Gen. Z is an absolutely important cohort for us.
They start thinking about their health,
particularly as they're getting older.
But also we're seeing that after COVID,
it wasn't just older consumers that were cared about.
Prevent were caring about preventative health,
but younger and younger consumers were really getting more engaged
with their overall health beyond just maybe physical appearance,
for example. So what we really try to focus on
is we recognize with Gen.
Z in particular. They're younger,
they're more diverse. They have a broad range of values
that they want to connect to with brands.
So when a lot of our brands we're really paying
attention to,
how can we ensure we're as inclusive as possible,
as culturally diverse as possible in our messaging and our
targeting behind the camera with our production,
We look to have a tremendous amount of diversity in
who's producing the work that we're connecting with consumers so
that it's as relevant and authentic from a storytelling perspective.
We're moving into different channels,
social commerce. For example, we've done live activations where with
Amazon.com where we did Amazon live selling of some of
our new items on Centrum and Emergency.
We're engaging on platforms like TikTok and Relevant Ways and
increasing our engagement with creators that really have their own
voice in this space.
And and we're finding that more and more Gen.
Z is looking for those creators when they're making choices
in health and Wellness.
So definitely important for us as we continue to evolve
and try to attract those consumers.