In the world of purpose-driven consumer packaged goods brands, we talk a lot about authenticity.
But how can we bring authenticity to the next level?
But first, some context: More and more consumers want to buy more than a product; they want to be part of something bigger than the immediate need any particular product fulfils. You could even say purpose-driven brands sell a version of the truth, which helps consumers of this truth to make sense of the world.
In that sense, CPG brands become more like media companies.
Do you remember Oatly's iconic "Like Milk But For Humans" advertisement? This is only 20% about Oatmilk and 80% about a different world. But it sure sold a lot of oat milk.
Back to authenticity. All of this only works with authenticity - otherwise, there are angry backlashes.
Now. My idea is to bring the authenticity game to the next level by rethinking the ownership structure of CPG companies. As CPG brands become more like media companies, we should examine how media companies protect themselves against unwanted influence.
For example, a Swiss newspaper called "NZZ" manages its ownership structure in the following way: If you want to become an owner of NZZ, you have to be in the liberal-democratic Party of Switzerland or at least comply with its values and not be a member of any of the other parties. That might sound like a harsh rule, but it has protected this organisation's mission for 157 years.
Check out my YouTube video to hear me riffing on this concept and how it could be applied to CPG companies. Link in the comments.
#TheSprezzaturaCompany
Chief Executive Officer - Good Eat'n
5moSo nice to meet some lovely faces behind this delicious brand at expo!