(8) KEY

DIGITAL
TRENDS SHAPING
OUR FUTURE

Each trend offers insight into

how companies can leverage new
technologies to enhance customer
This document highlights eight experiences, improve operational
key digital trends shaping the efficiency, and stay ahead in a rapidly
future of business and society. evolving digital landscape.

01
THE POWER OF
PERSONALIZED E
X
EXPERIENCES P

EXPERIENCE
E
R
I
E
In today’s age N This trend is not only shaping
C marketing strategies but is also
of information redefining customer experiences
overload E and employee engagement.
personalized experiences
have become a beacon By Leveraging data analytics,
for both consumers machine learning, and
and employees seeking automation, companies can now
relevance, efficiency, customize their offerings to meet
and convenience individual needs and preferences.
Personalization goes beyond digital interactions, marketing
and sales. Employees now expect tailored experiences in the
workplace, from personalized learning and development programs
to flexible work arrangements and customized benefits packages.

MANY COMPANIES HAVE HARNESSED THE POWER

OF PERSONALIZATION TO ENHANCE CUSTOMER
SATISFACTION AND DRIVE BUSINESS GROWTH:

Amazon was one of the first to based on browsing

use “mass-personalization” to and purchase history.
enhance the shopping experience. Personalized email campaigns
Features like "Customers Who with customized product
Bought This Also Bought" and suggestions and offers keep
"Frequently Bought Together" customers engaged and
offer product recommendations encourage repeat purchases.

In the physical world, Venti Iced Caramel Soymilk

Starbucks made it Latte with 2 Pumps Vanilla, 1
possible to heavily Pump Hazelnut, Extra Caramel
customize our coffee order Drizzle, No Whip, and Light Ice

Nike’s “Nike By You” program training programs,

enables customers to design and and exclusive offers based
personalize their own shoes, on user activities, preferences,
selecting colors, materials, and and location, fostering
adding custom text or graphics. strong customer relationships
Their mobile app provides and brand loyalty.
personalized recommendations

L'Oréal leverages its ModiFace technology to provide

personalized beauty experiences. Through augmented
reality, ModiFace allows customers to virtually try on
makeup products using their smartphone or in-store devices.
This personalized experience helps customers make informed
decisions and enhances their overall shopping experience.
 Unilever uses personalization online quizzes that assess
to cater to diverse customer individual skin types and concerns.
needs across its product range.
This approach ensures
For example, its Dove brand customers receive tailored
offers personalized skincare product suggestions, enhancing
recommendations through satisfaction and brand loyalty.

And also at HEINEKEN for customers (bars,

we use personalization in restaurants and small store
advertising for consumers (on owners). More and more data
Insta, YouTube and other is available that can create
media) and we create tailor more relevant content for our
made product recommendation consumers and customers.

This is all made

possible, at scale,
by collecting large
amounts of consumer
data and the use of AI

To win in today’s world (and and automate the delivery

certainly tomorrow), knowing your of personalized content
consumer, shopper or customer and interactions.
better than your competitor.
Companies that collect relevant This not only improves efficiency
data and harness these technologies but also enhances customer
can gain deep audience insights, satisfaction, creating truly tailored
make accurate predictions and memorable experiences.

At HEINEKEN we strive to become the best -

connected brewer. This means making all connections
- whether with consumers, customers, vendors, or
employees - as personal, relevant and meaningful as possible!
 02
EVERYTHING
& EVERYBODY
CONNECTED

CONNECTED
The world is experiencing a This trend is revolutionizing
seismic shift towards connectivity, industries, fostering
where everything and everybody innovation, collaboration,
is becoming interconnected. and growth. By embracing
This trend is the main driver behind connectivity, companies
the current 4th Industrial Revolution can unlock new opportunities
(also known as the Smart Industry), and stay ahead of the curve.
we are all living through.

WE SEE THREE DIMENSIONS

O F C O N N E C T I V I T Y:

Machine-to- Machine-to- People-to-People

machine (M2M): People (M2P): (P2P) collaboration:
Connected devices and Connected devices Connectivity facilitates
sensors enable machines and applications collaboration and
to communicate allow machines to communication between
and exchange data, interact with individuals, individuals, transcending
optimizing operations enhancing experiences geographical barriers.
and driving automation. and convenience. Tools like video
For instance, in Examples include conferencing and
manufacturing, machines voice-activated virtual project management
can automatically adjust assistants like Amazon's platforms enable
production parameters Alexa, which provide remote teamwork,
based on real-time data, personalized assistance fostering innovation
enhancing efficiency. and control smart and global cooperation.
home devices.

