Bonuses, Alcohol and Refugees

Day 3 of Sustainable Brands gave us a lineup of big brands - L´Oréal, Heineken, Carlsberg and Johnson & Johnson. Alexandra Palt, Chief Sustainability Officer at L´Oréal started out by talking about how they have implemented their sustainability program Sharing Beauty With All. She had 4 critical learnings to share:

  1. Impact - Where in the value chain do we have most impact and how will we handle that? In L´Oréal´s case a lot of the impact comes from consumer usage of the products, hence that is where they put a lot of effort.  
  2. Integration - Of course integrating it in all parts of the organization
  3. Report - Who is the CSO reporting to? It must be the CEO! 
  4. Bonuses - Sustainability KPI´s must be a part of the C-level´s bonuses. 

Heineken followed and Michael Dickstein, CSO, talked about 4 critical lessons from their communication and work on moderate drinking: 

  1. Materiality - Identify the crucial impact areas 
  2. Honesty - Be transparent with the problems you have or cause
  3. Boldness - Use all the forces you have - communication channels, budget etc. 
  4. Inclusiveness - Involve other actors as much as possible. 


Jackie Stewart for Heineken

Heineken is now a main sponsor of Formula 1, which makes them even more hands-on in the communication regarding "don´t drink and drive". 

Adidas´s Aki Ben-Ezra then shared learnings from their project Wir Zusammen that focused on the refugee crisis. Adidas is trying to help by offering apprenticeships to newly arrived refugees. It was a difficult but fairly successful project that offered the following learnings:

  1. Invest in language skills - Immigrants do not speak English to a very large extent. This complicates things. 
  2. Market the apprenticeship scheme - Immigrants were not familiar with this form of employment, they wanted a job or an education. 
  3. Collaborate with authorities - There are a lot of collision between corporate initiatives and state initiatives as well as a difficult legal landscape. 


At 10.30, Simon Hoffmeyer Boas from Carlsberg entered the stage to reveal Carlsberg´s new circular bottle. 45% of the carbon footprint of Carlsberg comes from packaging. Therefore they have worked hard to produce a new bottle for the beer. The new bottle is made out of fiber and is fully biodegradable if not recycled. This will have a huge impact on the market in the years to come. In stores 2018. 

Erik Heden

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