The Power Of Purpose: How Kirsten Ludwig And In Good Co Help Brands Innovate With Purpose
Interview with IN GOOD CO Founder, Kirsten Ludwig.
We make brands that lead in ways that go beyond profit, that shape culture and make a world we're all stoked to live in. Our philosophy on purpose and brands is that, first and foremost, you won't make an impact without defining what purpose means to you. Today, consumers are looking to align with brands that share their values, so it's the beginning of everything for us and where we start with every brand we work with.
We're most proud of the fact that 90% of the brands we work with are purpose-driven. That was a lofty goal when we started out 5 years ago. Purpose was a fringe concept but it was why we started the agency so to see the cultural shift that's happening and to be a part of it what makes us excited for every Monday. For specifics, we're really proud of the work we've done recently with some amazing female-founded companies including BeautyGrass, NakedPoppy and Mia Becar—all amazing, purpose-driven companies.