Year in Review
Duty Calls: Standing up for humanity and the world around us in 2020
How our industry – airports, airlines, concessionaires and brand owners – showed their commitment to people and planet through their actions during the year of COVID-19. While space limitations mean we cannot showcase all the sector initiatives, this snapshot underlines the fact that our industry is as much about business for good as it is for growth.
Caring for people, caring for planet
French skincare, makeup and wellbeing house Clarins is accelerating its CSR goals under its ambitious ‘caring for people’ and ‘caring for planet’ pillars.
The company’s CSR approach is defined by its ‘making life more beautiful, passing on a more beautiful planet’ mantra, which embraces both environmental and ethical sustainability initiatives.
In 2020, Clarins achieved its goal of becoming a carbon neutral company. It also set the ambitious goal of transitioning to 100% recyclable packaging, 100% sustainably-sourced ingredients, 80% organic plant extracts and complete plastic neutrality by 2025. The company is seeking to optimise the traceability of its products and reinforce its fair trade programmes within the next five years. And there’s much more besides as Clarins Deputy CEO and Head of CSR Virginie Courtin-Clarins told Martin Moodie in an exclusive interview, which can be accessed here.
Clarins is ‘making life more beautiful, and passing on a more beautiful planet’ by accelerating its CSR programme
Shiseido’s Sustainable Beauty Actions
Shiseido Group — through its flagship Shiseido brand — recently launched its Sustainable Beauty Actions (SBAS) global initiative. The programme deploys a range of sustainability projects that aim to create social and environmental value in the beauty industry.
The SBAS programme is built on three key pillars: mottainai, harmony and empathy. ‘Mottainai’ is a unique Japanese concept that expresses a reverence for the environment. It is used to encourage people to reduce, reuse, recycle and replace with respect.
Harmony symbolises the company’s commitment to engaging in community-focused activities with people and nature. This pillar is represented by the Shiseido Blue Project, which is the company’s ocean protection initiative. Empathy covers Shiseido’s #ALIVEwithBeauty inclusivity ethos, which highlights the beauty of all people regardless of age, race, gender or nationality.
Mottainai, harmony and empathy: pillars of the Shiseido strategy
A climate milestone from Estée Lauder
“This announcement signals a new level of ambition and dedication to climate action for The Estée Lauder Companies.” So said The Estée Lauder Companies President and Chief Executive Officer Fabrizio Freda in November after the beauty powerhouse achieved its goal of reaching Net Zero carbon emissions and sourcing 100% renewable electricity. It has also met its science-based emissions targets for direct operations and value chain.
“Setting ambitious targets in line with the latest climate science is testament to our values and commitment to managing our business for the long term. In this decisive decade for climate action, we will continue to accelerate efforts to ensure a healthy, beautiful planet for generations to come,” added Freda as ELC embarks on its next ambitious steps to protect the planet and its people.
Protecting the planet and all those who live there: A major Estée Lauder Companies initiative
Abuse is not Love
On the International Day for the Elimination of Violence Against Women (25 November), L’Oréal Travel Retail took the opportunity to release the ‘9 Warning Signs’ film as part of YSL Beauté’s ‘Abuse is Not Love Campaign.’
The campaign aims to raise awareness about the warning signs of intimate partner violence (IPV) and offer practical and financial support to YSL Beauté’s partner NGOs in the UK, France and the US. IPV is one of the most common forms of violence against women and includes physical, emotional, sexual and financial abuse.
Incidents of IPV has skyrocketed during the COVID-19 pandemic, making the ‘9 Warning Signs’ video more important than ever. The film aims to clearly identify the key warning signs of an abusive relationship and promote the early prevention of domestic abuse.
Talking sustainability of category and planet at the Virtual Travel Retail Expo
In an important Knowledge Hub session at the Virtual Travel Retail Expo about the future viability of the channel and the health of the planet, speakers from JTI, L’Occitane and Rituals discussed their approaches to protecting the planet and why sustainability matters to the viability of the industry. Click on the video for full details.
More than a ribbon
On 1 October The Estée Lauder Companies unveiled its 2020 Breast Cancer Campaign, themed ‘It’s more than a ribbon, it unites us’, a reinforcing of the company’s commitment to creating a breast cancer-free world.
As a result The Moodie Davitt Report turned its homepage and other media platforms pink in support of one of the world’s most remarkable and sustained Corporate Social Responsibility projects.
The US beauty house noted that those suffering from the disease now face increased risk and vulnerability due to the COVID-19 crisis. The Estée Lauder Companies transformed the iconic Pink Ribbon symbol into a call to arms against breast cancer, representing unity and global community and honouring those who have been affected by disease.
The campaign united people virtually through digital events and activations and drive engagement and support. It also launched a social media initiative to rally supporters and raise funds for the Breast Cancer Research Foundation (BCRF). Throughout October, the company donated US$25 for each Instagram or Facebook post using both hashtags together, up to US$100,000.
