Looking to engage your healthy brand with conscious Millennials? Or understand which marketing tools resonate with eco minded Baby Boomers? Our friends at WholeFoods Magazine shared target marketing tips and best practices for engaging including LOHAS market research insights from our 2015 MamboTrack Health & Natural Consumer Annual Survey.
To boost consumer engagement and sales, vary your health & eco brand marketing messages and tactics by generation. Highlights from the WholeFoods Generational Marketing featuring 2015 Market LOHAS MamboTrack Study insights:
Marketing to Baby Boomers
Boomers tend to be highly brand loyal. Our 2015 Market LOHAS MamboTrack Survey and Natural Foodie Focus Group research suggests revealed that buying “trusted brands” more with Baby Boomers and The Silent Generation than with Millennials.
In turn, Baby Boomer interest in natural products often reflect their interest in environmental issues. Along with a priority on health and nutrition benefits, these consumers said that ‘eco friendly’ was a key factor in brand purchasing. Buying Non-GMO products and ‘local’ or US made or sourced products also resonated more with health conscious Boomers.
Store owners looking to reset or refresh their store may wonder how they can do so in a way that appeals to Boomers, Gen X and Millennials alike. The answer may not be what you expect.
Marketing to Millennials
Millennials value and demand transparency and genuine interactions with companies and brands. Our 2015 MamboTrack Survey found that a brand’s history or tradition (e.g., Since 19___) speaks to Millennials and gives it credibility. However, it’s also key that companies stay current and keep their brand and messaging fresh, so as not to appear dated or “old-fashioned.”
In turn, health conscious Millennials are price and value conscious using grocery coupons. Our Study found that a notable share of Millennials (4 in 10) and younger Gen X health and natural shoppers were using more coupons compared to fewer than one in six Baby Boomers and Greatest Generation reporting higher usage. Mobile grocery coupons were popular among health conscious Millennials with more than half (57%) planning on using in 2015.
Generational Marketing Tips for Retailers
Health and wellness shoppers across generations – from Millennials to Baby Boomers seek information to make healthy product decisions. In-store retailer newsletters, value guides, product displays, effective retailer Web sites, social media and links, QR codes or mobile applications can be great ways to educate savvy health-conscious foodies about the products they buy from ingredient to sourcing to traceability.
In-store promotions and store events focused on healthy eco-products also appeal to all generations. Examples include Organic savings, April Earth Month, October Non-GMO Month savings, tasty convenient gluten-free products for the whole family, eco household cleaning products for Earth Month or a Store Label Organics Category Sale.
See full Article: WholeFoods Magazine Generation-Specific Marketing From Millennials to Boomers
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