Insider Intelligence spoke with Lindsay McCormick, founder and CEO of Bite, a direct-to-consumer (D2C) brand founded to help consumers decrease plastic use in their personal care routines, starting with a plastic-free toothpaste before expanding into other products like deodorant.

A number of direct-to-consumer brands, including Chinese condiment startup Fly By Jing and toothpaste brand Bite, have also begun selling on Amazon, per Modern Retail. The risk/benefit: While Amazon provides brands with access to a lucrative customer base, that access comes at a cost—in terms of fees, placement, and perhaps most importantly, customer data and loyalty.

This suggests that voice might be more promising in this age group for recurring purchases like dog food, toothpaste, and laundry detergent. What This Means for Marketers. While brands haven’t yet cracked the code on how to drive more voice shopping and buying, the number of voice assistant users is rising, and most industry practitioners believe voice has significant untapped marketing potential.

I'm going to give [Colgate] Optic White toothpaste a shot,’ or whatever it is.” —Sean O’Donnell. “There's nothing wrong with driving sales as long as it's done in an authentic and real way. Authenticity lies in connection, and if you're not connecting with an audience, how can you expect them to buy the product you're trying to sell?” —Jenna Martin.