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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