Скачать или смотреть The Natural List: Gen Z's data-driven approach to health and wellness with Cynthia Barstow

In this week’s episode of The Natural List, hosts Jessica Rubino and Adrienne Smith talk with Cynthia Barstow, founder of Protect Our Breasts and professor at UMass, to explore how Gen Z is reshaping the natural products landscape.

As the host of the podcast "Shelf Sense: The stories behind our stuff," Cynthia brings unique insights into how today's young consumers approach health, wellness and brand authenticity. She has also contributed to NewHope.com in the past, discussing chemical concerns in plastic packaging. The conversation goes deep into Gen Z's data-driven mindset, their quest for transparency, and their complex relationship with trust in an era of information overload and social media.

Through Cynthia’s experience talking with and teaching Gen Z students, this conversation discusses her perspective on the habits of these consumers. This generation is redefining what it means to make informed purchasing decisions in the natural products space.

In this episode:
0:46 Guest introduction
2:09 Cynthia builds connections with today's youth through her podcast and teaching
3:58 How Gen Z engages with protein and muscle building
5:54 Gen Z's data-driven approach and natural curiosity
7:49 Gen Z's struggle with trusting health and nutrition advice sources
8:23 Mixed reception of certifications among Gen Z, potential preference for single-attribute testing
11:00 Growing popularity of personalization and data collection, but accessibility is key
11:25 Gen Z's multi-source approach to credible information and continuous research habits
15:44 Both Gen Z and Millennials navigate fears of misinformation and trust challenges
18:02 The importance of brands understanding that consumers actively research them and won’t be fooled by phony claims
18:48 Key consumer values: Authenticity and transparency in founder and brand messaging
19:28 The origin story of Shelf Sense: students' desire to understand the brands they purchase beyond what they typically share
23:38 Younger consumers are hungry for information on general health and wellness. They want to live their best lives and focus on basics: Health, nutrition, fitness and sleep.
27:47 Declining alcohol consumption among Gen Z students compared to previous generations, price-prohibitive and health-conscious
29:25 Gen Z recognizes the natural products industry's commitment to health improvement

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About our guest:
Cynthia Barstow is a professor at UMass and a leading voice in sustainable marketing and health advocacy. As founder and president of Seed to Shelf: Marketing for Sustainability since 2006, she helps natural products brands communicate their values authentically. Barstow also founded Protect Our Breasts in 2011, an on-campus student organization dedicated to educating young people about environmental toxins linked to breast cancer. With over three decades of experience in natural products marketing, she hosts the podcast "ShelfSense, the stories behind our stuff," where she explores the intersection of consumer behavior, brand transparency, and wellness. Her unique perspective bridges academia and industry, making her a trusted resource for understanding how younger generations approach health and sustainability.