Hristina Georgieva from Coca-Cola HBC Bulgaria describes internal communication as the lifeblood of any company—the force that keeps its culture alive, brings people together, and turns strat
As Internal Communications Manager, she highlights the importance of honest, clear, and inclusive dialogue in large and diverse organizations, and how this function evolves into a true strategic partner to the business.
We often hear about sustainability initiatives aimed outward—toward customers and society. But what happens behind the scenes? To what extent are employees active participants rather than just an audience?
According to Georgieva, a company’s external image is a reflection of its inner world—its culture and the engagement of its people. Our everyday choices and actions are what truly demonstrate what sustainability looks like in practice. That’s why it should be part of how we live, not just a corporate strategy.
Real change happens “behind the curtain”—in the small but consistent shifts in mindset and behavior. That’s where long-term impact is born. Employees begin to understand their role in being part of a responsible business and a trusted partner to society—and how important it is to pass good examples forward.
As an example, she points to a recent initiative—an expanded partnership with the National Volunteer Association in Bulgaria. Through specialized training sessions, dozens of employees gained practical skills for responding to emergencies. This builds on previous support, including a donation of over €100,000 to help fight wildfires. It’s a clear case of sustainability turning from concept into meaningful action with lasting value for society.
What’s especially valuable is that every employee can choose a cause that resonates with them. The company has even introduced a new initiative—an extra day of paid leave dedicated to volunteering. Over the years, the team has taken part in numerous causes, from charity events to partnerships with various organizations. When a cause feels personal, it becomes part of who we are.
So how do you communicate topics like recycling and deposit systems within the company?
Georgieva explains that the key is simplicity and relevance to everyday life. Instead of complex messaging, the focus is on the practical “how” and “why.” This makes big goals—like achieving net zero emissions by 2040—easier to understand and apply in daily habits.
Around Global Recycling Day and Earth Day, the company launched an internal campaign featuring interactive content and fun challenges. The idea is simple: small actions lead to big impact. Employees are encouraged to sort waste properly, use resources wisely, and see packaging not as waste, but as a valuable resource with a second life.
That’s also why the company actively supports the introduction of a deposit return system in Bulgaria. Across Europe, such systems have proven highly effective, with up to 90% of packaging being collected. The hope is that Bulgaria will soon follow suit.
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