New York, March 2, 2015 – Unveiling a new buyer model to help unlock a $200 billion market in the food and beverage industry, Gibbs-rbb Strategic Communications today released the 2015 Conscious ConsumerSM White Paper. The white paper, which was launched in conjunction with the 2015 Conscious Consumer Conference, highlights the Gibbs-rbb Conscious Consumer Model, and includes research about spending and decision making in the food and beverage industry.
“Conscious Consumers are thoughtful, looking at the 360-degree picture from soil to shelf,” said Jeff Altheide, principal, Gibbs-rbb Strategic Communications. “The Conscious Consumer Model identifies the differentiating characteristics of this segment and demonstrates the need for deep, integrated communications to win their business at the cash register.”
The Gibbs-rbb Conscious Consumer Model identifies four purchaser segments – brand consumer, Conscious Consumer, price buyer and product buyer – and evaluates each group based on their behaviors relating to emotional, functional, price and value-driven factors.
Conscious Consumers represent a tremendous opportunity for the food and beverage industry. According to the Conscious Consumer Study*, on average Americans are willing to spend 31 percent more per week on grocery food produced in ways that uphold the principles of corporate social responsibility (CSR). Millennials are willing to spend even more, reporting willingness to increase their bill $63.90 at the check-out counter.
Altheide added, “To reach the Conscious Consumer, the overriding objective should be to build deeper and longer lasting relationships. Greenwashing is futile. For the Conscious Consumer it’s more than just what is in and on the package.”
Gibbs-rbb provides integrated communications solutions to food, beverage and consumer packaged goods (CPG) clients, based on a holistic understanding of supply chains and global issues impacting brand loyalty and purchases among consumers. The communications venture specializes in engaging Conscious Consumers, a growing market segment of discerning consumers making buying decisions based on factors such as health, sustainability and corporate social responsibility.
Download the 2015 Conscious Consumer White Paper today.
*The Conscious Consumer Study was conducted online in August 2014 among 2,010 U.S. adults by Harris Poll on behalf of Gibbs-rbb.
About Gibbs-rbb Strategic Communications LLC
Gibbs-rbb Strategic Communications provides strategic direction and communications services to facilitate relationships between clients and Conscious Consumers™. The New York-based company helps food, beverage and consumer packaged goods clients stay connected to customers and consumers through a suite of business communication disciplines. Gibbs-rbb is supported by the global assets of more than 175 employees of its joint venture partners, Gibbs & Soell, Inc. and rbb Public Relations, which are both members of PROI Worldwide.
