Since the pandemic, many businesses have accelerated their strategies towards greater social purpose.

AB InBev is the world’s largest brewer with a mission to “bring people together for a better world”. One might consider this to be smart marketing to sell beer, but they are also letting their purpose do the talking with the creation of the AB InBev Foundation, an independent non-profit that is helping to advance the Global Smart Drinking Goals. The Foundation has aligned itself strategically with the core business interests of AB InBev and is seeking to transform the practice of the sector, going beyond competition and unifying partners around a systemic societal challenge ensuring greater social impact and, in this case, long-term behaviour change.