Nestlé in society Creating Shared Value and meeting our commitments 2015

Nestlé in society:
Creating Shared Value
Nutrition, health
and wellness Rural development Water
Environmental
sustainability
Human rights
and compliance
Our
people
Educating the R-Generation
To help Nestlé Waters improve the environmental performance
of our packaging, we encourage PET recycling by raising
awareness and supporting collection programmes. We focus
our efforts towards consumers – particularly children – but also
waste collection and recycling companies, other beverage
producers and employees. In addition, we are using our
R-Generation movement to encourage recycling behaviour in
schools, most recently in Italy, Argentina and the UK.
Italy was the first market to develop an R-Generation
programme through a campaign to ‘Collect the plastic, sow the
future’. This awareness-raising initiative and competition
launched in the primary schools of Milan, Turin and Naples in
2013 encourages children aged 8 to 11 to collect PET bottles
and other 100%-recyclable packaging. During the 2014 and
2015 campaigns, nearly 30 000 children in 108 schools collected
40 tonnes of PET. The R-Generation campaign in Italy also
engages the children through an R-Generation website, which
contains information about waste collection and recycling.
The ‘Tunuyán verde’ campaign, launched in the Mendoza
region of Argentina in October 2014, seeks to reduce the
number of PET bottles ending up in local canals, rivers and
ditches. The municipality – supported by Nestlé Waters and
Intermunicipal Consortium Centro (COINCE) – provide primary
schools with containers for collecting used plastic bottles;
these are then segregated, compacted and sold for recycling,
and the money raised buys books, computers, furniture and
equipment. Nestlé Waters’ role involves consultancy and
community relations and producing campaign and collection
materials. The second round of the campaign was announced
in June 2015, involving children from 10 secondary schools.
With the involvement of Nestlé employees, children in the
UK have been learning about the importance of recycling, the
range of products that can be made from rPET, and how they
are made. This was supplemented by a successful recycling
poster competition. We are now working with two partners,
RECOUP and WasteBuster, on a further recycling education
programme in Buxton. Teacher packs, sent to all 11 schools in
Buxton, are also available to download from the WasteBuster
website.
Assessing effectiveness
To understand how we are perceived and how well our
information has been received, we continuously review
consumer feedback, carry out brand research and keep
abreast of leading external studies. We also use Twitter and
other social media to engage with consumers on
environmental issues that matter to them.
We’ve also been successful in a number of leading thirdparty
environmental and sustainability rankings and indices.
There are encouraging signs that we have been recognised by
external stakeholders for communicating effectively with
consumers about environmental issues.
For example, Nestlé ranked 52 nd out of 100 selected
companies, up two places from 2014, with a 7% increase in
brand value, in Interbrand’s index of Best Global Brands 2015.
Nescafé was ranked 36 th , also up two places, with a 7%
improvement in brand value. The index measures
environmental performance against consumer perceptions,
and a positive score indicates that ‘a brand is doing more than
it is given credit for’. Nestlé was also ranked 18 th in the most
recent Best Global Green Brands index, last compiled in 2014.
The index measures environmental performance against
consumer perceptions, and a positive score indicates that
‘a brand is doing more than it is given credit for’.
When consumers were asked to rate us on the statement
‘Nestlé cares for the environment’, we performed better than
the market average in 24 out of 33 countries (Corporate Equity
Monitor, 2015); Nestlé also significantly outperformed the best
competitor in 15 of those markets. Only one market (Japan)
recorded a score significantly below the market average.
Number of countries where we performed better than the
industry average on the statement ‘Nestlé cares for the
environment’
2015 24 out of 33 (73%)
2013 24 out of 31 (77%)
2012 19 out of 33 (57%)
Nestlé in society – Creating Shared Value and meeting our commitments 2015 199