Today’s leading brands are more than just their products or services to the purpose-minded consumer. And it’s no secret that these consumers are now part of the mainstream, with nearly two-thirds of millennials and Gen Z expressing a preference for brands that have a point of view and stand for something.
Clif Bar & Company is more than an organic energy food company. We’re a five aspirations business, measuring our success across these five bottom lines: sustaining our business, brands, people, communities and planet. We know that great food – made with wholesome, sustainable and delicious ingredients – has the power to inspire greatness in everybody, improve our food system and heal our planet. For the Clif Bar team, our purpose is to provide people with the energy to live their “good life,” while using our own energy to create a healthier and more sustainable world.
In Canada, home of SB’18, Clif has proudly funded nearly 150 km (93.2 miles) of the country’s Great Trail to connect what is now the longest recreational trail in the world. Stretching for more than 24,000 kilometers (14,913 miles), and profiling Canada’s diverse landscapes and communities, The Great Trail touches over 15,000 communities and 80 percent of Canadians are within 30 minutes of The Trail.
Our support of The Great Trail has roots in Clif’s history of protecting and restoring the places we play because we know that the outdoors offer not only great adventures, but a powerful connection to our planet, our neighbors and ourselves.
While SB‘18 has an incredible line-up of speakers and panels, we hope to inspire you to also take some time outdoors to experience The Great Trail and Vancouver’s incredible ecological heritage. That’s why we’ll be offering guided tours of the area throughout the conference. Please do come by Clif’s Trailhead Basecamp in the Activation Hub for some trail gear, energy foods and a guided hike.
Enjoy the conference and we’ll see you outdoors!
Join me at SB’18 Vancouver, June 4-7, 2018 in the “The Power of Purpose and Sport” session on Thursday, June 7, 2018 to discuss the opportunities to embrace a more purposeful approach to harnessing the tremendous power of sport—at every level—to addressing the numerous challenges facing society right now and in the process reposition its role in society and its relevance to the people that it relies on for its future existence. See you in Vancouver!
By Keely Wachs, Director of Company Affairs, Clif Bar & Company
May 21, 2018