SUSTAINABILITY
The environmental impact of the products they purchase is
becoming an increasingly important factor in consumer choice.
In June, HEINEKEN in France launched a trial to introduce
environmental and sustainability-related information on
select packaging.
In 2010, an extensive survey of
17,000 consumers in 17 countries
was conducted by the National
Geographic Society and the international
polling firm GlobeScan. The 'Greendex
Survey' measured and monitored
consumer behaviours that can impact
the environment.
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Environnemental
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Consumers can scan the QR code on
the packaging or shelf to recall detailed
information about the product's
environmental impact
For between 20 and 50% of respondents
(depending on the country), environmental
concerns were driving them to adopt more
environmentally sustainable behaviour,
particularly regarding their choice of
products. Additionally, W/o of respondents
were concerned that companies make false
claims about the environmental impact of
their products in advertising. These results
clearly highlight the potential for companies
who can clearly demonstrate that they are
serious about reducing their impact on the
environment and being transparent about it.
The trial in France provides a great
opportunity for HEINEKEN to increase
related communication about its products
and emphasise the Company's progress on
its sustainability journey. It also provides
the perfect platform for HEINEKEN to
share some of its achievements in France,
including a 30% reduction in C02 emissions
within the logistics chain in the last
three years.
The project was initiated by the French
Ministry of Ecology on the recommendation
of the Grenelle Environment Round Table,
whose goal is to define key points of
government policy on environmental and
sustainable development issues for the
coming five years.
"The aim of environmental labelling
is to inform consumers about the
environmental impact of the product
they're purchasing in a clear and
standardised way," explains External
Communications Manager, Laurent
Turpault. "The end result is that the
consumer is able to make an informed
comparison between products. A panel
on the shelf in the store displays a clear
quick response (QR) code. Consumers
can use the reader on their smartphone
to scan the code and pull up an
information panel about the product.
This information can directly influence
their purchasing decision."
Eco-Criteria
In agreement with the government,
HEINEKEN in France has chosen to assess
the environmental impact of Heineken®
in the 25cl glass bottle, the most popular
SKU with more than 500 million bottles
sold each year in the French off-trade
alone. Two criteria were chosen based on
their relevance to the product and ease of
understanding for the general public.
"The criteria relate to the greenhouse gas
emissions per 100ml, and the consumption
of natural resources and recyclability
of packaging," says HEINEKEN's
Environmental Manager, Pierre Levyckyj.
"The calculations are based on the analysis
of the life cycle of the beer, from barley
to bar. This includes the production of raw
materials, the brewing and packaging
stages, distribution, consumption and
the disposal of packaging." The Life
Cycle Analysis study was conducted by
Bio Intelligence Service, a consultancy
specialising in environment and
sustainable development. They were
selected together with Carlsberg, the
only other brewer taking part in the trial.
In the future, HEINEKEN's own recently
introduced carbon footprint model may
be integrated into this initiative.
Quarter 1 2012 World of HEINEKEN
