Prioritising people to champion sustainability

The global push towards sustainable economic growth is a time-sensitive endeavour for many brands. Consumers are becoming increasingly eco-conscious, and companies must adapt to the challenging needs of a sustainability-driven business environment. As a result, many firms are seeking holistic approaches to drive positive change.

For the Japan-based food and beverage giant Asahi Group, “business as usual” has taken an interesting turn in recent years. As one of the largest beverage manufacturers worldwide, the conglomerate continues its daily operations while integrating sustainability deeper into its business practices.

From junior positions to the C-suite, the company says it is committed to implementing environmental responsibility throughout its supply chain. This dedication is evident in its efforts to reduce carbon emissions and shift to reusable and recyclable packaging. However, Asahi acknowledges this is an ongoing pursuit. The company’s vision for a sustainable future is a long-term strategy guided by core principles that align with global standards. This commitment to reducing its environmental impact is encapsulated in a new corporate statement: “Make the world shine.”

Drahomira Mandikova, senior executive officer, group chief sustainability officer, speaking at Asahi Group headquarters

Drahomira Mandikova, the newly appointed group chief sustainability officer at Asahi, is stepping into her role at a pivotal time for the company. As one of the six members of Asahi’s executive team, which includes Group CEO Atsushi Katsuki, Mandikova brings a wealth of experience from her 25-year career across Europe and Asia. She emphasises the growing importance of a collective approach to sustainability, advocating for an “all for one and one for all” mentality to address the challenges ahead.

Mandikova argues that sustainability should not be treated as a competitive business. “There must be differentiation, but it’s not a competition,” she says. She advocates for a long-term cross-industry collaborative approach where every player works harmoniously.

This philosophy is reflected in Asahi’s approach to partnerships. Mandikova describes the company’s practice of fostering close-knit, transparent relationships through annual open dialogues and sharing successful initiatives and blueprints with its partners.

“At Asahi, our teams look beyond what we know today to understand and address future trends,” she says. “Long-term trends are very important.”

The “For Hops” project, where Asahi collaborates with farmers and businesses to install sensors on hop plants to gather data on soil and climate conditions

Asahi’s strength may lie in its collaborative efforts. With breweries and factories spanning multiple towns and villages worldwide, the company has developed an understanding of local community needs. One notable example is the company’s “For Hops” project, where Asahi teams up with local farmers and businesses including Microsoft to gather precise data on soil and climate conditions in the Czech Republic. This initiative aims to create a more efficient irrigation system for hop growers.

The company’s long-term strategy emphasises such fact-based approaches to sustainability rather than those centred solely around stories.

Earlier this year, the company accelerated its “Asahi Carbon Zero” initiative, moving its net-zero emissions goal from 2050 to 2040. This ambitious programme focuses on achieving a net-zero environmental footprint through employee engagement in green initiatives, expanding global CSR efforts and fostering collaborative partnerships with stakeholders. Central to this plan is a vision for a carbon-neutral society, achieved through substantial reductions in carbon emissions across all sectors and protecting global biodiversity.

Despite its ambitions, Asahi remains transparent about the challenges ahead. The firm acknowledges achieving 100 per cent reliance on renewable energy by 2040 might not suffice in a rapidly changing energy landscape.

Asahi’s vision is to be a value creator globally and locally, growing with high value-added brands

“Asahi’s philosophy of viewing challenges as learning opportunities positions the company to adapt its strategies as science and consumer demands evolve,” says Mandikova.

This adaptability is evident in the company’s history of twice revising emission reduction targets upwards to accelerate progress. Going forward, effective communication with stakeholders, including consumers and environmental groups, will be crucial in navigating this uncertain landscape.

As Mandikova puts it: “The Asahi corporate statement—make the world shine—isn’t just a plan of action; it is the action itself.”