Marketers have a unique role to not only help make sustainability digestible for consumers and shape their behaviour, but to also feed sustainability consumer insights back into the company. The training encourages Diageo's marketers to bring this back and look at their supply chain holistically for more sustainable alternatives, helping consumers bridge the say-do gap and to make a tangible benefit to the planet.
Jennifer English, Global Brand Director for Baileys, said: "Sustainability is a complex and fast changing topic, and one that can create real opportunity, but also challenge for our brands. Greenwashing and regulations are on the rise, and we want to empower our marketers to talk about our sustainability actions accurately and fairly whilst also creating big change for our consumers and planet. The Brand Activism tools and frameworks help us to do this whilst driving positive impact for the planet."
All the 200 plus brands across Diageo are aligned to, and have an important role to play in, the company's sustainability action plan Society 2030: Spirit of Progress. Headline targets include achieving net zero in direct operations by 2030, ensuring 100% of packaging is widely recyclable and on average reducing water usage by 30% across all the drinks produced.
Carol Montgomery, Head of Society for Guinness, added: "As a marketing industry, we have real opportunity to make a tangible impact on our corporate sustainability. Whilst we don't have all the answers on sustainability in Diageo, it's only by sharing our learnings that as a marketing industry we will be able to make a lasting change, together."
In the last six months, Diageo's brand-led sustainability actions have included Ireland's first Sustainability Farming Academy from Baileys, one of Ireland's most ambitious regenerative agriculture pilots from Guinness, and the phased removal of cardboard gift boxes from premium Scotch brands including Johnnie Walker Black Label, Buchanan's Blended Scotch Whisky and Bell's Original Blended Scotch Whisky.
Diageo plc published this content on 21 June 2022 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 21 June 2022 14:34:03 UTC.