Final Research Report

Dr. Bronner’s
Morgan Minnich

Public Relations Research

Walter Cronkite School of Journalism and Mass
Communication
Fall, 2023

I have adhered to University policy regarding academic honesty in

completing this assignment
 Table of Contents
Executive Summary ……………………………………………………………………………... 4
Client Backgrounder …………………………………………………………………………….. 5
Social Media …………………………………………………………………………….. 5
Client Description …………………………………………………………………….…. 5
Mission …………………………………………………………………………………... 5
History …………………………………………………………………………………… 6
Industry ………………………………………………………………………………….. 6
Management Team Members …………………………………………………………… 6
Geographic Market ……………………………………………………………………… 7
Business Operating Model ………………………………………………………………. 7
Financials ………………………………………………………………………………... 7
Competitor ………………………………………………………………………………. 8
Research Objectives ……………………………………………………………………... 8
Research Questions ……………………………………………………………………… 8
Communications Audit ………………………………………………………………………….. 9
Introduction ……………………………………………………………………………… 9
Methodology …………………………………………………………………………….. 9
Social Media Analysis – Dr. Bronner’s …………………………………………………. 9
Traditional Media Analysis – Dr. Bronner’s …………………………………………... 11
Social Media Analysis – Mrs. Meyer’s ………………………………………………… 12
Traditional Media Analysis – Mrs. Meyer’s …………………………………………… 13
Competitor Analysis …………………………………………………………………… 14
Conclusion ……………………………………………………………………………... 15
Interview Research ……………………………………………………………………………... 16
Introduction …………………………………………………………………………….. 16
Methods ………………………………………………………………………………… 16
Participant Background ………………………………………………………………… 16
Results ………………………………………………………………………………….. 17
Limitations of the Study ………………………………………………………………... 18
Conclusion ……………………………………………………………………………... 18
Survey Report ………………………………………………………………………………….. 19
Introduction …………………………………………………………………………….. 19
Methodology …………………………………………………………………………… 19
Sample Demographics …………………………………………………………………. 19
Results ………………………………………………………………………………….. 20
Limitations of the Study ………………………………………………………………... 23
Conclusion ……………………………………………………………………………... 23
Memo 5 ………………………………………………………………………………………… 24
Overview ……………………………………………………………………………….. 24

2
 Dr. Bronner’s Instagram Activity ……………………………………………………… 24
Conclusion ……………………………………………………………………………... 27
Evaluation Research ……………………………………………………………………………. 28
Introduction …………………………………………………………………………….. 28
SWOT Analysis ………………………………………………………………………... 28
Audience Analysis ……………………………………………………………………... 30
Recommendations ……………………………………………………………………………… 31
Conclusion ……………………………………………………………………………………... 32
References ……………………………………………………………………………………… 33
Appendices ……………………………………………………………………………………... 34
Appendix A: Interview Guide …………………………………………………………. 34
Interview Introduction …………………………………………………………. 34
General Questions ……………………………………………………………… 34
Questions about Dr. Bronner’s ………………………………………………… 34
Appendix B: Interview Transcript ……………………………………………………... 34
Interview Introduction …………………………………………………………. 34
Appendix C: Full Survey with Responses ……………………………………………... 38
Introduction ……………………………………………………………………. 38
End of Survey ………………………………………………………………...... 42
Appendix D: Memos 1-4 ………………………………………………………………. 43
Memo 1 ………………………………………………………………………… 43
Overview ………………………………………………………………. 43
Dr. Bronner’s Instagram Activity ……………………………………… 43
Conclusion ……………………………………………………………... 45
Memo 2 ………………………………………………………………………… 46
Overview ………………………………………………………………. 46
Dr. Bronner’s Instagram Activity ……………………………………… 46
Conclusion ……………………………………………………………... 48
Memo 3 ………………………………………………………………………… 50
Overview ……………………………………………………………….. 50
Dr. Bronner’s Instagram Activity ……………………………………… 50
Conclusion ……………………………………………………………... 53
Memo 4 ………………………………………………………………………… 54
Overview ……………………………………………………………….. 54
Dr. Bronner’s Instagram Activity ……………………………………… 54
Conclusion ……………………………………………………………... 57

3
 Executive Summary

Over a 15-week period, an in-depth analysis was performed for the soap company, Dr.
Bronner’s. This research report aimed to determine what the company’s strengths and
weaknesses were and how to utilize that information to improve their public communication
skills. Every two weeks, Dr. Bronner’s Instagram posts were evaluated and statistically graphed
to determine how their audience engaged with the company and vice versa. A background
analysis reviewed the company’s history, the soap industry, the brand’s competitors and laid out
the objectives for the research. Dr. Bronner’s communication strategies were studied as well as
their competitor, Mrs. Meyer’s. The report also reviewed how traditional media viewed both, Dr.
Bronner’s and Mrs. Meyer’s. An in-depth, 30-minute interview was conducted with a Dr.
Bronner’s user to determine what attracted them to the company and what they value about the
product. Then a 15-question survey was administered to dictate the spending habits of U.S.
adults, and to find out whether participants were actively buying brands that aligned with their
personal values. The research was evaluated, and a SWOT analysis was performed. The
researcher then made recommendations on how to improve the company’s communication plan
in order to garner more engagement and more support for the company.

4
Client Backgrounder

DR. BRONNER’S.
1335 Park Center Dr., Vista, CA 92081
Phone: 1-884-937-2551
Website: https://www.drbronner.com/

Social Media
Facebook: https://www.facebook.com/drbronner/
Instagram: https://www.instagram.com/drbronner/
LinkedIn: https://www.linkedin.com/company/dr-bronner%27s/
YouTube: https://www.youtube.com/user/DrBronnersMagicSoaps
Twitter: https://twitter.com/DrBronner
Pinterest: https://www.pinterest.com/drbronner/

Client Description
Dr. Bronner’s is a private enterprise, and their main product is soap. However, they also sell
lotions and balms, hair care, laundry detergent, toothpaste, coconut oil and chocolate (Dr.
Bronner’s, 2023). The original 32 oz. peppermint pure castile soap is priced at $16.99. Dr.
Bronner’s soap is three times more concentrated than generic liquid soaps and it can be used 18
different ways. It can be used for the body as a face soap, body wash, shampoo, bath liquid,
shaving liquid, toothpaste, decongestant steam and for a foot bath. It can be used around the
house as a dishwashing liquid, laundry detergent, a mopping liquid, multipurpose cleaning spray,
window cleaner and a toilet cleaner. It can also be used as a fruit and vegetable wash, dog
shampoo, plant spray and bug spray (Nourished Life, 2017).

Mission
According to the Dr. Bronner’s Website:
Dr. Bronner’s is a family business committed to honoring the vision of founder Emanuel
Bronner by making socially and environmentally responsible products of the highest quality, and
by dedicating profits to help make a better world. The company’s slogan is “We are All-One or
None!” (Dr. Bronner’s, 2023).

5
History
Emanuel Bronner was born in 1908 into an increasingly successful Jewish German family of
soap makers. He immigrated to the U.S. in 1929. After the death of his parents during the
Holocaust and the death of his wife, Bronner spent some time in a mental asylum before he
moved to Los Angeles to start a soap business and to spread his message. Dr. Bronner’s was
founded in 1948. Bronner wanted to use the profits of his product to benefit the people and the
planet. His life work was the development of his Moral ABC, what he called the script of
inspirational messages on his signature products. Dr. Bronner’s was passed on to Emanuel’s
children and their family members (Leson, 2021).

Industry
In 2022, the global soap market size was valued at USD 43.31 billion. It is projected to grow
$45.58 billion in 2023. The global soap market share is dominated by bath and body soaps, as
opposed to kitchen and laundry soaps (Fortune Business Insights, 2023). The top 10 brands for
soap in the U.S. in 2020 were as follows (Statista, 2022):

Figure 1: Top 10 soap brands chart

Management Team Members

David BronnerCosmic Engagement Officer
Michael Bronner President
Trudy Bronner Chief Financial Officer
Michael Milam Chief Operating Officer
Ryan Fletcher Director of Public Affairs and Media Relations
Bertine Kabellis Director of Engagement

6
Geographic Market / Target Audience
Dr. Bronner’s brand identity is about producing high quality products that comply with the latest
sustainability certifications, storytelling and approaching today’s most urgent issues. Dr.
Bronner’s appeals to a wide range of people, but the main consumers of this product will align
with Dr. Bronner’s philosophies. Although mass retailers are on the rise, independent natural
food stores remain Dr. Bronner’s core business (Grasso). According to a report from Organic
Grower, younger consumers are most likely to say they buy organic produce. GenZers and
Millennials tend to prioritize buying food products that are better for you (Organic Grower,
2020). Although Dr. Bronner’s is a soap brand and not a food company, one of their main selling
points is that their ingredients are organic and environmentally responsible. Therefore, the main
consumers are most likely from younger generations with a mindset of purchasing organic and
sustainable products.

Business Operating Model

As a Fair Trade enterprise, the purpose of Dr. Bronner’s goes beyond just profit. Although Dr.
Bronner’s is commercially successful, they are not driven to maximize profits. According to
Michael Bronner, the brand’s marketing is about storytelling and working for a common cause.
In 2011, Dr. Bronner’s expanded into the European market (Grasso). Dr. Bronner’s has created
and partnered with fair trade and organic products all over the world (Dr. Bronner’s, 2023).

