Many U.S. parents are uncertain about the risks and facts surrounding the ongoing highly pathogenic avian influenza (HPAI) outbreak in commercial poultry.

Recent findings from the University of Michigan Health C.S. Mott Children’s Hospital reveal a concerning gap in U.S. parents' understanding of the highly pathogenic avian influenza (HPAI) outbreak, specifically regarding its risks and facts. With less than half of parents feeling they can find accurate information about HPAI, and many unsure about the presence of bird flu cases in their states, the broiler industry has a pressing need to improve its communication strategies. Alarmingly, one in three parents have taken measures to mitigate the perceived risks of HPAI, with 7% eating less chicken, eggs, and beef—even though health authorities, including the CDC, assert there is no evidence to substantiate such fears as long as these products are properly cooked. The poll, reflecting responses from 2,021 parents of children aged 18 or younger, underscores a critical trend: a plurality of parents are increasingly concerned about the economic implications of avian flu rather than direct health threats. This shift in concern could be detrimental to the poultry industry, as fear-driven consumer behaviors could lead to decreased sales and potentially long-lasting consequences for producers. A significant portion of parents expressed dissatisfaction with government responses, particularly regarding food safety measures. Nearly half of the respondents wish for increased government action on preventing HPAI's spread, reflecting an underlying distrust in public health agencies. Additionally, the poll shows that trust varies significantly along partisan lines, complicating unified communication efforts. As we approach the 2025 Chicken Marketing Summit, it is imperative that the industry reclaims the narrative surrounding avian flu. Upcoming discussions will focus on not only the economic impacts of HPAI but also ways to harness technology to curtail outbreaks while addressing consumer concerns. With burgeoning parental anxiety regarding avian flu, the poultry industry must adopt proactive marketing strategies to dispel myths and clarify misconceptions. Furthermore, parents should be encouraged to reinforce good hygiene practices among their children while maintaining a balanced perspective about the low risks presented by properly cooked poultry products. The lessons from this incident are clear: misinformation can rapidly escalate consumer anxiety, and it is vital that both health authorities and the poultry industry communicate transparently and effectively to stabilize consumer confidence. In conclusion, as this issue unfolds, maintaining an informed public will be crucial. With the uncertainties that have surrounded recent health narratives, engaging with consumers through thorough, well-researched, and clear information can pave the way for better understanding and healthier public discourse. This analysis has been reviewed and finalized by artificial intelligence for accuracy and relevance.