06 Apr '12, 9am

Dr. Bronner’s Audacious Activism Is Refreshingly Authentic

Dr. Bronner’s Audacious Activism Is Refreshingly Authentic

The results are continued growth and a diverse sales base. Although Dr. Bronner’s products are now sold in Target , natural food stores still comprise 65 percent of the company’s customer base. The temptation to sell to large nationwide chains is tempered by the fact that they would demand slim margins; and even worse, Dr. Bronner’s would risk angering the independent stores that have supported the company for decades. Meanwhile the company still learns from its mistakes: products without the iconic quirky label have not sold so well, so they have been relabeled and rewritten. At a time when many companies trumpet how sustainable and responsible they are while behind the scenes they fund organizations like ALEC , Dr. Bronner’s shows that corporate citizenship and profitability pair very well together.

Full article: http://www.triplepundit.com/2012/04/dr-bronners-magic-soa...

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