Informed Audiences, Elevated Expectations

How Information Availability Pushes Companies to Step Up

Modern digital technologies have fundamentally transformed the way consumers interact with businesses. At Crescent Ridge, we have seen firsthand how the abundance and accessibility of information raises the bar for companies aiming to build a loyal and reliable customer base. It is no longer enough to have a compelling marketing message; companies must build credibility and cultivate brand values that resonate deeply with their audience. We're excited to share our perspective and a few examples we see in our portfolio. 

Transparency Is Non-Negotiable

Everyone can become educated on a given topic due to the abundance of information available on the internet. When we combine the accessibility of research from verified experts with the power of social media and AI, it is clear that we live in an era of an abundance of information. As a result, transparency is proving to be a pillar of business success. Those who are interested can quickly verify for any business the internal treatment of employees, ethics of business practices, and environmental impacts of operations. 

One of our portfolio companies, Esas Beauty, is a prime example of embracing transparency. They manufacture fragrances and focus on sourcing the cleanest, synthetic-free ingredients; thus ensuring their products are safe and environmentally friendly. Their commitment to transparency has garnered a loyal customer base who prioritizes their health, and we’re proud to support their journey.

Esas Co-Founders, Amanda and Seda, use their extensive experience in fragrances and chemistry to develop synthetic-free products.

Quality and Value Take Center Stage

With easy access to detailed product reviews, consumers are equipped to make informed choices. This shift forces companies to deliver high-quality products and services that offer real value. Brand recognition and marketing strategies alone are no longer sufficient; businesses must prove their worth through tangible offerings.

We’ve witnessed our portfolio company, Needed, exemplify this commitment to quality. Their rigorous supply chain standards, coupled with plastic-neutral, carbon-neutral practices, B-Corp certification, and their participation in 1% for the Planet, demonstrate a dedication to excellence and commitment to their customers and the planet. Last year, they also launched Needed Labs, a major effort and investment to ensure they are at the forefront of women’s health research and innovation so they can offer the highest quality in their products. This launch has also reinforced the brand’s value proposition. It's inspiring to see how they set the bar high for quality, innovation, sustainability, and thought leadership in their industry.

Julie Sawaya & Ryan Woodbury, co-founders of Needed, created a complete Nutritional System™ for fertility, pregnancy, postpartum, and women's health.

Ethical Practices and Authentic Engagement

Modern consumers are quick to detect a lack of authenticity and expect genuine engagement from the brands they support. Customer experiences are frequently shared online, emphasizing the importance of exceptional service and engagement as key differentiators. Companies must look beyond the bottom line to build meaningful relationships with their audience.

To the Market provides software that helps companies maintain good manufacturing practices, further showcasing the importance of ethical business operations. By leveraging technology to ensure compliance and quality, they help businesses align with consumer expectations. Their platform is a testament to how technology can drive ethical business practices.

To sum it up, we believe that as hard and competitive as things are getting, this era of hyper-educated consumers can present a huge opportunity for brands that truly care and want to wholeheartedly do things right. When businesses embrace educated audiences as a source of strength, they set themselves up to corner their markets as their consumers become their advocates.

We want to hear from you! What are ways companies have stepped up to earn your loyalty? Share some brands you love with us!

To the Market's vision is to democratize access to the global supply chain and provide makers worldwide with economic empowerment.