Natural Products Insider is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

SupplySide West podcast: Targeting the Gen X demographic

Considerations for companies looking to reach the 40-something healthy living cohort

Gen X may be the “sandwich generation” in more ways than one. Not only is this generation of 65 million people bookended by 75 million Boomers and 79 million Millennials, but they’re also the ones taking care of both aging parents and high-demand children. In the lead-in to SupplySide West, Heather Granato, vice president of content, spoke with Aljolynn Sperber, managing director at Marketing Maven PR (, about the opportunities for marketers to reach this health-conscious demographic. Also discussed—effective communication techniques to overcome the age group’s natural skepticism and address their desire for transparency.

Key points of this podcast include:

• The advantages to marketers of honing in on a smaller demo, with specific health interests

• Behavioral drivers to understand when developing messaging for Gen Xers, including their brand loyalty and interest in discounting

• Best practices when selecting communication channels and strategies to optimize reach

Links and Resources:

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.