Bars are taking initiatives to bring communities together and support those in need
Trend - Bars are using their platforms as community establishments for social outreach. The companies are creating more inclusive environments through in-house initiatives and branded donations for worthy causes.
Insight - Throughout the pandemic, North Americans who were given the opportunity to work safely from home have had more time for introspection, leading to a greater appreciation of the sense of community and social interactions. As these consumers look inward and reassess their values, they expect companies to do the same. In response to this social change, businesses are increasing their community involvement to create a more inclusive environment for customers.
Insight - Throughout the pandemic, North Americans who were given the opportunity to work safely from home have had more time for introspection, leading to a greater appreciation of the sense of community and social interactions. As these consumers look inward and reassess their values, they expect companies to do the same. In response to this social change, businesses are increasing their community involvement to create a more inclusive environment for customers.
Workshop Question - How can your company improve its social outreach?
Trend Themes
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Community Involvement — Bars are using their platforms as community establishments for social outreach
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Inclusive Initiatives — Miller Lite's Open & Proud creates safe spaces for the LGBTQ community
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Charitable Campaigns — Bar Louie's Cocktails For A Cause supports workers' children
Industry Implications
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Food and Beverage — Bars and restaurants, especially those serving alcohol, can incorporate charitable and socially responsible programs to entice customers
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Marketing and Advertising — Brands can use their marketing campaigns to promote inclusive and diverse values, creating a loyal client base
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Non-profit — Charitable organizations can identify opportunities to partner with foodservice brands to support their initiatives and be part of larger social movements
