Molson Coors Finds Purpose in Reducing Carbon Footprint.
Without Barley, there’s no beer. This is why Molson Coors, one of the world’s biggest beer producers, is taking the initiative to help barley growers create more sustainable agricultural practices.
Buying hundreds of thousands of tons annually, they are taking action by installing weather stations and soil moisture probes across farms in Montana, Idaho, and Colorado. This is to help farmers understand the weather impact on their crop conditions. Barley is a sensitive crop needing the right amount of heat and water. Otherwise, the quality will be poor, or there will be no barley at all, which means no beer. Molson Coors is creating this sustainability through their partnerships with The Nature Conservancy, and Showcase Barley Valley to explore more sustainable practices.
Molson Coors financially incentivizes to pay their farmers more to align with their growing practices. This program will continually help improve on several sustainability areas to reduce carbon footprint.
Bretton Putter, CEO of Culture Gene, Elaborates on the Importance of Brand Purpose.
Culture-driven leaders know that profit purpose business is dying and everyone is missing it. Bretton Putter, CEO of Culture Gene, a company culture consultancy agency, says that purpose matters and here’s why. Companies who have a purpose give their employees meaning in their line of work. Making impactful goals for your employees brings overall better satisfaction in the workplace. The conversation about living a meaningful life and doing good for others is a rising issue that is here to stay. Hence why businesses need to find their purpose to create good. Studies have shown there is a push toward purpose-driven brands, and for companies to get it right. For example, Fortune 100’s Best Companies reported that 85% of people surveyed find their work has special meaning. Research has also shown that employees who found work meaningful are 69% less likely to quit their job within six months. Moreover, companies struggle to answer the “purpose” question, and this needs to change to keep up with the times, not only for consumers but for employees as well.
63% of Consumers Prefer to Purchase from Purpose-Driven Brands.
Close to two-thirds of global consumers who were surveyed say they prefer to purchase brands that align with their values. They would instead buy a brand that stands for a purpose, reflecting their beliefs and will avoid companies that don’t, according to Accenture Research. These same people believe protesting and boycotting brands can make a difference in company behavior. The demand for brand purpose is a rising issue for marketers today, a hot topic trend that will unlikely cool off. Historically, companies have been avoiding societal issues, whereas leaders in today’s industries are starting to speak up to give their brand a purpose. Nike, Gillette, and Dove are just a few to name when it comes to speaking out to rebrand for a purpose. Each of their messages has been met with positive or adverse reactions. The mixed responses have resulted in higher product sales or a loss of loyal customers. Either way, brands that boldly speak out on societal topics may be the future of giving brands a purpose.
“The Zos Knows”
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