The world is changing. Fast. As we hear over and over again, the new normal is that there is no normal.

Since 2020, we have seen the emergence of social movements such as Black Lives Matter and Woman, Life, Freedom, COVID shutting the world down, wars breaking out in Ukraine and Gaza, catastrophic wildfires and floods, and now, a significant political shift that is rocking the stock market – as well as our values - to the core.

Amidst the uncertainty, there is one thing that we can rely on: brands that simply follow the status quo are being left behind.

In this article, I will share the 3 strategies that BOLD brands are using to disrupt their industries and win the long-game.

Playing It Safe Doesn’t Work Anymore

The big beauty giants have all seen a huge erosion in their stock price over the past 12 months (-20% for L’Oréal, - 53% for Estée Lauder and -56% for Coty) whilst smaller bolder brands are thriving. They’re not just adapting to trends - they’re leading them.

Unilever, on the other hand, has placed its latest bet on the acquisition of Wild, allegedly acquiring the refillable body care brand for £230 million. Yet its last attempt at integrating a disruptor brand was a disaster! According to Dollar Shave Club CEO Larry E Bodner, Unilever “neutered the brand's vibe … we just didn’t fit in a vanilla corporate entity”.

I've seen this first hand in both P&G and Coty as well. Big companies acquire smaller, disruptor brands because they aren't able to build something so breakthrough themselves, but they suck the soul out of them the second they are "integrated" into the larger company.

Powerhouse brands such as Nike and Target have also seen the impact when they stick to the status quo and don’t fully commit to their values.

Nike, despite committing to sustainability efforts, has recently cut 30% of its sustainability team. This doesn’t go unnoticed by consumers. The company has also faced lawsuits alleging misleading sustainability claims and recently faced backlash after distributing keychains made from manufacturing waste, with consumers calling it out as superficial environmentalism.

Target has faced a much more significant fall-out for pulling back on Diversity, Equity, and Inclusion (DEI) policies. The chain immediately saw a 9% drop in foot traffic after its announcement. Meanwhile, Costco, one of its competitors - which stood firm on DEI - saw double-digit growth.

What all of these brands have failed to understand is that by not stepping up, they lose consumer trust. And the immediate repercussion is an impact on business results.

It’s Time to Challenge the Status Quo

The brands winning today aren’t just tweaking their strategies. They’re rewriting the rules.

Here are 3 strategies brands are using to disrupt the status quo of their industries:

1.  Innovating beyond the existing paradigms

I remember all too well the superficial innovation in the corporate world that aimed solely at driving more and more consumption: what trendy, new ingredient could we add to the product? Could we use a small amount of recycled plastic in our plastic bottles? How could we add an extra step to the beauty routine to increase category consumption?

But true innovation isn’t about small improvements or making things “less bad” - it’s about breaking the mold and leading the way for other brands to follow.

🚀 Tesla didn’t just build an electric car - it transformed the automobile industry, making EVs desirable and mainstream.

🍏 Apple didn’t create the first smartphone - it redefined how we interact with technology.

🍫 Tony’s Chocolonely didn’t just create another chocolate bar – it challenged existing supply chains, making its own fully transparent and inviting others to join the journey to making all chocolate slave-free.

Tony Chocolonely’s brand purpose

2.  Leading new conversations that evolve society

I was a young Assistant Brand Manager at P&G in 2004, when Dove’s Real Beauty campaign first launched. I still remember the wave of shock that ran through the office when we saw what they had done. That campaign was the beginning of a new conversation in the beauty industry which has since led to the launch of many new brands, such as Fenty Beauty and Rare Beauty, aiming to promote self-esteem, mental health and inclusion.

It’s thanks to Dove that ads like this one are now being banned for showing an ‘unhealthily thin’ model:

Next ad banned in the UK due to “unhealthily thin model” in digitally altered leggings

As a woman and a Mom, I’m eternally grateful!

The brands that are leading the way aren’t just selling products - they’re leading movements.

🕊️ Dove changed the beauty industry by sparking a global conversation about the unattainable standards of the beauty industry and its impact on self-esteem and body image.

🌱 Patagonia has embraced sustainable principles as the soul of the brand – showing there is another way to do business by driving profit through purpose. 

⌚ iD Genève is making circular luxury watches from recycled materials, creating a new identity for the Luxury industry that doesn’t rely on precious raw materials.

3.  Catalysing new behaviours and consumption habits

Most brands still aim to push consumption to meet their growth targets – whilst “sustainable marketing” tends to tackle the issue through negative messaging, such as shaming and blaming the consumer, or promoting degrowth. 

But bold brands don’t just sell “less bad” alternatives - they create desire for more sustainable consumption habits.

💧 air up is disrupting the children’s beverage industry - not by creating a “healthier” soda alternative (ie. less sugar), but by changing the way we drink water using scent technology.

air up scented water technology

🏡 Airbnb didn’t challenge hotels - it transformed the way people experience travel.

🥘 Hellmann’s mayonnaise is tackling food waste by raising awareness about the issue and educating consumers on how to create delicious recipes with leftovers with its “Create Taste, Not Waste” campaign, empowering us all to make more conciopus decisions and waste less.

The Future Belongs to the Bold

It’s no longer enough to play by the old rules. The only way to win in today’s world is to step up and disrupt.

Legacy brands that follow the status quo and play it safe are losing whilst smaller brands that are boldly disrupting their industries are winning.

Here are the 3 strategies you can consider to boldly step up your game:

1. Innovate beyond the existing paradigms
2. Lead new conversations that evolve society
3. Catalyse new behaviours and consumption habits

In today’s world, playing it safe is the riskiest move of all.

🚀 So will your brand disrupt - or be disrupted?

If you’re ready for your brand to step up and be bold, here are 3 ways I can support you:

✨ Build Your Brand For Positive Impact: a 6-week online program to build a BOLD brand positioning, identity and storytelling to disrupt your industry (best for start-ups or brands looking to nail their fundamentals)

✨ Accelerate Your Impact: a brand audit, workshop and coaching package for 6 – 12 months support (best for brands who are stagnating in their growth)

✨ Uplevel Your Impact: personalised support including interactive workshops, training and inspirational speaking to support you and your team (best for bigger brands looking to revisit their strategy)

DM me on Linked In or contact me directly at: [email protected]