Mahon explained carrying brands championing “positive change” had the potential to improve footfall and boost bottom lines.
However, “commitment and consistency are key” and can only come from something that is “authentic to your business” as anything “forced or disingenuous will quickly falter”, Mahon continued.
He said: “A recent study showed 66% of hospitality expenditure will come from millennial and Gen Z consumers by 2030, the two generations driving the demand for purpose led brands and products.
Vote with their feet
“These consumers define almost a new premium for brands that are delivering positive change in the world.
“The majority of future consumers want to engage with and buy from brands that align with their values and make positive change and will vote with their feet when they can find it.”
Brewgooder, which launched in 2016 with production support from several breweries including BrewDog, saw 180% revenue growth in 2022, enabling the craft beer brand to deliver on a number of people-empowering initiatives including the provision of 70m litres of clean water to rural communities via impact partner Charity Water.
Mahon continued the B-Corp certified company has aimed to positively impact one-million lives by 2023 and while it has “a way to go”, the “momentum” is currently behind them.
Positive societal difference
However, the industry needs “as many participants as possible to make any degree of worthwhile positive change”, he added.
Mahon said: “Knowing we are enabling drinkers to enjoy our products is of course a huge positive in of itself, but the updates we receive from our impact partners on the outsized difference made through the enjoyment of our beer is always hugely rewarding.
“Alongside our own ambitions for growth, one of the things we want to do is inspire and encourage a new generation of impact making brands across all categories.
“Hopefully we can show it is entirely possible to be successful from a traditional commercial viewpoint alongside making a significant and positive societal difference.”