Carlsberg launches crowdsourcing campaign in a bid to be more environmentally friendly
Carlsberg is looking to boost its green credentials through a crowdsourcing competition which looking for ideas on how to make its beer more sustainable.
The Danish brewing company has partnered with Copenhagen-based think tank Sustainia to launch its “Cheers to Green Ideas” competition which it hopes will help the company promote a more environmentally friendly image and also inspire change in consumer behaviour.
The initiative is looking for ideas from both the public and businesses on how Carlsberg could improve the environmental impact of beer across the whole production process including production of raw materials, brewing and transportation and recycling of packaging.
The most innovate ideas will be recognised at the Sustainia Award ceremony in Paris on 6 December 2015 with two awards up for grabs. The ‘Cheers to Green Ideas Award’ is aimed at established companies or entrepreneurs with a viable sustainability concept and will give the winner £13,000 and a chance to collaborate with Carlsberg experts, and partners in the Carlsberg Circular Community.
A second award will praise consumers who come forward with viable engaging, behavioural change-based ideas. The winner will receive £6,500 and the opportunity to work with Carlsberg in order to make the ideas a reality.
Sustainability director at Carlsberg Group, Simon Boas Hoffmeyer, said the campaign was a “natural way” of promoting the innovation and sustainability which “have played a key role in the company’s development”. He added that by working together with professionals and consumers Carlsberg would be able to “brew beer that is even more sustainable”.
Laura Storm, chief executive of Sustainia, said the competition was a “testament to the power of co-creation” and added that there was a “myriad of solutions existing today that we should identify and scale in order to fuel the transition to a sustainable society”.
Ideas submissions are now open through the www.Sustainia.me/Carlsberg website and will run until 16 October.