Wegmans has done it again. The perennial “Best Of” honoree is once more being lauded on yet another list. This time, the Rochester, NY-based retailer has made an impressive debut on the 2022 Purpose Power Index, taking seventh place in its rankings. The annual study, which lines up what it considers to be the top 100 purpose-driven organizations today, is the first empirical measure of companies that activate purpose as the core of their business. The index, which is a collaborative effort between advertising and marketing agency StrawberryFrog and first-party data platform Dynata, examines consumer responses which underline the growth potential of purpose when activated as a business driver, transformation framework and driver of positive change in our communities. According to an article in online magazine Inc., “The index measures a few different elements of each company: commitments to a purpose beyond profit, to improving lives, and to creating a better society and world, not just for shareholders.” The research was conducted via online survey in April 2022, polling more than 5,500 participants in the U.S. about more than 200 brands from 50 industries. The first two years, only consumers were surveyed, but for the first time this year, the index also polled employees on how they perceive and rate the purpose of the companies they work for. Therefore, it’s no surprise that the family-owned grocery chain not only made the 2022 list, but was in the top 10, since it consistently wins employee satisfaction awards. In adding this new metric, the study also discovered a significant disconnect or “purpose gap” between how senior management executives view their organizations’ efforts to engage purpose versus how the other employees see it: 72 percent of senior management agreed “my company’s purpose motivates me to get up and go to work every day,” whereas only 53 percent of middle management, 45 percent of front-line workers, and 47 percent of junior staff concurred.
“While the ‘purpose gap’ may be troubling, we see it as a timely and helpful insight,” said Scott Goodson, StrawberryFrog founder and CEO. “It’s an important reminder to brands that embracing your purpose can’t be done in a vacuum. You need to include the entire organization when promoting a purpose-driven effort, or you risk hobbling it.”
“It’s critical for companies not only to create a purpose and use it to motivate employees and consumers, but also to communicate their higher purpose with clarity to all levels of the organization,” said Dynata CEO Gary S. Laben. “Only through activation is the potential of purpose fully realized. Dynata’s connected data activation solutions help companies take action on their purpose, so we collectively contribute to social progress.”
Eco-friendly cleaning, paper and personal care products maker Seventh Generation took the number one spot for the second year in a row. Other grocery industry companies making the top 20 were Burt’s Bees (6) and Clorox (15). Additional retailers in our trade that made the top 100 were: Target (25); CVS (34); Walgreens/Boots Alliance (48); and Whole Foods Market (65). CPG brands rounding out the complete list were: SC Johnson (21); Georgia Pacific (28); General Mills (30); Kimberly-Clark (32); Evian (41); Danone (51); Ben & Jerry’s (59); Colgate- Palmolive (62); Campbell Soup Company (64); Hershey Company (68); McCormick & Co. (86); Unilever (93); and Ferrero (97). Kudos to all of the honorees for being recognized by consumers and employees alike!
And while it’s great to celebrate large companies and all that they are able to do, let’s not forget that it’s small businesses that are the backbone of our communities. That’s why it is refreshing to hear that the USDA is investing $21.6 million in scientific research to further develop agricultural solutions. The investment, which is part of the National Institute of Food and Agriculture’s (NIFA) Small Business Innovation Research (SBIR) program that targets early-stage private-sector projects, will support 34 research projects that propose innovative and disruptive solutions on topics ranging from food science and nutrition to natural resources conservation with grants.
“Small businesses, particularly rural and agricultural enterprises, play a vital role in the American economy. They embody the entrepreneurial spirit that America was built upon,” said Chavonda Jacobs-Young, USDA chief scientist and undersecretary for research, education and economics. “This latest investment strengthens federal research and development support for small businesses, including women- and minority-owned businesses, and enhances USDA’s efforts to rapidly scale innovation across the food supply chain.”
The grants were distributed across 10 topic areas that are intended to permit a broad spectrum of eligible and innovative science- and technology-based small businesses to compete for funding: forests and related resources (two awards, $1,299,734); plant production and protection (biology) (one award, $650,000); animal production and protections (three awards, $1,899,999); conservation of natural resources (five awards, $3,249,849); food science and nutrition (five awards, $3,192,035); rural and community development (four awards, $2,498,235); aquaculture (three awards, $1,889,445); biofuels and biobased products (three awards, $1,950,000); small and mid-size farms (four awards, $2,499,790); and plant production and protection (engineering) (four awards, $2,549,665).
“The projects we’re supporting demonstrate scientific originality, technical feasibility and strong commercial potential,” said Dr. Dionne Toombs, acting NIFA director. “With this research, our small business partners are helping solve some of our most vexing agricultural problems.”
These grants are definitely holiday gifts that will keep on giving – congratulations to all of the recipients!
And before I sign off for 2022, I would like to say Happy Birthday to a childhood friend of mine – no, it’s not an actual person (although if you asked me when I was little, I would have disagreed). Bazooka Bubble Gum turned 75 this year! And to culminate a year of celebrations which included commemorative packaging featuring 80s style graphics with the 75th anniversary emblem, a return to the fan favorite grape flavor, and a new set of original comics and fortunes from the 80s, the legendary candy brand just released a fun 16-minute documentary that will give you all of the nostalgic feels. The video shares first-hand stories exploring its history including origins and evolution of its name, how its top-secret formula was kept under wraps, and of course no documentary could be complete without reminiscing about the iconic eyepatch-wearing “Bazooka Joe and His Gang” comic strips that featured fortunes and crazy prizes you could get by saving and sending them in (including x-ray glasses, a spy camera, and yes, even a Bowie knife!)
“This short film is dedicated to our beloved fans, who have been so integral to Bazooka’s legacy since 1947,” said Rebecca Silberfarb, VP-brand marketing, Bazooka Candy Brands. “We hope the heritage of Bazooka Bubble Gum shared in the film will remind fans why they continue to love the brand.”
If you get the chance, check it out on the Bazooka Bubble Gum youtube channel – @bazookabubblegum5040 – for just a quarter of an hour, it will make you feel like a kid again.
Happy Birthday, Bazooka Joe. And to everyone else, Happy Holidays!
Until next month AND year…
Karen can be contacted via email at [email protected]