Jenna Parenton, MBA

Since 1943, Maslow’s Hierarchy of Needs has been a preeminent framework used by marketers to better understand the needs of target consumers. Some 80 years later, our physiological needs haven’t changed, but what we want as consumers — as it relates to our safety as individuals, our desire to connect with communities, and our own self-actualization — is evolving faster with each generation. Gen Z is the prime example: As the first generation to exist in both physical and digital realities, any effort to connect with this group authentically, and meet their needs in both realms, demands new ways of thinking. That’s why Mindshare collaborated with the Gen Z consultancy JUV (now known as UTA’s Entertainment Marketing Next Gen practice, following a March 2024 acquisition) to create a new model. Our goal in revising the framework is to create a better understanding of everyday tensions in the Gen Z experience, so brands can connect with them as consumers more meaningfully.

1

Imagine your child buying your rival company’s products because she saw them on TikTok… That’s exactly what happened to one executive at Neutrogena when he saw his daughter buy CeraVe products. Neutrogena's recent struggles highlight the ever-evolving landscape of the beauty industry. As the skincare market experiences a $42 billion boom, Neutrogena's parent company, Kenvue Inc., has faced challenges with a significant drop in market share from 23% to less than 14% in just four years. The shift in consumer preferences is evident, with younger generations turning to brands like CeraVe, driven by social media influences like TikTok. This trend underscores the importance of staying relevant and responsive to changing consumer demands. The story serves as a reminder to all brands in the beauty and skincare space – adaptability and understanding consumer behavior are key to thriving in a competitive market. And that’s exactly what I’m here to help you do. Message me to learn more about how we can help your brand thrive on TikTok and grow relevant among younger audiences.

6

Here's the latest in our Pillars of Healthcare Marketing series. Download our whitepaper for key insights on how top healthcare marketers drive growth through audience engagement.

5

🤗 SHARPEN YOUR SHADES AND STYLE SAVANTS because the "Eyewear Artwalk" Denver is about to redefine your vision, and blow your mind! Imagine a world where fashion and technology waltz hand-in-hand, creating an explosion of creativity that redefines the way we see eyewear. Glasses won't just be frames – they'll be tiny canvases waiting to be brought to life by visionary artists. 😮 🦄 "The Eyewear Artwalk Denver" is shaping up to be the Renaissance Fair of eyewear innovation. #Artists, #visionaries, #dreamers #innovators #creators, and all the world can use AR, VR, and AI to transform static displays into interactive masterpieces. Imagine an exhibit where a painting winks at you, or a sculpture whispers its secrets through your lenses – it's enough to make your imagination do a victory lap. 👉 This isn't just about fancy gadgets, though. 👈 NO! NOT! It's about pushing the limits of the last frontier of eyewear, using technology to unlock new artistic dimensions. 👍 It's a chance to connect and be part of something groundbreaking and meet the creative and visionary minds shaping the future of how we see the world. 🤗 Congrats to the "dream team behind" Charlene, Trevor, Tracey, and many more 👩‍🚀 👩‍🚀 👩‍🚀 👨‍🚀 👩‍🚀

5

Travel Experiences Top Program Impact, According to 76 Industry Program Planners in This Survey.... Industry planners surveyed for this recent report from the Incentive and Engagement Solution Providers of the Incentive Marketing Association.   Interesting note: Of the companies surveyed. gift cards, brand name merchandise, individual or family travel, and pre-denominated cash/debit cards are the most frequently offered award options. #incentives #rewards #recognition https://lnkd.in/eScDj5cC

8

2 Comments

Today Sharecare Life Sciences is releasing a new white paper: Bridging the Gap: Synchronizing HCP & DTC Messaging for Better Outcomes. As we see more and more brands shifting focus to align their HCP and DTC marketing efforts, we surveyed and interviewed thousands of physicians and patients to understand their gaps in communication and misalignments across everything from office visit goals to information needs and physician provided resources. We learned that patients prioritize relationship impacts 75% more than physicians, while only 28% of physicians provide needed discussion guide resources to patients. What does this mean for Pharma brands? It means breaking down silos, aligning teams, leveraging data and working with partners that innovate and lead in synergistic solutions that support better HCP-DTC alignment resulting in successful ROI and increased script lift. Read the full white paper for key insights and strategies on HCP-DTC synchronization and attend our DPE panel presentation tomorrow, Build Your Marketshare by Synchronizing DTC/HCP Efforts. Reach out to learn about Sharecare’s DTC and HCP solutions proven to drive brand awareness and RX lift. https://qrco.de/beb1bY

48

3 Comments

There's a fine line between risk taking in marketing and staying true to your brand's core...what makes a brand a DGAF brand and what do you think are the keys to #marketing success when you DoGAF?

1