In our personal lives, connectivity is evident everywhere. Our watches

are connected, our fridges can access the internet, our TVs are
"smart," and our radiator valves can be controlled via WiFi.
Many of us use virtual assistants like Siri, Alexa, and Google Home.
 L A R G E C O M PA N I E S A R E
A L S O B E T T I N G H E AV I LY
O N C O N N E C T I V I T Y:

We all know Tesla, that has led The Airbnb platform is a great
the pack in automative, connecting example of a network of connections,
all its vehicles. Its cars gather data that links homeowners with travelers,
on performance, battery life, and enabling the sharing economy.
driving patterns, which is analyzed This many-to-many connectivity
to improve functionality and is driving the growth of the sharing
provide over-the-air (OTA) software economy, where ownership
updates. And of course, with is becoming less necessary.
the aim of full-self driving.

Collaboration tools like TEAMS (and competitive tools

like WebEx, Zoom and Slack) promote P2P collaboration
across organizations and industries, enabling virtual
meetings and teamwork and driving productivity.

In the oil industry, Shell is a great example of a company

that employs connectivity to improve operational efficiency
as well as safety. IoT sensors monitor equipment and
environmental conditions in real-time, enabling predictive
maintenance and reducing downtime.
M2P connectivity allows remote monitoring and control
of operations, ensuring swift responses to any issues.

We see the same increase in connectivity we see across many

different areas within HEINEKEN. Over 4,000 machines in our
breweries are connected with IoT (Internet of Things) as part
of the Connected Brewery programme, leading to 200 billion
data elements that are streaming into our cloud.
Next to that, hundreds of thousands of fridges and Draught
Beer machines are integrated in our landscape to analyse
equipment and consumer behaviours. And more recently
we started to connect ePos machines (cash register data)
to use information of transactions to give HEINEKEN
insights and help the outlet owner with category advice.

CONNECTIVITY
 S O M E K E Y T E C H N O L O G I E S T H AT
ARE ENABLING THESE DIFFERENT
LEVELS OF CONNECTIVITY
ARE THE FOLLOWING:

02

03
INTERNET
01 CLOUD ARTIFICIAL
OF THINGS COMPU- INTELLI-
(IOT): TING: GENCE:
Connects everyday Manages massive Helps digest large
objects, embedding volumes of streaming amounts of data,
them with sensors and data from IoT. enabling personalized
enabling data exchange. recommendations,
IoT is used in supply HEINEKEN, for predictive analytics,
chains, fridges, draught example, has over 200 and automation.
beer equipment, ePOS billion data records
systems, wearables, and from the Connected
smart home appliances. Brewery alone.

In the years to come, we will see increasing

connectivity. Virtually every machine and every
human being on the planet will be connected.
Becoming the best-connected brewer
is about connecting everything and everyone.
The data and insights
gained will enable us to serve
our consumers and customers
better and drive productivity!
03
THE
POWER
OF AI
In the ever-evolving tech world, staying updated on the
latest trends is essential. Today, I’m spotlighting one
of the most transformative forces: THE POWER OF AI

It is incredible to see the speed of change:

we are in the 5th phase of the Industrial Revolution.
This revolution is compressing in time, through accelerated innovation:
Steam engines (late 18th century) lasted ~100 years, electrification
(late 19th century) ~50 years, telecommunications (early 20th century)
~40 years, the web (late 20th century) ~20 years, and now AI
(21st century) is rapidly evolving within a decade

AI's journey already began in the

1950s with pioneers like Alan Turing.
Early AI was rule- based, but today,
advancements in deep learning and
neural networks have propelled AI
into new domains. For instance, ChatGPT
Just two years leverages deep learning to contextually
understand and respond to human language.
ago, we had to
convince people From virtual assistants like Siri, Alexa,
of AI's potential. and Google Assistant to applications in
customer service, predictive analytics, and
Now, its impact quality control, AI is now integral to our lives.
is undeniable. It’s revolutionizing recommendation systems,
fraud detection, and personalized marketing.
 AROUND THE WORLD, WE CAN SEE GOOD
EXAMPLES OF COMPANIES USING AI (STILL
IN MAJORITY MACHINE LEARNING MODELS):

Amazon leverages AI to In fulfillment centers,

enhance e-commerce and logistics. AI-guided robots optimize
AI drives personalized product inventory management
recommendations, analyzing and streamline order
user data to suggest tailored processing, improving
products, boosting customer efficiency and reducing costs.
satisfaction and sales.

