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Roc Nation exec discusses New General Market at NACDS Annual

BY Dan Mack

WEST PALM BEACH, Fla. — The New General Market Leadership platform — a Drug Store News and Mack Elevation Forum co-produced industry platform — kicked off before NACDS Annual Meeting with a special reception highlighting guest speaker Michael Yormark, president of Jay Z’s Roc Nation.

Yormark’s talk, “The Power of Authenticity and Experience in Reaching Today’s Diverse Consumer,” explored why real consumer intimacy and authenticity are core to creating “emotional connection” with today’s consumers. Roc Nation knows a little about creating experiences as it manages a “who’s who” of athletes and recording artists, and is an authority on interpreting and influencing culture.

Yormark’s presentation was introduced by Richelieu Dennis, co-founder and CEO of Sundial Brands, a leader and pioneer in identifying and responding to this cultural shift, and a core partner in the development of this platform. Dennis shared Sundial’s history in and vision for creating products for today’s diverse consumer based on unique, unmet needs; focusing on fair trade practices, natural and certified organic ingredients; and doing business under the model of community commerce, while sourcing ingredients from seven women’s co-ops in Northern Ghana, empowering them through education and learning how to build a self-sustaining businesses.

Yormark shared an insider’s view on the New General Market consumers, their need for authentic experiences and why all brands must recognize the new consumer’s role as early adopters, societal influencers and brand advocates.

“We have brought together companies who are very open and have built relationships with consumers based on their aspirations and values — not just their demographic profile,” said DSN publisher Wayne Bennett.
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, product groupings and activation.”

Partners including Sundial Brands, Beiersdorf, Paris Presents, Wahl Home Products, Unilever, Fleet, Hello Products, Mentholatum and Kao Brands will converge and share insights at a special industry forum in May, hosted by DSN and Mack Elevation Forum.

Participants in the May forum will help define the best practices of winning brands that are connecting with millennials and today’s diverse consumer.



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