January 2024, Issue No. 231 by CorD Magazine

Olivér Várhelyi

EU Commissioner for Neighbourhood and Enlargement

Tomislav Garevski

GAZA AN UNBEARABLE HUMAN TRAGEDY

FROM ČUBURA TO PARIS AND INTERNATIONAL SUCCESS

Arhitect

www.cordmagazine.com

JANUARY 2024/ ISSUE NO. 231

SUPPORTING SERBIA’S ENERGY SECURITY

Jelena Stijačić

Head of the Regional Delegation of the International Committee of the Red Cross

interviews opinions news comments events COMMENT

On the Right Side of History FOCUS

Optimism in Green

EXCLUSIVE

Cecilia Bartoli

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SPECIAL EDITION 2024

771451

EMPOWERED WOMEN

Culture Must be Placed at the Heart of Europe

ISSN1451-7833

world-renowned Opera Singer, Artistic Director of the Salzburg Whitsun Festival, Director of the Opéra de Monte-Carlo and President of Europa Nostra

Contents 04 ON THE RIGHT

14 G AZA AN UNBEARABLE

SIDE OF HISTORY

HUMAN TRAGEDY

ZORAN PANOVIĆ

JELENA STIJAČIĆ

06 C ULTURE MUST BE

Head of the Regional Delegation of the International Committee of the Red Cross

31 BUSINESS DIALOGUE

52 L ADY WAS HER NAME CENTENARY OF THE BIRTH OF MIRA TRAILOVIĆ

44 C RAFTING A

CULINARY EMPIRE

MARTHA STEWART

PLACED AT THE HEART OF EUROPE

American businesswoman and writer ENTREPRENEUR

CECILIA BARTOLI

world-renowned Opera Singer, Artistic Director of the Salzburg Whitsun Festival, Director of the Opéra de Monte-Carlo and President of Europa Nostra

54 F ROM ČUBURA 22 C ORD MAGAZINE’S

20TH ANNIVERSARY

TO PARIS AND INTERNATIONAL SUCCESS

47 N EW THRILLS AND NEW LESSONS

TOMISLAV GAREVSKI architect

NEVENA MADŽAREVIĆ

HONOURING THE PAST, HERALDING THE FUTURE

TV editor and presenter

48 T HE VISIONARY FUSION OF ART AND COSMOS

12 S UPPORTING SERBIA’S

OLJA IVANJICKI

ENERGY SECURITY

Serbian painter and sculptor

OLIVÉR VÁRHELYI

EU Commissioner for Neighbourhood and Enlargement

60 C HILL OUT 62 FASHION 64 CULTURE CALENDAR 66 FACES & PLACES

26 F OCUS OPTIMISM IN GREEN

“CorD - 20 Years of Independent Thought and Inspiration”

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COMMENT

On the Right Side of History By Zoran Panović

When Hitler launched his invasion of Poland on 1st September 1939, that was still a European conflict. With the previous implementation of the Molotov-Ribbentrop Pact, it was not yet a global conflict, despite Britain and France having declared themselves at war with Nazi Germany. That date was retroactively declared as marking the start of World War II, though the war perhaps realistically became a world war on 7th December 1941, with Japan’s Pearl Harbor attack

t is difficult today to determine whether the world is in a new 1939 or some other year. That will only be known retroactively, when the Russo-Ukrainian and Israel-Hamas wars receive a clearer historical position. The world is listing increasingly towards imperial techno-feudalism, but unlike the atmosphere in the build-up to World War II, there are today no great ideologies to be presented as cover, rather only the “clash of civilisations” (Huntington) and the exposed interests of the great powers or those that are on the rise, as was the case ahead of World War I. Famous British Marxist historian Eric Hobsbawm popularised the thesis about the “long 19th century” that began with the French Revolution of 1789 and ended with the Sarajevo assassination of 1914 and the outbreak of WWI, or rather about the “short 20th century” that began with that Sarajevo assassination and ended with 1989’s fall of the Berlin Wall. And did the 21st century actually symbolically begin with the attacks of 11th September 2001?

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Everyone wants to be on “the right side of history” in times like these, even though someone will once again demonstrate retroactively tomorrow, in accordance with the epilogues, who was really on the “right side” and how right the “right side” really was. Chinese leader Xi Jinping, speaking in an address at last summer’s BRICS forum, stressed that Beijing stands “on the right side of history”. And it was in June 2023 that Anatoly Antonov, Ambassador of the Russian Federation to the U.S., declared that “Russia is on the right side of history”. U.S. President Barack Obama commended then German Chancellor Angela Merkel’s approach to the European refugee crisis of 2016, assessing that Merkel was “on the right side of history”. However, in his response to Russia’s 2014 annexation of Crimea, Obama emphasised that Russia was on the wrong side of history, meaning that the U.S. was on the right side. And here in our so-called Region (the ‘Yugosphere’, as Tim Judah coined it) there is plenty of talk about the “right side of history”. For example, it is a topic that Croatian Prime Minister Andrej Plenković is obsessed with. U.S. Ambassador

Serbia made huge sacrifices in order to be on the right side of history in the two world wars, while it wasn’t on that right side when Berlin Wall fell. And the country has yet to recover from the consequences of that decision

to Serbia Christopher Hill stated in 2023 that Serbia is still on the right side of history with regard to Ukraine (as Belgrade supported Ukraine’s territorial integrity), while Viola von Cramon, a German MEP and European Parliament rapporteur for Kosovo, expressed her doubts in that regard back in 2022, in commenting on Serbia’s Putinophily. Then Serbian Interior Minister Aleksandar Vulin responded to her by pointing out that Serbia is on the right side of history, on the side of international law, as it had been in 1999 (the year of NATO aggression). And everything began for us in Serbia back in February 2019, when then U.S. Ambassador Kyle Scott stated that Serbia was on the wrong side of history when it came to the crisis in Venezuela, because it supported Maduro the dictator, who doesn’t recognise Kosovo independence. The U.S. and major EU countries had then recognised as the acting president of Venezuela one Juan Guaidó, a man that hardly anyone remembers today. When it comes to relations between Washington and Moscow, then U.S. Secretary of State John Kerry declared in 2015 that Serbia (together with Kosovo, Montenegro, Macedonia, Georgia, Moldova and Transnistria) was in the “firing line”. So why not choose a side (?), as cynics tend to say. Serbia made huge sacrifices in order to be on the right side of history in the two world wars, while it wasn’t on that right side when Berlin Wall fell. And the country has yet to recover from the consequences of that decision.

INTERVIEW

EXCLUSIVE

Culture Must be Placed at the Heart of Europe We cannot talk about our common heritage without exerting greater effort to make sure future generations are aware of it, with a particular focus on those who are not brought to European culture automatically through their upbringing or schooling. They will be among the ones who must continue to care for our heritage when we are gone ~ Cecilia Bartoli Cecilia Bartoli world-renowned Opera Singer, Artistic Director of the Salzburg Whitsun Festival, Director of the Opéra de Monte-Carlo and President of Europa Nostra By Ljubica Gojgić Photo: Uli Weber/Decca

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to work hand in hand with our Executive President, Hermann Parzinger, who is an eminent heritage scholar and practitioner from Germany. Europa Nostra is an organisation that inspires me and enriches my own work. In return, with my multifaceted experience as a performer, producer, facilitator and cultural manager, I hope to contribute to further focusing and amplifying Europa Nostra’s vision and action for the future.

Photo: Felix Q Media

With Hermann Parzinger Executive President and Sneška Quaedvlieg – Mihailović Secretary General of Europa Nostra

ecilia Bartoli’s exceptional career in the world of classical music has brought her numerous prestigious awards and honours, such as several Grammy Awards, multiple ECHO Klassik Awards and the Polar Music Prize, but also the high distinction that is the Order of Cultural Merit of the Principality of Monaco. Speaking in this exclusive interview for CorD Magazine, the Europa Nostra president stresses that the Venice Manifesto, which was presented in the stunning setting of the Scuola Grande di San Giovanni Evangelista in Venice, will inspire and guide Europa Nostra’s action over the course of the next decade and beyond. “Today, more than ever, we need to recognise and celebrate what can bring Europe’s citizens and communities closer together. Culture – arts and heritage – are prime vectors for promoting stronger cohesion and social inclusion within our societies. We need to combat fragmentation and even hostility through solidarity and mutual support. It is for this reason that our Venice Manifesto insists that the concept of “European citizenship”, which constitutes the very foundation of the European project, cannot

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I am delighted to continue pursuing the work of the previous president, Plácido Domingo, for whom I have great respect, and to work hand in hand with our Executive President, Hermann Parzinger, who is an eminent heritage scholar and practitioner be reduced to its political or economic dimensions.”

