5 Tips on Connecting with Consumers from the Founder of ‘Disrupter’ Brands Hello and Eos

Craig Dubitsky, the founder of oral care brand Hello and lip balm brand Eos, has shared five tips for connecting with consumers during the first-ever Trax Disrupters event. Dubitsky, who dislikes the term “disrupter,” says delighting, not disrupting, should be the goal of brands. He suggested focusing on creating better, more eco-friendly, more functional, prettier, and more affordable products. Dubitsky said awareness, authenticity, and empathy are key to connecting with consumers, along with being committed to a cause, believing in human values, and paying attention to customers’ changing needs.

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