How The Kraft Heinz Company engages their employees in sustainability
About Kraft Heinz
The Kraft Heinz Company is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go.
The Kraft Heinz Company is dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways.
In order to deliver on ambitious sustainability goals, Kraft Heinz needs to include all its employees in the process. On a large scale, it cannot be done without conducting behavioural change and enable a sustainability mindset throughout the organisation.
One of the biggest challenges in the food industry that needs to be addressed, is the water usage. Kraft Heinz decided that Water Day (22nd of March) would be a good opportunity to convey the message about the importance of water as a crucial resource in the food production, and the complexity of the water management.
200+ employees from all over the world (America, Europe, Asia) participated in an interactive, micro-experience at the same time. The whole session lasted for 15 minutes, and the participants went through a series of water related questions and quizzes, with a focus on both personal and professional impact perspective.
The session is designed in a way to keep the engagement level high throughout the whole experience, and at the same time to deliver on valuable content.
After the experience roll-out, the management received a report with the data and an analysis of the participants’ insights from the session.
2030 Builders’ solution is in a big part customizable to meet the company’s needs. Therefore, the content for the experience was prepared in cooperation with The Kraft Heinz, based on 2030 Builders’ expertise and own methodology.
Outcomes & Impact
Throughout the session 2030 Builders solution has proven to deliver value for Kraft Heinz within the following areas:
Communicating Company’s commitments
The content and questions were customized according to Kraft Heinz’s needs. The data reveals the users’ knowledge of the Company’s sustainability commitments, as well as more general industry knowledge.
Securing employee buy-in
The participants gave insights on their own sustainability commitments from their personal lives. The answers were distributed according to the targeted behavioral areas
(shower, washing, cleaning) and the nature of the commitment (rethinking, reusing, reducing)
Empowerment to action
Participants got the sustainability knowledge, understanding and the context that enable them to change or improve their behaviour in both private and professional life.
Behaviour change steps towards sustainability mindset include: Knowledge, Approval, Integration, Practice and Advocacy. By organizing the Water Day with 2030 Builders micro-experience for its employees all around the world, The Kraft Heinz Company took the first step in building a sustainability culture at the organisation.
”Our employees enjoyed the experience, and we were happy to have used a different and more engaging way to convey our message while educating them”
Internal Communications & Employer Branding Manager
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