CPG brands must understand how quickly and dramatically they can be dragged into cultural battles that impact the bottom line. Does that mean CPG brands should deemphasize purpose-driven moves around identity and culture? It depends…mostly predicated on what I like to call The Rule of Nike. Because the fact is that most consumers want CPG brands to serve their basic needs by understanding what they care most about, not try to win at every flavor of the week’s cultural moment. But in those cases where “what consumers care most about” is aligned with the core values of a CPG brand, you stand strong in your belief…even if it means sacrificing everything because that’s a very real possibility in today’s CPG industry…where substitutes are plentiful and switching costs for consumers are low.

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