ABInBev Foundation

When the world’s biggest brewery decides to invest reducing harm from alcohol consumption, there is an inherent paradox—after all, isn’t the obvious answer to just sell less stuff? How can a company balance its responsibility to shareholders with being a good citizen of the world?

Lofty question. For ABInBev, this meant establishing an independent foundation to oversee evidence based interventions and approaches. For us, it just meant we had to develop the brand hallmarks to help set the tone around the core pillars of transparency, local leadership, and academic integrity along with digital tools to support.