Winning the New General Market consumer
Drug Store News and the Mack Elevation Forum have partnered to create a new, multitiered industry leadership platform that will assemble an intimate group of CPG brands that emotionally connect with today’s changing consumer. The New General Market Leadership Forum will bring together leading companies that have demonstrated commitment to building a strong community and thought leadership with a diverse consumer base.
“We will bring together companies who are very inclusive and that build relationships with consumers based on their aspirations and values — not just their demographics,” said DSN publisher Wayne Bennett. “We are also reaching out to companies who embrace millennials and multicultural consumers, since they are major catalysts of this societal shift.”
Mack Elevation Forum managing director Dan Mack added: “We hope to spark a conversation with the industry — including top retailers — sharing how some of the top brands are building authentic, emotional relationships with today’s changing consumer and the in-store implications associated with that. The focus will include addressing the aspirations of the new consumer, their unmet needs and points of view, as well as how we think about the in-store experience, product groupings and activation.”
The leadership program will consist of a group of special brands that are committed to today’s diverse consumer, “The New General Market.” Sundial Brands, a pioneer in identifying and responding to this cultural shift, has been an essential partner in the development of this platform.
Other leading brands committed — including Sundial Brands (Shea Moisture), Beiersdorf (Nivea), Paris Presents (Eco-Tools, Real Techniques Brushes), Wahl Clippers Trimmers & Massagers, Unilever (Dove, Axe), Fleet (Summer’s Eve), Mentholatum, Hello Oral Care & Kao Brand’s (Biore and John Frieda) — will converge and share unique insights at a special industry forum in May, hosted by Drug Store News and Mack Elevation Forum. Sundial Brands co-founder Rich Dennis and Walgreens GVP/GMM for beauty and personal care Shannon Curtin will discuss their companies’ shared vision for connecting with today’s New General Market consumer. In addition, the one-day forum will focus on eight key pillars:
Identifying the New General Market — who are they, how do they think and what are their unmet needs?
More than just diversity of color or race, the New General Market is about diverse views.
How millennials are influencing and inspiring the New General Market.
Rethinking the in-store experience, product groupings and activation.
The future of creating authentic brand communities with the New General Market.
Building cultural competency and influence in a changing world.
Creating a holistic brand investment strategy with the New General Market.
Measuring success with the New General Market.
Participants in the May event will help define the best practices of winning brands that are connecting with millennials and today’s diverse consumer. Collective insights from the forum will be summarized in a series of special Drug Store News reports. For more information on how to participate, contact Wayne Bennett at [email protected] or Dan Mack at [email protected].