KYND founder Matthew Stenmark talks building a socially conscious brand DNA in 2020
The Australian self-care and wellness industries have had a big year and now, Kynd®, owned by an Australian company, is entering the market. Here, founder Matthew Stenmark discusses launching a wellness brand, the rise of conscious consumerism, and the how-tos behind building socially conscious “brand DNA”.
According to Google trends, searches for “self-care” have steadily increased during lockdown – with results ranging to everything from homespun beauty regimens and workout routines to preventative health treatments (Google trends, 2020).
This has translated to an FMCG boom, IRI data indicates over the counter sales of products to support immunity have been on the rise. At the same time, recent social inequalities and unsustainable consumption habits have prompted brands in the B2C arena to adopt pro-social messaging in their marketing.
Indeed, many brands have been faced with the challenge of reverse-engineering a social conscience into their marketing briefs. Not so for Kynd, founded by Matthew Stenmark, around socially and environmentally sustainable objectives – and the belief that consumers want more from wellness.
A range of health and beauty supplements that empower you to show kindness to yourself, to others and to the planet.