Walmart uses AI for predictive analytics and inventory

management. By analyzing customer data, AI forecasts
demand accurately, ensuring products are in stock while
minimizing waste. AI-driven chatbots enhance customer service,
providing instant assistance and resolving queries efficiently.

Coca-Cola utilizes AI to refine Additionally, AI helps develop

marketing strategies and product new products byanalyzing
development. AI analyzes consumer customer feedback and
behavior and market trends preferences. And Coke has
to create targeted advertising started to use GenAI in creative
campaigns, increasing marketing, even producing
engagement and conversion rates. commercials and digital assets

Many banks use AI for fraud and safeguarding customer

detection, predictive analytics, accounts. Predictive
industry:
Banking

and customer personalization. AI analytics offer clients

systems analyze transaction data tailored financial advice,
in real-time to detect suspicious enhancing service quality.
activities, preventing fraud

Procter & Gamble integrates AI into supply chain management

Procter &
gamble:

and marketing. AI-driven analytics optimize inventory levels,

ensuring product availability and reducing excess. In marketing,
AI personalizes campaigns, boosting brand loyalty and sales,
and aiding in product innovation by identifying emerging trends.

Uses AI for Revenue Management, Commercial Mix Optimisation, Sales

Execution, Logistics, and Manufacturing Optimisation. These are all Machine
Learning based modesl, that use internal and external data sources to
optimisse for pricing strategies and promotional offers, maximizing revenue.
AI predicts demand in logistics, ensuring timely delivery and
reducing costs. HEINEKEN has also started proofs of concept,
using Generative AI for consumer insights, customer feedback,
sentiment analysis and business intelligence.
 Key BIG DATA COMPUTER
ANALYTICS: VISION:
Technologies Much more powerful Interprets visual
that make compute power,
help to analyse
information for
applications like
AI possible large datasets that facial recognition
enable AI products

NATURAL LANGUAGE EDGE DEEP LEARNING:

PROCESSING (NLP): COMPUTING: Processes vast
Enables human-AI Reduces latency data through
communication by processing neural networks
(Great example that many are data closer to identify patterns
using is the chatgpt interface, to its source
to use natural language prompts)

AI is driving productivity as well as creating new market

opportunities for many companies. It is pivotal for
HEINEKEN’s journey to become the best-connected brewer.

04
CYBER
SECURITY
SECURITY
In today's hyper-connected As we integrate more devices
world, cyber security is more into our daily lives, each
critical than ever. From phishing connected device becomes a
attempts to ransomware attacks potential target for cyber threats,
on businesses and governments, increasing the importance of
everyone is affected. robust cyber security measures.
 Cyber-attacks have severe consequences, impacting individuals,
businesses, and entire nations. Ransomware can lock down
your data, demanding payment for its release, often with
no guarantee of recovery. Hackers steal sensitive information,
leading to identity theft or sales on the dark web.
Cyber espionage steals trade secrets, giving attackers
a competitive edge in business or technology. Phishing
schemes trick individuals and organizations into fraudulent
transactions, leading to financial losses and reputational damage.

Business operations can be severely and communication networks,

disrupted by attacks like Distributed is also at risk, potentially leading
Denial of Service (DDoS), which overload to widespread chaos and crises.
networks with traffic, causing system The far-reaching impact
crashes and extended downtime. of these attacks underscores
In a broader context, critical infrastructure, the necessity for comprehensive
such as power grids, water supplies, cyber security strategies.

Many cyber-attacks remain undisclosed due to the

stigma attached and the fear of reputational damage.
However, some high-profile incidents that have been reported on include:

WannaCry Ransomware Attack (2017):

01

A global attack affecting hundreds of thousands of computers in over 150

countries. This attack used ransomware to encrypt user data, demanding a
Bitcoin payment to unlock it. The UK's National Health Service was notably
affected, causing widespread disruption to health services and patient care

Equifax Data Breach (2017):

A massive data breach at Equifax, one of the largest credit bureaus
02

in the US, exposed personal information of nearly 147 million people.