Financials
Dr. Bronner’s products can be purchased online through their website or through Amazon.
Consumers can also purchase Dr. Bronner’s at Target, Walgreens, Walmart, CVS and at various
grocery stores.
Dr. Bronner’s total revenue in 2021 was $169 million and 86% of their total sales came
from U.S. markets. Donations and sponsorships made up 5.4% of their total revenue.

Dr. Bronner’s donated $8,676,560 for their U.S. and international campaigns. They also
spent $973,563 on social community projects (Dr. Bronner’s 2022).

7
Competitor
Dr. Bronner’s main competitor is Dove. Dove sells a multitude of products including skin
cleansing products, skin care products, deodorants and hair care products (Dove, 2023). Dove
has a significantly higher revenue. Dove’s estimated annual revenue is $762.1 million, whereas
Dr. Bronner’s total revenue for 2021 was $169 million (Owler). Dr. Bronner’s differentiates
from Dove through their activism. Dr. Bronner’s dedicates at least 1% of sales to the
International Giving program annually across three categories: social justice, environment and
animal advocacy (Dr. Bronner’s, 2022).

Research Objective
I am interested in studying Dr. Bronner’s social media posts about their campaigns, in order to
determine whether these posts are successful in relaying their message to consumers.

Research Questions
1. Which social media platforms are being engaged with by consumers the most?
2. How does Dr Bronner’s communicate about its corporate social responsibility efforts?
3. How does Dr. Bronner’s spread their message?

8
 Communications Audit

Introduction
This report will study the social media and news coverage for both Dr. Bronner’s and their
competitor, Mrs. Meyer’s, from Aug. 1 through Aug. 31, 2023. The purpose of the report is to
study how consumers interact with Dr. Bronner’s and how the media views the company. The
report is aimed to answer the following questions: how does Dr. Bronner’s interact with their
users, which posts garner the most attention from users, and how does the media view Dr.
Bronner’s?

Methodology
The social media platforms that were studied from Aug. 1 to Aug. 31, 2023, were Facebook,
Instagram, LinkedIn, TikTok, Pinterest, Twitter and YouTube. When reviewing the platforms for
Dr. Bronner’s and their competitor, Mrs. Meyer’s, all quantitative and qualitative information
was gathered directly on the social media app. Dr. Bronner’s is not a frequent user on any of the
platforms. Instagram and Facebook are the only apps with somewhat frequent use. Mrs. Meyer’s
posts even less. They post most frequently on Instagram and TikTok.

When analyzing the number of articles published in Aug. 2023 the media database Muck Rack
was utilized. The Muck Rack search was filtered by choosing articles from verified outlets,
within a high domain authority of 65-100, that were posted between Aug. 1 and Aug. 31, 2023,
and published in the United States. Articles with Dr. Bronner’s in the headline, as well as the
company’s name in the body of the story were studied.

Social Media Analysis – Dr. Bronner’s

Instagram
Dr. Bronner’s Instagram account has 309,957 followers and 2,505 total Instagram posts.
In the month of August 2023, the company averaged 0.35 posts per day. Dr. Bronner’s
posts a mixture of videos, pictures and infographics. The content revolves around their
new products and their core values as a company. Over the month of Aug. 2023, the
brand posted 11 times with an average of 4,704 likes and 125 comments. Their total
engagement rate for August was 1.52.

9
 Dr. Bronner’s most successful post in the month of August was a picture of their new
soap refill cartons. The caption announced their release and listed five facts about the
product. The post received 8,720 likes and 340 comments. Most of the comments were
positive, expressing excitement for the release of the product. Some of the comments
questioned whether the carton was recyclable and what materials it was made with.

Figure 2: Dr. Bronner’s most liked post on Instagram in Aug. 2023

When looking at the comments posted throughout the month of August, Dr. Bronner’s
received overwhelming support. When the company posted a graphic asking users to
donate for the residents affected by the Maui fires, the comments were flooded with users
saying that they donated and thanking Dr. Bronner’s for speaking up. Even on a post that
could be considered more controversial, stating that psychedelic therapy pays off as a
workplace benefit, Dr. Bronner’s received all positive comments expressing how
“awesome” the company was.

Facebook
Dr. Bronner’s Facebook account has about 328,000
followers and a total of 12 Facebook posts from Aug. 1
to Aug.31. In August, the company averaged 0.39
posts per day. Dr. Bronner’s posts a mixture of
pictures, infographics, and links to articles. They post
about their products, sustainable ways to use their
products, and more. In Aug. 2023, the brand had an
average of 318 likes and 28 comments. Their total
engagement rate for August was 0.89.
Figure 3: Dr. Bronner's Most Liked Post on
Facebook in Aug. 2023
The most successful Facebook post in August
received 1,700 likes, 118 comments and 238 shares. The post was a graphic showing
which soap scents to use for sensitive, normal and oily skin types. The comments were
positive, saying which soap types they used and why they like to use them.

10
 Unlike their Instagram account, Dr. Bronner’s interacted back with commentors on
Facebook. The company thanked commentors for their positive feedback. A few
commentors expressed their wish that certain scents were used in other products to which
Dr. Bronner’s responded by thanking them for their suggestion and letting them know
that their idea will be added for discussion.

Traditional Media Analysis – Dr. Bronner’s

According to Muck Rack, Dr. Bronner’s was mentioned 172 times in traditional media between
Aug. 1 and Aug. 31., 2023. The top outlets that covered Dr. Bronner’s were Yahoo News,
Medscape, The Root, Today, Political and CNN. Dr. Bronner’s is not often the topic of the story
even if their name appears in the article. Out of the 172 articles that mentioned Dr. Bronner’s in
the month of August, only three articles had Dr. Bronner’s in their headline.

Two of the articles with Dr. Bronner’s in the

headline focused on the company’s support for
adding mental health benefits in the company’s
healthcare plan, including possibly paying for
psychedelic therapy. According to an article written
by Fast Company, this new healthcare benefit paid
off for Dr. Bronner’s after they picked up the cost
for psychedelic therapy for any employee who
wanted it (Alsever, 2023). Alsever wrote in the
article, “About 7% of Bronner’s 320 employees
accessed the therapy, and anonymous surveys later
found that employees showed an 86% improvement
in post-traumatic stress disorder, a 67% reduction in
major depressive disorder symptoms, and a 65% Figure 4: Article with Dr. Bronner's in the Headline,
written Aug. 24, 2023
decline in generalized anxiety disorder symptoms.”

The articles that mentioned Dr. Bronner’s in the body text were of various topics. The topics
ranged from rankings of the best soap brands to a story on a girl stabbing her grandfather for
suggesting she bathe using some Dr. Bronner’s soap (Womack, 2023).

Figure 5: Number of Times Media Coverage Mentioned Dr. Bronner's in Aug. 2023

11
Social Media Analysis – Mrs. Meyer’s
Instagram
Mrs. Meyer’s Instagram account has 180,449 followers and 1,226 total Instagram posts.
In the month of Aug. 2023, the company averaged 0.16 posts per day. Mrs. Meyer’s posts
a combination of videos and infographics. The content revolves around their products.
Over the month of Aug. 2023, the brand posted 5 times with an average of 234 likes and
19 comments. Their total engagement rate for August was 0.13. In comparison to Dr.
Bronner’s, Mrs. Meyers has 129,508 less followers and less than half of the number of
posts in the month of August. Mrs. Meyer’s also has a significantly lower engagement
rate than Dr. Bronner’s.

Mrs. Meyer’s most successful post in the

month of August was a video showing
consumers how to use their refillable
concentrate hand soap. The post received
964 likes and 46 comments. The comments
mainly expressed the excitement for the
product. For both companies, the most
successful post informed users of the Figure 6: Mrs. Meyer's most liked post on Instagram in the month
release of a new product. of August

Unlike Dr. Bronner’s, Mrs. Meyer’s Instagram posts were not always met with positive
feedback. Some of the comments discussed a recent Mrs. Meyer’s advertisement, in
which a black, queer man dressed as a “housewife” and endorsed one of their hand soaps.
The ad was seen as very controversial, and many viewers believed it was anti-woman.
Most of the negative Instagram comments in August read, “women haters” and
“#stopwomenface.” A few comments also expressed that they were “sick of woke
companies.”

Facebook
Mrs. Meyer’s Facebook account has 763,000 followers and
766,000 total likes. Despite having 435,000 more followers
and 447,000 more total likes than Dr. Bronner’s, Mrs.
Meyers does not post on Facebook frequently. The company
has only posted three times in 2023 and they did not post at
all in 2022.

Mrs. Meyer’s last posted on Feb. 28, 2023. Their post was an
infographic informing users how to choose the right mop.
This post received 73 likes, 81 comments and nine shares.
The comments remained positive and, similarly to Dr. Figure 7: Most Recent Mrs. Meyers
Facebook post on Feb. 28
Bronner’s, Mrs. Meyer’s responded to a good amount of the
comments.

It is surprising that, despite the lack of posts, Mrs. Meyer’s has retained their rather large
following. If they posted more frequently on Facebook, their posts would surely garner

12
 more engagement in comparison to Dr. Bronner’s posts.

Traditional Media Analysis – Mrs. Meyer’s

Mrs. Meyer’s was mentioned 98 times in traditional media between Aug. 1 and Aug. 31., 2023,
according to a search conducted through Muck Rack. The top outlets that covered Mrs. Meyer’s
were CNN, Yahoo News, HuffPost, Seattle Times and Architectural Digest. Mrs. Meyer’s did
not appear in any of the article headlines in the month of August.

