Sustainability is an integral part of Paulig's strategy, business operations and organisational culture, encompassing everything the company does and demonstrated by its ambitious sustainability targets. The approach naturally extends to marketing and communications, as summarised in Responsible Marketing & Communications Guidelines published in 2022.
"Our goal is to be a sustainable frontrunner in the food and beverage industry. To achieve this, we continue our ambitious sustainability work while also actively communicating about the topic with our stakeholders. Earning and keeping the trust of consumers and other stakeholders is extremely important to us and, as an international house of brands, we take care to ensure that our actions and words align," says Kaisa Lipponen, SVP, Communications & Sustainability, Paulig.
The key principle for Paulig’s marketing and communications is that the information publicised about the company and its products should always be truthful, transparent and honest. Through its messaging, Paulig also seeks to promote values that are important to the company, such as diversity and inclusiveness, caring for health and environment as well as children's rights.
Large brands advocating sustainable consumption
Paulig’s brands, such as Santa Maria and the Paulig coffee, are well known and loved by many, and as such reach a wide audience. Therefore, the company is also responsible for what kind of consumption it advocates – and this is why inspiring sustainable choices is included in Paulig’s sustainability ambitions.
"To give an example, we don't want to promote excess consumption of food because of the health risks related to it as well as the food waste aspect," Lipponen says.
Because of this, she says, the world and views presented in Paulig's marketing and communications should be handled with great care. For example, shared mealtimes and plant-based foods reflect values that the company wants to promote.
Ethical principles apply to partners as well
Paulig requires its partners – including those in marketing and communications – to commit themselves to environmental and social responsibility.
"For instance, when we work together with social media influencers, our responsibility extends to the content they share – although we do give them creative liberties as well," Lipponen says.
Paulig also requires e.g., that if marketing photos or videos feature a child, a permission has been obtained from both guardians for them to appear in the company’s advertising.
According to Kaisa Lipponen, responsible practices have guided the Paulig’s marketing and communications for a long time.
"In the past, they have been implicit knowledge. Now, we have discussed our principles together and put them in writing so that going forward, we have a shared framework to guide marketing and communications professionals in all the countries in which we operate. For sure, we are not perfect and occasional mistakes do happen as always in life. But our guidelines also serve in addressing them, encouraging transparent discussion about challenges and how to improve even further", Lipponen concludes.