british american tobacco p.l.c. sustainability report 2011 - Sustainability at British American Tobacco Germany

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Sustainability Report 2011

In 2010, British American Tobacco Germany carried out a materiality test, using the Group’s methodology, to identify the issues of most concern to the business and its stakeholders. This involved consultation with external stakeholders, followed by workshops with different areas of the business to devise sustainability goals for each area.

The result was the development of a sustainability programme that contributes to the Group’s sustainability goals at the same time as addressing local needs. Examples of some of the initiatives in the programme are detailed below.

Youth smoking prevention

British American Tobacco Germany continues to tackle youth smoking through a campaign to raise awareness of the issue among retailers and wholesalers.

In 2011, 150,000 copies of the youth smoking prevention (YSP) campaign’s brochure were distributed to the company’s trade partners. The brochure is also available electronically for retailers to distribute to their employees. It contains information on the minimum age law, guidance on effective ways to verify a customer’s age and three point-of-sale stickers for the retailers to display. A total of 450,000 stickers were distributed, enabling the retailers to meet the German legal requirement to display the minimum age for sales wherever tobacco products are sold.

The campaign’s online presence includes a YSP section of the company’s website, which was updated in 2011 to include an e-learning tool for retailers that features resources such as quizzes and videos showing how to handle typical situations.

British American Tobacco Germany hopes that by working with retailers and its trade partners in this way, it can effectively contribute to addressing youth smoking in Germany.

Sustainability at British American Tobacco GermanyReducing environmental impacts

British American Tobacco Germany is committed to addressing its environmental impacts. It was the first company in our Western Europe region to be certified to the new European DIN EN 16001 standard, which focuses specifically on energy efficiency. The company’s work to reduce its environmental impacts is primarily focused on its manufacturing and logistics, as well as having initiatives such as its programme encouraging employees to use natural resources responsibly, both at work and at home.

The company’s factory in Bayreuth is the largest manufacturing site in the Group. As such, it was one of the first to undergo a third party energy and CO2e assessment in late 2009. As a result of the assessment, the site has begun to upgrade its boilers, which represents up to half its total energy use, to more energy-efficient models.

The vehicle fleet used by the company’s trade and account representatives is currently being replaced with more fuel-efficient cars. To date, 46 per cent of the fleet has been replaced. This is expected to result in an estimated 10 per cent reduction in the fleet’s overall fuel consumption and CO2e emissions, as well as considerable cost savings. The company plans to replace its entire fleet by 2014.

Employer of choice

British American Tobacco Germany has built a reputation as an employer of choice, focused on employee wellbeing. In 2011, it was recognised, for the seventh successive year, as a Top Employer in Germany by the CRF Institute, an international organisation that identifies top performers in the areas of Human Resources, leadership and strategy.

The company’s work in this area includes a family services programme that provides employees with support through family events and day trips, free child care facilities in emergency situations and assistance with caring for sick or elderly relatives. Free confidential counselling services are also available for all employees.

In recognition of this family-friendly approach, the company was accredited in 2010 by a national initiative, Berufundfamilie gGmbH, under the auspices of the Federal Minister for Family Affairs and the Federal Minister of Economics.

Employee survey

In the 2010 ‘Your Voice’ employee opinion survey, British American Tobacco Germany saw positive results: in all 11 categories, employee opinion had improved compared to the 2008 survey. However, the company recognises that there are still some areas for improvement.

For example, despite being 4 per cent above the national benchmark in the area of talent development, areas for improvement were identified. In 2011, these areas were addressed through initiatives including the establishment of an academy for graduates and existing non-management employees who have the potential to move into management roles. The academy includes training, coaching and seminars on leadership and management skills.

Through the Group’s new learning management system, new training courses and materials have also been developed for management employees. Guidance was also provided for line managers to give more consistent and transparent feedback to employees following Talent Review meetings.

Community investment

British American Tobacco Germany has a long-standing corporate social investment programme. For example, the company is the main sponsor of Hamburg’s annual ‘Long Night of Museums’ event, in which over 40 museums and galleries are opened to the public overnight. More than 30,000 visitors took part in 2011.

In Bayreuth, where the company’s main factory is located, British American Tobacco Germany supports young artists through its Campus Gallery project. In partnership with the University of Bayreuth, exhibitions are held for international artists and young international artists are supported with scholarships and exhibition opportunities.

The Foundation for Future Studies

The company also continues to support the Foundation for Future Studies, which it founded in 1979. The Foundation contributes to society’s debates around the future and sustainability. It produces publications based on independent research and holds events and seminars to encourage open discussion of the issues.

In 2011, the Foundation’s geographical scope was extended beyond Germany to include other European countries. Projects under this new scope included the publication ‘United Dreams of Europe’. This report into expectations for the future of Europe was based on a survey of 15,000 people across 13 European states and interviews with European politicians, scientists and students.

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