It has been eight years since BH&P (https://www.rankwatch.com/agency/company/becky-holland-partners/) championed brands that care. It includes several companies, such as Crimestoppers Trust, Sea Change Wines, Purition, and DX Learning.
Creating and selling sustainable and relevant products in the post-pandemic world involves technology innovators, financial access, charities, green living, well-being, and B Corps.
It was BH&P who invented creative venture marketing. Their business model is similar to venture capital in that they know only some things will work. You are literally set up to fail by them. The more you test, refine, and expect to mess up, the less likely you will fail.