One of the articles published by The Daily Wire,

discussed the recent advertisement created by Mrs.
Meyer’s, which was seen as controversial. The
article, written by Tim Meads, was very
opinionated and expressed why he believed the
advertisement was wrong. Meads believes that
women should be the ones to promote a product
made for women (Meads, 2023).

The articles mentioning Mrs. Meyer’s were

typically suggesting the use of various products. A Figure 8: Article Written about Controversial Mrs.
few of the headlines read; “Gifts for Neighbors Meyer's Ad, Aug. 22, 2023
That’ll Show How Much You Appreciate Them,”
“This Natural Cleaner Has Lasted Me 8 Years,” and “11 Self-Care Essentials to Shop on Your
Next Drugstore Run.”

Figure 9: Number of Times Media Coverage Mentioned Mrs. Meyer's in Aug. 2023

13
Competitor Analysis
Metrics for Aug. 1 to Aug. 31, 2023 Dr. Bronner’s Mrs. Meyer’s
Total Facebook Followers 328,000 763,000
Total Number of Page Likes 319,000 766,000
Total Facebook Likes in August, 2023 3,513 N/A
Total Facebook Posts in August, 2023 12 N/A
Average Like Count Per Facebook Post 318 N/A
Average Number of Comments Per Post 28 N/A
Average Number of Facebook Posts Per Day 0.39 N/A
Average Engagement Rate 0.89 N/A
Tone of Posts informative N/A
Total Instagram Followers 309,957 180,449
Total Instagram Likes in August, 2023 51,744 1,168
Total Instagram Posts in August, 2023 11 5
Average Like Count Per Instagram Post 4,704 234
Average Number of Comments Per Post 125 19
Average Number of Instagram Posts Per Day 0.35 0.16
Average Engagement Rate 1.52 0.13
Tone of Posts compelling informative
Total Number of LinkedIn Followers 26,000 N/A
Total TikTok Followers N/A 20,100
Total Number of Page Likes N/A 262,300
Total TikTok Likes in August, 2023 N/A 67
Total TikTok Posts in August, 2023 N/A 5
Average Like Count Per TikTok Post N/A 13
Average Number of Comments Per Post N/A 1
Average Number of TikTok Videos Per Day N/A 0.16
Average Engagement Rate N/A 0.06
Tone of Posts N/A informative
Total Pinterest Followers 9,800 43,000
Average Number of Posts in August, 2023 N/A N/A
Total Twitter Followers 66,967 10,554
Average Number of Posts in August, 2023 0 0
Total YouTube Subscribers 435,000 9,340
Total Number of Videos Posted 90 38
Number of Videos Posted in August, 2023 0 0

Conclusion

14
This communication audit provided quantitative and qualitative data surrounding both Dr.
Bronner’s and their competitor, Mrs. Meyer’s social media platforms and news coverage. The
report studied data from Aug. 1 to Aug. 31, 2023. Neither Dr. Bronner’s nor Mrs. Meyer’s
posted frequently throughout all their social media platforms. They both only interacted with
users on Facebook. The posts that garner the most attention are the ones announcing new
products or describing how to use certain products for both companies. The media appears to
favor Dr. Bronner’s, which is not always the case for their competitor. The controversial
advertisement released by Mrs. Meyer’s in May is still garnering negative responses from both
social media commentors and news articles. Dr. Bronner’s received positive feedback across all
their platforms, so the main improvement they should focus on is posting more frequently.

15
Report 3: Interview Research

DR. BRONNER’S.
Introduction
A one-on-one interview was conducted with a 53-year-old father who uses Dr. Bronner’s soap
every day in order to gain a deeper understanding on consumer’s personal values and loyalty. In
the communications audit, it was observed that posts surrounding political and environmental
issues are received positively from users. It was of interest to assess customers personal values to
see if they align with the company’s values and determine if this alignment influences brand
loyalty.

To that end, the following research questions motivated the qualitative research:
Q1: What initially draws consumers to the use of Dr. Bronner’s products?
Q2: Do the consumer’s personal values align with the company’s values?
Q3: Are consumers aware of Dr. Bonner’s presence on social media?

Method
The research team sought to recruit a participant who is a current user of Dr. Bronner’s with at
least minimal knowledge of the brand. Potential participants were contacted a week before the
interview and screened in order to find out if they fit the following criteria: Were they current
users of Dr. Bronner’s and did they have knowledge of the brand.

The interview was conducted on Wednesday Oct. 18 and lasted for 21 minutes. The questions
included topics on the participants sustainability practices, how they started using the product,
their knowledge on the brand’s values, and their brand loyalty. In total, 16 questions were asked
(see Appendix A). The interview was conducted over the phone and a call recorder app was
used. The interview was transcribed manually after the phone call (see Appendix B).

Participant Background
The recruited participant, Jeff Minnich, is a 53-year-old dad of two living with his girlfriend in
Mt. Gretna, Pennsylvania. Jeff was born and raised in Mt. Gretna. He has been working at
Weaber Lumber for 31 years. As a board member of the Mt. Gretna Campmeeting, Jeff is an
active member in his community. Before moving back to his hometown 3 years ago, Jeff lived
with his girlfriend, Sarah, in Strasburg, PA. In Strasburg, Jeff and Sarah had their own garden
where they grew tomatoes and peppers, and composted old food scraps which added nutrients to
the soil. The two plan to do that again when they are finished landscaping their yard. Jeff has
been a Dr. Bronner’s customer for five years. He uses the peppermint pure-castile liquid soap
daily, and he plans on continuing his use of the soap in the future.

16
Results
A thematic analysis was performed to identify reoccurring themes from the interview data. Three
main takeaways were observed.

1. There was no knowledge of the brand’s social media presence, but still an aspect of
loyalty.
When asked about the participant’s usage on social media platforms, Jeff answered that he uses
Instagram, Facebook and Snapchat most frequently. After questioning who he followed, Jeff
commented that he does not follow any brands on social media. He explained that he follows
friends, family, community pages and various food accounts, one that particularly shows vegan
recipes.

When asked if he had knowledge of Dr. Bronner’s social media presence, and if he followed Dr.
Bronner’s Jeff replied, “No, but I might after this phone call.” After being made aware of the
brand’s accounts, Jeff immediately showed a portion of brand loyalty by suggesting he look
them up and follow them after the interview.

2. Consumer values aligned with company values.

One of Dr. Bronner’s values as a company is to treat the Earth like home. They follow this value
by practicing sustainable methods that cut back on electricity waste, water waste and plastic
waste. Jeff also follows sustainable practices that benefit the environment.

Before the participants move to Mt. Gretna, Jeff and his girlfriend had a garden where they grew
tomatoes and peppers. They also composted old food scrapes in order to add vital nutrients to the
soil. They plan to continue doing this in Mt. Gretna as soon as they find the time to build a
garden. When asked about his views surrounding the use of plastic Jeff replied, “Yeah, we’re not
militant about it but we try to use recyclable and reusable containers for lunches and stuff like
that.” The participant was asked why he followed sustainable practices to which he replied,
“Because it makes sense, and it tastes good.”

When determining how the participant started using Dr. Bronner’s, Jeff revealed that his sister,
Sarah, suggested the product. At the end of the interview, an additional question was asked in
order to dictate whether Sarah’s values aligned with the company’s values as well. Jeff explained
that his sister tries not to buy a lot of plastic products. For example, she uses only wooden
toothbrushes. He went on to say, “she buys all kinds of stuff that’s sustainable or tries to. She
likes to shop at secondhand stores, she’s vegan, you know.”

Both customers try to reduce their use of plastic and follow sustainable ways of living. Their
values align with the brand’s values, and this appears to be a factor as to why they use Dr.
Bronner’s soap.

3. Consumers value Dr. Bronner’s simple and organic ingredients and purchases other
brands that align with this idea.
When asked about the participants knowledge on the brand’s values, Jeff answered that he didn’t
know much. “It just seems like a quality company, and I liked the fact that it was all natural,”
Jeff said. Jeff explained that he uses Dr. Bronner’s because the ingredients are simple and

17
organic. Instead of having to buy body wash and shampoo, he can just purchase Dr. Bronner’s
because it is “an all-in-one.” When asked about how the brand compared to other soaps Jeff
reiterated, “I just like that it’s simple, there’s not much to it, and quite honestly it makes things
tingle.”

After asking whether the participant bought other all-natural products, Jeff revealed that he buys
Dr. Squash soap as well because his stepson really enjoys it. After the interview Dr. Squash was
researched to determine whether the company was all-natural. According to the company’s
website, Dr. Squash uses all natural ingredients without any harsh chemicals. The brand is also
B-corps certified, which means a global nonprofit lab verifies that the business meets the highest
standards of social and environmental performance, public transparency and accountability. The
continued purchase of both Dr. Bronner’s and Dr. Squash soap shows that the participant values
products that are simple and organic.

Limitations of the Study

The key findings were gathered using only one participant’s answers and is not accurate to all of
Dr. Bronner’s consumers. The participant had a familial relationship with the researcher which
could have influenced his answers. Jeff was also distracted during interview phone call because
he was making dinner at the same time. Unfortunately, the participant has a busy schedule so the
interview could not be rescheduled to a better time when he could sit down and set his full
attention on the questions. If the participants full attention was on the interview answers might
have been more in-depth and detailed.