Memorably, The Estée Lauder Companies also illuminated buildings, monuments and landmarks around the world in pink lights to raise awareness.
Click here for an interview with The Estée Lauder Companies Executive Chairman William P. Lauder.
Walking the walk: Whyte & Mackay’s ‘Round the World’ Challenge
Leading spirits company Whyte & Mackay completed an eight-week, 46,625.7 km virtual journey around the world to raise awareness and funds for mental health charities.
The Corporate Social Responsibility (CSR) ‘Whyte & Mackay Cares’ Round The World Challenge, which started on 1 July, had a £50,000 (US$62,800) target.
The fundraising effort was inspired by the company’s awareness of the “extraordinary challenges” facing people during the COVID-19 pandemic. The incredible campaign produced some extraordinary results, with Whyte & Mackay team members, and individuals, smashing their targeted amounts.
Recognition, support, and solidarity: L’Oréal Group’s Europe-wide COVID-19 solidarity programme
In the early days of the crisis, L’Oréal Group launched a European solidarity programme to support all stakeholders in the battle against COVID-19.
In March, L’Oréal Group deployed its factories to create critical sanitising gel to aid French and European hospitals. It also utilised the capabilities of La Roche-Posay and Garnier to distribute the critical sanitising gel to hospitals, pharmacies, and food distribution partners across Europe.
In addition, the L’Oréal Foundation also donated EUR€1 million to its partner non-profit organisations to help the most high-risk members of the community follow the recommended safety precautions.
L’Oréal Group Chairman and CEO Jean-Paul Agon commented: “In this unprecedented crisis, it is our responsibility to contribute to the collective effort in every way possible. Through these actions, L’Oréal expresses our recognition, our support and our solidarity towards those who are demonstrating extraordinary courage and selflessness in their efforts to combat this pandemic.”
Deploying all its resources: L’Oréal Group in the fight against COVID-19
#SavetheNight
In June family-owned Germany drinks company Mast-Jägermeister launched a limited-edition #SavetheNight Jägermeister bottle to raise funds for the nightlife community that was (and continues to be) hit hard by the COVID-19 crisis.
The #SavetheNight Jägermeister presentation, the first time in its long and proud history that the brand has adapted its front label, was released globally.
With the COVID-19 pandemic having temporarily shuttered the nightlife industry across much of the world, the #SavetheNight campaign gives artists and mixologists financial support and a platform to continue working through the crisis.
#SendingLove: Connecting communities
Out of home media company Talon launched its #SendingLove campaign to help facilitate messages of love between families and communities, separated by the global health crisis.
The campaign was supported by the World Out of Home Organisation. It ran on outdoor advertising spaces worth US$15 million — donated by over 70 media companies — across 153 cities. The campaign’s out-of-home element is facilitated by Talon’s global out-of-home partner, Plexus.
The campaign was created in partnership with Grand Visual and encouraged participants to send digital photos and messages — featuring the campaign’s heart-hand symbol — to places they cannot travel to. Grand Visual’s creative automation system geotargeted the messages to participants’ chosen destinations, connecting people and communities from all over the world.
*Talon was also an exhibitor at the Virtual Travel Retail Expo, offering one of its clients a US$250,000 airport advertising campaign, with Ferrero Travel Market the lucky winner.
Bacardi’s COVID-19 initiatives
Bacardi launched two major COVID-19 initiatives to offer financial aid to the drinks business and produce critical sanitising gel in Puerto Rico.
In late March, the spirits company introduced its #RaiseYourSpirits outreach campaign, which offered financial aid to bars and restaurants most-impacted by COVID-19 lockdowns around the world.
Bacardi-owned Tequila brand Patrón also donated a total of US$4 million to non-profit organisations Another Round, Another Rally, CORE, The James Beard Foundation, Restaurant Workers’ Community Foundation, and Tales of the Cocktail Foundation.
Bacardi Limited CEO Mahesh Madhavan commented, “Bacardi is a family company, and for us, business is personal. We always say that love for our brands is built in bars, and now it is our turn to show them our love. We don’t have all the answers today on how best to help everywhere, but we are committed to do what we can to see our industry through this crisis.”
In addition, the Bacardi Corporation distillery in Cataño, Puerto Rico — which is responsible for 80% of the company’s rum production — also partnered with Olein Refinery to supply the raw materials needed to produce more than 1.7 million units of 10-ounce hand sanitiser.
We are all in this together
Singapore Airlines deployed over 1,000 cabin crew volunteers — from Singapore Airlines, SilkAir, and Scoot — to support frontline workers as care, transport and contact tracing ambassadors.
They supported health workers in hospitals (below), helped public authorities implement social distancing guidelines, and assisted in the contact tracing process.
To honour its employee volunteers, as well as frontline workers around the world fighting to curb the spread of the pandemic, Singapore Airlines put together a short video tribute entitled ‘We are in this together.’
In a statement the company said, “Our crew put their renowned professionalism, communications skills and world-class service to good use in these roles. At the same time, it has also been an eye-opening experience and given everyone a deep sense of personal satisfaction and achievement.”
