OUT THE BOX

NOW THAT’S A GOOD IDEA…#HERETOBEHEARD

WOMEN ARE #HERETOBEHEARD

MARS HAS UNVEILED A NEW GENDER EQUALITY CAMPAIGN AIMING TO ASK WHAT NEEDS TO CHANGEFOR WOMEN TO REACH THEIR FULL POTENTIAL IN THE WORKPLACE.

WHAT’S THE BIG IDEA?

A new global gender equality campaign driven by Mars that will see the voices of real women collected to ask “what needs to change so more women can reach their full potential?” The campaign is being promoted as #HereToBeHeard.

HOW WILL THAT WORK?

The initial phase of #HeretoBeHeard will see submissions collected and analysed by the Oxford Future of Marketing Initiative (FOMI) at Oxford University’s Saïd Business School. Voices can be contributed to the study here. With influential voices kicking off the conversation, the new global crowdsourcing campaign will look to elevate the voices of women to shape a more inclusive business environment and world where all women can thrive.

WHY ARE MARS GETTING INVOLVED?

The company has a long-standing tradition of treating its colleagues well and embracing positive change. Company Board Member Victoria Mars is personally involved in the campaign and is calling on all businesses to “listen and step up.” The campaign supports Goal Five of the UN’s Sustainable Development Goals.

ARE THERE ANY OTHER HIGH PROFILE SUPPORTERS?

Yes, Emmy award-winning actress and host Tamera Mowry- Housley leads a heavyweight roster of global influencers inviting women to use their voice to galvanise change.

WHAT HAPPENS ONCE THE RESPONSES HAVE BEEN RECEIVED AND ANALYSED?

As part of the company’s Full Potential platform for action on gender equity in its workplaces, sourcing communities, and the marketplace, Mars intends to take concrete actions Mars based on the findings – both within its value chain and in broader society – to close the gender opportunity gap.

“Business can have an outsized impact on driving change at scale and at Mars we’re seizing this opportunity to expand the conversation and drive action.”

[ Victoria Mars ]

HOW ARE MARS DOING SO FAR ON THESE ISSUES?

Pretty well. The Full Potential program was only launched last year but Mars has already achieved gender pay equity across its workforce of 133,000 Associates, more than half of whom are women. It has progressed to a 43% gender balance across business leadership teams, with a target of having 100% gender balance across these teams. It has expanded its partnership with humanitarian aid agency CARE to empower 50,000 people in cocoa sourcing communities, the primary beneficiaries of which are women. It has also been working with the Geena Davis Institute and UNStereotype Alliance to eliminate gender bias and stereotypes in its advertising.

WHAT ARE MARS SAYING?

Victoria Mars, Mars Board Member and ambassador of Mars’ Full Potential programme, says: “Women have played a powerful role in our history and leadership at Mars. But we have more to do. We’re striving to empower more women within our workplace, and across our extended value chain.

“The magnitude and urgency of gender inequality in society demands more action. If global business doesn’t listen and step up now, then when? Business can have an outsized impact on driving change at scale. At Mars we’re seizing this opportunity to expand the conversation and drive action.

“The #HereToBeHeard movement is about ensuring that all women’s voices have a chance to be heard and translating what we hear into impact plans that advance gender equality.”