By Danielle M. Robinson PhD, Head of Corporate Responsibility, Diageo North America
The COVID-19 pandemic has emphasized how important it is for companies and organizations to deepen their connections with communities and support those in need. To alleviate the economic uncertainty that the pandemic has brought and support communities to thrive, there must be a long-term approach, focused on supporting sustainable partnerships. In this context, Diageo North America is no stranger to investing in programs and creating strong, long-lasting relationships with non-profits to have a sustainable positive impact in society.
Supporting issues and organizations that are important to local communities where our employees live, and work is core to our company ambition to be “the most trusted and respected” consumer goods company in the world. Last spring, Diageo took steps to deepen its relationships with its communities, pledging to enable the creation of more than ten million bottles, of hand sanitizer to support frontline healthcare workers across multiple countries and made a $100-million global commitment to support key programs in local communities, from bars and restaurants in major hospitality centers around the world to social justice initiatives.
The pandemic not only created a health crisis, it also magnified the racial disparities and social inequities in the Black community. At Diageo North America we were interested in going beyond financial contributions and deepening our existing partnerships to be a catalyst for societal change, and creating new ones aligned with our community strategy. It became apparent early on that the wealth and corporate exposure gap of Black youth entering the workforce was an area we should focus on.
In early February, Diageo North America announced a $10-million donation to 25 Historically Black Colleges and Universities. These funds will be used to create endowments to provide financial aid grants to students in need. In addition to the monetary donation, they will be partnering with each university on internship, co-op, curriculum development for students and faculty, as well as partnerships on responsible drinking and sustainable environment initiatives.
Diageo’s Learning Skills for Life program is another successful community program we launched in North America in 2014. By joining efforts with educational institutions, commercial and community partners that share our ‘skills empowerment’ approach, the four week program aims to improve job related capabilities in areas where adult unemployment and underemployment are high, with a particular focus on supporting veterans and ethnic underrepresented communities. Diageo North America underwrites all costs, including scholarships for the students. To date, the program has an 88% placement rate for graduates with programs in Houston, TX, Washington, DC, New Orleans, Toronto, Canada and US Virgin Islands.
Internships and job placement are essential elements of the Learning Skills for Life program. It is not enough to teach these students technical skills. We also want to help them take those skills into a job. Placement impacts people’s families’ long-term access to capital. They can provide when they hadn’t been able to do so before.
As we enter the post-pandemic phase, individuals and companies will need to focus on meaningful partnerships and relationships that address the issues that affect their consumers. Companies no longer have the luxury of remaining silent or remaining on the sidelines and expect their business to thrive. Today, consumers and communities are becoming much more aware of who they are supporting and what companies stand for at their essence.
