Brand Tone

Inspiring, Educational, Friendly, and Purpose-Driven.

Brand Values

• •Sustainability
• •Health & Wellness
• •Transparency & Authenticity
• •Community & Collaboration
• •Efficacy & Quality

Best Practices

• •Always Lead with Purpose: Remind the audience of the "why" behind the brand – a healthier planet and home. Frame product benefits within this larger mission.
• •Educate & Empower, Don't Preach: Share knowledge about sustainability and healthy living in an accessible, encouraging way. Avoid jargon and make consumers feel capable of making a difference.
• •Maintain a Friendly & Approachable Voice: Use warm, welcoming language. Even when discussing serious topics like plastic pollution, maintain an optimistic and supportive tone.
• •Be Transparent & Authentic: Speak honestly about products, ingredients, and the company's sustainability journey, including challenges. This builds trust.
• •Foster Community & Collaboration: Use inclusive language ("we," "us," "together"). Encourage interaction and highlight how individual actions contribute to a collective impact.

Social Perception

Customers and the public generally perceive Grove Collaborative as a trustworthy and mission-driven brand dedicated to sustainability and providing high-quality, eco-friendly products. They are seen as a leader in making sustainable choices more accessible. The partnership with Drew Barrymore has likely enhanced their visibility and appeal. While there are some concerns about aspects like the subscription model or occasional plastic use, the overall perception is positive, particularly regarding their environmental commitments and product quality.

Copy Examples

• •Ready to make your home a haven for health and sustainability? Discover Grove Co. – powerful, planet-friendly essentials delivered to your door. Let's go #BeyondPlastic, together.
• •Did you know your everyday choices can change the world? 🌱 Learn how swapping to our plant-based cleaners not only makes your home sparkle but also protects our planet. Small step, big impact. #GroveTips #SustainableLiving
• •Welcome to the Grove family! We’re thrilled to help you create a healthier home with products that are kind to you and the Earth. Got questions? Our friendly Grove Guides are here to help! #HappyHome #EcoFriendly
• •Tired of harsh chemicals? So are we. That's why we rigorously vet every product for safety and effectiveness, so you can shop with confidence. Clean ingredients, powerful results – that's the Grove standard. #HealthyHome #TrustedChoice
• •Join the movement! Every Grove order helps reduce plastic waste and supports a healthier planet. What sustainable swap are you making today? Share your journey with #GroveCollaborative!