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Innovation of the Day: Meet the Changemakers: Five Minutes with Grounded

Summary

Grounded, a Kenyan company founded in 2016, produces non-toxic cleaning and personal care products. It prioritizes sustainability and well-being, utilizing locally sourced natural ingredients and recycled packaging. The company is female-founded and female-focused, aiming to empower women in the male-dominated manufacturing industry. Despite challenges like educating consumers and competition from imported brands, Grounded sees opportunities in growing consumer awareness and expanding into new markets.

Findings:

  • Grounded is a pioneer: It's the first full line of non-toxic cleaning and personal care products in Kenya.

  • Sustainability is core: The company uses local, natural ingredients and recycled plastic for packaging.

  • Female empowerment: Grounded has a female-led team and promotes women in manufacturing.

  • Challenges and opportunities: The company faces challenges in educating consumers and competing with imported brands, but sees opportunities in growing awareness and expanding internationally.

Key takeaway:

  • Grounded is a values-driven company prioritizing sustainability, well-being, and female empowerment while navigating the challenges of a growing market.

Trend:

  • Increasing consumer demand for sustainable and non-toxic products.

  • Rise of female-led businesses and focus on female empowerment.

Consumer motivation:

  • Desire for safe, natural products that protect human and environmental health.

Driving trend:

  • Growing awareness of the impact of chemicals on health and the environment.

  • Shift towards conscious consumerism.

  • Increasing representation of women in business.

Target audience:

  • Primarily Kenyan consumers who are health-conscious and environmentally aware.

  • Women who are looking for products made by and for women.

Product/service:

  • Non-toxic cleaning and personal care products.

  • The age range of their target consumers is likely broad, appealing to anyone concerned about health and sustainability.

Conclusions:

  • Grounded is successfully establishing itself in the Kenyan market.

  • The company's values-driven approach is resonating with consumers.

  • There is significant growth potential in the sustainable product market.

Implications for brands:

  • Consumers are increasingly demanding transparency and sustainability.

  • Brands need to prioritize social responsibility and ethical practices.

  • Female-led businesses and female-focused products are gaining traction.

Implications for society:

  • Increased awareness of environmental and health issues.

  • Shift towards more sustainable consumption habits.

  • Greater representation of women in business and leadership roles.

Big trend implied:

  • The rise of conscious consumerism, where consumers make purchasing decisions based on their values and the impact of their choices on the planet and society.

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