Eco-friendly beer?
When a consumer stands in the cold room at the bottle shop pondering which beer to choose, what factors influence their choice? Taste, price, brand image and the nature of the occasion will all play a part. What about the environmental impact of imported versus local beer? Or bottles over cans? Do we consider these factors, and if we want to, are we well enough informed to do so?
Many Australian manufacturers are working to improve processes to achieve environmentally sustainable production. Often the work is considered too highly technical to be communicated to consumers and therefore does not form part of the decision-making process when purchasing a product.
Australian consulting firm Edge Environment works with manufacturers to make practical changes to improve performance in the ecologically sustainable economy. And now it wants to encourage companies to tell their stories in a way that will inform and engage their customers, via video storytelling.
Edge Environment has recently launched a video about the environmental impacts of beer — a lighthearted story showcasing a consumer who faces the choice of purchasing bottled beer from Germany or canned beer from Australia.
Partially funded by the federal government’s Enterprise Connect scheme, the video aims to introduce consumers to lifecycle thinking and instigates them to question the environmental implications of their choices. At the same time, it highlights an opportunity for brands to provide more information to their consumers.
“We chose beer because of its potential as a conversation starter; we want to get people asking questions about where their products and services come from,” said Tom Davies, a director at Edge Environment. “The next step is to produce further videos, about the not-so-obvious questions around products and services and about what companies are doing to address them.”
Fellow director Jonas Bengtsson said there are many organisations doing thorough, ambitious and often groundbreaking work to rethink production and how things can be made better, but the work often stays ‘under cover’. He said the consultancy aims to help companies tell good news stories to their markets, clients and staff, inspiring and educating the whole supply chain to make changes for the better.
Edge Environment’s beer video can be seen here.
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