Speaker Interview

Amy Mudzamiri – Communications and Sustainability Manager – Diageo PEM

1. Diageo has been uplifting the Mozambique community for several years. Please tell us about the most recent CSR initiatives in the country.

Over the years, our commitment to uplifting the local community has remained steadfast, and we have undertaken several impactful projects that are transforming lives and fostering sustainable development.
One of our most recent initiative in Mozambique is our partnership with Ministry of Tourism to equip unemployed youth in Maputo with business and hospitality skills and resources in an effort to, increase employability, improving livelihoods and support a thriving hospitality sector that works for all. Learning for Life is Diageo’s business and hospitality skills programme for those seeking employment in the hospitality industry, but who may have faced barriers to employment in their lives. It provides equal access to business and hospitality skills and resources to increase participants’ employability, improve livelihoods and support a thriving hospitality sector that works for all. In partnership with local educational, governmental, and training organisations, Learning for Life supports the growth of the individuals involved, of Diageo, and the hospitality industry overall.

Diageo understands that empowering women is crucial for achieving sustainable development goals. To promote gender equality and economic empowerment among women in Mozambique and across our African Markets, we pioneered the All-Women DBA trainings aimed to specifically address the gender gap and challenge the stereotype of the bartender in the industry in Africa. The academy seeks to develop the skill, confidence and knowledge about the world of Bars in all markets, and to enhance trends and mixologists of the future.

2. Please highlight some of the social responsibility and sustainability successes Diageo has celebrated in recent years.

Diageo has made significant strides in social responsibility and sustainability over the years, demonstrating a strong commitment to making a positive impact on society and the environment. Here are some noteworthy successes they have celebrated. Our 25 ‘Society 2030: Spirit of Progress’ targets underpin our 10-year ESG action plan to help create a more inclusive and sustainable world and are aligned with the United Nations’ Sustainable Development Goals. The targets build on our long and ambitious track record on environmental, social and governance (ESG) issues.

Water Stewardship: Diageo has actively focused on water conservation and responsible management practices across its operations. One notable achievement is their partnership with WaterAid, a global charity working towards providing clean water and sanitation facilities to communities in need. Through this collaboration, Diageo has helped bring safe drinking water to over 10 million people globally, positively impacting their lives.

Empowering Women:  Just over ten years ago our Executive Committee was entirely male but today we have increased female representation across our leadership positions, including our Executive Committee, to 44% and 64% of Diageo’s Board are women.  We have been recognised for our gender equality work by the FTSE Women Leaders Review, Bloomberg Gender-Equality Index, Equileap’s Equality Global Report, The Cranfield Female FTSE Board Report and others. To help us foster an inclusive environment that supports every employee, we’ve introduced new policies and practices, including ‘Pregnancy Loss’ Guidelines and enhanced bereavement leave, Disability Inclusion Guidelines and Disclosure, and ‘Domestic and Family Abuse’ Guidelines, created in partnership with CARE International. We also continued to embed our ‘Thriving through Menopause’ Guidelines, and worked with Balance to launch an employee app to further the understanding of menopause throughout our business.

Promote Positive Drinking: As a responsible business, we want to change the way people drink – for the better. This is why we promote responsible drinking and invest in education programmes to discourage the harmful use of alcohol. DRINKiQ is one of the most important tools we have in promoting moderation and addressing the harmful use of alcohol such as binge drinking. On a global scale we also run SMASHED (aim to educate 10 million young people, parents, and teachers on the dangers of underage drinking) and Wrong Side of the Road (in partnership with United Nations Institute for Training and Research (UNITAR) to help  to understand the effects of alcohol, and the shame and stigma that come with drink driving)

Environmental Sustainability: Diageo has been proactive in reducing its environmental footprint throughout its value chain. Their ambitious targets include reducing greenhouse gas emissions from direct operations by 50% by 2030 and achieving net-zero emissions by 2040. To achieve these goals, they have implemented innovative solutions like renewable energy sources, waste reduction programs, and sustainable packaging designs.

3. What would you identify as the main challenge (-s) to implementing CSR and sustainability initiatives in Mozambique? Can you suggest possible solutions to these challenges?

