Being one of the largest brewing companies in the world, we are present in more than 150 markets. In order to actively engage with the communities where we operate, we understand that a one-size-fits-all approach will not adequately address the most relevant local issues to our stakeholders.
Flexibility to identify the local issues together with relevant stakeholders is therefore the fundamental principle of our approach to community engagement. We try to listen to our stakeholders and are open for suggestions how we can assist in creating shared benefits. Good examples of this include initiatives from Ringnes in Norway and Sinebrychoff in Finland, where individuals and organisation can apply for community related requests by submitting an application through the companies' website.
However, some issues are relevant across boundaries and reflect in specific instances those areas that are most relevant if we look at our profile as a global brewer, such as environment, responsible drinking and working with suppliers. To further strengthen our commitments to our group CSR areas we encourage our companies to look at these areas and, where possible, incorporate these into their local community engagement portfolio.
In 2009, we developed a new Group Community Engagement Policy to further assist our companies to develop effective and efficient community engagement approaches. The basis for this policy was a company-wide survey that was carried out to map the various local community engagement practices and understand where more guidance was needed.
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Performance 2009 |
2009 |
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| Community Engagement Figures |
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% of companies that have defined community engagement procedures |
57% |
| Number of local partnerships developed in 2009 |
154 |
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In 2009, we gathered performance figures for our community engagement using a new reporting and management system. We have made a good first step but are also aware that there is still a challenge ahead in obtaining fully company-aligned figures. Although the figures give an indication about the effect of our activities, we can only understand the full impact of our community engagement activities by listening to our stakeholders and partner organisations.
Our numbers show that the majority of our companies have clearly defined procedures to deal with community requests and mechanism in place to identify which issues are most relevant.
Our local companies continue to invest in communities. Donations to charities are an important part of our approach, such as the support given to museums and art exhibitions by Sinebrychoff in Finland and Carlsberg Serbia. These donations are often part of a long term commitment of the individual companies to these charities.
Donations are also made through our various local foundations, such as in France and Russsia as well as the Tuborg and Carlsberg foundations.
We established a total of 154 partnerships with local organisations and other relevant stakeholders to ensure that our community investments are channelled towards those areas that are most relevant. In Germany, Carlsberg Deutschland is maintains a permanent dialogue with a wide variety of national and regional organisations, such as brewer associations and chambers of commerce. Other countries, including Svyturus in Lithuania and the Yunnan Group in China work with local governmental organisations to link their community engagement activities to local public plans.
Going Forward
- We will start implementing our Community Engagement Policy during 2010 supported by best practices sharing throughout the group.