Business with purpose
In the first of a new series from Fortitude Partners, we highlight our selection of businesses doing ‘business for good’. To receive this – and more – every month, subscribe to our newsletter here…
SILICON VALLEY AND FOOD SCIENCE: A NEW PARTNERSHIP?
Hampton Creek, a food technology start-up, aims to merge biochemistry with culinary and food science. They’ve started by using plant proteins instead of eggs for mayonnaise in order, they say, to reduce the need for the 1.8 trillion eggs laid every year. Investors have put in $120m and include Silicon Valley heavyweights such as the founders of Yahoo and Facebook. CEO, Josh Terrick, has stated his mission is ‘to build a database of plants that makes food better’.
Why we like it: this is a modern take on sustainability. The ‘higher order purpose’ is clear, the ambition is bold and the approach is innovative.
TAKING COMMUNITY ACTIVITY TO THE EXTREME?
Kenco Coffee, one of Mondelēz International’s major brands, decided to launch a campaign, ‘Coffee vs Gangs’, aimed at helping young adults out of gang culture in Honduras by providing them with training and jobs in coffee farming.
Why we like it: For a relatively traditional US food giant to take on such a challenging social issue must have seemed like a very risky idea to the company. The fact they decided to do it, and support it with compelling content, is a great example of what leadership looks like in the corporate responsibility arena.
Coffee vs Gangs website: https://www.coffeevsgangs.com/Home
TV advertisement: https://www.youtube.com/watch?v=eQDVr0QXZqg
SHELL & LEGO: EVERYTHING IS NOT AWESOME
In 2014, Greenpeace launched a global campaign calling on Lego to end its co-promotion with Shell because they believed Shell was leading the race to exploit the Arctic’s oil reserves. To promote their cause, Greenpeace made the video ‘Everything is not awesome’ a play on the title song from the Lego Movie. To date the video has had just under 7 million views. Greenpeace also invited their supporters and allies to shape the campaign with them.
The campaign resulted in Lego ending its 50 -year relationship with Shell after the company recognised that their iconic status as a trusted and family-friendly children’s brand was being questioned by an increasing number of consumers.
Why we like it: Never mind that this campaign was conducted by an NGO, we believe this example contains elements that any successful campaign should have. A serious message delivered with high production values and humour; content designed for digital and social media; and simple ‘calls to action’ that engage stakeholders and encourage them to amplify the messages.
Greenpeace video “Everything is not awesome’: https://www.youtube.com/watch?v=qhbliUq0_r4