Madam Bartoli, it was in May 2022 that you became the new President of Europa Nostra, the European Voice of Civil Society that’s committed to Cultural Heritage. What does this role mean to you? — As a European citizen and someone who has dedicated most of my life to art and cultural heritage, I feel extremely privileged to have been appointed President of Europa Nostra. I accepted this honour with the greatest pride. I am also delighted to continue pursuing the work of the previous president, Plácido Domingo, for whom I have great respect, and

What does “being European” mean to you? — I was born in Italy, the birthplace of opera, and surrounded by music throughout my youth. Growing up in Rome allowed me to inhale the magical beauty of cultural heritage in its various forms, from architecture and sculpture to music and poetry, on a daily basis. Italy’s magnificent landscapes – its islands, mountains and plains, villages and towns, fearsome volcanoes, rugged coastlines and shiny white beaches, ancient vineyards, olive groves and canals, endless shades of blue in its lakes and surrounding seas – form part of my own cultural inheritance, to which I am intimately attached. This is also the case to the same extent with my country’s handicrafts, folklore or our exquisite gastronomic heritage, as well as with our more recent achievements, such as high-speed railways, elegant fashion or legendary films. This heritage profoundly marked my thinking, my feelings and my personality. Over the years, I have been fortunate to add additional cultural layers, mostly European ones, to my native one: Spanish, French, Swiss, Austrian, Monegasque and many more. They made me love and value Europe’s shared heritage, which is so utterly diverse, while at the same time so profoundly interwoven. I love Vivaldi and Handel as much as Mozart and Bizet. All this make me feel European and proud to be so. And I strongly believe that many people in Europe feel the same way.

PRIDE

BAČ FORTRESS

PRIORITY

I love Vivaldi and Handel as much as Mozart and Bizet. All this makes me feel European and proud to be so. And I strongly believe that many people in Europe feel the same way

We are delighted that the integrated conservation of the Bač Fortress received one of our Grand Prix awards back in 2018, when we celebrated the European Year of Cultural Heritage

If we want to achieve a more sustainable, more inclusive and more beautiful Europe, we must place culture and cultural heritage at the very heart of our strategies and priorities

Rossini is maybe the most European figure who - indirectly - won a European Heritage Award this year and should serve as a role model for all of us! tra commemorate its diamond jubilee, what do you see as being the key priorities of the federation’s future action? — I was so pleased last September to join Europa Nostra’s large pan-European family of members and partners in Venice for our European Cultural Heritage Summit. This was the perfect occasion to celebrate our 60th anniversary and to also reflect on present and future challenges to our action. The choice of Venice was a deliberate one: this uniquely historic city is, in many ways, so emblematic of the mission of Europa Nostra. Historically, Venetian culture, in all its aspects, spread across Europe and the world. The city itself epitomises both the uniqueness and amazing beauty of Europe’s heritage, but also reflects its fragility and vulnerability, due to the many challenges it faces today. Europa Nostra, as the largest European network of civil society organisations active in the field of cultural heritage, celebrates and champions cultural heritage as a strategic re-

Europa Nostra 60th Anniversary GA at Scuola Grande di San Giovanni Evangelista

source for a better future for our Europe. Cultural heritage is the foundation of the entire European project; it is the essence of what it means to be European. If we want to achieve a more sustainable, more inclusive and more beautiful Europe, we must place culture and cultural heritage at the very heart of our strategies and priorities. Europa Nostra’s task is to become an even more forceful advocate of this key message, together with our many partners gathered around the European Heritage Hub project that is being funded by the European Union. This project includes the creation and empowerment of our new heritage hubs in Krakow, Athens, Lisbon, Nicosia and Venice, with further ones to follow.

It was during the European Cultural Heritage Summit in Venice that Europa Nostra presented its Venice Manifesto, which introduces

and promotes the concept of “European cultural citizenship”. Can you tell us more about this important initiative? — The Venice Manifesto, which was presented in the stunning setting of the Scuola Grande di San Giovanni Evangelista in Venice, will inspire and guide Europa Nostra’s action over the course of the next decade and beyond. Today, more than ever, we need to recognise and celebrate what can bring Europe’s citizens and communities closer together. Culture – arts and heritage – are prime vectors for promoting stronger cohesion and social inclusion within our societies. We need to combat fragmentation and even hostility through solidarity and mutual support. It is for this reason that our Venice Manifesto insists that the concept of “European citizenship”, which constitutes the very foundation of the European project, cannot be reduced to its political or

Photo: Josef Rabara

Together with Europa Nostra, you promote the multiple values of cultural heritage as a vital resource for bridging Europe’s past, present and future, and for shaping a better quality of life for Europe’s citizens and their communities. At this time that sees Europa Nos-

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Photo: Felix Q Media

Europa Nostra is active all over Europe, including in Serbia. What is your message to all people who care for cultural heritage in our country and in the wider Western Balkan region? — Your country and your region are so rich in cultural heritage: built and natural, tangible and intangible. This heritage reflects millennia of European history and today represents the strongest possible anchor within the wider European family. Therefore, taking good care of this heritage and making it more widely known is crucial for the participation of your country and your region in the process of creating a space where the European spirit, which is based on our shared cultural heritage, is palpable. Like in all countries, we are naturally aware that your priceless heritage is also often endangered by different types of threats. We stand ready

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this moment when we are celebrating the 60th anniversary of Europa Nostra, we are indebted to her leadership and unwavering commitment to the Europe of Culture and the Europe of Values, which are at the core of the mission that’s promoted by our organisation.

Photo: Marco Borrelli

economic dimensions. We really need to promote the concept of “European cultural citizenship”, which will help strengthen the much-needed sense of belonging to a wider European community and will foster the sense of togetherness that will help us successfully combat and overcome forces that could serve to divide Europe and its citizens.

Plácido Domingo hands over the Presidency of Europa Nostra to Cecilia Bartoli

European Heritage Awards Ceremony 2023, Venice

to support all those who are committed to saving this heritage, for the sake of present and future generations. We are delighted that the integrated conservation of the Bač Fortress received one of our Grand Prix awards back in 2018, when we celebrated the European Year of Cultural Heritage. I am delighted that the person who was responsible for the coordination of this outstanding project, Slavica Vujović, has recently been appointed the new President of Europa Nostra Serbia. We wish her and the entire team of Europa Nostra Serbia, led by Secretary General Vesna Marjanović, every success in pursuing the pioneering and visionary work that was led during the last 25 years by Professor Irina Subotić, who was also a highly regarded Vice-President of Europa Nostra and has become an Honorary Life Member of Europa Nostra. Last but not least, let me highlight the key role played by our Secretary General, Sneška Quaedvlieg-Mihailović, who was born and raised in Belgrade. She has spent more than 30 years working tirelessly, passionately and forcefully to enlarge and strengthen Europa Nostra’s network all over Europe, including in your region. At

