Beach sand is used in almost everything from construction to pharmaceuticals which has caused two-thirds of the world’s beaches to retreat, making it a finite resource. New Zealand DB Breweries company along with ad agency Colenso BBDO have created beer bottle crushing machines that turn empties into a safe sand substitute usable in any industry. This helps the environment in two ways: first, it keeps glass bottles out of landfills and second, it keeps sand on beaches. This is another example of companies tapping into their higher purpose by making significant efforts to become more sustainable and reacting to consumers’ concerns about living ethically. Bottoms up!