Natalie Dean-Weymark. Source: Supplied.
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We’ve all heard of the dark horse, right? But how about the green horse? It’s the unexpected leader in brand land during this cost of living crisis, and these businesses are heads above the rest in terms of positioning themselves for price increases.
Who is this noble stallion, you ask? Well, it’s those unicorns from the purpose-led space.
If you think about it, these brands already cost more in terms of entry point than mass and mainstream brands, so surely they can’t pass on a further increase to consumers in a competitive market? Wrong. They can and they will. For good reason.
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