Conclusion
Overall, the interview revealed why a consumer might purchase the product and how their
personal values align with the company’s values. The study determined that consumers were
initially made aware of the product through word-of-mouth. Their connection to the person that
suggested the soap, was most likely the reason for the participants initial purchase of the product.
The consumer’s personal values aligned with the company’s values. Both parties implement
sustainable practices into their life. The participant grew and composted his own food in the past
and hopes to continue doing that. He also cuts down on unnecessary plastic waste. The
participant’s sister, another longtime Dr. Bronner’s user, also values sustainability and mindfully
purchasing all-natural products. Lastly, the participant was not aware of Dr. Bronner’s presence
on social media, but when learning of this, he expressed his willingness to follow the brand
which shows an aspect of his brand loyalty. The next step for the research team is to
quantitatively support whether these sentiments are felt by other Dr. Bronner’s members.

18
Survey Report

DR. BRONNER’S
Introduction
The Dr. Bronner’s research team conducted an online survey for U.S. residents to learn more
about current and potential Dr. Bronner’s customers. The primary goal of the survey was to
determine whether consumers actively search for brands that contain organic ingredients, and
brands that value sustainability. The survey also aimed to further investigate whether the results
from the in-depth interview, that personal values align with company values, was true for all
respondents. The following research questions were posed:

Research question 1: Do consumers look for brands that share their values?
Research question 2: What type of consumers value sustainability?
Research question 3: Do Dr. Bronner’s users value their simple ingredients?

Methodology
The survey was built and analyzed using the survey software Qualtrics. The survey took about 5
minutes to complete and was comprised of 15 questions. Skip logic was used to ensure that all
respondents lived in the U.S. It was also used when questions revolved around Dr. Bronner’s
products to filter out any non-Dr. Bronner’s users from answering the questions.

The first section of questions gauged consumers willingness to purchase sustainable brands that
used simple and organic ingredients (see Q2-Q8 in the appendix). The second section determined
the loyalty of Dr. Bronner’s users and what they valued about the brand (see Q9-Q11 in the
appendix). The last section collected participant demographics (see Q12-Q15 in the appendix).

The survey was available from Oct. 31-Nov. 2, 2023, and distributed through group chats to six
friends, 18 family members, and various acquaintances.

Sample Demographics
The target population for this survey were individuals from the U.S. who actively purchase
various products. In total, 33 people were surveyed. Participants were mostly women (73%)
between the ages of 50-59 (42%), with a graduate degree. Table 1 provides further sample
demographics.

19
Table 1. Sample demographics (N = 33)
Demographics % of Sample
Education Level
High school diploma or GED 9.09%
Some college, but no degree 27.27%
Bachelor’s degree 9.09%
Graduate or professional degree 54.55%
Age
18-29 36.36%
30-39 3.03%
40-49 12.12%
50-59 42.42%
60+ 6.06%
Total Household Income
Less than $25,000 21.21%
$25,000-$49,999 6.06%
$50,000-$74,999 0%
$75,000-$99,999 9.09%
$100,000-149,999 12.12%
$150,000 or more 42.42%
Prefer not to say 9.09%
Gender
Male 27.27%
Female 72.73%

Results
Consumers seeking brands that share their values

When respondents were asked which sustainable practices they follow, majority of participants
(46.27%) said that they recycle, see figure 1. When asked to rate the level that participants
valued sustainability, 39% said they valued sustainability a moderate amount and 33% said they
valued sustainability a lot, see figure 2. After ranking agreeability to a series of questions, most
participants (48.48%) said they slightly agree to cutting back on their plastic waste. Within the
same matrix table, majority of responders (48.48%) said they slightly agree to buying products
that last, see figure 3. Participant values appear to be a purchasing factor, and when respondents
were asked to rank the importance of having their personal values align with company values
when purchasing an item, 52% said that it was moderately important to have this alliance, see
figure 4.

20
 Figure 10: Responses on which sustainable practices the participants followed

Figure 11: Responses on how much participants value sustainability

Questions: Strongly Slightly Neutral Slightly agree Strongly

disagree disagree agree
I tend to buy
products 0 12.12% (4) 21.21% (7) 54.55% (18) 12.12% (4)
from smaller
companies
I buy
products that 0 0 3.03% (1) 48.48% (16) 48.48 (16)
last
I cut back on
my plastic 3.03% (1) 9.09% (3) 18.18% (6) 48.48% (16) 21.21% (7)
waste
Figure 3: Matrix table on participants agreeability to the following statements

21
 Figure 4: Responses on the importance that personal values align with company values

Values surrounding the use of simple ingredients in Dr. Bronner’s products

Of the 33 respondents, seven participants used Dr. Bronner’s soap. When the seven users were
asked to rate the importance of the use of simple ingredients within Dr. Bronner’s soap, majority
of the respondents (43%) replied that it was very important to them. The bottom two options, not
at all important and slightly important, were not chosen at all. The use of simple ingredients is, at
least, moderately important to all Dr. Bronner’s users in the survey, see figure 5.

Figure 5: Responses on whether Dr. Bronner's users value the brands use of simple ingredients

A cross tabulation was created to assess the relationship between age and personal values on
sustainability. As seen below in Table 2, the respondents who answered that they value
sustainability, a great deal, are between the ages of 50-59 (75%). It is important to note that
majority of responders were either 18-29 or 50-59 (40%). A wider variety of ages may have
yielded different results. This analysis cannot establish causation.

Table 2. Cross tabulation of age and how much sustainability is valued

How much sustainability is valued
Age Total None A little A moderate A lot A great
amount deal
18-29 40% 0 40% 46.2% 46.2% 0
30-39 2.9% 0 0 0 7.7% 0
40-49 11.4% 0 0 15.4% 15.4% 0
50-59 40% 0 60% 38.5% 23.1% 75%
60+ 5.7% 0 0 0 7.7% 25%

22
Limitations of the Study
The survey reported data from 33 participants. Of those 33, seven responders were Dr. Bronner’s
users. With a number as low as seven, responses surrounding the brand are less likely to
represent all Dr. Bronner’s users. The survey was pushed out to friends and family which limited
the age group to mainly participants in their early 20s or mid 50s. By surveying two main age
groups, the responses of other ages are left out. Families are more likely to share culture, values
and economic status which can limit the survey as well. Lastly, although this report makes
connections to personal values and company values, it cannot establish causality. The report
makes no claim that valuing sustainability leads consumers to purchase products from companies
who also value sustainability, like Dr. Bronner’s. Instead, the report suggests that this
relationship may be worth further exploration.

Conclusion
Overall, the survey report explores consumer’s personal values and what they are looking for
when purchasing items. It determines how long Dr. Bronner’s customers have been using the
soap and what they value in the product. The report concludes that responders value
sustainability. They also recycle and buy quality products that last, with simple and organic
ingredients. Going forward, the research team will analyze Dr. Bronner’s and the brand’s
audience. After an in-depth analysis is performed, the research team will offer suggestions on
how to convert potential customers into actual customers.

23
Memo 5
Minnich Consulting, for Dr. Bronner’s

To: Ryan Fletcher, Director of Public Affairs, Dr. Bronner’s

From: Morgan Minnich, Head of Public Relations
CC: Amanda Kehrberg
Date: Nov. 11, 2023
Re: Bi-weekly media monitoring report for Oct. 27 – Nov. 9, 2023
______________________________________________________________________________

Overview
For the period of Oct. 27-Nov. 9, 2023, the quantity and quality of Dr. Bronner’s Instagram posts
were evaluated. In total, Dr. Bronner’s posted seven times during the two-week period. Posts
received, on average, 2,284 likes and 204 comments. Disregarding one post, the comments were
positive toward the company. The Dr. Bronner’s Instagram account has 310,320 followers, a
0.33% decrease from the previous period. All account and engagement statistics are reported as
of Nov. 9.

Dr. Bronner’s Instagram Activity

Dr. Bronner’s posted on Instagram seven times between Oct. 27-Nov. 9, a 33% increase from the
previous period. The company posted about their products, for Halloween, and showed their
support for drag performers.

Figure
12: Number of posts within research period

24
From this research period, all posts were photos (100%). When combining all researched
periods, Dr. Bronner’s posted 16 photos (50%), 15 videos (47%) and one picture carousel (3%).

Figure 13: Post type from Oct. 13-26

Figure 14: Post type from all research periods

As of Nov. 9, the company’s Instagram account has 310,320 followers. Dr. Bronner’s lost 1,024
followers a 0.33% decrease from the previous research period. The company is following 2,376
people on Instagram. Since the previous research period, the company followed four more
people. The company most likely lost followers due to their post supporting drag performers
after anti-drag show bills were introduced in Tennessee. Many comments were upset that Dr.
Bronner’s supported drag performers.

25
 Figure 15: Number of Instagram followers

Cumulatively, the seven Instagram posts received a total of 15,988 likes and 1,429 comments.
This averages to 2,284 likes and 204 comments per post. Since the last research period, Dr.
Bronner’s received 5,258 more likes, a 39% increase, and 1,056 more comments, a 117%
increase. The average engagement rate went up 2.05% from the previous research period. In the
previous research period, the average engagement rate was 3.56%, and in this research period the
average engagement rate was 5.61%.

