A Rebellion is Brewing
Muschicraft brews the world's most illegal beer in a fight for equal rights
What is this about?
Mushicraft's new ale is intentionally breaking laws from over 50 countries around the world - simply because women made it.
In over one-third of countries worldwide, women are legally prohibited from doing the things men are allowed to do. So, in response, Muschicraft (translation "Pussy Power") is launching The Most Illegal Beer on International Women's Day 2024; sales of the beer will raise money to support Women For Women International, a global organization that fights for gender equality.
Why is it interesting?
Despite improvements in human rights, there are still many shortcomings with laws that impose limitations on freedom and opportunity. Mushicraft recognises this and is making it its mission to act on the deficiencies that most affect its community. This action is reflective of our Future Code WeTopia and its opportunity, 'Inclusivity DNA', a space where brands can become positive activists for social change.
So What?
Winning brands embed products with genuine purpose. By doing so, they capture the hearts and minds of consumers while shifting purchases from solely transactional to profoundly transformative.
Just Imagine ...
A near future:
Where Ben & Jerry's and Oprah Winfrey produce the Golden Snow Globe ice cream, containing 24k gold flakes to represent the idea that regardless of race, gender, or age, we all emerge victorious in the face of injustice.
A mid future:
Where in an effort to combat forced labor within the materials and textile industry, Innocent Smoothies supplies job opportunities for cotton farmers in Uyghur to produce their iconic "Big Knit" hats.
A far future:
Where Uber Copter places a donation button within the app that supports their mission to provide transit for refugees, protecting them from risky ocean travel.
Has this sparked a thought for you?
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