Getting noticed as a new food product in the UK is not easy. It’s an intensely competitive market, and one that gets more competitive with every new launch. With the multiples reducing choice, in-store listings are ever harder to come by.

IRI research tells us there was a 6.3 per cent fall in the number of branded new products launched in UK supermarkets between 2016 and 2017, which translates to more than 900 products being removed from an average sized supermarket over the year.

In this super-competitive melee, some brands edge ahead of the pack by associating themselves with a social movement – think of Cafédirect investing up to half its profits back into coffee grower communities, or Dove’s self-esteem initiative.

And we work with Aduna, the Africa-inspired health food brand and social business that’s been attracting a growing customer base since launching in 2011.

Aduna’s mission is to create a virtuous circle of positive impact by sourcing its ingredients directly from small-scale producers. Thanks to Aduna’s demand for the baobab it uses in its products, 700 women in Ghana now receive a sustainable income, enabling them to support their families.

The stories behind brands such as Aduna engage and inspire; they transcend marketing to occupy a completely different, more valuable place in consumers’ minds. For some FMGC brands, aligning with a social movement – or instigating a new one – can accelerate their path to success. But where do you start?

Fake it and you won’t make it

It shouldn’t need saying that the first and most important requirement for social movement brands is authenticity. This isn’t something that can or should be faked and anyone unwise enough to try will crash and burn as soon as consumers see through their ruse.

There were no such dangers with Aduna, whose co-founder Andrew Hunt is transparently passionate about supporting small-scale producers in Africa, following a life-changing period living in The Gambia.

He arrived in the country as a jaded ad executive but was transformed into a rejuvenated advocate for Africa and for the potential of business to make a positive impact on the lives of small-scale producers.

Five golden rules for your ethical start-up

Assuming the all-important authenticity box is ticked, what pitfalls lie in wait for ethical brands – and how do they ensure success? Here are a few golden rules to consider.

1.     Don’t forget to emphasise the benefits of the product

It’s easy to focus on the social benefits of your product and lose sight of the main reasons why people should buy it. In Aduna’s case it was the amazing health benefits of African superfoods, so we made sure the packaging clearly highlighted those benefits as well as celebrating the vibrancy and happiness of Africa.

2.     Get your story straight and be consistent

Be clear about the vision you have for your brand and make sure that’s consistently presented. Find the brand’s authentic tone of voice and use it in a way that’s appropriate to each touch point.

3.     Be realistic; start small and grow

Aduna mitigated risk by focusing on a single product, baobab powder, and selling only that for quite a while. Andrew realised that he couldn’t expect to achieve everything he wanted from the outset, so he focused on the strongest element and grew from there.

4.     Avoid preachiness

Don’t underestimate consumers; they quickly tire of preachiness. Aduna had a positive effect on the lives of small producers so for Andrew it was about telling those stories in an uplifting way that inspired people and made them feel positive.

5.     Don’t be caught out by the economics of caring

However much you care about the social story behind your brand, you must be dispassionate in your assessment of whether it is viable. Will consumers care enough about your social movement to pay extra for a product associated with it?

Ultimately, all businesses should be socially responsible. It’s a movement that’s clearly gathering momentum – I think we’ll see B Corp aisles in supermarkets before too long. The major corporates have noticed that more and more consumers are choosing ethical brands such as Aduna and some of them are beginning to change.

It’s working for them too – just look at Unilever, which has just revealed that its 26 sustainable brands grew 46 per cent faster than the rest of its portfolio over the past year. The big boys might not be in the game for the same pure reasons motivating Aduna but perhaps that doesn’t really matter in the end.

What does matter is that being associated with a genuine social movement in an authentic and engaging way can elevate a brand in the mind of many consumers.

Beyond this, half of consumers worldwide believe brands have more power than governments to solve social ills and they will not buy a brand when it chooses to stay silent on an issue they feel it has an obligation to address.

That represents both a threat and an opportunity that brand managers and FMCG entrepreneurs can’t afford to ignore.

Sarah Turner is managing director of Carter Wong Design.