E.l.f. Beauty’s recently launched So Many Dicks campaign in New York’s financial district cemented its status as a “beacon.”
The immediate reaction – massive press and social media attention – demonstrated that while e.l.f. makes a better, cleaner beauty product, its magnetism lies in its courage to take on issues, like diversity in the boardroom, with the level of creativity we’ve grown to expect from it.
Beacon brands will outshine others in the years ahead. They have conviction. They’re consistent and unshakable in their quest to make things better for people through products and advocacy that supply something missing.
We see it in brands like Shea Moisture, Athleta, Rothy’s and Dove. They advance a singular piece of culture, so they’re not pulled off the beam to the latest cause. Nor do they face paralysis — hello, Bumble — when attempting to appear of-the-moment, only to mis-read their audience.
Beacons are born and raised over time, not manufactured. To become one, certain fundamentals need to line up. Do you operate on a greater belief system? Are you dedicated to making something better for people? Does this translate to what you make, how and where you make things and how you treat who makes them?
Beacons set the next standards in business. Look no further than the patron saint of beacons, Patagonia. To support a sustainable future, founder Yvon Chouinard gave the company away. A non-profit organization now manages its profits in a trust to combat climate change and protect undeveloped land globally.
Beacons are anything but boring. Graphic designer Mike Cessario understood this when he blew up the healthy drinks category by bringing comedy and entertainment to sustainability. Quickly, Liquid Death had an immeasurable cultural impact because it understood how that creativity is needed in keeping Gen Z’s attention to a cause.
If you have this kind of foundational belief, your brand too can become a beacon.
