Diageo continues to build sustainability capability across marketing teams

12 Jul 2023
  • Diageo introduces internal sustainability guidelines for marketing teams across creative production, experiential and sustainability claims
  • The guidelines provide support for marketers to make more sustainable decisions across marketing campaigns and provide key principles when communicating with consumers
  • The actions within the guidelines contribute to Diageo’s ESG action plan Society 2030: Spirit of Progress


6th July 2023: Diageo, the maker of Guinness, Johnnie Walker, and Smirnoff, has introduced internal training and resources to continue to build marketers understanding of sustainability. The resources ensure that Diageo’s marketers will consider sustainability throughout all creative processes, from design, film and experiences, through to communicating with consumers on sustainability initiatives.

One resource that Diageo has introduced is a Creative Production Sustainability Charter. The Charter addresses common areas across production where more sustainable choices can be made to contribute towards Society 2030: Spirit of Progress, Diageo’s 10-year ESG action plan. The Charter includes the use of AdGreen’s Carbon Calculator, which will be used to make informed decisions about how to reduce emissions in the planning stages of production; from travel to the materials used in set props.

The Experiential Guidelines have also been developed to identify the five top areas where more sustainable choices can be made in marketing activations. These include the materials used, the fuel source and the food and drink on offer at the event. The guidelines will encourage marketers to consider actions such as paperless ticketing, reuse or hiring of materials and infrastructure across multiple activations and using local suppliers to minimise travel emissions.

Diageo has also issued updated internal guidance to its marketers on making impactful and compliant sustainability claims that do not mislead consumers by exaggerating the claims about the social and environmental impacts of their work. The guidance covers six principles for credible sustainability marketing, including substantiated claims that are truthful and clear, and the use of suitable imagery.

Deb Caldow, Marketing Sustainability Director, commented: “Sustainability is becoming increasingly important to our consumers, and as we continue to make strides on our ESG targets we need to ensure we’re talking about these in a credible and creative way. The external landscape on sustainability marketing is becoming increasingly demanding, however the introduction of these resources will help us to navigate the challenges and ensure we are communicating in line with our 2030 ambitions.”

This announcement builds on the recent announcements of Diageo’s sustainability education with the roll out of Brand Activism training and Diageo’s partnership with Saïd Business School at the University of Oxford to educate senior leaders on sustainability. To find out more about Diageo’s ESG commitments, visit www.diageo.com.




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About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, J&B, Buchanan’s and Windsor whiskies, Smirnoff and Cîroc vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

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