DTC companies should ensure they stick to their values when they scale-up

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 26, 2020, 12:21 PM UTC

Values can help brands attract customers and support their recruitment efforts.

This piece argues customers feel that direct-to-consumer companies do not always stand true to their values when faced with challenges like the economic downturn or ongoing protests against systemic racism. Businesses should not only set the values but also follow through on them by ensuring they are living those values at every stage. 

Founders can often struggle with finding use cases for their values beyond certain situations. They also fail to anticipate how customers could question companies’ values as they scale up. 

While it is easier to communicate with a small workforce, ensuring values permeate larger organisations can be a challenge. Brands should ensure they revisit those values at later stages –especially when they have scaled up- and ensure compliance.

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