Towards
sustainability
As an organisation representing many nation
alities and cultures, Heineken has a place at
the centre of the communities in which we
operate and our performance depends
directly on the continuity of those communi
ties. At Heineken, we therefore make every
effort to ensure that our current activities
preserve the freedom of choice of other
members of our communities, now and in
the future. Our policy is consistent with the
definition of'sustainability' as first formu
lated in 1987 by the World Commission on
Environment and Development, better
known as the 'Brundtland Committee'.
The three core values mentioned in our
company profile - respect, enjoyment and a
passion for quality-are important elements
in both our current activities and our pro
grammes relating to economic, environmen
tal and social sustainability, three dimensions
that are strategically important for Heineken.
Our programmes are based on the Guidelines
for Multinational Enterprises developed by
the Organisation for Economic Cooperation
and Development (OECD).
Transparent internal and external dialogue
yields valuable management information and
will ultimately result in more sustainable
operation, an even stronger corporate
reputation and positive brand associations.
Heineken's core values are enshrined in the
nature and culture of our company and
continue to motivate our social activities and
our policy on corporate social responsibility.
Until the mid-1990s, it was left almost entirely
to our local operating companies to interpret
these values in their own way. On the basis
of a review of current policy, the experience
of other multinational enterprises and the
positions taken by governmental and non
governmental organisations, Heineken has
since formulated values and principles which
govern our company's activities and conduct
around the world. The Executive Board has
reiterated that these values and principles
are an integral part of our corporate strategy.
Striving for sustainability is an integral
element in our learning organisation and
requires a joint effort. It depends on trans
parent communication with the various
target groups: not only ourselves as employ
ees, but also our customers, shareholders,
non-governmental organisations, the inter
national media and other interested parties.
This casebook, which is intended primarily for
internal use, is an expression of that policy.
The featured cases are examples of our
activities in the area of sustainability at local
level. They clearly demonstrate our commit
ment to further advancing the sustainability
of our operations, thereby contributing to our
company's success.
If you would like to know more, you can
view the full sustainability report intended
for our external audience on our website:
www.heinekeninternational.com
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