Fueling the Future: Investing in Global Nutrition Initiatives

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Fueling the Future: Investing in Global Nutrition Initiatives

Since the creation of brand management at CPG and Big Pharma companies in the 1950s, consumer health brands have understood the importance of marketing. During the 1950s, consumer health brands began aligning their products with social causes and making donations to social policy change. The internet and rise of the eCommerce channel took this “consumer values connection” to a new level with the advent of Buy One, Give One (BOGO).

Today, difference-making consumer health brands have evolved their brand-consumer alignment: a strategic partnership model of non-governmental organizations (NGOs) working with private companies to differentiate consumer resonance, better engage/retain employees, and create more awareness. Where an authentic brand/mission alliance is created, the “Halo Effect” can translate into significant goodwill brand accretion (30%+) upon M&A exit.

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