Food and beverage industry must base sustainability and social purpose communication on facts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 06, 2020, 11:54 AM UTC

Businesses must strategically select media opportunities to amplify their message.

This article states how the last decade has seen social purpose and corporate sustainability go from “nice to have” to business imperatives. The author highlights that people have become very attentive about what they consume.

This has made social and environmental issues critically important to the food and beverage (F&B) industry. In such a scenario, the companies winning hearts and minds are those that have a clear purpose backed by real substance.

But the pressure to have a purpose comes not only from consumers, talent and retailers but also from the biggest institutional investors. F&B brands looking to communicate sustainability and social purpose must do so based on facts and not hype. “Greenwashing”, in particular, could lead to loss of credibility for brands.

Read the original article

[5 minute read]