Kind Snacks founder, Daniel Lubetzky, has stated that to build a successful business that combines social good with financial stability, it is essential for consumers to maintain the integrity of their brands. He emphasised the importance of creating an authentic purpose that should not be a cost to the company. Lubetzki, who sold Kind to Mars in 2020, cautioned against adopting a social mission as a pure marketing ploy and said that a genuine pro-social commitment can result in higher productivity. He also mentioned that a brand that has authentic meaning can't be faked and that a great brand is a promise well kept.