Page 11 - Food & Drink Magazine July 2018
P. 11

WOMEN IN INDUSTRY
✷ FEEL-GOOD FIRMS
THE BIG FOUR
Today consumers want an opportunity to give back, whether it’s with a gift of their time or their money. With this in mind, they are looking for companies that display the following four qualities:
• are actively invested in the
solution of social problems
• prioritise “making an impact”
on the world around them
• are open and honest about
their efforts, and go public on
their initiatives
• involve their customers in
their good works.
cause, if price and quality were similar. So this is telling us that consumers want to use their purchasing power to support the brands that are doing good.
The Edelman Trust Barometer in 2017 found that 58 per cent of Australians are likely to be more loyal to brands that support a cause. Not only would consumers switch brands, they would even buy an unknown brand doing good. This is why new brands like Who Gives a Crap Toilet Paper, do so well. Because 50 per cent of profits go to help build toilets for those in the developing world.
The Edelman Report also found 88 per cent of consumers want to know how companies are making the world a better place, while 77 per cent of Australians want companies to share their values.
“ Australian beverage manufacturer Emma & Toms attributes its growth to its close and honest relationship with customers.”
In one example of this, Australian beverage manufacturer Emma & Toms attributes its growth to its close and honest relationship with customers. The company is committed to protecting the environment by using food- grade recycled PET plastic bottles, a strategy that every year saves two million bottle worth of virgin plastic.
Emma & Toms also has a program in place to help change the face of youth homelessness in Australia by dedicating 100 per cent of profits from the sale of water bottles to fight the problem. To date, around 470,000 bottles have been sold,
raising almost $400, 000. Today, having a value and
purpose beyond profit is essential for companies to ensure their longevity and success, especially with the plethora of choices available to consumers. Companies that don’t adapt to a market that demands more of them will fail to compete.
That’s where we come in. Social Mission is a dedicated social purpose agency that was specifically founded to assess a company’s current social good activities, and align them with the optimal charity partner to create a social purpose strategy. ✷
✷ ABOUT THE AUTHOR
Dora Nikols is the founder of Social Mission, a social purpose
agency that helps companies stand out by standing for something in a meaningful
and authentic way.
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www.foodanddrinkbusiness.com.au | July 2018 | Food&Drink business | 11
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