Figure 16: Number of Instagram likes within research periods

Figure 17: Number of Instagram comments within research periods

26
The most engaged with post within the research period was on Oct. 31. It received 4,201 likes
and 157 comments. The picture was a couple dressed up for Halloween, holding out the Dr.
Bronner’s Forbidden soap. The caption read, “Forbidden: synthetic ingredients, animal testing,
exploitative supply chains, destructive conventional farming! Happy Halloween!” The comments
were all positive, asking if the Forbidden soap was a new, real scent.

The least engaged with post was on Oct. 27. The video received 417 likes and 28 comments. The
picture was of Dr. Bronner’s chocolate, and the caption described their chocolate. The comments
were all positive, expressing their excitement over the chocolate flavors

Conclusion
The company experienced an increase in engagement, and a decrease in following throughout
this research period. The decrease in following was most likely due to their post supporting drag
performers. Although the post received a lot of engagement, the comments were very negative.
As seen throughout this research, Dr. Bronner’s typically receives positive feedback from their
Instagram posts. They typically excel in product posts. If the company posts more frequently,
they will receive more engagement and more followers.

27
Evaluation Research

DR. BRONNER’S
Introduction
For the past 16 weeks, the Dr. Bronner’s research team has gathered information surrounding the
brands social media presence and consumer wants and needs. This knowledge was used to create
a SWOT and audience analysis for the brand. The report will end with communication-based
recommendations to improve total followers and audience engagement. The goals for the
research are to determine what consumers value, and whether these values translate to buying
products.

SWOT Analysis
Strengths Weaknesses
1. What is our competitive advantage? 1. Where can we improve?
Consistent branding around making socially Branch out and reach out to a larger audience.
and environmentally responsible products. 2. What platforms are underperforming?
2. What resources do we have? Twitter, Facebook and Pinterest.
Strong, direct relationship with suppliers. 3. Where are we lacking resources?
3. What platforms are performing well? Don’t have the reach that massive companies
Instagram do. Not recognizable name and only sell in a
few stores.
Opportunities Threats
1. What new technology can we use? 1. What regulations are changing?
Use AI to the benefit of the company. Use AI To be considered a “true” soap, FDA states
to generate more posts for all platforms and companies just meet 3 conditions.
create reports on which posts are received 2. What are competitors doing?
well. Competitors are posting on various social
2. Can we expand our operations/audiences? media apps.
Expand our audiences on all social media 3. How are consumer trends changing?
platforms by posting consistently Competitors are jumping on to the
3. What new platforms or tactics can we test? sustainability trend, which could affect Dr.
Join other companies on TikTok and cater to Bronner’s sales.
a younger audience.

Strengths

28
Dr. Bronner’s biggest strength is their consistent branding. Starting in 1948, Dr. Bronner wrote
his thoughts on social and environmental issues on the soap bottle’s label to spread his message.
Today, more companies are pushing sustainability to appease consumers who have opened their
eyes to the negative effects that bigger companies have on the environment. Dr. Bronner’s has
been ahead of this trend for 75 years. Dr. Bronner’s has a strong and direct relationship with their
suppliers. Instagram is the only social media platform that Dr. Bronner’s consistently posts on.
They have over 310,000 followers and most of their content receives positive feedback from
viewers.

Weaknesses
Dr. Bronner’s is a smaller company that does not have the brand recognizability that some
companies, like Dove, have. They need to post more in order to garner a larger audience. They
have a Facebook, Twitter and Pinterest accounts; however, they rarely post on these apps.
Consistent posting would attract more viewers, and in turn, more customers. Dr. Bronner’s does
not supply products to many stores which might also hold them back as well. Selling products in
more stores would attract more eyes to the product and create stronger brand recognizability.

Opportunities
Dr. Bronner’s should utilize AI technology as it becomes stronger and more common. The
company could use AI to generate posts for multiple different social media platforms. They
could also use AI to create reports on which posts, and campaigns are garnering the most
attention from viewers. The ability to use AI to the company’s advantage is very important,
especially for a smaller company with less manpower. By using AI to create posts for all social
media platforms, they can gain a wider audience. Dr. Bronner’s should also join the TikTok
platform in order to cater to their younger audience.

Threats
The FDA has created three conditions for soap brands to be considered “true” soaps. These
conditions are as follows: to be regulated as “soap” the product must be composed mainly of the
alkali salts of fatty acids, those alkali salts must be the only material that results in the product’s
cleaning action, and the product must be labeled and marketed only for the use as soap and not
for other things, like moisturizing the skin (FDA, 2022). This is not necessarily a threat to Dr.
Bronner’s since they meet all conditions, however, like the new sustainability trend that
companies are jumping on, as more companies meet these conditions and become “true” soaps,
Dr. Bronner’s whole brand identity is being taken over and therefore threatened. Other
competitors also post more on social media, so Dr. Bronner’s is overlooked on all platforms that
they cannot rival their competitors with more posts and more followers.

Influencers
Dr. Bronner’s has recently partnered with food writer, Alicia Kennedy. On Nov. 15, the
company announced on their Instagram that they will be doing a giveaway. The giveaway
package will include: Dr. Bronner’s new dairy-free oat milk chocolate variety pack, a custom
organic spice set curated by Kennedy, a hardback copy of “No Meat Required,” by Alicia
Kennedy, and a hardback copy of “Soap & Soul,” by Lisa Bronner. Collaborating with a vegan
writer like Kennedy, is very on brand for Dr. Bronner’s because they have always pushed for
consumers to be more sustainable.

29
Audience Analysis
Dr. Bronner’s brand identity is producing high quality products that comply with the latest
sustainability certifications. According to a report from Organic Grower, younger consumers are
most likely to declare that they buy organic produce. GenZ and Millennials tend to prioritize
buying food products that are better for you (Organic Grower, 2020). Although Dr. Bronner’s is
a soap brand and not a food company, one of their main selling points is that their ingredients are
organic. Therefore, the main consumers are most likely from younger generations with a mindset
of purchasing organic and sustainable products (Minnich, 2023).

In Report 4, a brand survey was created and the responses from the survey were studied. The
demographics for the survey were as follows: 36.36% of responders were 18-29, 3.03% of
responders were 30-39, 12.12% of responders were 40-49, 42.42% of responders were 50-59,
and 6.06% of responders were 60+. When asked how often these consumers purchased brands
that used organic ingredients, 55% said a little, 27% said a moderate amount, and 12% said a lot
(Minnich, 2023). From the survey it can be determined that GenZ and GenX consumers actively
buy organic products, therefore, Dr. Bronner’s should generate content toward GenZ and GenX
audiences.

Grace
Grace is a 20-year-old college student. She makes less than 20K a year and still
relies heavily on her parents for financial support. She has grown up hearing
about the negative effects of climate change and wants to do her part by buying
sustainable products. She likes that Dr. Bronner’s believes in sustainability and
works with nonprofit organizations that fight climate change. Grace has very
sensitive skin. She likes the fact that Dr. Bronner’s soap contains simple
ingredients that are gentle on her skin. Grace’s favorite social media platforms
are Instagram and TikTok. In order to properly reach an audience member like
Grace, Dr. Bronner’s should continue to post regularly on Instagram, and start an account on
TikTok. Content should be focused on their products and their efforts to reduce the effects of
climate change.

John
John is a 53-year-old father of two. He lives with his girlfriend and makes 100k a
year. John is a simple guy who wants a product that reflects this simplicity. He
likes using Dr. Bronner’s original peppermint scented soap. He has used this soap
for many years and does not plan to switch up his soap brand. He likes the
refreshing, cool feeling that he receives when using this soap. John’s girlfriend is a
big believer in buying sustainable products, and he likes that his girlfriend shares
the values of this brand. John uses Facebook to connect with his friends and
Instagram to keep up with his two daughters. In order to create content for John,
Dr. Bronner’s should continue to post on Instagram and start posting more on their Facebook
account. Posts should revolve around their existing products and their new products.
Recommendations

30
Dr. Bronner’s is a reliable company with a strong fan base. They have had the same values on
sustainability for 75 years. They should continue to relay these values to their existing customers.
As seen throughout the memos, the posts that the company uploads to Instagram receive positive
feedback from viewers. The company receives higher overall engagement when they post more,
so they should increase their total number of weekly posts. They also need to post consistently
on Twitter, Pinterest and Facebook to create a well-rounded presence on social media. They
should also create a TikTok account in order to reach their current and potential GenZ audience.
Posts should revolve around their products and their support for environmental issues. An
Instagram post explaining Dr. Bronner’s history from Oct. 11 was received very well. The post
explained that the brands creator, Dr. Bronner, was institutionalized in 1945 for expressing his
strong support to unite the human race. His third attempt to escape the asylum was successful,
and he hitchhiked to California to continue preaching his ideas of “all-in-one.” The audience
loved the story, and the company should post more interesting, historical facts. Setting yourself
apart from other clients by providing a unique history can give you a boost up and get people
talking about the brand. By following these recommendations, Dr. Bronner’s will increase
overall total engagement, increase total followers, increase their social media presence, and
increase brand awareness. This will in turn increase total consumers and create loyal advocates
for the brand.

