Beyond the Event: How HEINEKEN Group is Integrating Sustainability and Human Rights into Its Events

Events possess a unique power: the ability to inspire millions of people. Through the energy and connection experienced in a celebration, the audience can understand that it is possible to face major global challenges. However, for this inspiration to be genuine, the entire construction of the event must be collaborative and intentional.

It was with this vision that NATIVA and HEINEKEN Group joined forces in a pioneering project. The challenge: to integrate sustainability and human rights into the DNA of every experience produced or sponsored by one of the largest breweries in Brazil and the world.

The result of this journey is the Responsible Events Guide, a compass that not only standardizes best practices for HEINEKEN Group events in Brazil but also seeks to inspire a sustainable transformation across the entire sector.

For HEINEKEN Group, "how" things are done is just as important as what is delivered. To materialize the ambition of "Heineken Brewing a Better World," it was necessary to unify environmental and social guidelines that previously operated separately, standardize directions, and create clear indicators. This paved the way for a continuous process of engaging a vast ecosystem, ranging from Heineken's internal teams to agencies and suppliers.

To guide this evolution, NATIVA relied on the Regenerative Events Framework (the "REF"), a proprietary tool designed to measure and improve impact, transforming the event into a catalyst for change. This framework has already been utilized in various events, from music festivals to sports marathons.

The process involved a deep analysis of Heineken's existing guidelines, benchmarking against the best standards in events and sustainability, and the integration of the five fundamental pillars of the REF:

• Circularity: Focus on materials and waste.

• Natural Capital: Respect for biodiversity and natural resources.

• Climate Resilience: Greenhouse gas emissions management.

• Education & Engagement: Transparency and stakeholder engagement.

• Well-being: Happiness, health, and inclusion for everyone involved.

The Responsible Events Guide delivered is not merely a theoretical document; it is a practical instruction manual to accelerate the transition toward regenerative paradigms in the event industry. It classifies events by size and typology and establishes mandatory practices (must-have) and recommended practices (nice-to-have) regarding environmental and human rights terms. It considers scenarios of higher risk and socio-environmental impact, while also integrating the work of the Heineken Institute, which generates positive impact through projects involving waste pickers, youth, and street vendors.

This project reaffirms HEINEKEN's commitment to ethics and socio-environmental responsibility: by influencing its partners and producers to adopt ESG criteria, the brand raises the bar for the entire entertainment market.

“This is a starting point, not a destination. As a pioneering brand in sustainability and one of the largest breweries in the country, we have a duty to raise the industry standard: engaging agencies and suppliers, standardizing guidelines, and monitoring clear indicators so that entertainment progresses in an integrated manner—because, for us, brand experience is a vehicle for impact,”

Alexia Catharina, Sustainability Specialist at HEINEKEN Group.

For NATIVA, participating in this construction is an opportunity to apply regenerative design at scale. This marks the beginning of work that can shape the future of the events sector and transform celebrations into tools for sustainability.

Want to know how NATIVA can help your company transition to regenerative business models? Contact us.