With hygiene firmly on everyone’s agenda, germs have been under a microscope as consumers learn how to eradicate them without destroying the balance of our ecosystem. Our homes have never been cleaner, our clothes have never been fresher and as a result, the household category is seeing pockets of huge growth.
The latest thinkpiece in the Bloom Thinks series explores the major shifts in the household category, what the implications are for brands and why now is the time for consumers to learn to live in harmony with germs as we transition from the functionality of cleaning a household, to the humanity of caring for a home.
We look to the disruptors in the category as well as the brands that are leading the way and understand why cleaning with a conscious is no longer enough.
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We are happy to announce the arrival of Tom Shuttleworth as Creative Director. Tom joins our Singapore office after over 8 years leading Glo
How brand identity and campaign creative get blurred, and why confusion is a risk to brand health in the long run.
In times of adversity, we all have to make hard choices, and that includes brands.