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SupplySide West Podcast 25: Connecting with the Millennial Woman

Millennial women are more complex about the natural products they buy, meaning they do more research and consider many factors before purchasing compared to male Millennials or females from other generations. Millennial women also like to show off their natural lifestyle to their social media networks. This gives brand a large opportunity to provide quality products to women who can become advocates, according to Lisa Mabe, Founder & CEO, Green Purse PR. In this podcast with Sandy Almendarez, editor in chief, INSIDER, Mabe discusses how brands can connect with the female Millennial.

Millennial women are more complex about the natural products they buy, meaning they do more research and consider many factors before purchasing compared to male Millennials or females from other generations. Millennial women also like to show off their natural lifestyle to their social media networks. This gives brand a large opportunity to provide quality products to women who can become advocates, according to Lisa Mabe, Founder & CEO, Green Purse PR.

In this podcast with Sandy Almendarez, editor in chief, INSIDER, Mabe discusses how brands can connect with the female Millennial, including:

  • Seven steps to creating loyal female Millennial consumers

  • The differences between older and younger Millennials, and why it’s important to understand the distinction

  • Creating social media content that’s sharable for women to expand a brand’s reach.

Mabe will be speaking at the Supplyside West Workshop, “How Millennials Are Transforming Modern Marketing” on Tuesday, Sept. 26 at 9 a.m. to noon. Check out supplysideshow.com to learn more and to get registered.

About the Author(s)

Sandy Almendarez

VP of Content, Informa

Summary

• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!

Awards:

Speaker credentials

Resides in

  • Phoenix, AZ

Education

  • Arizona State University

Contact:

Lisa Mabe

Founder and CEO, Green Purse PR

Lisa Mabe is CEO of Green Purse PR, an award-winning shopper research and public relations consultancy based Washington, D.C., exclusively serving the natural products industry. Mabe conducts shopper research (such as shop-alongs and U.S. market immersion trips for exporters,) and provides marketing strategy for companies that market natural or organic products at grocery retailers, like Whole Foods Market, and are focused on connecting with health-conscious female consumers. She has more than 14 years of experience working with companies around the world, such as KeHE Distributors, Saffron Road, Global Animal Partnership, OBE Organic beef, Atkins Ranch lamb and Edible Arrangements. Follow Mabe on Twitter at @LisaMabe and follow her blog, #GetInHerCart, for a behind-the-scenes look at shopper research as Mabe conducts research in places like the United States, Japan and the United Arab Emirates.

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