"I don’t think there’s ever been a higher bar in history for what consumers want. Right now the younger consumers are starting to pick their brand, and they don’t want their parents’ brand. Gen Xers and millennials want a product that’s affordable, but also of high quality, and made by a responsible company." - Kari Warberg Block
Originally Published by Solve Magazine
They want the company to treat its employees well and have green manufacturing practices. Earthkind got an early start [in 2000] because we were one of the first [natural pest control] companies out there. We have always had the goal of providing good and helpful advice on our site— not just sales-y type stuff—and that has given us a lot of credibility in SEO algorithms. We watch how people react in real time to what we do on blogs or Twitter and we act fast to fill unmet needs. That’s how we evolve and stay ahead of the curve. For example, we are the only natural company that has a product that repels but doesn’t kill. Our customers don’t want to kill pests; they just want them out of the house. Our goal isn’t to own 70 percent of the market. We’ll take a smaller, but more profitable, piece. I liken our brand to Apple. We’re about design, utility, minimalism, simplicity, and a really loyal customer. Plus, nobody’s put style to pest control like we have. Our labels look like they come from a high-end gift store.
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