31
 Conclusion

The overall goal of the research report was to determine how Dr. Bronner’s communicates with
their audience, and to figure out what consumers look for when buying soap from a brand. The
research found that Dr. Bronner’s does not communicate frequently, or over various social media
platforms. Despite this, what little communication they perform, receives overwhelmingly
positive feedback from viewers. The report also revealed that consumers search for sustainable
products, and value simple, organic soap ingredients. Dr. Bronner’s is a sustainable company
with simple ingredients and, therefore, must capitalize off their values to garner more support.

Dr. Bronner’s needs to post consistent content every day. They also need to expand their
communications to different platforms to reach a larger audience. The company must emphasize
their personal values to attract customers and create loyal advocates for the brand.

32
 References
Alsever, J. (2023, August 9). Psychedelic therapy grows as a popular workplace benefit. dr.
bronner’s says it pays off. Growth Engines. https://www.fastcompany.com/90935255/
psychedelic-therapy-ptsd-workplace-benefit-health-plan-dr-bronners
(2023). Dr. Bronner's: the original all-one magic soap and more! Retrieved September 12, 2023,
from https://www.drbronner.com/
(2023). Dove USA | Dove. Retrieved September 12, 2023, from
https://www.dove.com/us/en/home.html
(n.d.). Dove’s competitors, revenue, number of employees, funding, acquisitions & news. Owler.
Retrieved September 12, 2023, from https://www.owler.com/company/dove
(2022). Dr. Bronner's — ALL-ONE REPORT. Dr. Bronner's. Retrieved September 12, 2023,
from https://www.allone.report/2022
(2022, Feb. 25). Frequently asked questions on soap. U.S. Food & Drug Administration.
https://www.fda.gov/cosmetics/cosmetic-products/frequently-asked-questions-soap
Grasso, L. (n.d.). Success stories - dr. bronner's "we are all-one or none!" World Fair Trade
Organization. https://wfto.com/
Leson, G. (2021). Honor thy label: dr. bronner's unconventional journey to a clean, green, and
ethical supply chain. Penguin.
Meads, T. (2023, August 22). Is this the most offensive example of ‘womanface’ yet?. Daily
Wire.https://www.dailywire.com /news/is-this-the-most-offensive-example-of-womanfac
e-yet
Minnich, M. (2023). Client backgrounder [Unpublished paper]. Walter Cronkite School of
Journalism and Mass Communication, Arizona State University.
Minnich, M. (2023). Report 4 - survey [Unpublished paper]. Walter Cronkite School of
Journalism and Mass Communication, Arizona State University.
(2020, Jan 9). Report details demographics of organic consumers. Organic Grower.
https://organicgrower.info/news/report-details-demographics-of-organic-consumers/
#:~:text=Adults%20under%20age%2040%20are,organic%20produce%20to%20varying
%20degrees
(2023, August). Soap Market Size, Share, Growth & Trends Analysis [2030]. Fortune Business
Insights. Retrieved September 12, 2023, from
https://www.fortunebusinessinsights.com/soap-market-102841
(2017, Nov. 30). Uses & benefits for dr. bronner's 18 in 1 castile soap. Nourished Life.
https://www.nourishedlife.com.au/article/237301/18-ways-use-dr-bronners-18.html
(2022, June 23). U.S.: most used bar soap brands 2020. Statista. Retrieved September 12,
2023, from https://www.statista.com/statistics/275244/us-households-most-used-brands-
of-bar-soap/
Womack, K. (2023, August 31). Warning: do not tell this woman she needs a bath. The Root.
https://www.theroot.com/warning-do-not-tell-this-woman-she-needs-a-bath-1850792925

33
 Appendices

Appendix A: Interview Guide

Interview Introduction:
Hi, my name is Morgan Minnich and I’m here as part of a research project for my PR class at
Arizona State University that is looking into the Dr. Bronner’s brand. I’d like to ask you a few
questions dealing with sustainability and your use of sustainable products. This study is for class
purposes only and has not been funded by any organization. Let me assure you that your name
will not be used in the final report without your permission and your anonymity will be
maintained. Would you mind if I record this phone call? If not, I’ll rely on my handwritten notes.
Can we begin?

General Questions
1. What social media platforms do you use? And how often do you use them?
2. Do you follow any brands on social media? If so, What brands and why?
3. Do you follow sustainable practices such as: growing your own food, composting,
recycling and cutting back on plastic waste? If so, which of the following do you do?
4. What led you to follow these sustainable practices?
5. Do you try and buy sustainable products or look for companies that value sustainability?
Questions about Dr. Bronner’s
1. About how many years have you been using Dr. Bronner’s soap?
2. What made you initially buy Dr. Bronner’s soap?
3. What do you like about the soap?
4. How does it compare to other soaps that you have used in the past?
5. Do you plan on continuing your use of Dr. Bronner’s? And why?
6. Have you ever read the long label on the soap bottle?
7. Do you follow Dr. Bronner’s on any social media platforms? Why or why not?
8. What do you know about the company’s values?
9. Would you say your values in sustainability influence you to use a product like Dr. B that
believes in sustainability? why or why not?
10. what other sustainable products do you purchase?
11. You mentioned your sister Sarah a lot. Would you say that Sarah follows sustainable
practices?

Appendix B: Interview Transcript

Interview Introduction:
Hi, my name is Morgan Minnich and I’m here as part of a research project for my PR class at
Arizona State University that is looking into the Dr. Bronner’s brand. I’d like to ask you a few
questions dealing with sustainability and your use of sustainable products. This study is for class
purposes only and has not been funded by any organization. Let me assure you that your name
will not be used in the final report without your permission and your anonymity will be
maintained. Would you mind if I record this phone call? If not, I’ll rely on my handwritten notes.
Can we begin?
34
Participant: Yes, I don’t have a problem being recorded.

Interviewer: Okay, so first I’m going to start with some general questions and then I’ll transition
into some specific questions about Dr. Bronner’s. So, my first question is what social media
platforms do you use and how often do you say you use them?

Participant: Um, I use Instagram, Facebook, Snapchat. Uh how often do I use them? Sometimes
LinkedIn.

Interviewer: Sometimes what?

Participant: LinkedIn.

Interviewer: Oh LinkedIn.

Participant: And I would say that I’m on them at least a couple times a day.

Interviewer: Okay. Do you follow any brands on social media?

Participant: Any brands? I guess I don’t think I follow any brands.

Interviewer: Okay, just people in your personal life?

Participant: People or groups yeah. Whatever, yeah yeah.

Interviewer: So, do you follow any sustainable practices such as growing your own food,
composting, recycling, cutting back on plastic waste, things like that?

Participant: Um I follow a couple vegan sites on Instagram. I guess that would be maybe one. I
don’t know if that’s sustainable or not? I follow friends of Governor Dick which…

Interviewer: No, not who you follow. I’m not asking if you follow brands who do this, I’m
asking do you like grow your own food or compost your own food?

Participant: Oh, um not right here. We did compost at Strasburg just not here; we haven’t
gotten around to doing it here. I don’t know if we will or not.

Interviewer: And did you grow any of your own food like tomatoes?

Participant: Yes. Tomatoes, peppers…. what else? That’s about it, I think.

Interviewer: Okay, anything else like cutting back on plastic waste and recycling?

Participant: We try not to use plastic water bottles. Does that help?

Interviewer: That’s good.

35
Participant: Yeah, we’re not militant about it but we try to use recyclable and reusable
containers for lunches and stuff like that.

Interviewer: Okay and kind of what leads you to follow these sustainable practices, like
growing your own food and using reusable containers?

Participant: Because it makes sense, and it tastes good.

Interviewer: Okay um do you try and buy sustainable products from companies that value
sustainability?

Participant: Mmm..I think we do at times. Again, we’re not crazy about it.

Interviewer: Okay, now I’m going to transition into some questions about Dr. Bronner’s.

Participant: Okay.

Interviewer: About how many years have you been using their soap?

Participant: Probably five years anyway.

Interviewer: Okay. What made you initially buy the soap?

Participant: I think actually it was my sister who was the one that turned me on to that soap.

Interviewer: Okay and what do you like about it?

Participant: Um I like that it is simple. I use it for…it is the only…well I shouldn’t say the only,
but instead of buying shampoo I use Dr. Bronner’s soap.

Interviewer: Because it’s kind of an all-in-one?

Participant: An all-in-one, yeah.

Interviewer: How would you say it compares to other soaps that you’ve used in the past?

Participant: Well, I just like that it’s simple, there’s not much to it, and quite honestly it makes
things tingle (laugh).

Interviewer: Okay, are you planning on continuing your use?

Participant: Yes, I’ll continue to use it.

Interviewer: Great, and have you ever read like the really long label on the package?

36
Participant: Um. I may have at one point, but I don’t remember what it said.

Interviewer: Okay and you said you don’t follow any brands on social media and that includes
Dr. Bronner’s?

Participant: No, but I might after this phone call.

Interviewer: Ha okay, and what do you know about the company’s values, if you know
anything?

Participant: Not much, it just seems like a quality company, and I liked the fact that it was all
natural. Again, I got that from my sister.

Interviewer: Mmhmm, would you say your values in sustainability and like natural products
influence you to use Dr. Bronner’s?

Participant: Well sure.

Interviewer: And have you purchased any other like all-natural products?

Participant: Yeah, I buy wood from the company that I work for and that’s sustainable. Oh, and
we use Dr. Squash soap as well as Dr. Bronner’s soap.

Interviewer: Oh, and are they similar with their all-natural?

Participant: That’s what I gather yes, and Hunter likes it.

