The Hidden Consumer

What do you do when a simple sinus infection lasts for three years?

For Amy Graves, it marked the beginning of a journey to uncover hidden health challenges and become an advocate for a new generation of consumers—those with allergies, sensitivities, and other health-related concerns that dramatically influence their buying decisions.

In The Hidden Consumer, Graves explores the world of these health-savvy consumers who prioritize safety, cleanliness, and alignment with their lifestyle choices when purchasing products. This demographic, which Graves calls "hidden consumers," is growing rapidly and becoming increasingly influential in today’s marketplace. They are not just looking for effectiveness but are demanding transparency and trust from the brands they support.

Drawing on her personal health journey and years of activism, Graves offers a comprehensive guide to understanding the motivations, behaviors, and challenges faced by hidden consumers. This book provides essential insights for both businesses aiming to cater to this market and consumers who may not realize they belong to this powerful demographic.