Dr. Bronner's Was Always a Woke Brand

Among the chaos and pestilence, there are tiny green sprouts.

The laying-bare of social injustice, the pandemic and the collateral damage that's ensued, has us all talking optimistically of new ways. A more awakened culture that includes minority voices and people of color. A fair economic system. One that takes care of all people when they get sick. Perhaps most importantly, a society that nourishes and heals the only planet we live on.

The market sees this revolution and is responding in kind. While the stalwart social brands like Ben & Jerry's and Patagonia have always been there, many more are taking on the causes in their communications. These crises have forced companies to, at the very least, pay lip service in the form of messaging with words like "together" or "o;stay strong."

There's been a lot of that, for sure. Hashtags and affirmative messaging aplenty. I wasn't totally convinced everything was fine until I got the "o;we'll get through this" email from MeUndies.

Regardless, the shift is happening.

"o;Questions of values are becoming inseparable from incentives, culture and strategy," Allison Taylor, Executive Director of Ethical Systems at NYU wrote recently in Quartz.

Increasingly, these questions are being asked: What's the demographic makeup of the board? What's the hourly rate of pay for an average worker? Are they covered with a solid healthcare plan? Are they giving back to the community? Do they practice sustainability? What good does saying "o;black lives matter" when there isn't a black decision maker in your organization?

One company who embodies this shift in consciousness is Dr. Bronner's soap. The bottles are unmistakable once pointed out. Solid colors and a block font make up the label with very religious-sounding language. The most popular category being the liquid peppermintCastile.

Founded in 1948, Dr. Bronner's soaps have become a top-seller of body care products in the US and islistedas a B-corporation.The company's motto summarizes their view:"o;we are all-one or none."

Members of the founding family do not shy away from controversial topics. David Bronner, known as the "o;cosmic engagement officer,"locked himself in a cagewith a hemp stash outside the White House in 2012. He wanted to make enough hemp oil to spread on bread but was charged with a crime instead.

Dr. Bronner's exclusively uses 100% post-consumer recycled plastic bottles, sources from certified-organic producers and conducts fair trade with suppliers. Employees enjoy fully-funded healthcare plans, matching retirement plans, year-end bonuses and profit-sharing.

12 years ago, the company embarked on alegal battleagainst big name brands like Kiss My Face and Estee Lauder for bogusly claiming some of their products were organic.

Last year, the companygave$8.4 million in charitable donations.Under an employee giving program, each worker receives $100 to donate to one of five selected charities chosen by the staff. The total for the first year was $20,000.

"o;I love that I work for and with a company that is altruistic and practices what it preaches."One employeetoldthe San Diego Tribune about working for Dr. Bronner's.

This year's annual report's theme "o;Heal Earth!" reflects a global and interconnected view. "o;We are California soapmakers but we identify with a much wider and rounder territory: the tiny-huge, living-breathing deep blue miracle."

Perhaps the underlying philosophy stems from the founder, Emmanuel Bronner, originally Emmanuel Heilbronner. After escaping the Nazis and coming to the US, he dropped theheil. He moved to Escondido in the 1960s where he enjoyed sunbathing in the nude. Emmanuel's brother, Ralph, often left $50 bills for dishwashers at restaurants.

Emmanuel Bronner embodied the original woke vibe.

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