The idea that brands can derive commercial gain from having a higher, socially-beneficial purpose has never been higher up the agenda. In 2015, Unilever reported that the brands in their portfolio with a social purpose were growing at twice the speed of others, whilst other studies by ex-P&G guru Jim Stengel and Millward Brown have also sought to put the commercial case for doing the right thing ethically. 33

This paper adds to this evidence on the power of brand purpose to deliver not only social good, but also substantial commercial return. Kenco has long been a brand with a purpose, driven by the belief that commercial gain can and should go hand-in-hand with the delivery of social good, and over many years Kenco has been a leader in ethical production and sustainability.

Through pioneering partnerships with the Rainforest Alliance and the development of eco refill packs, an ethical stance has long been part of Kenco’s DNA. But as competitors followed their lead, their ethical leadership position was eroded, and Kenco’s sales suffered.

‘Coffee Vs Gangs’ marks the revitalisation of Kenco’s brand purpose and the defense of its profitable, premium-priced position in the market, through the creation of a pioneering educational programme: we offered disadvantaged young Hondurans a new chance in life by giving them the opportunity, training and support to become coffee farmers.

By using coffee as a means to fight against the social injustice of gang violence, we shifted the potential of what a coffee brand could do and successfully differentiated ourselves from higher-spending, lower-priced competitors.