Why Generational Insight is the Next Big Marketing Tool for Ingredient Suppliers
The beauty industry has become increasingly diverse, with Gen Z, Millennials, Gen X, and Baby Boomers having different priorities when it comes to products, claims, and shopping habits.
Over the next few years, brands will need sharper generational insights to stay relevant, creating a unique opportunity for ingredient suppliers to lead the way.
Traditionally, suppliers have relied on technical data and product lists to demonstrate knowledge and expertise. However, in a saturated market, this approach is no longer sufficient.
Today's most successful suppliers position themselves as educators, helping customers understand their target audience as much as the products they sell.
For instance,
Gen Z expect transparency, ethical sourcing, and sustainability, and are often discovering new brands on TikTok before visiting a store.
Author's summary: Generational insight is key to marketing for ingredient suppliers.
- Gen Z priorities: transparency, ethical sourcing, sustainability
- Successful suppliers act as educators for their customers
- TikTok is a major platform for discovering new brands