The compromised information included Social Security numbers, birth
dates, addresses, and driver's license numbers, highlighting the severe
risks of identity theft and financial fraud associated with data breaches

SolarWinds Hack (2020):

A sophisticated supply chain attack that impacted thousands of businesses
03

and government agencies worldwide, including parts of the U.S. federal

government. Hackers infiltrated the network management software from
SolarWinds, allowing them to spy on organizations and potentially disrupt
operations. This breach emphasized the national security risks posed
by cyber-attacks and the importance of securing supply chains.

Cyber criminals don’t only attack companies, but also governments. In 2022
the Costa Rica Government was severely impacted by a ransomware attack
04

from the Conti group. Multiple government agencies, including the Ministry of
Finance, were targeted, leading to widespread disruptions in public services.
The attackers demanded a $10 million ransom, prompting the
Costa Rican president to declare a national state of emergency.
 Of course, not all "IT disruptions" are caused by cyber-attacks.
There can be other service disruptions as well. But the number
of cyber attempts in today's connected world... is mind boggling!

Organizations like HEINEKEN have nowadays large Cyber

Defense Operations (CDO) to protect against such threats.
These operations often follow the NIST Cyber Security framework
from The National Institute of Standards and Technology (NIST),
which consists of five core functions:
Identify Protect Detect Respond Recover

This framework ensures high-risk assets and data are protected, attacks are detected
promptly, and breaches are managed efficiently to restore normal operations.

AT HEINEKEN,
OUR CDO
TEAM IS VITAL
In keeping the company safe
and supporting our goal to
become the best-connected
brewer. The team works
tirelessly to safeguard our
digital assets, ensuring that
we can continue to operate
smoothly and securely in an
increasingly digital world.
05
THE
WAR FOR
TALENT

TALENT
This challenge
is of course not just confined to However, as technology
Digital & Technology alone. Functions like increasingly integrates into every
warehousing and distribution are very much facet of life, the demand for Tech
struggling to find the right talent and Data professionals has surged.

These experts are no longer just "keeping In today's competitive

the lights on"; they are pivotal in executing landscape, every company
company strategies—developing new is in a race to secure the
applications, safeguarding data, and brightest tech minds.
leveraging AI to drive business intelligence.

Recruiting top tech talent has become

significantly harder than it was a decade ago.
It's not just the tech-native firms; traditional companies
like banks, oil majors, and CPG giants are now aggressively
vying for the best talent. At HEINEKEN, we face this challenge
continuously—positions remain unfilled, which is costly and risks
losing valuable expertise. Therefore, excelling at both recruitment
and retention is not just important—it's critical.

Research indicates that skilled digital The conclusion? A multifaceted

professionals seek more than just a approach is necessary to attract
competitive salary. They prioritize roles that and retain top digital talent.
align with their passions, offer growth and Companies must showcase what
learning opportunities, and provide flexibility makes them unique and how they
in both work hours and location. enable employees to make a real
Increasingly, alignment with a company's impact. Clear opportunities
values and purpose is becoming a key factor. for career growth, both locally
and globally, are essential. The trend
At HEINEKEN, we've conducted extensive
of larger-scale "tech hubs" with
research into the needs of digital talents
diverse career paths is on the rise.
across areas like DevOps, Data Management,
and Cyber Security, uncovering global
differences and specific preferences.
 Some examples of companies around
Talent Recruitment and Retention:

Google (Missing on LinkedIn Post-

is of course Known for its innovative Unilever has invested for
and employee-friendly culture, Google a long time in "Future
attracts top talent by offering unique Leaders Programme)",
perks like on-site wellness programs,
flexible work environments, and a three-year rotational experience, giving
continuous learning opportunities. employees hands-on experience across
Their renowned "20% time" policy various business functions. This, combined
encourages employees to spend with extensive mentorship, leadership
a portion of their work hours on training, and a focus on sustainability
projects they are passionate about, and purpose-driven work, makes Unilever
fostering creativity and innovation. an attractive employer for those looking
to make a meaningful impact.

