“LEGACY isn’t tomorrow. Legacy is now. How people think of you now is how people will think of you then. Today’s footprint is tomorrow’s legacy.”

I’m not sure who said it, but this quote best encapsulates the broad definition of what legacy means in the modern context. Whether it’s a personal or corporate brand, this is true.

From a company standpoint the realities of the post-pandemic era, however, weigh heavily on ambitions for building a lasting legacy. Many companies are no longer focused on growing and expanding, but on merely surviving. Even as we strive to create future-proof organisations that can withstand unexpected shocks, I believe there is inestimable value in looking to the future and building long-lasting legacies.

What comes to mind when you think of “legacy”? For me, it is the knowledge that what you have accomplished today will continue to be fruitful, impactful, and respected for many generations to come.

In November 2022 Red Stripe was awarded the coveted Legacy Award for Company Operational Excellence for over 25 years at the Jamaica Manufacturers and Exporters Association (JMEA) M&E (Manufacturers & Exporters) Awards. Beyond being a further addition to the sizable trophy haul that night, the Legacy Award signified recognition by our peers for the more than 100 years of work that had gone into creating the iconic and world-renown Red Stripe brand. Red Stripe’s legacy status was hard-won through innovation and dedicated service to our consumers, customers, employees and the nation. Over the years, Red Stripe has played a pivotal role in Jamaica through its commitments to the economy, culture, sport, and community development. In doing so it has created a blueprint for other Jamaican companies that want to leave a strong legacy behind.

People matter

The first lesson on the path to a corporate legacy is that people, not the bottom line, should always be at the heart of your operation. This business model factors in the continued development of employees and creates opportunities for them to upskill and excel. For us, this includes international assignments to Heineken locations worldwide; however, businesses can find creative ways to achieve similar levels of development within their existing structure. The most successful companies create avenues for staff to contribute to and influence the business’ growth and trajectory, generating a sense of ownership and belonging. The concept of ‘people matter’ also extends to the consumers, customers and communities you serve. In everything you do they must feel appreciated and valued. This advice sounds simple but customer needs evolve, and the business must remain agile enough to follow the evolution of their preferences.

Communities need your support

Corporate social responsibility (CSR) has become a buzzword for companies and often for optics, instead of substance. However, embedded in the concept of CSR is a responsibility to our communities. As companies we should contribute to their development, not because it looks good but because they help us achieve our goals — which confers a responsibility on our part to impact their lives in a meaningful way. Red Stripe carries out its community development initiatives through its philanthropic arm, the Desnoes and Geddes (DG) Foundation, which has committed hundreds of millions towards youth empowerment, education, skills training and community development initiatives since its inception. Central to any consideration for support from the D&G Foundation is how a donation or partnership will empower those involved and have a lasting impact on their success and happiness.

Sustainability is long-lasting

Part of leaving a legacy behind is a conscious effort to reduce the negative impact of your business on the environment and communities. Today, sustainability and business go hand in hand. Companies use resources to generate profits and must therefore contribute to the protection and sustainability of those resources while having the least negative effect on the environment we depend on to survive. Accordingly, as a corporate entity and nation-builder you must act ethically to improve the quality of life for the people and areas you serve by adopting sustainable practices.

In 2013 Red Stripe created more jobs by developing the cassava value chain under its ‘Project Grow’ by utilising the starch from the root crop in beer production to replace imported, high-maltose corn syrup. Not only were more young Jamaicans trained and hired, but its ‘Brew A Better World’ initiative created a strategy to reduce the brand’s carbon footprint and conserve water and energy. To date, Red Stripe is Jamaica’s biggest recycler of returnable packaging material (RPM) since more than 95 per cent of bottles used in production are returned from the trade — a massive win for green practices, which are needed now more than ever.

In the business world a legacy isn’t guaranteed; it must be earned through deliberate and intentional action. Companies build strong legacies when they experiment, make mistakes and find solutions, step outside the box, and act ethically with goals for themselves and the nation they serve. Jamaican companies that hope to be celebrated for decades must learn to adapt to change, be results-driven, and contribute meaningfully to nation-building.

Dianne Ashton-Smith is the director of corporate affairs at Red Stripe.