Commentary

Raising the Stakes: Disrupting the Eco-Friendly CPG Industry

Behind the Scenes with Meg Murphy

Outlines' Meg Murphy talks COVID lockdown, gaining perspective and what sustainability means to her.

I've had the opportunity to connect with and learn from executives of major brands at MediaPost's Insider Summits. In the process I've discovered some truly impressive women, and not only for the work they do but their stories behind the scenes. With Brand Insider: BTS, I get to pull back the curtain on some of the most influential women marketers as they talk about their path to success: the twists and turns, obstacles, inspirations and the valuable lessons learned along the way.

 "It was really, really, really, really hard, and we kind of just felt like we were all the way back at square one.” The eco-friendly brand, Outlines, had a “rocky start,” says co-founder, Meg Murphy. After COVID hit, their game-changing investor pulled out, shutting down the consumer product company before it even got started. In this episode of MediaPost’s Brand Insider: BTS, Meg describes that experience to me as truly unique. Explaining that as devastating as it was, the pandemic helped put things into perspective for her. She also talks about hitting reset, silver linings and their brand's mission of "responsible replenishment." You can watch the video of the entire conversation here.

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