With a history dating back to at least the 6th millennium BC, we know that beer has been enjoyed, and even revered, by many of the earliest civilizations. And most people, who drink beer today, do so responsibly. We all want to prevent the harmful use of alcohol, not only for the benefit of our company, but for the benefit of society as a whole.
At Anheuser-Busch InBev, a core focus of our dream to be the Best Beer Company in a Better World is doing everything we can to ensure our products are enjoyed responsibly. As the leading global brewer and one of the world's top five consumer products companies, we are passionate about brewing the highest quality beers for our consumers of legal drinking age. We don't want or need business that comes from underage or irresponsible drinking.
As our markets have grown, so too has the opportunity to reach even more people with our efforts to promote responsible drinking. But effecting lasting change on a global basis is a significant challenge. Because people and cultures differ, behaviors are as diverse. Research has shown -- and we know from all we've learned over the past three decades -- that there is no "one-size-fits-all" approach to reducing harmful use of alcohol. Efforts need to address the issue from all sides and must account for the different cultural contexts for alcohol consumption. It's a problem that's too complex to go at alone, but it can be tackled in partnership with consumers -- especially parents -- as well as with public, private and community groups. Encouraging responsible drinking requires supporting a variety of mutually reinforcing efforts. That is why our company is establishing a holistic set of industry-leading targets that we will work to achieve by the end of 2014. We believe that together they will help shape attitudes toward responsible drinking in the markets where we operate.
Research has shown that parents are the No. 1 influence on their children's drinking decisions, and that parents welcome help in talking with their young people about this issue. To that end, we have set a goal to reach at least 100 million adults with programs like our "Family Talk About Drinking" initiative that are developed by subject matter experts. We will also be reaching out to at least half a million bars, restaurants and grocery stores where we sell our beers to provide ID-checking and educational materials to help them prevent sales to minors.
Further, we know that designated drivers save lives. While this concept is well known and accepted in developed markets, more can be done to share this life-saving practice in emerging markets as well. According to a poll conducted in our key global markets, only 49 percent of consumers are familiar with the concept. Together with law enforcement, government agencies and community organizations, we can do more to increase awareness of this life-saving practice, so we are pledging to reach at least a half-billion legal-age consumers with designated driver and safe-ride home messages to help drive positive behavioral change.
Achieving these goals requires teamwork. For the second year in a row, our 114,000 employees around the world are marking AB InBev's Global Be(er) Responsible Day by going into their communities and reaching out to their families, friends, bars and grocery stores that sell our products, as well as law enforcement and government officials with whom we work to promote responsible behavior. Through these efforts, we've been able to educate and engage more people to make responsible choices. The employees of Anheuser-Busch InBev are committed to reaching these goals each day, because we are parents too and we all have a vested interest in creating a culture of responsibility in our communities. If there is one message in each of our bottles, it is to enjoy beer responsibly.