Q&A: Targeting the 'Conscious Consumer'

Last week, Edelman’s second annual brandshare survey told us that a large majority of consumers (83 percent) aren’t satisfied by their “relationships” with brands. They want more in the way of information, but they feel like brands are only out to promote themselves.

This is especially true in the food/health space, where concerns about safety and nutrition occupy the minds of many.

Gibbs & Soell and rbb Public Relations recently joined forces to create New York-based Gibbs-rbb, a joint venture designed to target this very sort of “conscious consumer.”