Kalbe Nutritionals Targets Gen Z with Modern Health Education Approach

Innovative Engagement Strategy

PT Kalbe Nutritionals is addressing the changing consumption patterns of younger generations through innovative health education. The company recognizes that Gen Z's lifestyle, characterized by a love for culinary experiences and social gatherings, presents both challenges and opportunities for health messaging. In response, Kalbe Nutritionals has developed an unconventional approach to cholesterol education through its Nutrive Benecol brand.

Kumpul PARPOL: A New Way to Engage Young Adults

The company launched 'Kumpul PARPOL' (Para Pemuda No Kolesterol), an event that combines dining, music, and casual discussions about maintaining a healthy lifestyle. This format represents a significant departure from traditional health campaigns, which often struggle to engage younger audiences. By integrating health messaging into social activities, Kalbe Nutritionals aims to make cholesterol management more relatable and accessible to Gen Z consumers.

Understanding Gen Z's Preferences

According to Jonathan Proklamanto, Marketing Manager at Kalbe Nutritionals, younger generations are difficult to reach through formal health campaigns. The company has found that a more effective approach involves meeting young people in their natural social environments. 'Young people's world revolves around hanging out, enjoying good food, and socializing. We're trying to enter that space so that messages about cholesterol management can be received more naturally,' Proklamanto explained.

Significance for Health Education

This innovative approach highlights the evolving nature of health education in the digital age. By adapting their messaging to fit the lifestyle and preferences of Gen Z, companies like Kalbe Nutritionals can more effectively promote healthy habits among younger demographics. The success of such initiatives could have broader implications for how health education is delivered in Indonesia's rapidly changing consumer landscape.