WIRES, wombats, a wine – what a way to make a difference!

You’d be hard pressed to find a more passionate advocate for Corporate Social Responsibility (CSR) than Indeya Passfield, a savvy digital marketer.  Working for Fourth Wave Wines - an innovative company which combines modern brands with high-quality contemporary winemaking – Passfield says it’s also a commitment to CSR which motivates her and her colleagues.

“We do our best work when we are passionate about the cause - we are a company that sees the opportunity to be a part of the change. It’s about the future - helping and supporting others in the community. The people that work with us are talented, clever, and business-minded – and we all have a heart,” she says.

This motivation to give back and support causes is a driver for many Australian consumers of all ages according to new research ‘The Conscious Consumer Era arrives. Finally’. The report finds that 3 out of 4 Australian consumers believe corporates should partner with charities to solve social problems, and half say they will switch to brands that are supporting charities in the next year.

With environmental protection being in the top two most motivating causes, the partnership forged between Little Giant (one of Fourth Wave Wine’s most popular South Australian wines) and support for the wombat rescue and rehabilitation services at WIRES is the type of collaboration Australians are wanting.

A close partnership is a natural fit

The connection has become even more important since the 2020 bushfires and the devastation experienced in so many habitats.

“Little Giant is the quintessential Australian brand,” says Passfield. “We are part of the bespoke tapestry of the Australian wine industry and want to do something for the lower profile Australian animals. Little Giant is a wine that is consistent and aims to give that warm cuddly feeling.  It is reliable, sturdy, and stable – sharing the same characteristics of a wombat.”

Fourth Wave Wine is a platinum partner with WIRES, and through its Little Giant wines providing much needed financial assistance for the preservation and ongoing welfare of wombats.

“We believe in linking passion, Corporate Social Responsibility and the ability to do great work,” says Passfield. 

“We wanted to speak up for animals who can’t speak for themselves and the collaboration with WIRES gave us this platform.  People love to feel good about supporting a cause while doing something as enjoyable as sharing wine.  When people are sitting with their friends and family enjoying Little Giant, they know they are also contributing to a greater cause.”

A strategy for the future

With Corporate Social Responsibility and social good now being a necessity to resonate with savvy consumers, it’s easy to see why the partnership between Little Giant and WIRES delivers works.  

As the Conscious Consumer report explains, “There are few strategies as potent as embracing CSR and Social Good because it impacts numerous aspects of business. This includes attracting the best talent, increasing staff pride & retention, stimulating brand differentiation, increasing sales, and customer loyalty.”

Discover more - download the Conscious Consumer Report now