Hartman Group CEO on connecting with consumers
Expanding our view of the market, Laurie Demeritt, CEO of the Hartman Group, explored the ways in which activity and nutrition are viewed by consumers, especially as they relate to physical, mental/emotional and social health. For example, Gen Z consumers are known for being more critical and accusing companies of not telling the truth, she said.
“A way to resonate with them is to have an authentic narrative and to be knowledgeable,” Demeritt said. “Just saying all those buzz words is probably not going to fly with that group the same way it may have with the millennials.”
Crafting an appropriate message about supplements is not the only way to reach this demographic. Demeritt noted that Gen Z consumers like to quantify their health and compare those metrics with others and will gravitate to companies that provide tools to accomplish that. This generation embraces Nutrigenomics, she said.
