Enablers
Brewing a Better Future is a comprehensive,
integrated strategy for creating a more sustainable
company and future. Considering that Heineken
has more than 250 brands and 140 breweries in
70 countries, our task is huge. That's why we are
making sure that our culture and organisation
can support our ambitions.
"Brewing a Better Future
will only succeed if the
preconditions for success
are defined and in place."
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Engaging Employ**
Incentivising management
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Brewing a Better Future
Michael O'Hare
Chief Human Resources Officer
A first step is to ensure that our approach to
sustainability is well organised. This means that
all business disciplines are involved and that there
are dedicated sustainability teams on a local and
global level. We also believe that people at the top
should lead by example, so we have established
the principle of sustainability-based incentives
across our top management.
Communication and reporting are also crucial.
We will continue to engage our stakeholders
in a frank dialogue on issues that affect us all.
And throughout the year, we will tell a clear and
balanced story about our work in sustainability.
Currently, 21 of our key Operating Companies
publish sustainability reports, but by 2015 we
expect all our majority owned companies to
publish their own reports.
And we are guiding our suppliers on Brewing
a Better Future. Our new Supplier Code, which is
being rolled out in 2011, tells them what we expect
in the areas of integrity, human rights and the
environment. This is an exciting development:
when our suppliers start to influence their
suppliers, we have a far greater chance of
increasing the positive impact on society.
When we launched Brewing a Better Future
we promised that in 2010 we would introduce
incentives for all senior managers on sustainability
targets. We have realised, however, that this is not
easy for all functions. In 2010, 62 per cent of our
senior management community had objectives on
