Guinness launched a regenerative farming program to appeal to young consumers’ eco-consciousness. In an effort to decrease carbon emissions generated by the production of barley, the Irish brewery has unveiled a plan to open 40 barley farms across Ireland that will focus on regenerative practices, which will improve soil health, enhance biodiversity, and reduce the use of synthetic fertilizer. YPulse’s recent WE sustainability research found that the majority of young Europeans are worried about climate change and have changed some behavior to help fight it. The majority also expect brands to join the effort—and reward those that have. (The Independent)
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