Onderzoek op de werkplek Het Bedrijfsleven

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1 Onderzoek op de werkplek Het Bedrijfsleven Herbert Schilthuis Global Corporate Affairs April 2018

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6 Bron Heineken Moderate Drinkers Wanted Duncan Macleod January 22, 2016 Heineken is running Moderate Drinkers Wanted, an integrated global marketing campaign championing responsible alcohol consumption. Rooted in research that shows responsible drinking is becoming the preferred means of enjoyment for those 21+, Heineken is using the campaign to encourage men to drink responsibly during their nights out by showcasing how potential partners may find those who practice responsible behavior more approachable. The Moderate Drinkers Wanted commercial brings together women in Los Angeles bars and the subway to sing a version of Bonnie Tyler s 1986 hit I need a Hero. Moderate Drinkers Wanted is the third chapter in Heineken s ongoing commitment to highlighting responsible consumption as the best way to make the most of your celebrations. Research Base This study shows responsibility is becoming an active and attractive choice for a motivated generation who want to stay in control, said Nuno Teles, Chief Marketing Officer, Heineken USA. Drinking responsibly enables millennials to shape their own reputation and to make the best of every opportunity that comes their way. Data for the campaign was collected by Canvas8, who polled 5, year-old premium beer drinkers in five countries. The key findings revealed the following: A Moderation Movement Three out of four millennials (75%) limit how much alcohol they drink on the majority of their nights out. Nearly four of every ten surveyed (38%) state that they moderate their alcohol consumption every single time they go out. Masters of their Universe Well over two-thirds of millennials (69%) cite avoiding loss of control as the primary motivation for limiting alcohol consumption on a night out. More than a third of those surveyed (36%) admit they have suffered social shaming after appearing to be drunk in a photo on social media. Quality Over Quantity The x-factor for a great night out is shifting, with millennials prioritizing good food and friends over excessive alcohol consumption. They are also searching for new experiences (49%) rather than the same old great entertainment (39%). Future Focused When it comes to finding the one, nearly all (97%) believe that drinking excessively is not conducive to meeting someone and falling in love. The vast majority of survey participants (88%) accept that they are responsible for how their life turns out. Nearly three-fourths of those surveyed (71%) believe that their life is better when they moderate their behavior. Nearly seven out of 10 (69%) feel they have to work harder for career success than their parents.

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8 Our business priorities, committed to long term value creation Deliver top line growth Engage and develop our people Our four business priorities Drive end2end performance Brew a better world

9 HEINEKEN Truly global presence 80,000+ employees > 170 breweries, malteries, cider plants and other production facilities in over 70 countries Consolidated beer volumes FY17 was mhl 1 Within the Africa, Middle East and Eastern Europe segment, Eastern Europe consists of Belarus and Russia.

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11 Heineken Open Your World Campaign

12 Health and Wellness

13 The Joep Lange HEINEKEN HIV WPP

14 How did it work? How does it work? Buy-in top management CEO Joep Lange Collaboration with Pharmaccess Training of medical staff Setting up of labs Setting protocols Devising software Bringing in drugs It is a policy > 1 percent HIV prevalence Where existing, we continue to provide care and maintain level New sites: link with existing HIV treatment infrastructure, monitor quality if possible. Assure access to treatment may mean doing it yourself but usually not.

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16 The importance of health and wellness Is increasing, due to aging workforce, increasing costs of health care and expectations from younger workers. Expectations for the company to act on the health and wellness of the workforce. At the very minimum, workers who want to be able to live a healthy life, have to be able to do so in the workplace, and the company has to facilitate this. Sustainability SDG 3 and 8 Many companies invest in employees wellness Shell (Be Shell), Unilever (Lamplighter programme), Accenture (Fit@Work), KLM (Feel FIT), DSM (Vitality@DSM), Friesland Campina (Boest), ABN AMRO (LEEFVitaal!), Rabobank and Ahold, Johnson & Johnson

17 Voor welk soort onderzoek is men te interesseren Moet passen Relatie met eigen thema Relatie met markt of bedrijfsmatige doelen Relatie met MVO beleid / reputatie Relatie Men moet het begrijpen Ondernemers zijn geen epidemiologen Marketing heeft andere regels

18 Welke ingangen Relaties Aanknopingspunt zoeken: duurzaamheid/mvo Gezondheid/Wellness Bedenk wat belangrijk kan zijn voor het bedrijf Niet denken voor het bedrijf, zij weten beter wat ze nodig hebben Kort cyclisch Geld, tijd, data, ander soort support Implementatie onderzoek eerder dan interventie onderzoek Compromissen Bereid je voor op ander soort communicatie