‘We’re not selling sneakers’: How purpose drives success  

The mother at the end of the phone was crying. It was the height of the pandemic, and she was desperately seeking baby formula for her child. During that time of crisis, we, like many other companies, were grappling with supply chain issues; ingredients from our usual suppliers were unavailable, our factories were short of staff, and as a result, we experienced stockouts that left mums and dads panicked.  

With a can of LittleOak of my own at home, I hopped in an Uber to hand-deliver our formula to the mother at the end of the line. Why? Well, because I know first-hand that there is nothing more stressful than not being able to feed your child. 

I often say to my team, “we’re not selling sneakers.” We’re not selling a “nice-to-have,” a convenience or a luxury – we’re providing a vital necessity many parents depend solely on to nourish their children. 

And at that particular moment, going over and beyond to help our mum-in-need – and many others like her during the pandemic – was the right thing to do.  

When starting LittleOak, in an industry dominated by overly clinical, profit-driven multinational giants, a shift in approach was absolutely essential. We knew that we weren’t going to stand out in this sector with flashy campaigns, celebrity influencers or mega discounts; we knew we needed to build genuine trust, understand parents’ needs deeply and support them in meaningful ways.  

We knew we needed to be a friend, advocate and ally. We needed to be real.  

We are not a multinational (nor do we have the team or budget of one). Instead, our strength lies in the close, authentic relationships we build with our audience – new mums, seasoned mums, as well as dads and carers. As a mum of three, with a 5-month-old at home, I’m right in the thick of it with them at the moment. Our From One Mother to Another platform embodies this authenticity, ensuring our strategy is always “mum-led” and resonates deeply with our parents.  

Connecting with the modern parent 

The new-age parent has a totally different perspective on parenting. They seek information from other mums and dads across the globe, oftentimes trusting word of mouth more than their healthcare professionals; they actively seek out information about natural products; they understand allergies better and are incredibly knowledgeable about various ingredients.  

And it’s for this reason that at LittleOak we take our natural approach incredibly seriously – we are unwavering in our commitment to seek the absolute best, most natural ingredients. We pride ourselves on offering the most natural, most wholesome nutrition available in the world, all the way from our ingredients to our processing methods.  

I fundamentally believe that a truly exceptional product, grounded in authenticity and integrity, will naturally generate market appeal. It’s up to us, as product owners, brand owners and overall marketers, to forge emotional connections and communicate purpose – that’s where a brand becomes a brigade.

In addition to being highly connected, knowledgeable and increasingly health-conscious, Gen Z and Millennial parents collectively demand purpose and accountability more than any other generation; the modern parent wants to buy products that support a social cause or demonstrate sustainable practices. So, having a higher purpose isn’t a supplement to your marketing strategy – it’s the very foundation.  

Purpose and accountability 

At LittleOak, our strategy goes beyond product promotion; it champions our mission of making the world a better place for children and families. As businesses and brand leaders, we can and should accelerate the necessary changes required for a sustainable, thriving future through products, actions and mindset; we need to go beyond the traditional marketing goals of margins and market share, instead centering sustainability and advocacy in our business structure and marketing strategy. From streamlining our manufacturing and distribution processes to responsibly sourcing ingredients, we’re actively working to reduce our carbon footprint, driven by the larger ambition to be the first formula brand to be certified carbon neutral.  

So, it’s important to be bold as a brand, to believe in what you’re doing and to stand up to the issues that impact your industry. From breaking the stigma around formula feeding and supporting same-sex parenting to empowering mothers to return to work, we’re focused on building cultural relevance and connection with the modern-day parent – letting our product speak for itself. 

The future of marketing needs to reshape the consumer-brand relationship, prioritising authentic dedication and solidarity with our consumers instead of flashy campaigns. Being one with the everyday mum is our approach, and in our category, this means continually carving out a brand identity that acts as a true champion for all families.     

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