This is what gave us an ever-expanding number of blades on a razor at an ever-expanding price point, leaving Gillette susceptible to an upstart like Dollar Shave Club. Staying current with consumer trends, understanding the features they need—and don’t need—and getting new products out to market fast will make customers feel seen. Leverage influencers to get traction on digital media channels.

Many DNVBs have tapped into the underdog zeitgeist by punching up against the industry incumbent, like Dollar Shave Club attacking Gillette on price and Dr. Squatch sideswiping “Big Soap” for its use of synthetic detergents.

Well-known brands such as Coca-Cola, Sephora, and Gillette as well as lesser-known direct-to-consumer companies have found success partnering with micro-influencers. Spending on influencer marketing in the US is expected to rise 12.2% to $4.14 billion in 2022, on top of a 33.6% spike projected for 2021, per our estimates.

For example, virtual influencer Noonoouri starred with Chinese actor Li Xian in a campaign for luxury menswear brand Ermenegildo Zegna, and Luo Tianyi has endorsed major consumer brands including Gillette, KFC, Pizza Hut, Tide, beverage brand Vitasoy, and local cosmetics company Pechoin.

CPGs have also been active in the space, with Procter & Gamble producing inclusive campaigns for brands such as Gillette, Tampax, and Tide. Inclusive work environments. Workplaces that welcome and value employees with all kinds of differences are not only moving the industry in the right direction, but also increase employee satisfaction and drive profit. ​

Consumer packaged goods giant Procter & Gamble not only produces inclusive campaigns for its brands—including Gillette, Tampax, and Tide—but it also uses its corporate platform to elevate diverse voices about important topics related to identity, inequity, and exclusion. P&G doesn’t shy away from difficult or controversial issues, either.