Netflix At The HEINEKEN Company,

is known for its "freedom and we have a global Graduate Program, as well
responsibility" culture, where employees as global leadership programs. We use our
are given autonomy to make decisions 70/20/10 development model: 70% on-the-
and are held accountable for their work. job experience, 20% coaching and feedback,
They focus on hiring highly self- and 10% formal training. For D&T specifically,
motivated individuals who thrive we are creating larger Tech Hubs, in Vietnam,
in an environment of transparency India, Poland, South-Africa and Mexico.
and innovation. Netflix also offers Bringing tech-people in larger hubs, offers
competitive compensation interesting career paths, offering starting
and stock options to retain top talent. positions, all the way to director (VP) jobs.
We invest in (micro-)certification for courses
that will keep our people up-to date within
HEINEKEN, but also keeps them employable
outside HEINEKEN (although we hope they
will stay with us for a long time…)

Training and personal development Building a strong employer brand

are crucial to attracting and retaining is crucial for all companies. While
key talent. Employees expect investments digital natives like Alphabet, Meta, and
in online development tools and value Netflix are renowned for "digital careers,"
certifications that enhance their employability. traditional companies must actively
Work-life balance and remote work options promote their digital transformation
are now non- negotiable in the post-COVID journeys. Engaging in events and
are the new "table stakes." Offering competitive university outreach is essential to
pay is a given, but in technology, total demonstrate the exciting learning
compensation has been outpacing inflation in opportunities and careers available
recent years, though not uniformly across roles in these companies

In conclusion,
winning the War for Talent is critical for any business To become the best-connected brewer, HEINEKEN
aiming to stay ahead in the fast-paced digital needs the best talent. Just as we’ve always needed
world. Companies must step up their game and top talent to innovate, build brands, and strengthen
offer what tech professionals value: challenging customer relationships, we now require exceptional
work, growth opportunities, a supportive work Tech & Data professionals to remain competitive
environment, and competitive compensation. in our increasingly digital world.
06
SOCIAL
COMMERCE

SOCIAL is when you buy products directly within

a social media platform. It transforms online
shopping into a more social, interactive,
At its core, and seamless experience. Instead of switching
from app to website to complete a purchase,
SOCIAL you can discover a product, like a t-shirt or shoes,
and buy it instantly — all within the same platform.
COMMERCE It's streamlined, engaging, and fun!

THE EVOLUTION In the early days, the internet was primarily

a space for searching and shopping on standalone
OF THE INTERNET: websites. But now, it's more than just a browsing
From Browsing tool -it's a hub for connection and community.
to Building Today’s online communities are vibrant spaces
Communities where people with shared interests connect,
share insights, and increasingly - shop together.

Social commerce doesn't just Large-scale online communities

convert these communities are everywhere. Take Reddit,
into revenue streams; it also for instance, where users
gives brands unparalleled discuss topics from movies
access to their consumers. to makeup, or Discord, which
By engaging directly with is popular for gaming and tech
their audience, collecting enthusiasts. These platforms
feedback, and leveraging are rich with users seeking
consumer data, brands advice, recommendations,
can foster deep connections and— most importantly—
while driving growth. products to purchase.
Companies Thriving in Social Commerce:
Here are some brands that are mastering social commerce,
transforming social engagement into tangible sales:

Nike excels in social commerce by leveraging

Instagram to drop new product lines. Fans can
purchase directly from their Instagram posts, creating
an exclusive, immediate shopping experience

This cosmetics company built its empire on

social media, crafting an engaged community
of beauty enthusiasts. Glossier frequently uses
Instagram for product launches and flash
sales, turning followers into loyal customers

A platform for wine lovers, Vivino merges community-

driven reviews with e-commerce. Users can review
wines and buy their next bottle directly from the app,
creating a seamless path from discovery to purchase

Known for its influencer-driven marketing on

Instagram, Fashion Nova turns trending posts
into direct sales. With a “Shop Now” button integrated
into its posts, customers can buy products in just a few
clicks, capitalizing on the immediacy of social media

As one of the fastest-growing fashion brands, Shein uses

TikTok's viral nature to drive sales. With TikTok challenges,
influencer partnerships, and direct links to buy products
from the app, Shein’s success is a prime example of
how to turn social engagement into social commerce

