Today’s social media platforms and digital marketplaces don’t have walls or borders, but how does that affect your functional CPG brand? With a few clicks of your mouse, you can fire up your functional CPG brand’s multinational marketing and retail distribution. It's really crazy how fast and easy things can be done in 2020. Despite uncertain global markets, entrepreneurship is still in the middle of the golden era because of the growing importance of ecommerce and social media.

That all being said, one thing that has been reinforced during the "COVID-19 Effect" is that functional CPG business owners were reminded there isn't and shouldn't be a "one size fits all" approach to business domestically or multi-nationally! Being a multinational functional CPG shouldn’t mean you seek global parity. Instead, functional CPG brands should have a global template, but with local adaptations. The fancy business school jargon for this is Glocalization and it's exactly what successful functional CPG brands must do as the world becomes one, but also more fragmented. It’s a complex strategy to pull off, but if executed properly the rewards are immensely valuable.