Seek New Growth

Seek New Growth. The ways in which CPG companies identify new growth opportunities is outdated. They need to move from thinking about the “total addressable market” (as defined by existing CPG categories) to the “total addressable problem” (as defined by human needs). The new pace of change is stunning – and companies are struggling to keep up with leapfrogging consumer expectations. More than ever, individuals are architects of brands. Consumers expect to be active participants at every stage: as investors through platforms like Indiegogo; as manufacturers with at-home options like Bartesian; as creators, marketers and sellers through platforms like Etsy.