It was in Venice that Europa Nostra, together with the European Union, presented this year’s European Heritage Awards/Europa Nostra Awards, which are considered the European Oscars of Cultural Heritage. One of those awards went to Italian musicologist Sergio Ragni in recognition of his many decades of dedication to the life and work of famous European composer Gioachino Rossini. Being a celebrated opera singer and performer of Rossini’s works, this award certainly warmed your heart? — All winners of our European Heritage Awards warmed my heart and the hearts of so many of our members and partners who had the privilege of attending Europa Nostra’s award ceremony at the iconic Palazzo del Cinema on the Lido in Venice. These winners cover so many aspects of our heritage: from architectural gems to archaeological treasures; from magical gardens to stunning coastlines and other examples of cultural landscapes; from museums and handicrafts to our musical heritage and other aspects of Europe’s intangible heritage. Of course, I was particularly happy to see Sergio Ragni appearing on the stage to receive his own award in the category of Heritage Champions. Rossini is not only one of my favourite composers, who also propelled my career forward from the very beginning, he is also a truly European figure: as a musician, as someone who furthered talent, as an influential arts administrator and a respected figure with connections to the most important political figures of his day. His music was played all over Europe – but also in North

Your own passion for reviving forgotten operatic treasures is wellknown. You’ve explored a wide range of musical styles and historical periods. Are there any uncharted territories or projects you’d like to explore in your future career? — It has indeed given me great joy to give new life to forgotten musical gems that I found in archives all over Europe, by bringing them to new audiences of the 20th and 21st centuries. At the same time, I want to share with people what I learned about the lives of great composers and singers of those times, such as famous 18th-century castrato singer Farinelli, and the unique 19th century opera diva and multifaceted artist Pauline Garcia-Viardot and her incredible family, who changed so much of Europe’s cultural and social life. Of course, there are today also new projects that occupy my mind, but they sometimes take years to materialise or get discarded along the way. But what I would like to explore in the future

– in collaboration with Europa Nostra, among others – is a new project in which music is utilised to further social inclusion in deprived areas. We cannot talk about our common heritage without exerting greater efforts to make sure future generations are aware of it, with a particular focus on those who are not brought to European culture automatically through their upbringing or schooling. They will be among the ones who must continue to care for our heritage when we are gone.

Your exceptional career in the world of classical music has earned you numerous prestigious awards and honours. How important are such public acknowledgements to an artist? — For me, public recognition is a sign that my voice has been heard, and that the things I feel passionate about and find worthy of bringing to public attention have reached an audience and also met with their enthusiasm. In this sense, they are encouraging and I am most grateful for them. But it is absolutely vital to awaken the interest of young people in culture, and to help them in their professional career. The Cecilia Bartoli – Music Foundation does this through projects like the CD label „mentored by Bartoli“, or the opera academies we just launched in Monte-Carlo.

Photo: Fabrice Demessence

America and Russia! – it united artists, audiences and all kinds of social layers in a spirit of community and enthusiasm. Rossini is maybe the most European figure who - indirectly - won a European Heritage Award this year and should serve as a role model for all of us! I am so happy for this high European recognition for Sergio Ragni, whose work with and for Rossini I have admired for many years. He has done this out of pure passion for decades, and has invested large amounts of money and time into this – while making it all available for free to the general public. Go and visit his museum in Naples, or consult his editions of Rossini’s letters and writings when you have a chance! I very much hope that our European Heritage Award will give further visibility to the work of Sergio Ragni and his Rossini collection, leading to a lasting solution to make this work and collection more widely accessible to all musicians, scholars and Rossini lovers today and in the future.

Opéra de Monte-Carlo

Classical music builds on communion, giving and taking, shades and colours, soft and differentiated sounds. Classical music exhilarates, providing joy and comfort Your dedication to educating and mentoring talented youngsters is admirable. This will not be the first time that you’ve been asked how you see the future of opera and classical music in general, in our world of new media and modern technologies?

— I always say that, having survived more than 400 years until now, opera will surely survive a little longer. And classical music is, of course, far older and more diverse. I invite people to open their hearts and minds and take their time to discover it. It is such an immensely wide and varied field that everyone will find something in it that fascinates or moves them!

In light of the great many challenges that have confronted, and continue to confront, Europe and the world, what are your hopes for 2024? — I hope people will listen to and play more music, especially classical music. Classical music builds on communion, giving and taking, shades and colours, soft and differentiated sounds. Classical music exhilarates, providing joy and comfort. I also hope that people will, more than anything, listen to one another carefully and respectfully.

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INTERVIEW

Supporting Serbia’s Energy Security Olivér Várhelyi EU Commissioner for Neighbourhood and Enlargement

The EU’s €49.6 million grant for the Serbia-Bulgaria gas interconnector is pivotal to Serbia’s energy security and diversifying away from Russian gas

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he European Union’s Economic and Investment Plan for the region, launched in 2020 and worth 30 billion euros, envisages a greener Western Balkans by focusing on key areas like climate action and the circular economy. The significant Clean Energy Transition initiative addresses the region’s coal dependence, with the potential to reduce emissions by 65% through a shift to natural gas. Despite costs, the EU is committed to supporting the region’s green agenda. In response to the recent energy crisis prompted by the Ukraine conflict, the EU allocated an additional one billion euros, over half of which is designated to funding a cleaner energy transition. This highlights the EU’s active support for renewables, electricity systems and similar essentials. “Consequently, we are actively backing renewable energy projects, reinforcing electricity transmission systems and gas interconnectors,”

We are actively backing renewable energy projects, reinforcing electricity transmission systems and gas interconnectors explains EU Neighbourhood and Enlargement Commissioner Olivér Várhelyi, with whom we discussed projects that are relevant for Serbia.

What are the priorities of your support in Serbia? ― Supporting energy transition in Serbia and across the entire region is undeniably a top priority for the EU. This is an arena where the EU has already made substantial investments and provided support to Serbia. Under the EIP, we have intensified our commitment to energy security and sustainable transition, directing funds toward energy efficiency, renewable energy sources and the construction

Among the 13 flagship investments endorsed for Serbia under the EIP, seven projects are dedicated to advancing energy transition and environmental sustainability

of the Trans-Balkan Electricity Corridor. The overarching aim is to reduce the reliance on fossil fuels, facilitate improved integration of energy networks and diversify energy sources. The WBIF, through which a segment of the Western Balkans Growth Plan will be channelled, lends its support to projects focused on transitioning to a low-carbon economy, aligning with the Green Agenda for the Western Balkans. This includes promoting the increased utilisation of renewables, in alignment with the region’s plans for adapting to climate change. Among the 13 flagship investments endorsed for Serbia under the EIP, seven projects are dedicated to advancing energy transition and environmental sustainability. These initiatives encompass activities like the reconstruction of the Vlasina Hydropower Plant, the construction of the Kostolac Wind Farm, the rehabilitation of the Bistrica Hydropower Plant, the introduction of smart meters to the electricity distribution system in Serbia and the enhancement of energy efficiency within the Technical Faculties Campus in Belgrade.

How important is the Serbia-Bulgaria gas interconnector? ― When it comes to diversifying energy sources and supply routes, the EU financially supports the construction of the Serbian segment of the Serbia-Bulgaria gas interconnector with a grant of €49.6 million through the IPA scheme. This project holds immense significance for Serbia’s energy security, as it constitutes a crucial prerequisite for opening Serbia’s gas market to non-Russian sources. It is anticipated to become operational later this year. To aid Serbia in mitigating the impact of high energy prices on vulnerable households and businesses in the face of the energy crisis, we allocated an additional €165 million in support through last year’s Energy Support Package. Our overall commitment to Serbia’s energy sector has reached €1 billion in grants since 2000.

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INTERVIEW

EXCLUSIVE

Gaza

An Unbearable Human Tragedy Jelena Stijačić Head of the Regional Delegation of the International Committee of the Red Cross By Ljubica Gojgić

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The ICRC is gravely concerned by the precarious and unsafe conditions under which civilians are evacuating Gaza. Irrespective of the modalities of evacuations, safe zones or humanitarian pauses, the parties to the conflict continue to be bound by their obligations under international humanitarian law. While civilians continue to move from the north of Gaza to the south, a hundred thousand displaced people lack basic essentials like shelter, food, water and hygiene. The situation is rapidly approaching a humanitarian disaster ~ Jelena Stijačić

ore than 100 armed conflicts, which also cause heavy suffering among civilians, were fought worldwide throughout 2023, many of which continue to rage. “Unfortunately, we see enormous violations of IHL [international humanitarian law] in conflicts worldwide, but these violations do not show that the Geneva Conventions are no longer relevant. They show that a lack of respect leads to devastating humanitarian consequences,” says Jelena Stijačić, Head of the Regional Delegation of the International Committee of the Red Cross, speaking in this interview for CorD Magazine. As she explains, the ICRC provides services that save lives: supplying food, safe drinking water, sanitation, shelter, helping to reduce the danger of landmines, reuniting families etc. Despite the understanding of donors whose funds are used to finance lifesaving services, the severity of the current situation, coupled with the prevalence of crisis hotspots, means that the ICRC lacks funding for its work, explains Stijačić.

