The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics 502. How Maker's Mark Redefined Loyalty During Crisis
Jun 3, 2025
Greta Harper, who champions Maker's Mark's advocacy efforts for the service industry, shares the brand's innovative crisis response during the pandemic. She discusses the impact of empathy and reciprocity on customer loyalty, highlighting how Maker's Mark supported struggling bars and restaurants through initiatives like virtual cocktail classes and meal support. Their commitment to long-term thinking and sustainability not only strengthened community ties but also led to impressive growth in the aftermath of the crisis.
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Greta's Career Journey
- Greta Harper transitioned from a bartender and general manager to working at Maker's Mark after a 5-year personal goal.
- She fell in love with the whiskey industry during a visit to Kentucky and pursued her dream relentlessly until she achieved it.
Third Space Insight
- Bars and restaurants act as a societal third space beyond home and work where people connect differently.
- Greta’s anthropology background helped her understand customer behaviors deeply within the hospitality sector.
No Layoffs Boosted Empathy
- When the pandemic hit, Maker's Mark's parent company assured no layoffs, giving employees psychological safety.
- This support allowed Greta’s team to focus empathetically on supporting their harder-hit hospitality partners.