Social Media

You could say that “breaking down walls” to the New General Market has been a central part of the Sundial Brands mission — certainly long before the early April debut of the company’s innovative new social call-to-action/media campaign #BreakTheWalls.

Capturing the attention of, and marketing to, young consumers takes more than advertising in the manner of “Mad Men’s” Don Draper, said Anthony “Max” Baron, founder and CEO of PrepReps — currently still a high school senior — whose company connects social influencers on high school and college campuses, with brands looking to cultivate the loyalty of young consumers, provided four tips for how to get the job done.

Of everything Unilever has learned about the New General Market, the most resounding lesson is that consumers in this group are savvy, know when they are being “marketed to” and consequently demand authenticity in any communication.

A twenty-something consumer walks into a drug store and heads to the oral care aisle, where she begins looking at the toothpaste selection. She quickly picks up and puts down boxes containing offerings from a few mainstream brands, but when she sees the hello products package, she not only grabs it, she spends several minutes reading the copy. Smiling and laughing to herself, she places the box into her basket.

With its broad portfolio spanning shaving, skin, sun, infant and feminine care in the personal care segment, Edgewell tees up its message to the New General Market to match the audience.

Blair Fowler, YouTube beauty influencer

Kao USA is a prime example of a company plugged into the New General Market, but also inclusive of all of its consumers’ needs. With its finger on the pulse of changing consumer trends, Kao USA has rebooted classics to introduce them to the millennial market, while not losing its loyal base. A component of its success has been teeing up with the right social influencers to convey authentic brand messages.

Transactional business is over; brands must connect heart and soul. Today’s new consumer is more informed, more independent, more curious and more conversational than ever before. They want to be talked with — not talked to. It is about “share of heart,” not just “share of wallet.”

Above all else, today’s consumer wants to be listened to. To get new insight into how top companies are uncovering the changing needs, motives and interests of the new consumer, executive director Dan Mack moderated a panel discussion of leading marketers as part of its April 6 New General Market Forum, a one-day leadership event co-hosted by Drug Store News and Mack Elevation.