Social responsibility campaigns resonate with millennials
Beverage brands increasingly embrace important social concerns
In December, Anheuser-Busch InBev (AB InBev) announced it would launch four Global Smart Drinking Goals in an effort to encourage responsible drinking and reduce harmful drinking, a growing concern for many consumers. The company says its goals will be achieved by the end of 2025, which it plans to accomplish by launching multi-year pilots in six cities around the world in an effort to reduce harmful alcohol drinking by 10 percent.
Among other efforts, the company says it will expand its portfolio to ensure that at least 20 percent of its global beer volume is no or low alcohol by 2025. It also will make health information available to all consumers through labeling on all of its beer products by 2020.
I’ve taken notice of the social initiatives by beverage companies, and when I came across an article from Advertising Age about the topic, I was amazed at the way millennials are embracing the efforts of these brands.
The article, titled “Millennials are embracing corporate social responsibility [CSR] campaigns,” citied a survey from insurer Aflac. According to the survey, two-thirds of millennials surveyed said they would invest in a company known for corporate responsibility programs, but not even half of adults older than 34 years old would do the same. “And according to a study by Horizon Media’s Finger on the Pulse, some 81 percent of millennials expect companies to make a public commitment to good corporate citizenship,” the article states.
It concludes with an impactful statement. “While these efforts undoubtedly serve to deepen and strengthen brands’ relationships with the people who buy their products, the new CSR transcends marketing. There’s no doubt about it: When brands and consumers join together to make a difference, positive change happens.”