How a Mission-Driven Brand Builds Connection and Trust to Shift Markets

Why you must focus on the 2-3% of your customers to power your brand narrative and overall growth First of all, thank you to Stord for hosting me at your Fall 2025 Stord Summit and for the opportunity to share the philosophy and out-of-the-box actions we took to build The Honest Company . Before I co-founded The Honest Company, I was deep in the trenches of the non-profit world, running an organization called Healthy Child Healthy World . My roots are in environmental science, and my life’s work has been obsessed with the integrity of what goes in, on, and around our bodies.