At The HEINEKEN Company, we're also embracing social commerce

Recently, during a visit to HEINEKEN Vietnam, I witnessed firsthand
how small distributors are harnessing social commerce to boost their businesses.
By promoting HEINEKEN products on their own social media channels, such
as Facebook, and even within WhatsApp groups, these distributors are driving
sales in an incredibly effective and efficient way. This approach not only
enhances their sales but also significantly contributes to business growth!
The
Technology
Powering
Social Commerce

At the heart of social To enhance security

commerce is the seamless and convenience,
integration between social many platforms utilize
media platforms and AI-driven ChatBots for
e-commerce systems. customer service and
This includes features like secure mobile payment
"Buy Now" buttons on posts, systems. These
in-app shopping carts, technologies come
and algorithms that together to make social
suggest products commerce smooth,
based on your online reliable, and increasingly
behavior and interests difficult for users to resist

Why
Social
Commerce
Matters

For brands aiming to stay So, for HEINEKEN

relevant, understanding to become the
social commerce is no longer best-connected
optional— it’s essential. brewer, helping
Social commerce allows our customers
companies to connect with their and consumers
audiences in meaningful ways, to connect through
converting those interactions into social commerce,
transactions. It’s more than just is a must!
selling products; it's about creating
shared experiences that lead to
deeper engagement and loyalty
07
AUTONOMOUS
OPERATIONS

Operations refer to systems designed to perform tasks with

minimal or no human intervention, powered by
technologies such as artificial intelligence (AI),
machine learning, and robotics. These systems
automate processes, make decisions, and even
learn from their experiences. Think of transactional
processes, like ordering a product or processing an
invoice, being fully automated. Or consider
autonomous vehicles and machines operating
independently. For example, digital twins—
AUTONOMOUS digital replicas of real-world systems—
are used to innovate, test, and optimize
OPERATIONS processes efficiently

In the Advancements Autonomous

in autonomous machines, while
next operations advancing, still

05 are expected to
significantly
improve business
face hurdles in large-
scale deployment,
particularly due to
years efficiency and legislative challenges

05
reduce errors

However, the
potential of these
technologies to
revolutionize work
and life is clear
Companies across sectors are Embracing
autonomous operations at large scale:

Many companies have developed Digital Twins of Supply

Chain, to effectively model, predict and optimize operations.
Examples of Digital Twins can be found at Procter &
Gamble, Shell and many other large companies

Unilever has developed a "People Data

Center," leveraging consumer and shopper
data to understand trends and drive
innovation and product development

Tesla is well-known for its self-driving

vehicles, which can navigate, park, and
even summon themselves autonomously

Adyen, a global payments platform, uses

AI to monitor and enhance the security
of transactions, streamlining payment
processes with minimal human oversight

And also at The HEINEKEN Company, we utilizes

Robotic Process Automation (RPA) in shared service
centers to automate repetitive tasks and employs
image recognition for planogram compliance. The
company is also expanding its use of Digital Assistants
and ChatBots powered by Generative AI (GenAI)
 Autonomous Operations
uses various underlying technologies:

Robotic Process Hyper-

Automation (RPA) Automation
automates repetitive, combines AI, machine
rule-based tasks like learning, and software

01 02
data entry, speeding to automate at scale,
up processes and beyond individual tasks
minimizing errors

AI and Machine GenAI

Learning (ML) enhances efficiencies
allow systems to by converting static
learn, predict, and data into actionable

03 04
optimize processes, knowledge
forming the brain of
autonomous systems

Image Recognition IoT devices

Is crucial for autonomous collect data from
vehicles, enabling real- various (machine)
time interpretation of sources, feeding real-

05 06
visual data for navigation, time insights into
but also highly valuable autonomous systems
in production and
commerce areas

Edge Computing Blockchain

ensures fast, localized offers secure, transparent
data processing, transaction recording,
critical for time- essential in autonomous
sensitive operations like

07 08
environments where security
autonomous driving or anonymity are required
combined with validations

As AI, machine learning, and robotics continue At HEINEKEN, “Simplification & Automation”
to evolve, the vast amounts of data available is a key pillar of our digital transformation;
today are driving the future of independent it is driving significant productivity gains,
machine operation. Autonomous operations whilst simplifying that increasing complex
should be central to any digital strategy, tasks of our employees and customers.
boosting productivity while simplifying user Autonomous Operations helps HEINEKEN
experiences in an increasingly complex world to becoming the best- connected brewer
 08
DIGITAL
DIVIDE

