Consumers are increasingly turning to brands that can offer meaningful purpose beyond a financial transaction. Businesses looking to connect more deeply with their customers should be clear about the positive impact they’re making on the world – and aim to align with business partners that are on the same page.
A global Strength of Purpose study* found consumers are four to six times more likely to trust, buy, champion and protect those companies with a strong purpose over those with a weaker one.
Businesses looking to strengthen their relevance and connection with their customers should use their purpose to guide partnership decisions too. Just as the people you surround yourself with will help to shape your view of the world, the brands you partner with are also an extension of your business and should reflect a shared purpose.
Stuff’s mission is to help make Aotearoa a better place, and that’s why it is proud to partner on a new project that will provide benefits to the environment and housing as well as much-needed opportunities for youth. Together with the Ara Education Charitable Trust (AECT) it will help breathe new life into an old home, in a sustainable way.
Over the coming months, a derelict three-bedroom, one-bathroom farmhouse with holes in its floor, walls and roof will be transformed into a warm, liveable, low-cost sustainable home with four bedrooms, two bathrooms and an open-plan living area.
The house will be rebuilt by a group of Year 12 and 13 students from eight schools across Tāmaki Makaurau as part of AECT’s education programme. It takes students from a handful of Auckland’s lowest-decile high schools and teaches them building, plastering, plumbing and other project skills with the aim of helping the students into apprenticeships and work when they finish school.
The house, which was donated by Auckland Airport and is being renovated on airport land, will be given a new life using a range of sustainable products and practices. It’ll be auctioned off to a lucky new owner, with proceeds returning to the Trust. The Forever House will then be moved to a site selected by its new owners.
In the six years since AECT began, dozens of teenagers have gone on to do training and apprenticeships or secure jobs in the building industry.
Dr Sarah Redmond, manager of the Ara Education Charitable Trust, says; “This is a truly collaborative programme that addresses core issues in our community – housing, sustainability and skills shortages across the construction industry. We have so many amazing young people who need the opportunity to let their talent shine through, which is to the benefit of our immediate communities and also the rest of New Zealand. We can’t squander the resources we have, whether it be our human resources or our environmental resources.”
Supported by sponsor Resene, the Forever House partnership complements Stuff’s ongoing commitment to sustainability through The Forever Project, where there will be regular updates as the build progresses. Stuff will also be following five of the students and sharing their personal journeys as the build takes shape.
The Forever Project is the editorial home for New Zealand’s most ambitious climate reporting, sharing clear-eyed, constructive coverage of sustainability and climate change alongside everyday sustainable tips and tricks for Kiwis. It includes a digital hub on Stuff.co.nz, a weekly e-newsletter and a quarterly magazine, distributed through Stuff’s daily newspapers and the Sunday Star-Times.
Forever Project Life Editor Sarah Heeringa says; “We’re thrilled to share this project with Stuff readers, who we know are looking for affordable ways to make their homes more sustainable. Our hope is that the work of the AECT students will inspire our audience to make affordable changes that help decrease their footprint and create warmer, drier, healthier homes for them and their families.”
Mel Dooney, Auckland Airport’s Chief Corporate Services Officer, says: “We were delighted to donate this old farmhouse to our partners at the Ara Education Charitable Trust as part of the Forever House project. We’re looking forward to seeing these talented students in action, working to give the house a new life while developing fantastic skills that will support them in future as they enter the workforce.”
The Forever House project aligns with Stuff’s desire to use business as a force for good.
In 2022 Stuff became the first media business in New Zealand to achieve B Corp certification. B Corps are businesses verified by B Lab to achieve high standards of social and environmental performance, transparency and accountability.
As members of the Climate Change Coalition, Gen Less and the Sustainable Business Council, Stuff knows that if it is to hold others to account when it comes to the environment, they must also set a strong example in the way they run their business. In 2019 Stuff set an ambitious target to achieve a 25 percent reduction in scope 1 and 2 emissions by 2025 using a science-based approach that seeks to limit global warming to 1.5 degrees. They’re on track with combined FY22 Scope 1 and 2 emissions down 12 percent on base year FY19.
Stuff is interested in hearing from other foundation partners to become a part of the Forever House. These commercial partners will feature in videos, ‘how-to’ guides, and editorial stories across Stuff platforms and in The Forever Project magazine. Resene has been announced as the first product sponsor. Businesses or organisations who are interested in sponsoring the project can get in touch with Angela.Earl@stuff.co.nz.
Follow the Forever House build at www.stuff.co.nz/foreverproject or to join the project, contact Forever Project Life Editor Sarah.Heeringa@stuff.co.nz.
*The 2020 Zeno Strength of Purpose research included 8,000 consumers across US, Canada, UK, France, China, Singapore and Malaysia.
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