3 Mission Driven CPG Brands to Learn From
Having a mission driven brand is something that must come natural - typically from the start or something that naturally evolves over time for your brand. So many brand’s today struggle with creating content (mainly on social media) as they truly lack a “brand” or having a stance on, well anything! Having a well rounded brand and voice is key BEFORE putting your brand out there (aka on social media).
Here are 3 of our favorite mission driven CPG brands:
#1 August
Who are they? August is a period care for everyone who menstruates founded by Nadya Okamoto
What is their mission? August is not only committed to sustainability (which we feel most brands are working toward or at least say they are) but they are help fighting the pink tax, has developed an inclusive community and education resource for everyone who get’s their period, and gives back - providing menstrual care to those in need.
How does this show up in their content?
They developed a whole campaign (including other period care brands) to fight the pink tax/period tax problem
On social media you will find that at least 25% of their content is geared toward education about their mission.
Outside of social, they have their own community that is supportive and a safe space for those with periods
#2 DEUX
Who are they? DEUX is creating treats you want, with the ingredients you deserve. Their flagship product is ready to eat cookie dough and has since introduced a few other “better for you” treats.
What is their mission? Not only did they take out all of the bad ingredients, but they added in functional ones such as zinc, elderberry, aloe vera, and ginseng. All of their products are vegan and gluten free made with clean ingredients - no preservatives or artificial flavors.
How does this show up in their content? As this is fully a part of their brand, they like to have fun on social but utilize PR pieces and educational content to show up as well as that educational piece on their website, packaging, and through influencers.
Who are they? Algae Cooking Club sells Algae cooking oil. But the company is more than that, it’s a community that celebrates what we love so much about cooking: staying curious, experimenting with new ingredients, and, most importantly, having fun in the kitchen.
What is their mission? Many cooking oils are still sourced from industrial farming methods, while climate change is radically reducing crop yields. An estimated 1.4 billion acres of new farmland will be needed to feed a growing world. Algae offers an exciting alternative. Instead of waiting entire seasons to harvest, algae has the potential to produce high-quality fats, proteins, and nutrients in a matter of days with a fraction of the land, water, and carbon needed, without sacrificing flavor and quality.
How does this show up in their content? It’s in the name - who has ever cooked with algae? Not me - I love they chose this for the name - it naturally sparks our curiosity as it looks like a product we are all familiar with but an unfamiliar ingredient.