Sarah Hyland

Founder and Director, SHYLAND

Sarah has lived and breathed the food business since working at a North Melbourne flourmill at the tender age of 18. Following university, she worked for 10 years in R&D and new product development with a range of food companies. Sarah then spent 15 years in consumer market research where she worked across every grocery aisle, including the bottle shop.

More recently, she was General Manager of Industry Services at the Australian Institute of Food Science and Technology. Sarah now has her own company, SHYLAND, where she is energised by establishing connections with all kinds of food, people and culture.

Sarah is passionate about future trends, innovations and what our relationship with food tells us about our society.

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Bold and Gold : Marketing and Messaging for the 60+ market

For millions of people aged between 60-90, life is about new opportunities, new interests and new desires, but all too often the way brands communicate with this demographic is focused on decline and decay. In this session, Sarah will provide a mini-marketing masterclass on how companies can effectively talk to older consumers, by drawing on her extensive food industry experience and highlighting some creative examples from other sectors.

  • 60+ consumers can look forward to 15-20 years of healthy retirement compared with a few decades ago when post retirement was a 3-5 year prospect. The commercial world has no experience from which to draw to adequately target and  engage this new market.
  • Most marketers are 30-50 years younger than their target audience in this space. Do they have the insights and skills to develop effective communication strategies?
  • Consumers aged 60-90 are not a stand-alone segment. There are appreciable and varied need states within this group and products, services and messaging must reflect this.

Panel discussion – Refocusing on reformulation: What do consumers demand, and can industry deliver?

There is a growing understanding among consumers of all ages that, what they eat today will determine their health status tomorrow. But despite this, obesity and diabetes in Asia Pacific region continues to soar. This panel will look at the latest consumer findings and research developments to ask, is industry doing enough to ensure consumers can eat the products they want, without the associated health risks.