One of the main challenges to implementing CSR and sustainability initiatives in Mozambique is the lack of awareness and understanding among stakeholders about the importance and benefits of such initiatives. Many companies, government agencies, and local communities may not fully comprehend the long-term advantages that CSR and sustainability can bring.

To address this challenge, one possible solution is to enhance education and awareness campaigns on CSR and sustainability. This could involve conducting workshops, seminars, or training programs targeted at different stakeholder groups. For example, partnering with local universities or educational institutions to offer courses or modules on sustainable business practices would be beneficial. Additionally, organizing conferences or forums where successful case studies from other countries are presented can inspire local businesses to adopt similar strategies.

Another significant challenge is inadequate regulatory frameworks governing CSR and sustainability practices in Mozambique. The absence of clear guidelines or legislation often leads to ambiguity regarding responsibilities and obligations for organizations operating in the country.

To overcome this challenge, a potential solution is closer collaboration between public and private sectors to develop comprehensive regulations supporting CSR and sustainability efforts. Engaging relevant government bodies, industry associations, and non-governmental organizations (NGOs) in constructive dialogue can help establish standards and guidelines specific to Mozambique’s context. Moreover, inviting international experts or consultants who specialize in developing regulatory frameworks for CSR implementation can provide valuable insights and expertise.

Furthermore, limited access to financial resources poses another obstacle to effectively implementing CSR and sustainability initiatives in Mozambique. Many organizations face financial constraints when attempting to undertake projects that align with these principles.

One solution could be establishing partnerships or collaborations between corporations and development agencies focused on funding sustainable projects. By leveraging existing networks of international donors or philanthropic organizations, funding opportunities for CSR initiatives can be increased. Additionally, encouraging multinational corporations operating within Mozambique to allocate a certain portion of their budget specifically towards social impact projects would foster greater financial support for sustainable development.

In conclusion, addressing the challenges surrounding CSR and sustainability initiatives in Mozambique requires a multi-faceted approach. By increasing awareness, improving regulatory frameworks, and enhancing financial support mechanisms, Mozambique can ensure the successful implementation of CSR practices, fostering sustainable development and positive social impact in the country.

4.  How does Diageo build meaningful partnerships with local communities and stakeholders to ensure the success and sustainability of its CSR initiatives? Can you provide an example that reflects the collaborative nature of these partnerships?

Diageo, as a global leader in the beverage industry, recognizes the significance of building meaningful partnerships with local communities and stakeholders to ensure the success and sustainability of its Corporate Social Responsibility (CSR) initiatives. The company understands that collaboration is key to addressing complex societal challenges effectively.

One example that demonstrates Diageo’s collaborative approach is its partnership with WaterAid, an international non-profit organization dedicated to improving access to clean water, hygiene, and sanitation. Our work in Africa this year shows that commitment in action. In Western Kenya, for example, we’ve replenished 125,866 cubic metres of water in our priority lake basin catchment areas of Lukume, Olembo, Magunga, Okiki Amayo and Ndhiwa. We’ve planted more than 100,000 seedlings in the Mau Forest Complex, from which 12 rivers feed the lake basins around our Kisums brewery. And we’ve continued our work to bring clean water to communities, reaching 20,798 people with water sanitation and health (WASH) programmes.

Water of Life is a central part of our Water Blueprint, our global water stewardship strategy. The objectives of our Water of life programme include improved access to clean water, sanitation, and hygiene, promoting gender equality and empowering women and girls, reducing poverty and promoting better health and wellbeing.

Diageo also initiated the Water of Life project in Chad. Chad is a country in Central Africa and is one of PEM’s markets. Through the project, we managed to construct 6 boreholes in total located South of Chad in the regions of Tandjilé and Logone Oriental, in the localities of Guidari, Gama, Dormon, Mbeuri 1, Toulo & Dalwei. In these localities, women and children used to trek for as long as 15-25km to get water.  Some of these areas are as far off as 600km from the capital city Ndjamena. The beneficiary population is about 10.000 with a good number of them being women and children. 

To achieve this goal, Diageo engaged with local community leaders, government officials, and NGOs to understand the specific needs and priorities of these communities. By actively involving stakeholders at every stage of the project, Diageo ensured that their efforts were aligned with local aspirations and requirements.