Interviewer: Um, well that was kind of it, but I’m going to add one more. You kind of
mentioned your sister Sarah a lot and that she introduced you to the product, um would you say
she’s a very sustainable, all-natural kind of person?

Participant: Um yes, I would say that.

Interviewer: How so?

Participant: How so?

Interviewer: Yeah.

Participant: Um, she tries not to buy lots of plasticky stuff, she has wooden toothbrushes, um
what else does she do? Although she buys Chinese food from containers, so I don’t know about
that? But anyway, yes, she buys all kinds of stuff that’s sustainable or tries to. She likes to shop
at secondhand stores, she’s vegan, you know.

Interviewer: Alright well, thank you so much for your time and your answers.

37
Participant: Well, you’re welcome.

Interviewer: Bye bye.

Participant: Bye.

Appendix C: Full Survey with Responses

______________________________________________________________________________

Introduction:
We are interested in understanding company value alignment with customers. You will be
presented with a series of questions. Please be assured that your responses will be kept
completely confidential. The study should take you around 10 minutes to complete. Your
participation in this research is voluntary. You have the right to withdraw at any point during the
study, for any reason, and without any prejudice. If you would like to contact the Principal
Investigator in the study to discuss this research, please e-mail mjminnic@asu.edu.

By clicking the button below, you acknowledge that your participation in the study is voluntary,
you are at least 18 years of age, and that you are aware that you may choose to terminate your
participation in the study at any time and for any reason. Please note that thus survey will be best
displayed on a laptop or desktop computer. Some features may be less compatible for use on a
mobile device.
______________________________________________________________________________

Question 1: Do you live in the United States?

 Yes
 No

Question 2: How much do you value

sustainability (meeting your own needs without
negatively impacting the environment, community, or society as a whole)?
 None at all
 A little
 A moderate amount
 A lot
 A great deal

Question 3: How important is it that your personal values align with a company’s values when
purchasing an item?
 Not at all important
 Slightly important

38
  Moderately important
 Very important
 Extremely important
Question 4: Which of the following factors are most important when selecting a soap brand?
(*multiple answers allowed)
o Price
o Quality
o Availability
o Accessibility
o Scent
o Organic Ingredients
o Other (please type)

Other responses:
All of the above
Use only unscented bar soap

Question 5: How often do you purchase brands that use organic ingredients?
 None at all
 A little
 A moderate amount
 A lot
 A great deal

Question 6: Select all sustainable practices that you have done or currently do. (*multiple
answers allowed)
o Recycling
o Growing your own food
o Composting food scraps
o Purchasing food and clothes mindfully
o Other (type)

Other responses:
Drive electric vehicle

Question 7: How often do you seek out brands that are B Corp Certified (B Corp: businesses
that meet the highest standards of verified social and environmental performance, public
transparency, and legal accountability)?
 None at all
 A little
39
  A moderate amount
 A lot
 A great deal

Question 8: For the following statements, please indicate the degree to which you agree or
disagree.
I tend to buy products from smaller companies
 Strongly disagree
 Slightly disagree
 Neutral
 Slightly agree
 Strongly agree
I buy products that last
 Strongly disagree
 Slightly disagree
 Neutral
 Slightly agree
 Strongly agree
I cut back on my plastic waste
 Strongly disagree
 Slightly disagree
 Neutral
 Slightly agree
 Strongly agree

Questions: Strongly Slightly Neutral Slightly agree Strongly

disagree disagree agree
I tend to buy
products 0 12.12% (4) 21.21% (7) 54.55% (18) 12.12% (4)
from smaller
companies
I buy
products that 0 0 3.03% (1) 48.48% (16) 48.48 (16)
last
I cut back on
my plastic 3.03% (1) 9.09% (3) 18.18% (6) 48.48% (16) 21.21% (7)
waste

Question 9: Do you use Dr. Bronner’s soap?

 Yes
 No

40
Question 10: How long have you been using Dr. Bronner’s?
 0-2 years
 3-5 years
 6-8 years
 9+ years

Question 11: How important is it that Dr. Bronner’s uses simple ingredients?
 Not at all important
 Slightly important
 Moderately important
 Very important
 Extremely important

Question 12: What is the highest level of education you have completed?
 Some high school or less
 High school diploma or GED
 Some college, but no degree
 Associates or technical degree
 Bachelor’s degree
 Graduate or professional
degree (MA, MS, MBA, PhD,
JD, MD, DDS etc.)
 Prefer not to say

Question 13: What is your age?

 18-29
 30-39
 40-49
 50-59
 60+

41
Question 14: What was your total household income before
taxes during the past 12
months?
 Less than $25,000
 $25,000-$49,999
 $50,000-$74,999
 $75,000-$99,999
 $100,000-$149,999
 $150,000 or more
 Prefer not to say

Question 15: How do you

identify
 Male
 Female
 Nonbinary
 Other (type)

End of Survey
______________________________________________________________________________

Thank you so much for taking this survey!

If you have any questions, feel free to reach out to the research team at mjminnic@asu.edu

Appendix D: Memos 1-4

Memo 1
42
Minnich Consulting, for Dr. Bronner’s
To: Ryan Fletcher, Director of Public Affairs, Dr. Bronner’s
From: Morgan Minnich, Head of Public Relations
CC: Amanda Kehrberg
Date: September 18, 2023
Re: Bi-weekly media monitoring report for September 1-14, 2023

Overview
For the period of September 1-14, 2023, the quantity and quality of Dr. Bronner’s Instagram
posts were evaluated. In total, Dr. Bronner’s posted four times during the two-week period,
predominately about the products they offer. Posts received, on average, 2,954 likes and 110
comments. In general, comments were positive toward Dr. Bronner’s. The Dr. Bronner’s
Instagram account has 309,957 followers. All account and engagement statistics are reported as
of Sept. 14.

Dr Bronner’s Instagram Activity

Dr. Bronner’s posted on Instagram four times between Sept. 1-14. Two of their posts
advertised their products; one post warned consumers that there was a fake Dr. Bronner’s scam
website, and the last post informed users about the movement to decriminalize the use of magic
mushrooms in California.

Figure 18:
Number of Posts on Instagram

Posts primarily consisted of videos (75%), followed by static pictures (25%). Half of the content
featured Dr. Bronner’s products.

43
 Figure 19: Instagram Photo v. Video Pie Chart

Dr. Bronner’s currently has 309,957 followers and is following 2,357 people. Dr. Bronner’s
mainly follows other companies and verified users.

Figure 20: Dr. Bronner's Instagram followers

Cumulatively, the four Instagram posts received a total of 11,817 likes and 440 comments. This
averages to 2,954 likes and 110 comments per post.

Figure 21: Dr. Bronner's Like Count for Instagram

44
 Figure 22: Number of Comments for Dr. Bronner’s Instagram

The most engaged with post between September 1-14 was a video featuring a man washing his
cat with Dr. Bronner’s soap. This post received 5,431 likes and 122 comments. Most of the
comments revolved around how cute the cat was.
The least engaged with post was a partnership giveaway video with Regenerative Organic
Certified. The post received 613 likes and 214 comments. In order to enter the giveaway
Consumers had to tag two friends in the comment section, so most of the comments were
tags.

Conclusion
In sum, Dr. Bronner’s posted twice a week. The social media team should increase the number of
posts per week and continue posting animal content as that seems to gain the most traction. The
research team will continue to closely monitor any additional media coverage from Dr.
Bronner’s.

45
Memo 2
Minnich Consulting, for Dr. Bronner’s
To: Ryan Fletcher, Director of Public Affairs, Dr. Bronner’s
From: Morgan Minnich, Head of Public Relations
CC: Amanda Kehrberg
Date: October 5, 2023
Re: Bi-weekly media monitoring report for September 15-
28, 2023

Overview
For the period of September 15-28, 2023, the quantity and quality of Dr. Bronner’s Instagram
posts were evaluated. In total, Dr. Bronner’s posted seven times during the two-week period,
predominately about the products they offer. Posts received, on average, 1,689 likes and 48
comments. In general, comments were positive toward Dr. Bronner’s. The Dr. Bronner’s
Instagram account has 310,770 followers, which is a 0.26% increase from the previous period.
All account and engagement statistics are reported as of Sept. 28.

Dr Bronner’s Instagram Activity

Dr. Bronner’s posted on Instagram seven times between September 15-28, a 75% increase from
the previous period. Four of the posts advertised their products, two posts showed the company’s
support for legalizing psychedelic medicine, and their last post urged consumers to donate to a
charity in support of Morocco and Libya after the natural disasters they faced.

Figure 23: Number of posts on Instagram

46
From this research period posts primarily consisted of static pictures (57%), followed by videos
(43%). When combining the two periods Dr. Bronner’s posted five photos (45%) and six videos
(55%). When reviewing this research period and when combining both research periods, it
appears that Dr. Bronner’s posts approximately half videos and half static pictures.

Figure 24: Instagram photo v. video pie chart Figure 25: Instagram photo v. video pie chart from Sep. 1-Sep.28

As of Sept. 28, Dr. Bronner’s Instagram account had 310,770 followers. Dr. Bronner’s gained
813 followers, a 0.26% increase from the previous research period. The company is following
2,363 people on Instagram, which is a 0.25% increase.

