Lessons CPG Brands Can Learn From Startups

They need to integrate the digital savviness and flexibility of entrepreneurs

CPG brands are benefitting from a scrappier, more nimble marketing approach. Getty Images

Entrepreneurialism and experimentation are usually the domain of the Davids, not the Goliaths. The digital era has largely been defined by scrappy startups challenging incumbent industry leaders by being more creative, more inspired and more consumer-friendly. That’s how we got brands like Dollar Shave Club, Netflix, Warby Parker and, yes, even Amazon.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

This story first appeared in the July 23, 2018, issue of Adweek magazine. Click here to subscribe.
@LorenPadelford Loren Padelford is vp and gm of Shopify and a self-described space nerd based in Waterloo, Ontario.