1、Purpose-Led Brands Can Reshape the Consumer-Goods Industry if They Can Scale Elements of Value is a registered trademark of Bain&Company,Inc.Founders Mentality is a registered trademark of Bain&Company,Inc.Copyright 2022 Bain&Company,Inc.All rights reserved.AuthorsEric Melloul,Managing Director,Verl

2、investBen Black,Director,VerlinvestJean-Charles van den Branden,Partner,Bain&CompanyMagali Deryckere,Associate Partner,Bain&Company1Purpose-Led Brands Can Reshape the Consumer-Goods Industry if They Can Scale Verlinvest|Bain&Company,Inc.Executive Summary The consumer products market does not account

3、 for hidden external costs,such as the$11.9 trillion in costs that outweigh the food industrys$10 trillion value.A new generation of insurgent companies focused on environmental,social,and corporate governance(ESG)are addressing this challenge for people and the planet by offering products that have

4、 fewer hidden costs,while at the same time building new growth models.These purpose-led brands,as we refer to them,are rapidly gaining traction.Insurgent brands scoring highest on sustainability have as much as 10 times higher revenue growth than traditional brands.A Bain consumer survey also showed

5、 that more than 70%of consumers are willing to pay a reasonable premium(approximately 10%25%)for sustainability.Purpose-led brands typically gain traction by creating issue awareness.This drives consumer interest in their products,spurs retailer demand,and attracts and motivates high-quality employe

6、es.All of these factors lead to better growth and,in turn,higher interest from investors.Between 2019 and 2020,the number of new companies espousing an ESG mission more than doubled.Now,35%of all new consumer products start-ups have a clear ESG mission,a tenfold increase since 2005.Purpose-led brand