Figure 26: Dr. Bronner's Instagram total followers

Cumulatively, the seven Instagram posts received a total of 11,824 likes and 336 comments. This
averages to 1,689 likes and 48 comments per post. Since the last research period, Dr. Bronner’s
received seven more total likes, a 0.06% increase, and 104 less total comments, a 24% decrease.
In this research period, Dr. Bronner’s posted seven times, a 75% increase since the previous
research period. Despite posting more in this research period, the average engagement rate went
down 0.04%. In the previous research period, the

47
 Figure 27: Dr. Bronner's like count for Instagram

Figure 28: Number of comments for Dr. Bronner’s Instagram

The most engaged with post between September 15-28 is a video of a woman giving her new
plants a bath using Dr. Bronner’s peppermint soap. The caption of the video explained the
importance of washing new plants in order to get rid of pests. This post received 4,034 likes and
97 comments. The comments questioned if it was okay to wash all plants and asked which
Dr. Bronner’s products were okay to use.
The least engaged with post was a graphic asking people to donate to GlobalGiving’s to help
those affected by the earthquake and floods in Morocco and Libya. The post received 363 likes
and seven comments. The comments asked whether Dr. Bronner’s donated and sent their verbal
support toward those affected.

Conclusion
Dr. Bronner’s Instagram experienced both an increase and decrease in metrics during this period.
There was an increase in the number of followers, posts and likes, and a decrease in the number
of comments. There was also a decrease in total engagement rate. The company continues to post
advertisements for their products, and shows their support on certain issues they believe in. The

48
posts that receive the most likes are the ones showing off products. The research team will
continue to closely monitor any additional media coverage from Dr. Bronner’s Instagram
account.

49
Memo 3
Minnich Consulting, for Dr. Bronner’s
To: Ryan Fletcher, Director of Public Affairs, Dr. Bronner’s
From: Morgan Minnich, Head of Public Relations
CC: Amanda Kehrberg
Date: October 17, 2023
Re: Bi-weekly media monitoring report for Sept. 29 - Oct.
12, 2023

Overview
For the period of Sept. 29 – Oct. 12, 2023, the quantity and quality of Dr. Bronner’s Instagram
posts were evaluated. In total, Dr. Bronner’s posted nine times during the two-week period,
predominately about their products and political issues. Posts received, on average, 2,431 likes
and 135 comments. In general, comments were positive toward Dr. Bronner’s. The Dr. Bronner’s
Instagram account has 311,117 followers, which is a 0.11% from the previous period. All
account and engagement statistics are reported as of Oct. 12.

Dr Bronner’s Instagram Activity

Dr. Bronner’s posted on Instagram nine times between Sept. 29 – Oct. 12, a 25% increase from
the previous period. The company posted three times about their new book featuring tips on
cleaning and living sustainably and one time about their initiatives to reduce plastic. They posted
once about their refill soap cartons and twice about mental healthcare. Dr. Bronner’s made a post
condemning terrorism and oppression in response to the Israeli and Palestinian conflict. They
also posted some historical facts about the company’s owner, Dr. Bronner. All the posts
received positive feedback from viewers

50
 Figure 29: Number of posts on Instagram

From this research period posts primarily consisted of videos (78%), followed by pictures (22%).
When combining all researched periods, Dr. Bronner’s posted seven photos (35%) and 13 videos
(65%). In general, Dr. Bronner’s posts more videos than pictures.

Figure 30: Instagram photo v. video pie chart Figure 31: Instagram photo v. video pie chart from Sept. 1-
Oct.12

As of Oct. 12, Dr. Bronner’s Instagram account has 311,117 followers. Dr. Bronner’s gained
347 new followers, a 0.11% increase from the previous research period. The company is
following 2,362 people on Instagram, which is one less person than the previous period.

Figure 32: Dr. Bronner's Instagram total followers

Cumulatively, the nine Instagram posts received a total of 21,881 likes and 1,215 comments.
This averages to 2,431 likes and 135 comments per post. Since the last research period, Dr.

51
Bronner’s received 10,057 more total likes, a 60% increase, and 879 more total comments, a
113% increase. In this research period, Dr. Bronner’s posted nine times, a 25% increase since the
previous research period. The average engagement rate went up 3.51% from the previous
research period. In the previous research period, the engagement rate was 3.91%, and in this
research period the engagement rate was 7.42%.

Figure 33: Dr. Bronner's like count for Instagram

Figure 34: Number of comments for Dr. Bronner’s Instagram

The most engaged with post between Sept. 29 – Oct. 12 was the statement on terrorism between
Israel and Palestine. The graphic that was posted read, “Our company message of ‘all-one’ is
rooted in the belief that all human life is sacred. And we are called to oppose terrorism and
oppression anywhere it lives.” The caption of the video was quite long but the first part reads,
“We at Dr. Bronner’s deeply mourn the Israeli and Palestinian lives destroyed in recent days, and
hope for the healing of all those wounded and impacted.” This post received 6,508 likes and 404
comments. The comments were all quite positive exclaiming that this was the “correct message.”

The least engaged with post was a video showing tips on how to clean a garbage disposal. The
beginning section of the caption read, “The easy way to clean a stinky garbage disposal courtesy
of Lisa Bronner’s new book, Soap and Soul, which launched today,” followed by a list of tips.

52
This post received 423 likes and six comments. All comments were positive.

Conclusion
Dr. Bronner’s Instagram experienced an increase in engagement across the board during this
period. There was an increase in posts, likes, comments and overall engagement rate. The
company continues to post about their products; however, in this research period the posts that
did not revolve around their products received a higher engagement rate. The research team will
continue to closely monitor any additional media coverage from Dr. Bronner’s Instagram
account.

53
Memo 4
Minnich Consulting, for Dr. Bronner’s

To: Ryan Fletcher, Director of Public Affairs, Dr. Bronner’s

From: Morgan Minnich, Head of Public Relations
CC: Amanda Kehrberg
Date: October 26, 2023
Re: Bi-weekly media monitoring report for Oct. 13 – Oct. 26, 2023
______________________________________________________________________________

Overview
For the period of Oct. 13-26, 2023, the quantity and quality of Dr. Bronner’s Instagram posts
were evaluated. In total, Dr. Bronner’s posted five times during the two-week period, with each
post revolving around the products they offer. Posts received, on average, 2,146 likes and 75
comments. In general, comments were positive toward the company. The Dr. Bronner’s
Instagram account has 311,344 followers, which is a 0.07% increase from the previous period.
All account and engagement statistics are reported as of Oct. 26.

Dr. Bronner’s Instagram Activity

Dr. Bronner’s posted on Instagram five times between Oct. 13-26, a 57% decrease from the
previous period. The company posted about how to find their products in stores, their new book,
a behind the scenes peek into their factories, a comical video, and a picture carousel showing
their staff soap refill station. All posts received positive feedback from viewers.

Figure 35: Number of posts within research period

54
From this research period posts consisted of two videos (40%), two pictures (40%), and one
picture carousel (20%). When combining all researched periods, Dr. Bronner’s posted 15 videos
(60%), nine photos (36%) and one picture carousel (4%).

Figure 36: Post type from Oct. 13-26

Figure 37: Post type from all research periods

As of Oct. 26, the company’s Instagram account has 311,344 followers. Dr. Bronner’s gained
227 followers, a 0.07% increase from the previous research period. The company is following
2,372 people on Instagram. Since the previous research period, the company followed 10 more
people.

Figure 38: Number of Instagram followers

55
Cumulatively, the five Instagram posts received a total of 10,730 likes and 373 comments. This
averages to 2,146 likes and 75 comments per post. Since the last research period, Dr. Bronner’s
received 11,151 less likes, a 68% decrease, and 842 less comments, a 106% decrease. The
average engagement rate went down 3.86% from the previous research period. In the previous
research period, the average engagement rate was 7.42%, and in this research period the average
engagement rate was 3.56%. The decrease in engagement is most likely due to the lack of
content posted during this research period.

Figure 39: Number of Instagram likes within research periods

Figure 40: Number of Instagram comments within research periods

The most engaged with post within the research period was on Oct.16. It received 4,644 likes
and 64 comments. The picture was of a shelf, stocked with Dr. Bronner’s products from one of
the stores that carries the company’s soap. The caption read, “If you’re looking for a specific Dr.
Bronner’s product, you can plug your zip code into our Store Locator (in our bio link) and filter
by product, scent/flavor, or size! If it isn’t available at a store near you, you can find it on
drbronner.com We hope this helps!” The comments were all positive, typically revolving around
the commentors favorite Dr. Bronner’s product.

56
The least engaged with post was on Oct. 20. The video received 686 likes and 46 comments. The
video was of a Dr. Bronner’s factory worker cradling one of the soap refill cartons and rocking it
like a baby before putting it in the box for shipping. The caption read, “Every product that leaves

Dr. Bronner’s factory is precious cargo. 😉Here’s a behind-the-scenes peek at our new Soap Refill

Carton machine. Thanks, Eric, for making sure this fresh carton of Citrus is ready for the world!”
The comments were all positive. Commentors either thanked Eric for the great packaging or
spoke about how much they loved the product.

Conclusion
The company experienced a decrease in engagement throughout this research period. This
decrease was most likely due to the lack of posts between Oct. 13-26. Dr. Bronner’s is
continuing to receive positive feedback on all their Instagram posts. If they consistently post
more, their followers will increase and so will their overall engagement rate. The research team
will continue to closely monitor any additional media coverage from Dr. Bronner’s Instagram
account.

57