One brand, four generations: Why trust doesn't transfer
Notes de l’épisode
In this episode, Mari Considine, chief brand and marketing officer at Acenda Integrated Health, joins host Jason Mudd to discuss how to reach Gen Z, millennials, Gen X, and baby boomers with one brand promise.
Tune in to learn more!
Meet our guest:
Our guest is Mari Considine, chief brand and marketing officer at Acenda Integrated Health. Mari brings more than 25 years of executive leadership experience connecting brand storytelling with business strategy, especially in healthcare. She is a national speaker, an adjunct professor, and a PRSA ICON 2026 speaker on reaching four generations of patients.
Five things you’ll learn from this episode:
1. How to adapt your tone without changing your core message
2. Why trust doesn’t transfer across generations and how to choose the right messengers
3. Where patients now look for healthcare information
4. How to match the right message, messenger, and medium
5. How to adapt one brand promise to each generation without fragmenting your brand
Quotables
“Trust is the thing that is less transferable than other things.” — Mari Considine
“It's not about being everything to everyone, where your target audience is everyone. That's the nightmare scenario.” — Mari Considine
“If we're not on social media or we're not driving that audience to talk about us, then we're pretty much invisible.” — Mari Considine
“We're promoting the same product and the same service, and we're going to use the same core messaging. We're just going to tweak how we tell the story a little bit and where we're going to appear.” — Mari Considine
“People are using AI even when they either don't want to or don't realize they are.” — Jason Mudd
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Guest’s contact info and resources:
Acenda Integrated Health website
Additional Resources:
Earned media: The future of PR in the age of AI search
Why does AI skip your website and cite the news instead?
How earned media gets AI to remember your brand
If you like this episode, you’re going to love these episodes:
Behavioral science secrets behind top brands
Ageism in the workplace: Hiring bias, careers, and the future of work
The best argument for PR? Surprisingly, it's AI
Recorded: Oct. 8, 2026
- On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
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