Mrs Stijačić, 2023 marked the 160th anniversary of the foundation of the International Committee of the Red Cross. How do you see the ICRC today? — Its story is about people: those who suffer from conflict and those whose

We have been on the side of humanity for

160 years

mission is to protect lives and reduce suffering despite wars and armed violence. We have been on the side of humanity for 160 years. Technological advances have changed warfare drastically, but one thing has remained sadly consistent: the level of suffering endured by civilians caught in conflict. Respect for international humanitarian law (IHL) has been, and will continue to be, the only way to preserve a minimum of humanity during conflicts. There are more than 100 armed conflicts in the world today and our work is much needed. We provide services that save lives during conflicts. This includes supplying food, safe drinking water, sanitation, shelter, providing healthcare and helping to reduce the danger of landmines and unexploded ordnance. At the ICRC, we also reunite family members separated by conflict and visit detained people to monitor their conditions and treatment, and to help them stay in contact with their families.

When it was founded during the latter part of 19th century, the idea was for the ICRC to help people

in situations of warfare. To what extent has the ICRC today adapted to times that are characterised by new ways of endangering people’s security and new humanitarian challenges? — The ICRC is the guardian of the Geneva Conventions, but it cannot enforce IHL on unwilling countries. Our ability to work is dependent on the efficacy of IHL. Nuclear weapons today continue to threaten all of us, while new ways of causing death and destruction are being developed in lockstep with scientific advancements. Technology is developing rapidly, with cyber operations, autonomous weapons and the use of outer space raising questions with regard to the application and interpretation of IHL. New threats require innovative responses, such as a ‘digital emblem’ to signal the legal protection of medical facilities and the ICRC in cyberspace, safe environments to develop and test digital humanitarian services, increased preparedness to manage disinformation, or a ‘sovereign humanitarian cloud’ to protect their data. The mission of the ICRC is based on the two Geneva Conventions, which define the obligations of warring factions to respect the status of the wounded, but also the neutrality of personnel tasked with helping them. Given the characteristics of warfare in the 21st century, do you think the Geneva Conventions also require amendment? — Our mandate is unique, as set out in the Geneva Conventions and its Additional Protocols, to protect and help people impacted by armed conflict and violence. International treaties that form part of the laws of war have saved countless lives by prohib-

The ICRC story is about people: those who suffer from conflict and those whose mission is to protect lives and reduce suffering despite wars and armed violence cordmagazine.com

iting and limiting the use of certain weapons, preventing the indiscriminate killing and maiming of civilians. Beyond treaties, customary IHL crucially fills gaps left by treaty law in both international and non-international conflicts and strengthens the protection offered to victims. Unfortunately, we see enormous violations of the IHL in conflicts worldwide, but these violations do not show that the Geneva Conventions are no longer relevant. Rather, they show that a lack of respect leads to devastating humanitarian consequences. They represent additional reasons to continue calling on countries to respect these conventions, as there is no stronger tool to protect civilians in times of war.

The work of the ICRC is financed primarily by the U.S. and other Western countries. Is there a need to involve other countries more significantly in the financing of your important mission, for the sake of operational sustainability and continuity? — We receive funding from the countries that are party to the Geneva Conventions, the national Red Cross and Red Crescent societies, supranational organisations (such as the European Commission) and public and private sources. Our donors have shown a great deal of generosity in 2023, in many cases stepping up their support to our activities in what has been a critical year for the ICRC. Despite this, the fact is that most of our main global operations – from Afghanistan to Syria, Nigeria, Columbia, but also the Western Balkans – remain underfunded. Less funding means fewer people receiving humanitarian assistance. The world is today facing another new crisis that’s raging in the Middle East. What are the biggest challenges being faced by the ICRC in providing aid to those in danger in the Gaza Strip? — An unbearable human tragedy is unfolding in front of our eyes in Gaza. Hostilities being led in heavily popu-

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lated urban areas, including around hospitals, endanger the lives of the most vulnerable people, like medical staff, patients, the wounded, premature babies, people with disabilities and the elderly. The ICRC is gravely

We are trying to do our best, not only to be actively involved in facilitating the transfer and the release of those Israeli hostages and the Palestinian detainees, but also to provide critical support to the healthcare system alongside the UN and other humanitarian actors concerned by the precarious and unsafe conditions under which civilians are evacuating Gaza. Irrespective of the modalities of evacuations, safe zones or humanitarian pauses, the parties to the conflict continue to be

bound by their obligations under IHL. While civilians continue to move from the north of Gaza to the south, a hundred thousand displaced people lack basic essentials like shelter, food, water and hygiene. The situation is rapidly approaching a humanitarian disaster. As such, we are trying to do our best, not only to be actively involved in facilitating the transfer and the release of those Israeli hostages and the Palestinian detainees, but also to provide critical support to the healthcare system alongside the UN and other humanitarian actors. However, our teams also need basic safety conditions in order to be able to operate.

The ICRC has been present in our region for decades. As its current regional coordinator, how do you see the region today? — The region has changed immensely over the years. The ICRC has provided a significant contribution over these years and there are important areas in which we are still contributing to ensuring a sustainable future across the Balkans. Foremost among these is the unresolved issue of missing persons from past conflicts. This is an issue that impacts individuals, families and nations around the region, and is a major impediment to post-conflict recovery and reconciliation. This is an area where the region can and must exert additional efforts and take full responsibility to identify the missing and bring peace to families that are continuing to search for their loved ones. The ICRC footprint has also changed remarkably – when it first opened its delegation in Serbia in 1991, in a region that was then wracked by conflict and displacement, it’s aim was to provide urgent humanitarian aid for tens of thousands of people impacted by the war. Belgrade has today become a centre of expertise for the ICRC to provide corporate services to its operations worldwide and the regional resource network for technical and operational support to countries across EURASIA. As someone who was

O2 kvalitet vazduha

punjenje električnih automobila U cilju promovisanja zdravog načina života koji po država ekologiju, 2 priključka za punjenje električnih automobila su dostupna u garaži centra i omogućavaju komfor korisnika, zajedno sa mobilnom aplikacijom „Charge and Go“.

Kvalitet vazduha se prati i kontroliše u svim prostorijama centra kako bi se omogućio zdrav i prijatan ambijent za kupovinu, rad, zabavu i razonodu. Redovno merimo nivo CO2, što je ključno za upravljanje kvalitetom vazduha u zatvorenom prostoru.

parking za bicikle 97 parking mesta za bicikle promovišu alternativne načine transporta i doprinose čistijem vazduhu i zdravom načinu života.

ušteda vode Značajna ušteda vode se ostvaruje kroz implementiranje politike i strateških aktivnosti za upravljanje upotrebom vode na održiv i odgovoran način. Instalirali smo opremu sa senzorskim slavinama za uštedu vode, sistem za navodnjavanje i sakupljanje kišnice.

NAŠA POSVEĆENOST ZELENIM PROJEKTIMA

solarni paneli Posedujemo solarne panele na krovu centra površine 400 m2, koji pružaju održivi izvor energije za punjače električnih automobila u garaži. U toku je i instalacija dodatnih 3.350 m2 solarne elektrane.

urbana bašta Urbani povrtnjak je planiran na oko 1.000 m2 održivog zelenog krova. Ovaj projekat je u toku. Promoviše ekološku svest kroz implementaciju dobre poljoprivredne prakse uzgoja hrane u urbanim sredinama.

