Advocating for a greener future: promoting Earth Day and sustainable practices

Interviews

Thomas Hoffmann, Public Affairs Manager for Brown-Forman, spoke to myGwork about his vision for Earth Day, and the impact of sustainable practices.

My name is Thomas Hoffmann, and I am Public Affairs Manager for Brown-Forman in Germany. As a public affairs manager, I monitor relevant government legislation, build key relationships, and communicate internally, and with our political stakeholders the sustainability efforts of Brown-Forman for Germany. I also lead the "Spirit of Commitment" team.

Within this team, we have the three teams “Alcohol Responsibility”, “HUMBOLDT” (Green Team) and “Community Relations”. I coordinate our local environmental initiatives, community relations efforts, and alcohol responsibility programs. Additionally, I'm proud to be a member of the PRIDE Germany employee resource group (ERG) chapter.

In what ways do you believe Earth Day and environmental awareness are important in our society? How do they contribute to creating a more sustainable and eco-friendly future?

A single Earth Day alone cannot solve the problems we face in protecting our environment. Nevertheless, I am convinced a strong, symbolic, and regular initiative like Earth Day can lead to a lasting change in people's awareness and behavior. Pride parades are a great example of how a regular international initiative has led to the greater acceptance of the LGBTQ+ community in society over the years. Why shouldn't Earth Day work in the same way for the acceptance of environmental issues?

How do you leverage your own experiences and expertise to support and empower individuals and organizations in adopting sustainable practices? Are there any specific initiatives or strategies you have implemented?

A key aspect of environmental protection is to first realize the extent and focus of our own environmental emissions. We have a Green Team for B-F Germany that we call "HUMBOLDT,” named after the natural scientist Alexander von Humboldt. We are committed to Brown-Forman’s sustainability goals, which go beyond our own business operations to include building partnerships with suppliers and industry, and to educate others about the significance of environmental consciousness, including our own colleagues and internal stakeholders.

HUMBOLDT shares that our actions could imply potential consequences for the environment. As an example, whenever an internal company event is planned, we remind the organizers of the “B-F Responsible Event Checklist” that suggests using environmentally friendly products, being conscious of travel distances, avoiding excess food and more.

Also, the interdisciplinarity that comes with being a member of different teams within the organization can be a huge boost for dialogue and creativity. For example, the Brown-Forman PRIDE ERG chapter in Germany organizes our annual participation in the Christopher Street Day in Hamburg. As a member of both the Pride ERG and HUMBOLDT Green Team, I work to ensure we are thoughtful about the environmental impact of our participation. Consideration questions include: If we use a vehicle, how is it powered? How can we reuse materials and decorations wherever possible? Can we avoid creating any waste? These are all small things, but they are important and often forgotten in the hustle and bustle of such planning.

In what ways do you promote and advocate for Earth Day outside of your organization or community? Are there any collaborative projects or campaigns that you actively participate in?

In my spare time, I volunteer at the Berlin Pride, managing the political campaign and a sustainability project. In the sustainability project, we collaborate with a local non-profit environmental organization. These are wonderful opportunities to bring people together: The Berlin Pride helps with their Earth Day campaign, and the non-profit organization makes the Berlin Pride more environmentally friendly - a great win-win situation!

Are there any personal or professional role models who have significantly inspired your journey as an advocate for Earth Day and sustainability? How have these people or their work influenced your own approach and activism?

It might seem a bit unconventional, but I find just as much motivation in what some might see as setbacks as I do in progress. Naturally, I'm inspired by individuals and organizations making positive strides for our planet, those who understand that their actions aren't just about charity but about ensuring the long-term success of their endeavors. A great example of this is Yvon Chouinard, the founder of Patagonia, whose company has produced sustainably and is very actively committed to environmental protection.

However, when faced with unfavorable changes like the recent shift in transport policy in my city, where the focus is swinging back toward cars over bicycles, I see it as a call to action. My motto becomes: Now more than ever! It's a time to speak up, highlight sustainable mobility's benefits, and ditch the car. Why does this fuel my motivation instead of dampening it? Because I'm fully convinced that doing what's right will prevail.