DIGITAL refers to the disparity between individuals

and communities that have access to modern
digital technologies and those that do not.
This gap is prevalent across various demographics,
including geography, income, education, and age.
The Those with access to high-speed internet,
DIGITAL smartphones, and computers can fully
participate in the digital economy, while those
DIVIDE without are increasingly left behind, leading
to significant social and economic inequalities

THE CONSEQUENCES OF THE

DIGITAL DIVIDE ARE EXTENSIVE

In education, On a broader scale, The divide also affects

students without reliable the digital divide individual companies
internet access fall behind in deepens inequality, A digitally divided workforce
online learning, exacerbating stifles innovation, and can reduce productivity and innovation,
the achievement gap. In the hinders economic growth. as digitally inexperienced employees
workforce, those without Bridging this gap requires struggle to adapt to new technologies,
digital skills or internet access investment in digital slowing efficiency and growth.
miss out on job opportunities infrastructure, affordable It's essential for companies to bridge
and remote work, limiting technology access, this divide within their organizations
their economic mobility. and digital literacy by upskilling employees through
Similarly, the divide impacts programs to ensure targeted training programs, facilitating
healthcare, as telemedicine that all individuals access to digital tools, and fostering
becomes more common, yet and communities can a culture that encourages continuous
inaccessible to underserved thrive in the digital age digital learning. Additionally, companies
communities, leaving many can use their influence to address
without adequate care the digital divide within their broader
ecosystems, including customers
and the communities they serve
What Are Governments and Companies
Doing to Address the Digital Divide?

One of the most digitally advanced countries, is still

tackling its own digital divide. The South Korean
government has launched initiatives to improve digital
literacy and access to technology, such as establishing
"smart schools" that use digital tools to enhance learning
and providing free tablets to low-income families

Known for its cutting-edge digital infrastructure, recognizes

that not everyone has equal access to technology. Its
government launched the "DigiTalent" program, which
offers digital skills training in areas like coding, cybersecurity,
and digital marketing to both young people and adults

Has several initiatives aimed at improving digital access

and skills for underserved communities. Its "Digital Skills
and Jobs" program offers training in coding, cybersecurity,
and other digital skills across Europe. The company also
partners with organizations like the European Youth Forum
to enhance young people's access to technology

One of the largest retailers in the world, understands the

importance of digital skills in today’s economy. To ensure its
employees are equipped for the digital future, it launched
"Academies,"a training program covering digital technology,
customer service, and management. This program is available
to all Walmart employees through online and in-person sessions.
Additionally, Walmart partners with several organizations to
extend technology access and training to underserved communities

Is heavily investing in digital upskilling with its "Upskilling

2025" initiative, which aims to provide training to 100,000
employees across the U.S. by 2025. The program offers various
paths, including apprenticeships, technical certifications, and on-
site training in areas like cloud computing, machine learning, and
cybersecurity. This large-scale effort is designed to equip its
workforce with the skills needed to thrive in a digital economy
 01 02
As disruptive technologies like We’ve made significant
AI continue to emerge, many progress in recent years,
jobs will change, with some but more work is needed.
roles disappearing and others Operators in our Supply
being created. It’s clear that Chain are being trained to
most, if not all, jobs in large work with advanced digital
companies will undergo tools, while our Sales team,
massive transformation. known for their strong
Even though the full scope of relationships and
these changes is uncertain, at experience, is now learning
The HEINEKEN Company, to incorporate data-
we are committed to preparing driven approaches into
our people for the future by their daily interactions
investing in their training to with customers
leverage new technologies

In the Digital & Technology In a rapidly changing

function, we are constantly world where digital talent
upskilling our employees is scarce, we must ensure
through training programs that everyone is included
on customer-centricity, in this journey. We cannot
design thinking, and agile become the best-connected
methodologies. We offer access brewer without investing in
to internal online learning the digital skills of all our
libraries, complemented by employees. Together, we
LinkedIn for Learning resources. will become future-ready,
For more technical training, shaping not just our
employees can pursue future, but also the future

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certifications such as “nano- of beer and beyond!
degrees” through Udacity, which
provide specialized skills in areas
like Data Science, Programming,
and Artificial Intelligence