Winning the New General Market: DSN, Mack Elevation create new Leadership program to connect with changing consumer
NEW YORK — Drug Store News and the Mack Elevation Forum have partnered to create a new, multi-tiered industry leadership platform that will assemble an intimate group of CPG brands that emotionally connect with today’s changing new general market 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 plan on bringing together companies who are very inclusive and that build relationships with consumers based on their aspirations and values — not just their demographic profile,” explained DSN publisher Wayne Bennett. “We are also reaching out to companies who embrace millennials and multi-cultural 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 may want to think different 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), Sinful Brands, Hello Oral Care & Kao Brand’s (Biore and John Frieda), will convergeand share unique insights at a special industry forum in May, hosted by Drug Store News and Mack Elevation Forum. Sundial Brands cofounder 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 an 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.
The New General Market Leadeship platform will kick off with a special invitation-only cocktail reception at an upcoming national trade event, where special guest speaker Michael Yormark, president of Jay Z’s Roc Nation, will discuss “The Power of Authenticity & Experience in Reaching Today’s Diverse New Consumer.” Roc Nation manages a roster of athletes and recording artists, including NFL star Dez Bryant and the NBA’s Kevin Durant, Rihanna and Alicia Keys and many others.