Kompanija MPC Properties je razvila sveobuhvatnu društveno odgovornu strategiju u skladu sa ESG ciljevima (Environmental, Social, Governance), a u nameri da doprinese dobrobiti čitave zajednice u kojoj posluje.

pčelarstvo

reciklaža Sprovodi se politika reciklaže za konvertovanje otpada u materijale za višekratnu upotrebu čime je uticaj na životnu sredinu maksimalno smanjen. Godišnje se reciklira 145 t kartona, 3,2 t stakla i 1.120 kg benzinskih separatora.

Na krovu centra je postavljeno 5 košnica za promociju urbanog pčelarstva i ekološke svesti. Pčele su jedan od najvitalnijih članova našeg ekosistema, koje su odgovorne za oprašivanje i pomažu lanac snabdevanja hranom, doprinose kontroli erozije i povećavanju količine kiseonika.

e-bicikli i e-skuteri Parking stanica za punjenje e-bicikala i e-skutera omogućava komfor korisnika i promoviše ekološki način života, olakšavajući korišćenje pomoću aplikacije za mobilni telefon „Bikeep“.

zeleni krov kompostiranje 96 m3 organske materije se transformiše u vredno đubrivo. Kompostiranje smanjuje potrebu za hemijskim đubrivima.

Postavka održivog zelenog krova površine 1.000 m2 je u toku. To će doprineti zdravijem ekosistemu i čistijem vazduhu, uvođenju novih biljaka i osiguravanju staništa za druge vrste.

Značajni sertifikati koje centar poseduje WELL HEALTH AND SAFETY 2022 Najprestižniji međunarodni sertifikat koji potvrđuje da objekat poseduje sve neophodne standarde održavanja i da osigurava sigurno, zdravo i bezbedno okruženje za sve korisnike.

Ova tabla je izrađena od 100% recikliranog materijala

LEED 2014 EBOM LEED (Leadership in Energy & Environ mental Design) predstavlja program sertifikacije objekata po pitanju njihove kompleksne održivosti u više kategorija.

GAZA

IHL

REGION

While civilians continue to move from the north of Gaza to the south, a hundred thousand displaced people lack basic essentials like shelter, food, water and hygiene

Respect for international humanitarian law (IHL) has been, and will continue to be, the only way to preserve a minimum of humanity during conflicts

Insufficient executive support, a lack of collaboration among former warring parties and overall politicisation of the issue are the main obstacles to finding the remaining missing people in our region

born and grew up in what we now call “the region”, I am highly motivated to bring about positive change and to see where the ICRC can best contribute. I also have very personal responsibilities to work towards an open, cooperative and prosperous society in which possible differences that exist between peoples and nations become an advantage, not a burden.

The mandate of the ICRC in our region is the most dramatic humanitarian consequence of the wars of the former Yugoslavia – resolving the issue of the fate of missing persons. How would you comment on the fact that the fate of 10,000 people who disappeared in the wars of the 1990s remains unknown despite three decades having elapsed since the outbreak of those conflicts? — Missing persons are among the most tragic legacies of armed conflicts. Imagine spending decades waking up and going to sleep each day with the same thought – what happened to my loved one? This is still the reality of almost 10,000 families from our region. Even for those who have reconciled themselves with the idea that their missing relative is dead, grieving without a body remains an enormous challenge. This uncertainty continues to disrupt all aspects of their lives significantly. Insufficient executive support, a lack of collaboration among former warring parties and overall politicisation of the issue are the main obstacles to finding the remaining missing people in our region. Cooperation between the parties is key to achieving results and overcoming obstacles; in situations when direct communication between the parties is not feasible, mechanisms have been put in place for the ICRC to lead the dialogue

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The region can and must exert additional efforts and take full responsibility to identify the missing and bring peace to families that are continuing to search for their loved ones as a neutral mediator. One such mechanism is the ‘Working Group on persons unaccounted for in connection with events in Kosovo between 1998 and 1999’, the work of which we hope to resume soon, after an impasse lasting two years. The ICRC insists on the humanitarian dimension of the issue of missing persons and focuses exclusively on finding information that can shed light on the location of the person, whether dead or alive. It is a core and necessary service to uphold IHL and the dignity of those hit by conflict.

Viewed from the perspective of the ICRC, and given that we are in the

midst of the festive period, what is the most common New Year wish among you and your colleagues? — We believe strongly that there is much more that can be done for those who need help. This is what we at the ICRC struggle to do every day around the world, as we witness the plight of children, women and men who’ve been denied their basic humanity and dignity. This has been extremely difficult to achieve, and we see the world currently struggling to strike a balance between the security imperatives of states, justice for victims and survivors, the legal obligations of those participating in armed conflicts and humanitarian needs. In this sense, we need more respect for IHL to minimise the suffering of civilians. That is what we strive for, for children’s faces with smiles and without tears. This is a universal wish of all ICRC colleagues, and one that motivates us to never stop believing in the value of what we do.

Global Diary

“If we don’t believe in freedom of expression for people we despise, we don’t believe in it at all” Noam Chomsky American professor

Victory for Serbian Progressive Party in National Elections The Serbian Progressive Party, led by “Aleksandar Vučić – Serbia Must Not Stop”, has clinched a remarkable victory in the recent parliamentary elections. According to a CeSID/IPSOS analysis of 90.2% of the vote, the party has captured a substantial 46.3% share, translating to 128 parliamentary seats. In a distant second, the “Serbia Against Violence” alliance has garnered 23.6% of the votes, securing 65 seats. The Socialist Party of Serbia-led coalition has earned the third position with 6.6% of the vote, equating to 18 seats. The NADA coalition has also made significant strides, obtaining 4.9% of the vote and securing 13 seats. Additionally, the “Dr Branimir Nestorović – We – The Voice of the People” list has narrowly crossed the electoral threshold, receiving 4.8% of the votes and 13 seats as well.

Pope Francis Approves Blessings for Same-Sex Couples

The Princess of Wales Reflects On New Beginnings The Princess of Wales has released a special message ahead of her Together at Christmas carol service, which is airing on Christmas Eve. In her message, she dedicates the service to those who look out for the youngest generation. She relates the birth of Jesus to support the early years. “The arrival of every baby is a precious and momentous time. It brings us together to reflect on new beginnings and brings hope for the future.” The guests at this year’s Together at Christmas carol service included families, parents, carers, educators, healthcare workers involved in the early years, and volunteers, as well as charities involved in the early years sector. The carol service took place on 8 December at Westminster Abbey, and members of the British Royal Family were in attendance. Performers included Adam Lambert, Beverly Knight, and Jacob Collier. 20

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In a groundbreaking decision endorsed by Pope Francis, the Vatican has declared that Roman Catholic priests may bestow blessings upon same-sex couples. These blessings, however, are not to be integrated into standard Church ceremonies or liturgies. The Vatican’s directive, issued by its doctrinal office, emphasises that priests should make decisions on an individual basis, ensuring that the Church remains accessible to individuals in any situation where they might seek divine assistance through a simple blessing. The document further clarifies that while such blessings do not confer legitimacy on relationships deemed irregular by the Church, they serve as a testament to God’s inclusive embrace. It is paramount, the Vatican asserts, that these blessings are not misconstrued as equating to the sacrament of marriage, which remains defined as a union between a man and a woman.

“If you don’t focus on the future generation, it means you are destroying your country” Malala Yousafzai

Pakistani education activist

Donald Tusk Elected The New Prime Minister of Poland The Polish parliament has chosen Donald Tusk, the leader of the Civic Platform party, as the new Prime Minister, succeeding Mateusz Morawiecki of the Law and Justice party, who had been in power for eight years. Tusk’s appointment followed a vote of no confidence in Morawiecki’s government by the lower house of the Polish parliament. Reuters notes that this marks the beginning of a process to thaw relations with the European Union. In Poland, tens of billions of euros in EU funds have been frozen due to disputes with Brussels over democratic standards, but Tusk, a former President of the European Council, promises to improve relations and unlock the funds. Tusk secured 248 votes, with 201 against. “I will be grateful to all those who believed in this new, wonderful Poland, to everyone who trusted us and decided to make this historic change,” Tusk said after the vote.

