Page 10 - Food & Drink Magazine July 2018
P. 10

WOMEN IN INDUSTRY
Gen why?
We are living in the ‘purpose generation’ where brands need to show what they stand for, writes the founder of Social Mission, Dora Nikols.
WE are living in an era of authenticity, meaning and purpose. Consumers no longer choose a brand just based on price. Competing on price isn’t a strong marketing strategy because it’s so fleeting and only uses the logical part of our brain. It doesn’t capture our emotions or create loyalty in the same way having a bold social purpose does.
There are many companies that have woven trust,
transparency, and purpose into their
business models to
great effect. Take the example of
Unilver’s social purpose brands, Ben & Jerry’s and
Dove, which are both growing 35 per cent faster than all
the other brands in its portfolio.
Ben & Jerry’s in particular actively
lives its three missions: to make the world’s best ice cream, to be financially successful and to ‘make the world a better place’.
It sources its milk from regional organic dairy farms that don’t contain growth hormones, it has chemical-free containers, and has fair-trade and organic ingredients. It also gets behind key causes in a major way and uses these to drive its marketing activities.
The brand recently partnered with World Wide Fund for Nature (WWF) and the Australian Marine Conservation Society for the ‘Fight for the Reef’ Campaign, and introduced a new flavour, Save Our Swirled, that was intended to raise awareness about climate change.
To promote its mission, Ben & Jerry’s went on a ‘Fight for the Reef’ tour in its branded Ben & Jerry’s van to educate consumers on the threat of The Great Barrier Reef. The power of its social mission was evident when the Queensland Government asked consumers to boycott the brand for jeopardising tourism dollars, but instead 80 per cent of consumers said they were more like to buy Ben & Jerry’s as a result of its social stance.
Latest research from Cone Communications has found that 89 per cent of global consumers would switch brands to one that supports a good
10 | Food&Drink business | July 2018 | www.foodanddrinkbusiness.com.au


































































































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