By Catherine Cheney
July 19, 2018
DAVIS, Calif. — The team at Evolve BioSystems, a privately held microbiome company in Davis, California, spends a lot of time talking about a woman named Sloane. She appears in a large cardboard poster in the corner of their offices, surrounded by stats: “85 percent of all babies are born to millennials; 17.4 hours per week on social media; $200 billion in spending power.” Evolve has been advertising Evivo, their infant probiotic product, to women such as Sloane, stating that 9 out of 10 babies born to women such as Sloane need the product now.