Diageo's business activities directly affect the lives of millions of people around the world – as consumers, employees, investors, neighbours and commercial partners. This brings a responsibility to be a good corporate citizen and seek to ensure that all those with a stake in Diageo can benefit from the relationship.
Being socially responsible and investing in Diageo's communities is at the heart of what it means to be a good corporate citizen. Diageo focuses its efforts where its impacts are greatest and where we can make the most difference.
Diageo has committed 1 per cent of its operating profit to social investment and community projects - an input value of over £20.7 million in 2007. Part of this investment is made by the Diageo Foundation, set up by the company to offer 'kick-start' funding and expertise for projects within priority themes.
While financial contributions are important, active involvement can often achieve much more for the community, whether through the time and skills of our people or surplus products and other 'in-kind' resources. The catalyst effect of a company working in partnership with non-profit and government agencies can be especially powerful in overcoming difficulties.
For our people who get involved in the community, there is very often a real sense of being ‘proud of what we do'. From a business perspective, by demonstrating our commitment, being active and caring about the communities where we operate, we demonstrate to employees that we are responsive to the issues they care about.
Focus areas
By committing resources to a relatively small number of projects, concentrating on key themes and working in partnership with others, Diageo aims to maximise the effectiveness of its community investment.
Besides Diageo's primary focus on responsible drinking, our other community activities fall into four further focus areas, chosen to reflect where Diageo's businesses have the greatest impact and where the company can make the most difference:
- Skills for Life - working with unemployed or disadvantage young adults to become accepted, active citizens of their community.
- Water of Life – projects that protect the environment or improve access to safe drinking water in developing countries.
- Local Citizens – supporting Diageo's employees in actively engaging in the comunity, by assessing community needs, harnessing employees' skills, and encouraging volunteering and fundraising.
- Diaster Relief - Diageo's response to major disasters across the globe. It provides humanitarian aid in the form of emergency relief and supporting longer-term reparation projects whilst facilitating employee-led fundraising.
Diageo_Corporate Citizenship Report_2007.pdf