Beyond Dairy Products, What Does Chobani Give Back To The World?
“The most important thing Chobani makes is a difference. It’s always been about more than yogurt.” — Chobani
Making Good Food For All
Chobani is a yogurt company with the purpose of making high-quality, nutritious food more accessible to more people while also uplifting communities and improving the world’s health. In supporting their mission, the enterprise is values-driven, people-first, food-and-wellness-focused. So it has been since Hamdi Ulukaya, an immigrant to the United States, launched the company in 2005. Yogurt, oat milk, probiotic drinks, and different varieties of drinks are famous products in Chobani’s manufacturing line.
This brand uses food to make the world a better place by prioritizing humanity in everything they do. Therefore, their charitable efforts are focused on giving back to communities and beyond, including fighting child hunger, assisting immigrants, refugees, and marginalized groups, honoring veterans, and protecting the environment.
Consequently, even if Chobani only operates businesses in North America and Australia, the firm still stepped forward to support Ukraine and protect vulnerable populations during the Russian-Ukrainian war.
How Did Chobani React To The War?
“Even if I am not here, I will protect you as always.”
If this is a heroic film, I firmly believe that Chobani will say this line. The brand chose to collaborate with some charities, including SaveTheChildren and Tentorg, to appeal to the public to stand with Ukrainian and protect families in vulnerability on Twitter; however, it does not have any operations in European countries.
Chobani’s actions were excellent interpretations of their brand’s mission–supporting refugees; simultaneously, their posts on social media platforms effectively engaged their target audiences.
Considering target customers, the brand targets markets on the middle-aged female who are well-educated and have robust health consciousness. In addition, some young audiences have recently become Chobani’s loyal consumers. It is not hard to find women between the ages of 25 and 54 account for roughly 14% of all Chobani yogurt buyers. Data analysis also shows that 47.4 percent of persons with a college diploma or above had a higher likelihood of purchasing Chobani. Last but not least, the company’s third target group is college students aged 18 to 24, who eat a more healthy and nutrition-focused diet. Thus, the brand’s most potential purchasers would pay close attention to political news or popular items since they are young and have higher education levels. From the above analysis, it can be concluded that Chobani’s movements won over the audiences and enhanced brand reputation.
What Can Chobani Receive?
Like the question: “What have you left after so much given?” in the video, Chobani also meets the same question again after making recent donations to refugee families in Ukraine. On the other hand, the question is genuinely easy to answer. In my opinion, the benefits below are the precious gifts for this brand.
- Improve customer loyalty.
Customers are willing to purchase repeatedly if the brand can stick to paying attention to social responsibility. According to a 2019 survey by Statista, 70% of customers are more loyal to businesses that demonstrate social wellness activities. In addition, appealing to the public to donate or concern the political news can reinforce the public’s idea that the brand has the community’s back while encouraging the community to show their kindnesses.
2. Increase brand recognition
Focusing on creating social wellnesses endeavors to tap into the zeitgeist can bring business to the attention of people who may not have heard of it otherwise.
Most people are hungry for positive stories. Chobani even can earn media attention that advertising cannot buy since the enterprise devotes more to social and political changes.
3. Accelerate profit growth
After improving customer loyalty and increasing brand recognition, the result undoubtedly should be growing sales revenue and profits. Furthermore, making movements for social responsibility can help Chobani access a more extensive client base and charge a premium for social consciousness in products. Though I cannot tell the detailed revenue growth related to reacting to the war, I firmly believe there will be ample space for Chobani to realize capital buildup.
To conclude, though Chobani is only a small firm compared to those global enterprises, such as Starbucks, Coca-Cola, etc., the fact tells us a weak sound can also bring great power. As Chobani’s statement–doing well by doing good says, brands have the power to change lives and strengthen communities. For Chobani, the brand chose to stand with Ukraine by offering time, donating goods, and supporting worthwhile philanthropic organizations and activities.
