The Value of the Anecdotal: Listening to Gen Z - Our Next-Gen Consumers

We’ve all seen the charts and stats—but what if the most valuable consumer insights aren’t in the data, but in the conversations? Drawing from 30 years in the classroom and 15 years working with student leaders at Protect Our Breasts, Cynthia Barstow shares real-world stories from Gen Zs and young advocates who are redefining health, sustainability, and authenticity.  

Research tells us that the natural products industry’s core consumer skews toward the educated Northeasterner with strong values alignment. Cynthia is engaged with your next gen consumers everyday in Marketing for Health & Wellness, Sustainability Marketing and other classes.

Now, as the host of ShelfSense, a podcast connecting natural products pioneers with Gen Z voices, she reveals what these emerging shoppers actually think—and how the industry can meet them with transparency, purpose, and heart.