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 £23.4 million in 2009. 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 cause related campaigns with our brands and other 'in-kind' resources. The catalyst effect of a company working in partnership with non-government agencies (charities) 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 - projects that help unemployed or disadvantaged people start new business ventures or prepare for the world of work.
- Water of Life - projects that improve access to clean drinking water in developing countries or that aid environmental conservation.
- Local Communities - projects that support our employees as community volunteers.
- Disaster Relief - our response to major disasters, including emergency relief, long-term rehabilitation projects and support for employees' fundraising efforts.
To find out more about some of our community investment activities, please click on the following links: