Stalwarts for a better world
> Heineken secures its future by remaining relevant in consequential ways and means
WHILE Heineken’s global sustainability strategy (Brewing a Better World or BaBW) seems largely centred on mitigating the impact of its operations on the natural environment, in truth, there is another purpose for its efforts in protecting water resources, reducing carbon emissions and sourcing sustainably.
In addition to its bid to become the Greenest Brewer in the World, BaBW is about long-term brand endurance, which accounts for the other three focus areas under its strategy: advocating responsible consumption; growing with communities; and protecting health and safety. In a time where sustainability is the key to continuity and understanding that every action is either conducive or damaging to its viability, the company seems to be taking favourable steps in ensuring its future. Here, Heineken sheds light on its efforts in securing its foundation to remain steadfast in the new era. plays an active role in fighting against alcohol abuse by engaging consumers through its education and outreach programmes via social media and on-ground initiatives. Under its Drink Sensibly (DS) initiative, Heineken:
Introduced the DS app, which is an all-in-one platform that advocates responsible consumption. With the app, users can gain access to simple yet important sensible drinking tips, as well as a drink calculator that measures the amount of time it takes the body to process the alcohol consumed by the consumer. Users can also use the app to either dial a friend for a ride back or book a ride home via a taxi or a ride-share service. Partnered with trade outlets to reinforce DS messages of moderation, responsibility and safety throughout their establishments. Joined efforts with ride-sharing company Grab for its “Gift of Safety” campaign, offering discounted rides to ensure consumers arrive home safely. Engaged consumers to becomes DS advocates to create awareness and encourage responsible consumption by presenting t-shirts with DS puns to competition winners under its DS Truism campaign.