Drinkaware focuses on ‘societal change’ in three-year strategy

Drinkaware has unveiled a new strategy, focusing on “societal change”, to reduce alcohol harm in the UK.

The strategy, which changes tack from focusing on “individual behaviour change” to a wider societal shift, will run for three years (2023-2025) and sets out five goals.

‘Goal one: working together to reduce alcohol harm’ will see the charity partner with “governments, industry and others to move towards systemic and sustainable change at scale, to improve society’s relationship with alcohol”.  

Drinkaware’s second goal is to “become a leading voice in conversations around alcohol and use our voice to stand up for people who experience alcohol harm”.

Thirdly, it aims to “ensure the public can make conscious, informed choices about alcohol and can find help if they need it”.

‘Goal four: research an expertise’ will see the charity work towards becoming “the trusting experts in our field, generating and sharing knowledge and insight”.

Finally, Drinkaware is working on improving its infrastructure and becoming “a great place to work, with simple, effective systems and sustainable income” as its fifth goal.

“Many factors influence behaviour, including individual motivation, the wider environment and policy and regulation,” the strategy states.

“We want to see change at a societal level, and create a future where people who choose to drink can make informed choices about their drinking and do it in a low-risk way.”

It comes after the charity appointed Karen Tyrell as CEO in October 2022.

This was “an exciting time for Drinkaware with a new chair, new chief executive and new trustees, all with a shared sense of purpose”, said Tyrell. 

“We believe that we have a shared responsibility for the culture of the society we want to live in. The world around us matters. As such, real partnership is vital to achieve the scale of change that we want to make.  

“Working together with the alcohol industry, government, researchers, academics, charities and others will allow us to make tangible change to the UK’s drinking culture so more people can lead healthy, happy lives.”  

It comes as IRI data reveals alcohol value sales in grocery across Europe fell 4% in 2022, a loss of €2.7bn (£2.4bn) to €66bn (£58bn), amid the cost of living crisis.