Loyalty to Trusted Food Brands at Stake when Controversial News Emerges from Supply Chains
Published 10-15-14
Submitted by Gibbs-rbb Strategic Communications
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), according to the Conscious Consumer™ Study issued today by Gibbs-rbb Strategic Communications.
“Conscious Consumers are voting with their wallets, creating challenges for food and beverage marketers across their entire supply chain,” said Jeffrey R. Graubard, managing director of Gibbs-rbb Strategic Communications. “Consumers increasingly choose brands aligned with their values while penalizing brands that disappoint them. It’s Darwinian – survival of the fittest – and those companies that flourish are able to communicate resonant values consistently and transparently.”
The Conscious Consumer Study was conducted online in August 2014 among 2,010 U.S. adults by Harris Poll on behalf of Gibbs-rbb. Key findings include:
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 (CSR).
The Conscious Consumer Study was conducted online within the United States by Harris Poll on behalf of Gibbs-rbb from August 27-29, 2014 among 2,010 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Jeffrey R. Graubard.
To obtain a summary of the Conscious Consumer Study, please visit the Gibbs-rbb website.
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. To learn more, please visit www.gibbs-rbb.com.
Gibbs-rbb Strategic Communications provides strategic direction and communications services to facilitate relationships between clients and Conscious Consumersâ„¢. 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. To learn more, please visit www.gibbs-rbb.com.
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