How CPG Leaders Stay Ahead When Consumers Innovate Faster Than Brands

Marketing Deep Dives by Denyse

This week's blog post "How CPG Leaders Stay Ahead When Consumers Innovate Faster Than Brands" suggests that consumer packaged goods (CPG) companies urgently adapt to the accelerating pace of consumer-driven innovation, which often outstrips traditional brand development cycles. It highlights how platforms like TikTok foster viral trends and "dupe" culture, compelling brands to embrace, rather than merely analyse, these grassroots movements. The post presents case studies, such as e.l.f. Beauty and L’Oréal Pakistan, illustrating successful strategies where brands rapidly responded to consumer creativity. It concludes by outlining a playbook for CPG leaders focusing on spotting viral trends, fostering cross-functional collaboration, and visibly demonstrating the impact of swift responses to maintain market relevance and leadership in a fast-evolving landscape.