Build an emotional connection between your brand and your member, Laurel Myers, senior director of product and innovation at The Honest Company, advised CO-OP Think 15 Conference attendees Wednesday.
At The Honest Co., Myers is responsible for cultivating and growing a unique line of effective, safe, and beautiful baby care, personal care, home cleaning, health, wellness, and lifestyle products optimized for both e-commerce and offline retail platforms.
The company gears its products toward millennial values such as simplicity, transparency, and social good.
Millennials "want more from what they are buying or doing," Myers said.
Building long-term relationships with members requires you to harness positive emotions, including:
Myers focused her talk on CO-OP's megatrend of "betterment"—building business by helping consumers achieve life goals.