B-Collaborative: Partnership as the Key for Sustainability by Diageo and Verve The Live Agency

Rachel Maher, Society and Sustainability Manager at Diageo, and Aideen O'Neill, Head of Activations and Sustainability at Verve, presented on the role of their partnership in advancing their sustainability journeys. Diageo’s “Spirit of Progress” ESG action plan emphasises responsible business practices across several priority areas. Verve, which began its sustainability efforts in 2013 and recently achieved BCorp certification, highlighted tools like their events carbon calculator, zero waste to landfill initiatives, and impact assessments. 

Drawing from their experiences, they shared a roadmap for organisations developing an ESG plan or pursuing BCorp certification. Key steps include building team awareness, scaling successful initiatives, conducting a sustainability audit, assigning ESG champions, tracking data, embedding sustainable policies, and forming strategic partnerships across the supply chain and community. The presentation highlighted consumer trends, noting that 57% of consumers remain loyal to brands committed to sustainability, with 9.7% willing to pay a premium for it. Consumers increasingly seek brands that emphasise social and ecological responsibility through transparency and purpose-driven initiatives. They concluded with examples of sustainable practices in recent projects, such as using sustainable toolkits, managing energy and materials wisely, and reusing assets.

Download the presentation below!