“We are very proud of our people, who have stepped up during these difficult times. This is the SIA way of giving back to our community.”
Click here to see the video.
Beam Suntory’s ‘Growing for Good’ CSR-campaign
Premium spirits company Beam Suntory launched a number of programmes in the United States, India, Spain, and Germany to support health workers and offer financial aid to F&B workers, as part of its ‘Growing for Good’ campaign.
In the US, Beam Suntory’s Chicago headquarters donated 2,000 gallons of hand sanitiser to support medical front liners and key workers, fighting the viral outbreak in Illinois. The company’s Maker’s Mark brand has also partnered with the LEE Initiative to extend its restaurant worker relief programme to Chicago.
The spirits company also adapted its Global Innovation Centre in Clermont Kentucky to produce FDA-approved hand sanitiser. In Missouri, the company partnered with drinks distributor Major Brands to make a founding donation of US$100,000 to the Missouri Restaurant Association Workers Benefit Fund.
Beam Suntory India partnered with the National Restaurant Association of India (NRAI) to donate US$150,000 in support of restaurant workers facing increased financial pressures amid the crisis.
In addition, the company deployed the capabilities of global bartender engagement platform, The Blend, to support the local bartender community in India. It launched a ‘learn and earn’ programme which gives bartenders access to free online training modules, encouraging them to enhance their skills amid the crisis.
Beam Suntory Spain and its joint venture distribution partner Maxxium Spain have jointly donated €240,000 to hospitals and nursing homes in Madrid and Segovia; while Beam Suntory Germany donated €100,000 to support the German Red Cross’s (GRC) COVID-19 Emergency Fund.
In March, Beam Suntory unveiled an emotional video — featuring its entire family of brand founders, distillers, blenders, and family ambassadors. The timely video offered a message of hope to the global bartending community amid the health crisis.
Qatar Airways: We will bring you home
Qatar Airways successfully flew over one million passengers home — on both scheduled and chartered flights — and transported 70,000 tonnes of medical supplies at the peak of the COVID-19 global health emergency.
The airline has also launched an employee payment deferral scheme, which will see mid-to-top level employees defer a portion of their basic packages from April to June.
Throughout the crisis, the airline operated approximately 60 scheduled flights daily — flying to new destinations such as Brisbane, Christchurch, and Toronto — to help bring home stranded travellers.
Qatar Airways: Emerged from the crisis with its reputation enhanced
“We have built a strong level of trust with our passengers, governments, travel trade and cargo businesses as a reliable partner when we were needed the most and we continue to offer a schedule where possible and allowed by governments” — His Excellency Qatar Airways Group Chief Executive Akbar Al Baker.
In an extraordinary gesture, Qatar Airways also gave away 100,000 free tickets to frontline healthcare professionals to say thank you for their “heroic” work looking after people during the COVID-19 pandemic.
Stronger together with Mondelez International
Mondelez International donated US$15 million to benefit COVID-19 relief efforts worldwide. The funds were allocated to organisations that provide food stability and emergency relief to high-risk communities around the world.
The relief programme was supported by the Mondelez international Foundation in collaboration with both local and global brand partners.
The Mondelez International Foundation works with at-risk communities by investing in programmes that promote healthy lifestyles. Its global volunteer initiative #Impact4Good comprises a team of nearly 80,000 who work to provide humanitarian and monetary contributions to benefit various disaster and relief efforts.
“At Mondelez, people are at the heart of everything that we do, and our approach to responding to this unprecedented situation is no different,” said Mondelez World Travel Retail Managing Director Jaya Singh. “Around the world, across our communities and within our special travel retail channel, we are weathering an immense storm. The key to our perseverance right now is reaching out to one another and lending a helping hand where possible. We are stronger together.”
Gebr. Heinemann and the UN Global Compact
Gebr. Heinemann underlined its commitment to strong and ethical corporate governance by publishing its second UN Global Compact Communication on Progress.
By participating, the global family-owned company aims to demonstrate its commitment to human rights, fair labour conditions, environmental protection and anti-corruption. Gebr. Heinemann is now reporting on the measures and initiatives implemented in these areas.
“Corporate Responsibility has been at the core of our DNA and our daily work since the founding of our family business over 140 years ago,” said CEO Max Heinemann, representative of the fifth generation of owners. “The requirements have changed over the generations and are even more demanding today within our worldwide duty free business. Especially in times of a global and market changing crisis, the UN principles and goals serve as a very helpful compass to us.”
The travel industry and with it all parts of its value chain are experiencing one of the most difficult years in history, the company noted, saying, “The outbreak of the COVID-19 pandemic has shaken and will continue to shake the foundations of the industry. These effects did not spare Gebr. Heinemann. Nevertheless, the management is convinced that responsibility in times of crisis and, above all, shaping a sustainable future for the company are more important than ever.”
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The Moodie Davitt eZine Issue 289 | 21 December 2020
The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd).
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