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SupplySide West podcast: Targeting the Gen X demographicSupplySide West podcast: Targeting the Gen X demographic

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

Heather Granato

October 5, 2018

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 (marketingmaven.com), 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:

About the Author(s)

Heather Granato

vice president, content, Informa Markets, Food EMEA division

Heather Granato is a 25-year veteran of the natural products industry, currently serving as the Vice President, Content, in Informa Exhibitions’ Global Health & Nutrition Network. She has been a presenter at events including SupplySide, Vitafoods, Natural Products Expo, the Natural Gourmet Show and the Folio: Show. Her publishing experience includes Natural Products INSIDER, Food Product Design, Country Living's Healthy Living, Natural Foods Merchandiser, Delicious Magazine and WomenOf.com. She was named a 2015 Top Woman in Media by Folio:; received the 2014 Visionary Award from the American Herbal Products Association (AHPA); and was awarded the CEO Merit Award for Content from Informa in 2014. Granato graduated magna cum laude from the University of Richmond, Virginia, in 1992 with a bachelor’s degree in journalism; she currently serves as a national vice president for Kappa Alpha Theta women's fraternity.

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