Advocating
responsible
consumption
141
Sustainability Review (continued)
Compliance with our Supplier Code Procedure
HEINEKEN products are enjoyed in moderation by
hundreds of millions of people around the world.
We believe it's our responsibility to encourage people to
drink responsibly. Our 2020 commitments are aimed
at encouraging responsible attitudes and reducing the
harmful use of alcohol. We continue to innovate in the
low- and no-alcohol category.
Make responsible consumption aspirational
Looking ahead
Heineken NV.
Report of the
Report of the
Financial
Sustainability
Other
Annual Report 2016
Introduction
Executive Board
Supervisory Board
Statements
Review
Information
Our 2020 commitment
Our progress in 2016
Looking ahead
- Ongoing compliance with our Supplier
Code Procedure.
More to do
HEINEKEN's Supplier Code provides guidelines
for how we expect our suppliers to act in the
areas of Integrity and Business Conduct,
Human Rights, and the Environment. In 2016,
we asked NGO Forum for the Future to review
our Supplier Code and related governance
procedures. We're now considering the
outcomes as we look to strengthen our
Supplier Code and Supplier Risk Analysis.
Our 2018 milestone
- 95% compliance with four-step Supplier
Code Procedure.
For more on our Supplier Code Procedure,
■■■V see our website
- The estimated average level of compliance
with our four-step Supplier Code Procedure
across the 70 operating companies in scope,
is 78%. See page 146 'Reporting basis and
criteria non-financial indicators' for more
information on the supplier procedure
and how we calculate this percentage.
- We stopped working with 25 suppliers because
they were unwilling to sign our Supplier Code
(9), refused to subscribe to Ecovadis (15)
or refused to undergo a site audit (1).
Our 2020 commitment
- Make responsible consumption aspirational
through Heineken®.
Our 2018 milestone
- Invest a minimum of 10% of our media
spend13 for Heineken® in supporting
our dedicated responsible consumption
campaign in at least 50% of our market
volume.14
13 Investments dedicated to responsible consumption
messaging with regards to Heineken® brand
communication. This includes the 'Dance More Drink
Slow' and 'Moderate Drinkers Wanted' campaign, 'When
You Drive, Never Drink' Formula 1® campaign, UEFA®
Champions League specific responsible consumption
boarding and other specific activations at festivals
and events.
14 Market scope, covering in total at least 50% of Heineken®
global volume. We focus our efforts on the larger markets
where we can make the biggest impact.
Our progress in 2016
On track
- Our 14 markets in scope, representing
more than 50% of the Heineken® brand
global volume, invested more than 10%
of media spend in dedicated responsible
consumption campaigns.
- In January 2016, we launched our third
campaign: 'Moderate Drinkers Wanted'.
- In September, we launched our new global
Formula 1® partnership with the campaign
'When You Drive, Never Drink'. In the
Netherlands it won the STIVA Award for best
and most responsible alcohol commercial.
From 2017 onwards, we are raising our
ambition. We will dedicate 10% of media
spend in every single market where we sell
Heineken® to responsible drinking campaigns.