Rigel Moss McGrath (HGF), Rachel Platts (HGF)
Some brands represent more than the origin of particular goods and services. They are used instead by businesses acting for positive change, to create awareness around a particular problem in society. The food and beverage sector is on the front line for many social issues, such as modern slavery, food waste, and packaging and its impact on the climate, and as the vast majority of society is repeatedly engaged with this sector, the potential to convey messages via a brand and to inspire change is huge. Through the use of case studies this webinar explores the concept of social purpose brands in the food and beverage sector and will discuss the particular aspects of protection that may be needed to protect these kinds of brands. It is an interesting, thought-provoking and very current topic of consideration for businesses looking to adopt a brand for a specific social purpose.