From Clicks to Progress: Youth Digital Pathways for Sustainable Development

By Annette Ngugi, Human Resources Director, KBL

In our fast-paced digital world, technology is a powerful driver of change, opening doors to sustainable development. Mobile devices, services, and artificial intelligence (AI) are revolutionising how we work towards our adopted Sustainable Development Goals (SDGs). The data we generate through our digital interactions fuels smart, evidence-based decisions, touching every aspect of our lives—Economic, Social, and Environmental.

Today, we celebrate a pivotal moment in youth empowerment and sustainable development as Kenya Breweries Limited (KBL) takes significant strides to uplift the younger generation. This year's theme, "From Clicks to Progress: Youth Digital Pathways for Sustainable Development," resonates deeply with KBL's ongoing commitment to harnessing digital innovation for the benefit of youth across East Africa.

In an era where technology shapes our lives, KBL recognises the transformative power of digital pathways. The company has implemented various initiatives aimed at equipping young people with the skills necessary to thrive in the modern workforce. One such initiative is having a team of young digital savvy employees who are part of the company’s Digital Marketing Unit. Going by the name of ‘Digi Tribe’, the team which comprises of about fifty youths, is mainly responsible for conceptualizing and executing on the organization’s creative agenda focused on marketing and advertising our beverages.

From our Sustainability Strategy’s perspective, our Learning for Life programme, has successfully trained over 8,932 individuals in vital business and hospitality skills, enhancing their employability and entrepreneurial potential. This commitment to skills development is crucial, as it empowers the youth to navigate the complexities of today's job market.

Moreover, our world class Diageo Bar Academy program has trained more than 1.5 million individuals globally, with over 13,000 individuals trained in Kenya, focusing on creating a vibrant hospitality sector.

This programme not only provides practical skills but also fosters a sense of community among young professionals, enabling them to connect and collaborate in their careers.

By investing in these programmes, KBL is making significant strides in bridging the gap between education and employment, ensuring that young people are well-prepared for the challenges and opportunities that lie ahead.

KBL is also committed to promoting responsible drinking through DRINKiQ, a programme that educates young people about the importance of moderation and the risks associated with alcohol misuse. A standout feature is the integration of QR codes on product packaging, providing consumers with immediate access to valuable information about responsible drinking via their smartphones. The programme fosters a culture of informed choices and health literacy within our communities.

Beyond these initiatives, KBL has utilised digital platforms to tackle illicit alcohol consumption. Partnering with influencers, we launched a comprehensive anti-illicit alcohol campaign across various digital channels. This campaign, active in regions such as Tharaka-Nithi, Meru, Machakos, and Isiolo, leveraged influential digital collaborations to amplify our message. Engaging influencers allowed us to reach younger, digitally savvy audiences effectively. Through relatable content and educational materials, influencers have shared personal stories and insights about the dangers of illicit alcohol, fostering a grassroots movement against unregulated consumption.

KBL's use of digital platforms to promote social responsibility and public health exemplifies how technology can drive positive change. We are not only addressing the challenges of illicit alcohol consumption but also advancing sustainable development goals in the country.

KBL's multifaceted approach to youth empowerment reflects its dedication to creating a sustainable future. By investing in skills development, promoting responsible drinking, and leveraging digital pathways, ?we are paving the way for a brighter future for the youth. As we move forward, let us remember that our actions today shape the world of tomorrow. By championing sustainability and harnessing the power of digital innovation, we hold the keys to a greener, more sustainable future. Together, we can unite our efforts, stride forward, and secure a healthier, more vibrant future for generations to come.