Mobile trust regimes: modes of attachment in an age of banal omnivorousness

The twenty-first century rise of culturally omnivorous tastes and classifications proffers a new dilemma for how markets create attachments and achieve trust for global consumers. Consumer entities must be both globally circulatable and offer a sense of localized authenticity without compromising either. Drawing from research on market trust and attachment, this article introduces the concept of mobile trust regimes to account for how sets of actors and repertoires attempt to address this tension. Through two case studies from gastronomic industries—food halls and natural wine—we investigate the devices of mobility used to facilitate the global circulation of the local. These include standardized aesthetic and affective templates communicated through physical décor, recurrent narratives, and social media curation. We argue that the concept of mobile trust regimes helps clarify two key issues in contemporary consumer culture: tensions between homogenization and heterogenization and how the symbolic value of omnivorous tastes becomes institutionalized and even banal.

How Mobile Trust Shapes Choices in Global Food and Drink Markets

What is it about?

This study explores the concept of “mobile trust regimes” in global food and drink markets, focusing on how producers and intermediaries create trust and attachment with consumers. In today’s interconnected world, food and drink options are both highly diverse and widely available. However, this creates a dilemma: how can products that claim local authenticity and artisanal quality build consumer trust while operating in global markets? The study uses two examples: food halls and natural wine. Food halls offer various cuisines in urban spaces, promoting authenticity through local aesthetics and artisanal offerings. Natural wine represents small-scale, eco-conscious production methods that nevertheless manage to circulate globally through stories of tradition and craftsmanship. Researchers identified how trust is built using aesthetic and emotional cues via décor, narratives, and digital storytelling platforms like Instagram. These methods create attachments that align with consumers’ desire for authenticity and local connection, even when products are globally distributed. The concept of mobile trust regimes bridges the gap between consumers’ desire for unique, local experiences and the scalability required for global market success.

Why is it important?

Globalization has transformed how food and drink are produced, marketed, and consumed. While consumers increasingly value local, authentic, and sustainable options, these products often circulate far from their origins. This creates a challenge for producers: how can they maintain the appeal of local authenticity while meeting the demands of a global audience? This study provides a framework for understanding how trust is cultivated in this context. Mobile trust regimes demonstrate how products can balance local and global dynamics by leveraging digital media, storytelling, and aesthetic design. These strategies not only influence individual consumer choices but also shape broader market trends. The findings are important for producers, marketers, and policymakers seeking to promote sustainable and culturally authentic products. By understanding the mechanisms of mobile trust, and how authenticity is effectively packaged and performed, they can balance global reach with local flavour.

Key Takeaways

1. Mobile trust bridges local authenticity and global scalability in food and drink.

2. Aesthetic design and narratives are key to building consumer trust.

3. Digital platforms amplify trust-building through storytelling and visuals.

4. Food halls and natural wine show how trust adapts in global markets.

5. Understanding mobile trust helps small scale producers find global markets whilst preserving local character.