Irena Radović Named as New Governor of Montenegro’s Central Bank In a significant development within Montenegro’s financial sphere, the Assembly has elected Irena Radović to the position of Governor of the Central Bank of Montenegro. The vote showcased strong support for Radović, with 58 assembly members endorsing her appointment against 13 dissenters. Radović, who previously held the director position at the Investment Development Fund, received her nomination from Montenegro’s President, Jakov Milatović. Milatović, in his speech to the assembly, highlighted the critical need to reform the Central Bank’s image, which allegations of nepotism have tainted. He stressed the crucial role the new governor will undertake in Montenegro’s journey towards European Union membership, emphasising the importance of strengthening the Central Bank for the eventual integration into the EU’s economic and monetary union.

Historic Climate Pact Signals End of Fossil Fuel Era at COP28 The United Nations Climate Change Conference (COP28) concluded with an agreement signalling what’s described as the “beginning of the end” of the fossil fuel era, establishing the foundation for a swift and equitable transition supported by substantial reductions in harmful emissions. Representatives from nearly 200 countries agreed at the Summit to commence the reduction of global fossil fuel consumption to avert the worst of climate change, marking the definitive end of the oil age. The agreement reached in Dubai after two weeks of intense negotiations is intended to send a strong message to investors and policymakers that the world is united in its desire to break away from fossil fuels. COP28 President Sultan Al-Jaber called the agreement historic but added that its true success will lie in its implementation. cordmagazine.com

CORD MAGAZINE’S 20th ANNIVERSARY

Honouring The Past, Heralding The Future alliance international media (AIM), the esteemed publisher of CorD Magazine, hosted a magnificent gala event to commemorate the magazine’s remarkable journey over the last 20 years

t such pivotal moments, we often find ourselves at a crossroads - reflecting on the past and envisaging the future. My belief is that we are, in fact, honouring the present - a present meticulously sculpted across two decades, yet with our

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Ana Novčić, owner of AIM and CEO of CorD Magazine

eyes firmly set on the horizons of tomorrow, – articulated Ana Novčić, owner of AIM and CEO of CorD Magazine. An impressive record underlines the profound impact and steadfast credibility of CorD Magazine: over two

decades, readers have been treated to 230 monthly editions and upwards of 700 special editions, cementing CorD’s status as the quintessential voice of the economic and diplomatic vanguard in Serbia. Notably, CorD has collaborated on special

CorD Magazine team editions with government bodies, ministries, business consortiums, chambers of commerce, and diplomatic missions, further solidifying its influential role. CorD Magazine has consistently been at the forefront of journalism, from groundbreaking interviews to captivating features. Its commit-

ment to delivering content that educates motivates and captivates is unwavering. This anniversary is not just a milestone but a celebration of the symbiotic relationship fostered with its readers, partners, and collaborators. “As we reminisce on our path, I am filled with appreciation and gratitude

Ivan Novčić with H.E. Rafal Perl, Ambassador of Poland

Ambassador of Korea H.E. Jaewoong Lee and Alessandro Bragonzi, Head of Regional Representation for the WB

Neda Lukić, Editor-inChief of CorD Magazine with Ambassador of Korea H.E. Jaewoong Lee

to our devoted team, esteemed contributors, and most crucially, to our loyal readership,” Ana Novčić reflected. Over the years, CorD Magazine has masterfully expanded its reach beyond the tangible pages of its printed edition, cultivating a robust digital platform. This online embodiment of the magazine resonates with a global audi-

Aleksandar Ljubić and Renata Pindžo from FIC Serbia with H.E. Maria Levanti, Ambassador of Greece and Sliousaregko Nikolaos

Voleta Jovanović and Milica Stefanović from NALED with Ivan Novčić, owner of AIM, Maja Vidaković, executive director of CorD Magazine and Neda Lukić, editor-in-chief of CorD Magazine cordmagazine.com

ence, drawing in a vast array of users from every corner of the globe each month. The digital edition of CorD not only complements its print counterpart but also stands as a testament to the magazine’s dynamic adaptation to the digital era, successfully bridging the gap between traditional and contemporary mediums. Its far-reaching influence and appeal across diverse

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demographics underscore CorD’s unwavering commitment to quality journalism and its resonance with readers worldwide. The future, as foreseen in Ana Novčić’s address, has been in a state of dynamic evolution over the past year. This period has seen the meticulous preparation of AIM’s latest venture - “Connecting The Region”. The

inaugural issue has already begun circulating throughout the region, heralding a new chapter. The 20th-anniversary celebration of CorD Magazine, held at Aeroklub, was graced by over 200 distinguished guests, including government dignitaries, members of the diplomatic corps, and luminaries from academic and business spheres.

We thank Carlsberg Serbia for supporting the event.

cordmagazine.com

FOCUS

WHAT POSITIVE DEVELOPMENTS HAVE BEEN ACHIEVED IN SERBIA WHEN IT COMES OUR STRUGGLE FOR A MORE SUSTAINABLE PLANET?

Optimism in Green

Serbia is taking modest but commendable strides towards a green future, with notable progress achieved on sustainable initiatives and environmentally conscious practices

n this month’s CorD Focus feature, we delve into the perspectives of various experts across Serbia’s dynamic landscape, ranging from leaders in the green economy and sustainable energy to representatives of civil society organisations (CSOs). By garnering a diverse array of opinions, this article aims to provide a short overview of the initiatives that are shaping Serbia’s journey towards a more sustainable and environmentally conscious future. While we often express pessimism regarding Serbia’s prospects of transitioning successfully to a greener future, it appears that things are slowly but surely progressing in a positive direction.

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FOCUS

Aleksandar Kovačević Senior Visiting Research Fellow at Oxford Institute for Energy Studies (OIES)

Turning To Sustainable Energy Serbia’s energy sector is poised for significant development and growth, as it stands in need of substantial investments. This presents a compelling and prominent opportunity for investors in the market, with the potential for the sector to become a key driver of new contributions to Serbia’s economic growth he generation of energy is a key economic activity in Serbia. Serbia’s electric utility power company provides over 95% of electricity for domestic consumption. It determines prices for industry and the population. These prices determine the cost of heating space with fuelwood for 56% of Serbia’s population. During 2022, fuelwood prices dramatically exceeded their decades-long link with electricity prices. The perception of risk to supplies as a consequence of the war in Ukraine and technical failures in the Serbian power supply system propelled fuelwood prices to their highest level in decades. Per unit of usable thermal energy, fuelwood thus turned out to be the most expensive fuel on the market. That in turn pushed up food prices and the inflation rate. A combination of technical failures, depleted brown coal mines, a lack of domestic oil and gas resources and an increase in European energy prices showed the Government of Serbia just how large the fiscal risk of an unsustainable energy sector can be. A new reality emerged in 2023. The electricity supply is now stable despite technical failures. Fuelwood prices have fallen somewhat, but remain twice as high as they were prior to 2022. The most positive development in 2023 has been the growing understanding between energy professionals that relief is not sustainable. Brown coal mines are not going to improve and old power plants are going to deteriorate further, while there are no more gas and oil reserves. The gas supply contract with the traditional supplier is also far from secure, due to a combination of technical risks and exposure to military threats.

