#50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica Malach

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 28 June 2022

⏱️ 41 minutes

🔗️ Recording | iTunes | RSS

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Summary

Do you really know your consumer? What if you had access to data about one million natural products consumers? Today we get a look at that data with Jessica Malach, VP of Marketing & Insights, at Social Nature, a product discovery and trial platform in the better-for-you space. With over one million users in their community, they've gleaned incredible insights about the "modern wellness consumer." Listen in to hear Jessica share all things about the modern wellness consumer including: how they define health, which certifications and labels resonate most, how they find new products, what drives repurchase, how not to market to them, if and how they use promo codes, and more. Social Nature is a proud sponsor of Startup CPG.

Transcript

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0:00.0	Demographic targeting is old school and I don't think that it's as useful as it used to be.
0:08.9	It's too narrow. People are more diverse than that, in my opinion.
0:12.9	Welcome to the Startup CPG podcast. I'm your host, Jesse Freytag. Do you really know your consumer?
0:19.5	What if you had access to data about one million natural products consumers?
0:24.6	Today we get a look at that data with Jessica Malik, VP of Marketing and Insights at Social
0:30.2	Nature, a product discovery and trial platform in the Better for You space.
0:34.9	With over one million users in their community, they've gleaned incredible
0:38.5	insights about the modern wellness consumer. Listen in to hear Jessica share all things about the
0:44.1	modern wellness consumer, including how they define health, which certifications and labels
0:49.1	resonate most, how they find new products, what drives repurchase, how not to market to them, if and how they use
0:57.1	promo codes, and more.
1:03.1	Hi, Jessica.
1:04.2	Welcome to the show today.
1:05.6	How are you?
1:06.7	Wonderful.
1:07.3	Thank you, Jesse.
1:08.2	Thanks for having me on today.
1:09.8	Awesome.
1:10.2	I just got some more social nature coupons in the mail yesterday. So I'm like getting ready to go to the store. So it's always fun to get to talk social nature because I'm a big fan, part of the community. And I would love if you could tell us a little bit more about social nature and then also about your own background.
1:27.3	Yeah, sure. So social
1:29.1	nature is an online discovery platform that has a million people that come to visit it to learn
1:35.9	about new natural products that align with their health and lifestyle goals. And our mission as a
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