In its role as a reliable partner, REWE Group commits its resources to areas where it does business and to the world’s more destitute regions. The company works with strong partners who can draw on their local experience and provide effective support. A special issue in this regard is the development of long-term partnerships that all sides can count on. When possible, REWE Group integrates its customers and employees into its projects. This approach strengthens the sense of community and expands the projects’ reach.
REWE Group takes part in projects that promote the development of children and young people, among other things. One aim of this effort is to eliminate unequal opportunities. In this work, the company helps socially disadvantaged young people while they are attending school and taking steps to enter the workforce. REWE Group also plays an active role in projects designed to inform children and adolescents at an early age about the need to get plenty of exercise and eat balanced diets. Access to education also plays a major role in the international involvement of REWE Group. For instance, the company supports school construction projects around the world, thus helping to improve educational opportunities of children and adolescents.
For the concept of sustainability to take root in society, we need well-informed consumers. And it is easy to understand why: They will be the ones to explore the issue and integrate it into their shopping decisions. For this reason, REWE Group strives to raise the awareness levels of children and adults about more sustainable consumption and more balanced diets. The company also integrates them into its involvement in biodiversity and environmental protection. In the campaigns it conducts in its stores, the company reaches large numbers of customers, sharpening their focus on more sustainable lifestyles. REWE Group draws on a wide range of formats in this process – from participatory events and informative action weeks to fund-raising drives conducted through the sale of selected products.
REWE Group has identified the following four areas of action in the pillar Social Involvement: healthy diets and exercise; opportunities for children and adolescents; vigilant approach to food and biodiversity; and environmental protection. The areas of action apply to the entire REWE Group. Every sales line covers at least two of these areas with its involvement. The preamble of the areas of action for the sales lines REWE and PENNY says, “REWE and PENNY support non-profit organisations and projects as well as groups that provide consumer education.”
All areas of action are monitored by the “Social Involvement” project group, a team that has been led by Dr Daniela Büchel (Divisional Management Board of Retail Germany – HR and sustainability areas) since mid-2016.
As a way of measuring the progress being achieved in the pillar Social Involvement, REWE Group has defined goals and KPIs:
|Share of long-range projects (span: more than two years)||At least 70%||88 %||See the section Projects and Sponsorships|
|Evaluation of the most important projects with budgets of more than 30,000 euros||Annual evaluation||100 %|
As part of an analysis conducted in 2016, REWE Group compared and aligned its sustainability strategy with the Sustainable Development Goals (SDGs). It then identified and prioritised the SDGs that were relevant to the company. The review determined that the Social Involvement of REWE Group contributes to the global goals of more sustainable growth, including the SDG 12: Responsible Consumption and Production, SDG 4: Quality Education and SDG 1: No Poverty. As part of this analysis, sustainability officers of REWE Group and external stakeholders gave a high priority to SDG 12: Responsible Consumption and Production (see the section Sustainability Strategy).