Why it matters

Direct-to-consumer brands are disrupting multiple categories, even in industries where handling and testing a product was once considered to be a vital part of the purchase process. Even in the healthcare sector, new solutions are taking shape that will transform consumer expectations.


  • Brands seeking to sell big-ticket items through a direct-to-consumer model should make building trust their first priority.
  • Providing superior customer service can give direct-to-consumer players a major point of differentiation, especially in long-established, inert categories.
  • Word of mouth is a powerful driver of growth for emerging brands with direct-to-consumer models, and must be at the heart of marketing strategies.

Eargo Inc. is a direct-to-consumer brand that hopes to do for hearing aids what Warby Parker has done for eyeglasses.