Specialist Subject
As a result of her roles whilst client-side, and continued immersion in the issues since, Jo has specialist consumer knowledge in the areas of healthy food & diet and ethics & sustainability:
- Healthy food & diet – understanding consumers’ conflicting needs and emotions in this area is critical for successful brand propositions. Jo has worked on many global projects on this subject, and covered topics as diverse as diabetes, immunity, fibre and functional food.
- Ethics & sustainability – It is critical to fully understand consumers’ beliefs and actions in order that brand marketing is not accused of “green-washing”. Jo has worked on issues such as organic, fairtrade and the environment since 1999, years before the current wave of interest in this broad area.