Bonin Bough has helped
America’s largest consumer
packaged goods corporations—
PepsiCo, Kraft, Mondelez—
modernize how they speak to
customers. At beauty products
company Sundial (recently acquired by Unilever), he’s focused
on connecting to a new wave of
digitally native consumers.
“I’m nervous for traditional businesses. Many were so arrogant
that they didn’t learn how to capture data about consumers. Companies like Brandless and Dollar
Shave Club—retailers of this generation—know everything about
their customers. Consumers are
happy to have their data known
to brands, as long as it is responsibly used and creates value. But
will that traditional ecosystem
actually see the value in change?
“I was talking to a cosmetics
executive who said, ‘Our consumers used to be loyal. Now
they are promiscuous. How do
we get them to be loyal again?’
It’s not going to happen. What
you should be doing is thinking
about how to create a model for
“[Companies that] are winning are all about discovery. They
are Disney World for promiscuous consumers. Why wouldn’t
retailers that sell only one brand
[also] feature emerging brands?
Why aren’t they showcasing
brands built by influencers?
Retailers are missing the mark
about where the customer is.”
Chief growth officer, Sundial