In today’s episode of CPG Insiders, Justin is joined by J+H’s Creative Director, Paul, to dive into a growing industry trend—brands searching for deeper purpose beyond selling products. With consumers increasingly making purchasing decisions based on alignment with their values, businesses can no longer rely on surface-level messaging or marketing gimmicks.

Learn why understanding your brand’s identity is critical, how it shapes long-term success, and what happens when companies skip this foundational work. Gain insights into the real impact of purpose-driven branding, why authenticity isn’t optional anymore, and how failing to define your customer can leave you lost in the noise.