is no time to waste to manage the potential risk of the \u201cRFK factor\u201d.\u00a0 The time to prepare for this C-Suite level risk is now.<\/p>\n","protected":false},"author":7,"featured_media":7830,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-7829","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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