Carlsberg UK has brought its sustainability achievements to life on a website, introduced in 2012.
The website highlights the central role of collaboration – with suppliers, customers and consumers – in Carlsberg being a responsible, sustainable brewer. Its employees play a starring role in the story, with several of them sharing how they have helped to reduce Carlsberg's impact on the environment, improve its products and make a valuable social contribution.
Sharing all its sustainability news and developments in one place with informative, visually led content is helping the company to deliver strong, focused messages and clearly articulate what it stands for. A colour printed booklet is also available.
Spotlighting Carlsberg's UK workforce has helped to reward employees' efforts and provide a sense of ownership of the company's sustainability achievements. Seeing their peers in action on screen has inspired more employees to get involved.
Outside the company, the Engaged with Society website is helping Carlsberg demonstrate the substance behind its words by transforming corporate rhetoric into easily accessible information designed to engage and inspire. Improving its communications and illustrating the power of collaboration is opening many new routes for cooperation.
Katharine Earley is a journalist and copywriter, specialising in sustainability.
The Guardian Sustainable Business Sustainability Case Studies contain articles on all the initiatives that met the criteria for the GSB Awards.
