In business, the small, everyday practices communicate the brand’s values to consumers and internal stakeholders alike. The age-old adage is true—actions speak louder than words.
Your business might tout a dedication to making the world better though sustainable initiatives, environmentally mindful production, shipping, packaging and output practices or generous personal care policies and benefits. Whatever it may be, customers and internal stakeholders will watch your actions to ensure they line up with well recited core values.
In the 2018 Deloitte Millennial Survey, it is clear that businesses are not walking the talk in the eyes of their Millennial and GenZ employees. A key insight from the survey noted,
This thoughtfully designed beverage program that puts the farmer at the forefront can communicate a brand’s values and mission in a more tangible way than marketing or policies ever could.
Do your simple purchasing habits, like a conscious beverage program, daily demonstrate your purpose and passion for a better world? Is your business profitable AND creating a positive change in society? Does what you serve in your restaurant demonstrate the impact you want to have in the world? If you can’t say “yes” to these questions, then you are missing an incredible opportunity to win the hearts of your most important asset—your employees!
Consider the small items in your P&L that can make a big difference, today.
Kenneth Lander is the co-founder and chief sustainability officer at Thrive Farmers International. Thrive Farmers was founded in 2011 to transform the coffee industry by connecting farmers to consumers through a new supply chain. To learn more about Thrive, visit their website or follow them on Twitter at @ThriveFarmers.
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