How Pernod Ricard is empowering its team on sustainability

As more and more companies get called out for greenwashing, marketers are finding themselves increasingly reluctant to talk about the sustainability work they are doing. 

The challenge facing many companies such as Pernod Ricard is how to avoid this greenhushing, and get their teams to shout loudly about their sustainability work. 

So, how are Pernod Ricard overcoming this challenge?

Well, the company is quite clear that its marketers need to know why the brand is communicating-as well as who-to-before embarking on its sustainability messaging. This drills down into who the communication is meaningful for and what is the value for the customer and the brand? Alongside a final question of what are you as a marketer trying to achieve for the brand?

This strategy has provided some serious dividends for Pernod Ricard, with consumer engagement significantly increasing over the immediate term since the strategy was implemented and with increased employee engagement and retention. On the latter point, employees have voiced positive reviews of Pernod Ricard’s prominent push for sustainability.