Let's Talk Corporate Reputation: Is Alcohol Consumption Still "Cool"?

How can alcohol impact the way people view your business? We have to explore the reasons why people consume alcohol and what the general public perception of this behaviour, is.

People drink for social reasons, some drink routinely, and others over-indulge. There are conflicting views of this behaviour, with certain elements fo the marketplace spurring on the use of alcohol. Others, respect sobriety and battle to relate to those who spend their free time indulging.

Millennials: The primary spenders

Millennials dominate the markets. They are the generation that spends the most money, which is why appealing to them, is a strategy that is most likely to predict a company’s success. According to Blog After Pay: “Millennials are approaching their prime earning and spending years. And they’re positioned to be the nation’s biggest spenders for the next 15 to 20 years.”What matters most to this generation? Authenticity. They value brands who align with their beliefs and demonstrate their ethics rather than simply talking about them. This is where sobriety and alcoholism come into play when it comes to branding, reputation management, and marketing efforts around alcohol.

How a brand that values low alcohol lifestyles wins public approval

Along with fabric softener and diamonds, millennials have caused a market-drop in alcohol sales. They have sparked something of a sober revolution. It might be part of their desire for connection and more authenticity. That’s not to say they have eliminated alcohol completely, a soft drink isn’t going to satisfy the tastes of this buying market. Companies who embrace a low alcohol ethos where moderation is key, are viewed in a favourable light by the public. This means businesses who embrace a low alcohol undertone in their brand as part of their ethos stand to benefit in sales;

1. They are viewed as accountable

Companies who can exude friendliness with an outgoing approach while staying sober wins a better reputation than their fellow “imbibing” companies. They are percieved as accountable, responsible, and hard-working. Despite their reputation for being self-entitled, millennials tend to work long hours. As a result, customer service matters to them. “70% of Millennials stopped doing business with a brand after a poor customer service experience”. They want positive interactions, good quality products, and service that makes a difference. Since most millennials live a low-alcohol or sober lifestyle, they find companies who echo this, relatable and trustworthy.

2. They are seen as sustainable

The newer generations are concerned about the environment, alongside the welfare of people and animals. They are willing to spend more money to get the same product or service that is ethically sourced. It is known that the production of alcohol places strain on the earth’s resources. It is also the perception of the newer generations that a sober outlook will result in ethical choices and more responsibility.

3. There is greater trust because they exude care for people’s health and wellness

Caring is the new trend. Caring for the environment, for human rights, for people’s health. After decades in which corporations sacrificed the well being of individuals for profit, the new generations have become mistrusting. They have started to research and identify healthy lifestyles for themselves. Companies who adopt the principles of health are seen as authentic. They are more likely to win the trust of the buyers because they appear to be trustworthy.

Make the switch now to stay on trend with consumers

It is predicted that millennials’ spending will account for 1.4 trillion US Dollars by the year 2020. Businesses who wish to claim their share of this need to account for this generation in their branding and their marketing. In fact, this is only the warm-up. Gen Z, the next generation, is said to be more extreme in these same principles of extreme spending, caring, and health. Companies who stock low alcohol beverages for the benefit of employees and clients will demonstrate the same class and love for fun as those who serve alcoholic beverages while aligning themselves with the beliefs of the buyers.