Growing with purpose

Growing with purpose

More than ever, people are looking for purpose-driven brands that take a stance; brands that share their passions and beliefs. At Danone, we aim to build ‘Manifesto brands’ that act as true activists towards their point of view and are committed to creating a positive social impact whilst delivering sustainable, profitable growth. From co-creating new products with consumers to bringing valuable experiences to our local tribes, we bring our ‘One Planet. One Health’ vision to life and engage people in the food revolution through our brands.

More than ever, people are looking for purpose-driven brands that take a stance; brands that share their passions and beliefs. At Danone, we aim to build ‘Manifesto brands’ that act as true activists towards their point of view and are committed to creating a positive social impact whilst delivering sustainable, profitable growth. From co-creating new products with consumers to bringing valuable experiences to our local tribes, we bring our ‘One Planet. One Health’ vision to life and engage people in the food revolution through our brands.

Expressing our vision through brands

Nearly two in three people choose, switch to or avoid a brand based on the stand it takes on societal issues(1). Today, Danone has ten ‘Manifesto brands’, each purpose-driven to be a force for positive societal change on topics that really matter to people. They already account for around 20% of our 2018 sales and are growing faster than our other brands. Our ambition is that all Danone brands will embark on their Manifesto journey by 2020.

BONAFONT: PROMOTING GENDER EQUALITY IN MEXICO

In 2018,

Bonafont took its 25-year commitment to women’s empowerment to a new level by partnering with UN Women HeForShe to tackle gender inequality in Mexico and support women in building their future.

In March,

around 65,000 women in Mexico ran the Carrera Bonafont 5K—the largest women’s race in the world—with ‘equal opportunities for men and women’ as its call to action.

 

A powerful social media campaign, ‘Avancemos por la igualdad’, also helped highlight the ambition for gender equality in Mexico, reaching an estimated 60% of the population and inspiring many other businesses to come on board.

AQUA: Towards a more circular economy in Indonesia

On World Environment Day in June 2018, AQUA launched the #BijakBerplastik movement, a collective approach with partners and consumers to help develop solutions to tackle packaging waste in Indonesia. We have committed to:

 

(1) Opening 10 more packaging collection and community waste management facilities in order to recover more plastic than we use by 2025. (2) Activating consumer recycling programs in 20 cities as part of a nationwide education campaign that will also take our message to 5 million kids in schools. (3) Innovating with partners to make all our plastic packaging 100% recyclable and to increase the proportion of recycled plastic in our bottles to 50% by 2025.

FORTIMEL: BUILDING ON INSIGHTS TO INNOVATE FOR BETTER PATIENT CARE

For Fortimel, the food revolution begins by putting a holistic approach to patient care and recovery at the heart of everything we do. Our ambition is to establish medical nutrition as an integrated part of healthcare. Cancer patients suffer changes to taste and smell, impacting their appetite and ability to meet their nutritional needs through normal foods. To test new solutions helping to avoid weight loss and maintain strength for treatment, we worked with patients in the Netherlands. Their feedback guided the selection of three new flavors of Fortimel Compact Protein—Hot Tropical Ginger, Cool Red Fruits and Neutral— that were launched across 12 countries in 2018.

Alpro: Good for you, good for the planet

As a pioneer in plant-based products, Alpro offers an ever-growing range of innovative, tasty and healthy offerings with natural ingredients, no artificial sweeteners, no preservatives and no artificial colorings. Alpro is helping society to make healthier choices with a lower environmental impact: its ingredients are non-GMO and do not come from deforested areas. Alpro is also one of the first in the world to pilot the One Planet Thinking methodology with WWF by setting context-based water targets in almond cultivation.

A MARK OF TRUST

Danone’s ambition to become one of the first multinational companies to be B CorpTM certified at global level is an expression of our long-term commitment to economic success and social progress, and will drive our ‘One Planet. One Health’ vision.

 

To help guide consumers, some of our brands have started adding the B CorpTM logo to their packaging to highlight their purpose-driven approach. Moreover, we have begun working with retail partners to promote B CorpTM in stores and digitally.

 

(1) 2018 Edelman Earned Brand