DTC brands are eating CPG companies' proverbial lunch and upending conventional retail models. The secret to success is rooted in their go-to-market strategy, which is based on espousing values shared by their consumer base. These shared values in turn fuel purpose; publicly standing for something emasses legions of fierce brand loyalists who share the same beliefs. These consumers, many of whom are the all-desirable younger generations, act as a catalyst for growth through vigorous...