The Serbian energy sector needs massive investments. This sector is becoming the most prominent investment opportunity on the market and the key driver of new investment contributions to Serbia’s economic growth. The President of Serbia devoted his COP28 climate change conference speech to the disproportionate impacts of climate change across the territory of Serbia. This may (and may not) indicate political interest in a new energy policy and heightened awareness of supply risks. If Serbia truly commits to investments in sustainable energy, and if the EU provides a grant mechanism directed towards the commercial operator

Serbia’s President used his COP28 speech to emphasise the disproportionate impact of climate change, signalling potential interest in new energy policies and heightened awareness of supply risks through its accelerated accession to EU Emissions Trading System by 2026 and the allocation of EU ETS allowances for the phasing out of coal during the 2026-2034 period, that could mark a decisive shift towards EU integration and sustainability. That could be done without the nuances of full EU accession. This is the hope that 2023 brought to the table, beyond the understanding of how dark the alternatives could be.

cordmagazine.com

FOCUS

Aleksandar Macura RES Foundation Co-Founder and Programme Director for Energy

Year in which We Took to our Roofs Almost 1,900 households and 600 companies will receive electricity from their roofs during every hour of sunshine throughout the lifespan of their solar panels, over the next 20-plus years, and will use it in homes and businesses, while exchanging the surplus with the power system s 2023 comes to an end, approximately 2,500 households and companies are registered as owners of solar power plants in the register of prosumers that’s maintained by Serbian electricity distribution company EDS [Elektrodistribucija Srbije]. Encouraged by sunshine and aided by modern equipment, during the sunniest hours we receive EMF electricity from these roofs with a total power of nearly 40 MW. This still isn’t a large amount of power, but it has emerged over a period of less than 20 months and is distributed nationwide. Almost 1,900 households and 600 companies will receive electricity from their roofs during every hour of sunshine throughout the lifespan of their solar panels, over the next 20-plus years, and will use it in homes and businesses, while exchanging the surplus with the power system. This exchange of surplus power was enabled thanks to amendments to legislation that were introduced in 2021 and 2022 and established one of the most modern legal frameworks for energy prosumers, which is how we refer to consumers of electricity who are simultaneously able to produce electricity for their own needs and deliver excess energy produced to the grid. From the moment they decide to shine from their rooftops, prosumers who have power plants with a smaller capacity can – with a dose of good will and a few thousand euros – observe how the electromagnetic forces released from their inverters start powering their devices after just a few days. Commercial prosumers, who are already confronted by high energy prices, feel only satisfaction and finan-

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cial relief, and something similar is happening among households that are facing rising prices despite delayed bills. For the price of a ten-year-old used car, you can become an electricity prosumer and a participant in the continuous process of building a sustainable power system. Let’s also address the caustic sceptics, in which I include myself, and let them know that we are aware that rooftop solar plants won’t be able to replace electricity produced, with enormous effort and weak productivity, from brown coal. But provided they are directed properly, these solar arrays can quickly generate millions of mega-

When we remember 2023, let’s recall that – apart from terrible pain and suffering – we accelerated a much-needed process as a society: the process of solarising Serbia watt-hours across Serbia, in places where energy is consumed, and involving tens of thousands of citizens in the building of a sustainable energy system. The Republic of Serbia has used taxpayer funds to further encourage this inclusion. The time has come for the Republic of Serbia to look to the millions of those who are unable to participate in energy transition in this way and direct this money and other funds towards eradicating energy poverty.

FOCUS

Darija Šajin ecological activist and volunteer at Aarhus Centre Novi Sad

The Important Role of NGOs The list of positive moves made between 2021 and today isn’t a short one, but success requires cooperation among all stakeholders

arth’s climate is changing, and those changes are primarily a result of human activity. Climate change is a genuine and serious problem for our environment and for humankind. Firstly, it was in 2021 that Serbia adopted laws that contribute to the sustainability of the planet: the Law on Climate Change, the Law on Energy Efficiency and the Rational Use of Energy, and the Law on the Use of Renewable Energy Sources. The adoption of these new laws speeds up the country’s transition to “clean energy” and a “green economy”, with the need for social and economic consequences to be taken into consideration. As a fully signed-up member of the Energy Community Treaty and an EU membership candidate country, and having supported the Paris Agreement on climate change and signed the Sofia Declaration on the Green Agenda for the Western Balkans, Serbia has international obligations to begin the process of gradually phasing out coal-generated energy, with specific goals and milestones. The engaging of stakeholders is a crucial aspect of managing this transition successfully. It is important that we confront the challenges that climate change brings us and that we all feel. A key role in this work is played by cooperation among all players and joint climate action. Implementing the new laws requires action at every level from the local to the national. Secondly, the National Council on Climate Change has been established and tasked with reducing the impact of climate change as a global threat with consequences that are felt by the citizens of Serbia. It envisages the participation of civil

society organisations. Here the NGO sector has an informative role to play by working, through various activities, to provide opportunities for institutions, enterprises, employees and the unemployed to build their capacities, develop their skills and share knowhow on the greening of policies and practices, providing support to a fair transition towards a sustainable, low-carbon economy. NGO Aarhus Centre Novi Sad implemented several climate-awareness actions during 2023 and we are working in partnership with the public and private sectors to strengthen “green awareness”. Our activities are directed towards pro-

We are working in partnership with the public and private sectors to strengthen “green awareness” among citizens and to advocate for a green economy moting and advocating for a green economy, which is defined as an economy that has a low level of carbon emissions and as a socially inclusive and efficient economy in terms of resource use. Thirdly, corporations and SMEs in Serbia are harmonising their business strategies with sustainability goals and providing solutions that make it possible to create a safer, greener and more connected world. And all of this contributes to reducing the pressure on nature.

cordmagazine.com

FOCUS

Igor Vejnović Southeast Europe Director of Strategic Initiatives, The Nature Conservancy (TNC)

Building a Clean, Green & Equitable Future In the face of global conflicts, economic challenges and Serbia’s own political complexities, focusing on nature and sustainability might seem secondary. And yet it is these basic elemental forces – land, water, and sun – that form the bedrock of our existence. Amidst these turbulent times, the need to preserve our natural systems becomes not just relevant, but essential

he threat of climate change is real and present, as demonstrated by the severe supercell storms witnessed in Serbia last summer. In recognition of this growing challenge, the country has seen some notable developments aimed at reducing carbon emissions. The government held its first renewable energy auction in 2023, with the target of adding over 400 MW of mainly wind power. Meanwhile, the growing number of prosumers – households, residential buildings and companies – installing rooftop solar installations now stands at over 2,300, which reflects a gradual but sizable shift in energy consumption and production practices. Solar energy in particular represents a significant growth opportunity. The Nature Conservancy’s project to identify 100 optimal locations for solar photovoltaic plants in Serbia promotes the expansion of renewable energy, while also prioritising the conservation of biodiversity and agricultural land. TNC’s detailed mapping provides a thoughtful approach to solar development, balancing ecological and energy needs. This is a critical balance to strike not only for Serbia, but for all the countries that committed, under the Kunming Montreal Global Biodiversity Framework of December 2022, to protect 30 per cent of all land, inland waters and coastal and marine areas by

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2030. The inland water target is particularly relevant for Serbia, given that it faces the long-term threat of water scarcity due to climate change. The protection of freshwater ecosystems is vital, not only for endangered species like endemic trout, but also for the local communities that rely on rivers. Serbia is also making progress in this area, with the recent designation of Potamisje as a protected area. Moreover, the proposal to safeguard the Veliki

While Serbia’s journey to environmental sustainability is an ongoing process, these initiatives represent significant steps in the right direction. They reflect a growing awareness and effort to utilise natural resources responsibly, preserve biodiversity and pave the way to a more sustainable future Rzav river as a special nature reserve not only aligns with the regional United for Rivers initiative, but also marks another positive step in conservation efforts. If successful, the proposal will ensure the protection of 51 kilometres of this vital ecosystem.

Business Dialogue LEADERS’ MEETING POINT

Custodians of High Standards ALEKSANDAR SEIZOVIĆ Director, Project Management Department, Bauprojekt

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Year of Broken Records IVAN BULAJIĆ

Acting Director General, Srbijavoz

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Cyber Protection Tailored to Clients DALIBOR RATKOVIĆ COO, PULSEC

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Be Part of the Solution, Not the Pollution! BOJAN STOJIĆ

Managing Director at Hygiene Pro Team d.o.o

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The oldest new pharmaceutical company in the world NIKOLA MIKAŠINOVIĆ

Country Head Western Balkans, Sandoz Pharmaceuticals

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cordmagazine.com

Custodians of High Standards Aleksandar Seizović Director, Project Management Department, Bauprojekt

A family company, Bauprojekt has several decades of experience. Their team of young, energetic and qualified professionals lets them actively participate in the most demanding projects, at home and abroad

peaking about the greatest challenges in architecture and urbanism, Mr. Seizović points out that he is very proud of the designs that his company signs – it is difficult today to stay on course and stick to a position in relation to the interests of the various parties throughout the implementation of a project

Since the beginning of your business more than 30 years ago, a lot has changed, but not your motto “Work must be done with quality, speed and efficiency”. Are there no compromises on quality, speed or efficiency? — I believe that for a company, healthy business development starts with doing the job well, so people get to need us and our skills, knowledge and experience. Then that circle of people expands, and it is up to us to maintain the level of quality that the clients came for. I expect my colleagues to maintain the standards together, because everyone should approach their work seriously and finish it properly. This is a family business founded by my parents and the least I can do is to support a system that is reliable and solid, but also to prepare it for the new, future generations. Is it true that the team you lead has more than 2,000,000 m² of projected area in Serbia and abroad? Do some of them merit special mention?

