At our recent round-table event, “From Paralysis to Progress,” we had the pleasure of speaking with Jessica Pinnick, senior brand manager at Carlsberg. An experienced marketer with a background in FMCG marketing, Jessica shared insights into how sustainability has been a core value for Carlsberg since its founding and how the company has successfully navigated the challenges of communicating their sustainability journey in an increasingly challenging environment.

CARLSBERG’S HISTORY OF INNOVATION & SUSTAINABILITY

While Carlsberg is a globally recognised brand, few people know its origins in scientific pioneering. Founded by J.C. Jacobsen, Carlsberg was born from a mission to create a healthier beer in a time when brewing was still a rudimentary process. This dedication led to the invention of the pH scale and the sharing of valuable brewing knowledge.

Jacobsen’s legacy lives on through the Carlsberg Foundation, established in 1876 to support scientific research. Today, it remains the majority shareholder of the Carlsberg Group. Consequently, each year, the Carlsberg Foundation receives nearly 30% of the profits from global brewing operations, which it invests in advancements in fields such as human science, space exploration, and engineering.

This commitment is evident in the Carlsberg Lab, where researchers are constantly exploring sustainable brewing methods. From developing energy-efficient yeast strains to pioneering new techniques, Carlsberg’s dedication to quality and sustainability is at the heart of everything they do in their pursuit of a better tomorrow.

TAKE EVERYONE ON YOUR JOURNEY OF INNOVATION

While innovation lies at the heart of Carlsberg, being a pioneer comes with its challenges. Jessica highlighted the importance of engaging stakeholders at every level, ensuring they are part of the journey toward more sustainable solutions.

Carlsberg’s focus on reducing plastic waste is a prime example. While other brands were opting for cardboard, a seemingly more sustainable option but actually more energy-intensive, Carlsberg challenged themselves to find a better solution. This involved securing buy-in from all levels of the organization, especially those on the frontline implementing the changes. New processes often impact efficiency, so it was crucial for teams to understand the “why” behind these shifts and feel excited about them.

When Carlsberg developed the Snap Pack – replacing plastic rings with glue dots – they chose to launch before achieving a fully perfect solution. Initially, the Snap Pack included a plastic handle, a significant improvement over traditional rings, while they worked on a fully sustainable handle. This decision was driven by their belief that it’s better to take action than wait for perfection.

While their end goal has always been to remove the handle entirely, they recognised that a phased approach was crucial in educating consumers on how to use the new packaging and allowing time to adjust. The result has been a success, with many in the industry now following Carlsberg’s lead. It serves as a key reminder that sustainability initiatives take time, and it’s crucial to take both consumers and internal teams on the journey together.

FOCUS ON WHAT CONSUMERS REALLY CARE ABOUT

While Carlberg leads in innovation, there is still a challenge when it comes to communicating sustainability and getting consumers to engage with their initiatives.

Some of these challenges can come from a familiar struggle for all brands – how do you tell the story without overwhelming your audience with too much information in an era where everybody’s attention is being pulled every which way? Jessica highlighted the importance of connecting their broader environmental initiatives with tangible benefits for consumers, making these efforts relatable and relevant, while still, fundamentally, staying true to their place as a beer company.

When Carlsberg first partnered with WWF, the collaboration was designed as a long-term initiative with the potential to evolve.

Initially, the focus was on seagrass restoration – a broader environmental issue prevalent at the time. However, with the ambition to align their work with WWF as closely as possible with their products and business, the brand has since shifted focus to water replenishment projects.  This involves working with UK farmers to improve water management and reduce runoff – efforts that not only benefit soil health, which directly impacts crop growth (and by extension, beer production), but also contribute to protecting wildlife and helping UK nature thrive.

While the full story is important, Jessica said what resonates most with consumers is the impact on wildlife. This focus will now be at the heart of their communication, ensuring the message connects with what their audience cares about most.

TAPPING INTO CREDIBLE PARTNERSHIPS

Jessica also noted how the partnership between Carlsberg and WWF has been crucial in building trust in Carlsberg’s sustainability initiatives. WWF is a highly respected and trusted organisation, and consumers are confident that its involvement ensures accountability and transparency in Carlsberg’s efforts.

But this isn’t just about throwing money at an organisation. Jessica highlights, it’s not a brand partnership, it’s a charity partnership which requires active involvement and genuine commitment. Carlsberg’s engagement with WWF involves working together to select and develop projects, such as the water replenishment initiatives. This project aligns closely with Carlsberg’s business interests while addressing broader environmental issues, demonstrating their deep and authentic commitment to shared goals.

AVOIDING GREENWASHING

Which led naturally to the elephant in the room. Greenwashing has become a cultural phenomenon, with brands regularly being pulled apart in the media and across socials when they’re overpromising and underdelivering on their sustainability commitments.

Carlsberg is mindful of this challenge and has adopted a strategy rooted in thorough research and adherence to the brand’s exacting standards to avoid greenwashing.

Jessica highlighted that Carlsberg places a strong emphasis on ensuring that their sustainability claims are both accurate and substantiated. On some occasions, this has meant delaying public announcements until the brand can confidently back up their claims. This approach reflects Carlsberg’s integrity and commitment to transparency, as they aim to communicate only those initiatives that are fully validated and capable of delivering on their promises.

Understanding what, when, and how to communicate these efforts remains crucial. Carlsberg has effectively integrated their sustainability messaging into all aspects of their brand proposition, ensuring that it feels like a holistic part of the brand rather than separate communications. This approach helps maintain consistency and reinforces the brand’s commitment to both its audience and environmental stewardship.

It seems to be working. Carlsberg have seen improvements in their brand health scores, particularly around sustainability. Carlsberg is now number one in its category for brand trust, preference, and awareness, showing that consumers care about what they’re doing and that the messaging is working for their audience as well as the planet.

KEY TAKEOUTS

While Carlsberg obviously has a long legacy of innovation and a priority focus on sustainability, some elements work across all brands.

• Tell your brand story: there are many ways to bring your sustainability efforts to life, and you can sometimes look to the past to inform your future trajectory.
• Clarity and relevance: In a world overwhelmed with information, ensure your sustainability story is clear and relevant to your audience. Make it easy for them to understand and connect with your efforts.
• Avoid greenwashing: Be transparent and aware of potential scepticism. Communicate your sustainability initiatives in a way that is both honest and substantiated, reinforcing your commitments with credible evidence.
• Tap into brand partnerships: build credible connections and relevance for your audience and your brand by collaborating with sustainability partners.
• Begin the journey: Understand that the path to sustainability is often gradual and non-linear. Be transparent about your current position and future goals, acknowledging that both your brand and your audience are on a journey.
• Build it into Your Brand DNA: Ensure sustainability is a core aspect of all business decisions and stakeholder engagement. It should be integral to your brand’s ethos and operations.
• Translate Bigger Initiatives into Consumer Relevance: Break down larger sustainability goals into tangible benefits that resonate with your consumers. Connect your broader initiatives to everyday concerns that matter to your audience.