61.
In our Business Principles we have stated the
following: "Heineken feels part of the communities
in which it operates. It aims to make a valuable
and sustainable contribution to local and global
societies". We are convinced that by far our largest
contribution to societies is the fact that we buy,
produce, market and sell. In fact, on average
52 per cent of our purchasing is done locally.
A uniform methodology to measure our economic
impact will allow us to maximise our positive
impact by giving us a clear insight into the
economic (and where possible social) effects of our
decisions - always viewed, of course, in the context
of our role as a company with a remit to create
shareholder value. A good example of this, is the
fact that the positive economic impacts Heineken
has on communities also means that our products
become affordable for more people.
During 2006 we will develop and test a methodology
for measuring our economic impact. Where
possible we will also include elements of social
impact analysis in this methodology.
Corporate citizenship
Heineken is an active participant in the
communities in which it operates. We are active
in many areas where governments cannot perform
all the services deemed normal in the Western
world. In these areas the private sector is often
called upon to help host governments, and the
communities in which we operate, to fulfil their
objectives. We do not undertake these activities in
order to sell more of our products; we undertake
them because we want to put something back into
to the societies in which we operate.
Our operating companies' activities as corporate
citizens are important in helping them obtain and
sustain their local license to operate, and there are
other advantages too. For example, supporting
a local school near a brewery benefits the
community and also enables the children of our
employees to receive a good education. Similarly,
the construction of a local community centre adds
to the coherence of the local community in which
we operate. The construction of a sidewalk next to
a supply road means that there are fewer accidents
and our trucks have better access to the
production site.
Around the world, Heineken's operating companies
are involved in a wide variety of community
initiatives. This is only natural, given the range of
different societies and cultures in which we operate
and the different expectations that local
stakeholders have of us. For this reason, we do
not have a central policy governing corporate
citizenship. It is the responsibility of individual
operating companies to determine the level and
scope of their corporate citizenship activities.
Heineken N.V. - 2004/2005 Sustainability Report