08. Heineken values and principles
Respect for individuals,
society and the environment
Enjoyment: we bring
enjoyment to life
Passion for quality
At the heart of our commitment to all of Heineken's stakeholders is our commitment
to increasing sustainability. Our aspiration is to deliver sustainable, superior results
as the end result of our business practices.
Our Corporate Social Responsibility (CSR)
programme is based on the Guidelines for Multi-
National Enterprises produced by the Organisation
for Economic Cooperation and Development
(OECD). These guidelines are widely recognised
as the international benchmark standard for CSR.
Within our company the Guidelines are translated
as the Heineken principles - taking into account
our three core values: respect, enjoyment and
passion for quality. The Heineken principles are
put into practice through the development
and application of specific policies and the
implementation of relevant CSR programmes.
This four-level approach to CSR is summarised
in the graph below.
Current policies derived from our values and
principles include, but are not limited to, the
Alcohol Policy, the Safety, Health Environment
Policy, the Code of Business Conduct, the Whistle
Blowing Procedure and the Supplier Code.
Values
We are proud of being one of the world's great
beer companies and our three core values reflect
our roots and heritage. These values are based on
our passion for beer and our imminent respect for
our employees, business partners, customers,
shareholders and all others who are connected
to our company. Our values are at the basis of
and a guide for the way in which we conduct our
business, and determine our policies on all subjects
and issues.
Our core values are:
Values and Principles
Four-level approach to CSR
Values
Principles
Policies
Implementation
programmes
Core values
1. Respect for individuals, society
and the environment
Heineken sees itself as an integral part of
the local and global communities in which
it operates. This not only means that we
respect the laws and regulations of the
countries where we are active, but it also
means that we respect international laws
and norms. First and foremost, Heineken
acknowledges the fundamental human
dignity and basic rights on which the
Universal Declaration of Human Rights
is based. This is reflected, among other
things, in the respect we have for
the differences in people, cultures
and beliefs. We are very much aware
of our responsibility towards our
operating environment: spearheads
of our accountability management
include our highly evolved alcohol
and environmental policies.
2. Enjoyment: we bring enjoyment to life
Heineken makes life more enjoyable.
We do this through brewing some of the
world's greatest beers and then marketing
them responsibly through innovative
sponsorships, advertising and promotions
to adult consumers around the world. Our
sponsorship portfolio, which spans sports,
music and the arts, includes many positive
events that contribute to the enjoyment of
many. We also encourage this core value
within the working life and atmosphere
within the company.
3. Passion for quality
Heineken has a fundamental belief in
the concept and delivery of quality in
everything it does or produces. It goes
without saying that this applies to our
brands, but it is also reflected in our
other activities such as our social and
employment policies. We believe that
through being a 'quality' employer and
investing in our employees, we create
benefit and value both for ourselves and
our reputation and for those who work with
us and depend on us for their livelihood.
Heineken N.V. - 2004/2005 Sustainability Report