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— That’s right! It is a huge area, but the purpose and importance of those areas are an additional motivation and value for me. Constantly looking to the future, with innovation at any cost, we may be able to amaze our colleagues, but what is important for us is the kind of interaction an individual or community will in practice have with that space. We have worked and are working on two airports in our country, we work on many facilities in protected zones and with specific purposes. After such large and important

projects, which gave us even more credibility, it was natural to start work and development outside of our country. We are actively participating in several projects abroad with great success, and this is something that currently occupies me and that I am committed to.

What is the secret of your success and your winning combination? — Our team works with a core group of founders, people who are undisputed experts with

rich experience who want to share their knowledge, they generate true passion for the profession, professional ethics, and driving energy. Around this core works an expanding circle of experts from various fields, above all reliable colleagues. We are divided into teams, our responsibilities are clearly known, we work according to a system that has been established for a long time, and adjusted over time, so today I can say that there is no room for mistakes. I highly value accuracy and involvement in the entire design process, conceptual input and engagement in looking at the bigger picture.

There is more being built in Serbia today than in the last 70-80 years. Do you think that urban development is going in the right direction and that everything is done in accordance with professional standards? — The civilizational level of a society’s development can be unmistakably seen by its level of urbanization. Unfortunately, today’s design and urban planning is all about immediate problem solving. It is not planned to solve current problems and to avoid new ones, which is the greatest challenge but also the whole purpose of urban planning. In our country, this practice is especially visible in planning, where everything is focused on a specific task, an investor or a plot of land, but not on the development needs of the city or municipality. Slowness in approval and decision-making, procedures that stifle planning, the desire to fulfil demands and the lack of real connection between planned areas are a serious problem. I am afraid that the damage done in this way is difficult to correct and that the consequences of this approach will be visible far into the future. On the other hand, the fact that there are a large number of interested investors and projects is encouraging, and the burden and responsibility of implementation in planning, design and execution has been placed on experts as almost never before. It is very likely that we now have a larger number of serious investors, interested in creating a quality project, because they have had the opportunity to see the consequences of cheap and tacky solutions in the past. Will issues and topics of green construction, sustainability, energy efficiency and

This is a family business founded by my parents, and the least I can do is support a system that is reliable and solid, but also prepare it for new, future generations housing culture gain importance from year to year? — The tendency towards minimizing energy consumption, getting closer to nature and generally reducing environmental pollution to a minimum is also reflected in our work. Each project goes through a rigorous check of possibilities to reduce the impact on the environment, without disturbing the comfort of the users. Great progress has been made in this field and we are sure that with appropriate social support this approach will contribute to a much healthier environment in urban areas than you see at the moment. You are the author and responsible designer of the Konstantin Veliki airport terminal building in Niš. Tell us about this project.

— Creating a project like that is one of the greatest challenges in the career of any architect. Designing an airport building from scratch is rare and certainly one of the most complex tasks. The terminal building lies at the centre of every airport, where almost all functions, services and the complete organization of high-quality air traffic are intertwined. In fact, it can be said that an airport is like a small country in itself, because it primarily consists of technical facilities that are “dressed up” in appropriate architecture. The unnecessary limits set before us by urban regulations and the maximum capacity of the number of passengers defined in the design task determine the building dimensions, and any possibility for creating a building of broad dimensions was impeded. Despite this, we completely succeeded and the result will soon be visible to users and passengers. The building design gives a distant allusion to early aircraft, it meets all the requirements for air traffic now and for future standards. It will symbolize the airport in general, if it is completed in accordance with the technical documentation. Pictures from the site show that works are heading in that direction, and so I have to emphasize that this project has shown all the strength of the Bauprojekt team, because from the first sketch to the last drawing, it was done within our company.

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Business Dialogue

“Serbia is the ninth European country to which gas is exported from Azerbaijan” Ilham Aliyev,

President of Azerbaijan

LOCAL NEWS

Serbia Marks 150 Years of the Dinar as National Currency

Nelt – 30 Years on The Right Route The Nelt Group marks the anniversary with a focus on employees and an annual turnover of EUR 1.3 billion. The anniversary year is rounded up with a consolidated turnover of EUR 1.3 billion and double-digit revenue growth in all markets. The company is focused on new partnerships, consistent implementation of the ESG standards, further development of intermodal transport and strategic development of pharmaceutical product distribution. “The Nelt Group provides its partners with a competitive advantage by responding adequately to market and global challenges, thus creating room for constant growth and development. Through the implementation of the Accelerate 2025 strategy, we are focused on digital business transformation, development of our colleagues, business sustainability and responsibility towards the communities where we operate,” said Miloš Jelić, the Nelt Group General Manager.

Foreign Investors Council Held Its Annual Assembly The Foreign Investors Council - FIC held a regular annual session of the Assembly, where the annual and financial report for 2023 was adopted. In his opening address, the president of the FIC and CEO of Yettel, Mike Michel, pointed out that the Council was more active and visible in 2023 than in previous years and that many new topics important for the business and investment climate in Serbia were opened: “It was an incredible team effort. We have reached a new milestone in our future work, and I am looking forward to what follows in 2024,” - concluded Michel. The recommendations of the FIC, contained in the White Book 2023, refer to the biggest challenges for investments: the EU integration process of Serbia, keeping inflation at the same time as interest rates rise, the increase in the tax burden and the sustainability of the public debt. 34

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The National Bank of Serbia (NBS) has announced the celebration of a significant milestone in the country’s economic history – the 150th anniversary of the Serbian dinar as its national currency. To commemorate this occasion, the NBS will host an exhibition titled “150 Years of the Serbian Dinar” on December 21st, aimed at highlighting key moments in its long journey. Governor Jorgovanka Tabaković, who has been at the helm of the NBS since 2012, expressed pride in the dinar’s role in recent decades. “Celebrating this jubilee, I proudly point out the resilience of our currency. Today, the dinar symbolises Serbia’s monetary and overall economic stability, attracting many investors worldwide.”

“Italy will be with Serbia on the way to EU” Giorgia Meloni

Prime Minister of Italy

New Gas Interconnection Put Into Operation In Trupale near Nis, a ceremony was held on the occasion of the commissioning of the Serbia-Bulgaria gas interconnection, which the European Union largely finances and the gas pipeline was symbolically launched by the joint push of a button by the President of Serbia Aleksandar Vučić, the President of Bulgaria Rumen Radev, the President of Azerbaijan Ilhan Aliyev and the EU Ambassador in Serbia by Emanuele Giaufret. Aliyev emphasised that the economic cooperation between the two countries, which are strategic partners, is developing, and added that the interconnector will contribute to the industrial development of Serbia, as well as the energy security of Serbia and Bulgaria, as well as the whole of Europe.

Serbia and China Boost Economic Ties with Yuan Clearing Arrangement The National Bank of Serbia and the People’s Bank of China have inked a Memorandum of Understanding (MoU) to establish a yuan clearing arrangement in Serbia, marking a significant milestone in financial cooperation between the two nations. Under the terms of the MoU, both central banks have committed to an enhanced collaboration focused on facilitating transactions in the Chinese yuan by Serbian banks. This development is expected to streamline cross-border transactions between Chinese and Serbian enterprises and financial institutions, thereby easing trade and investment flows. “The establishment of the clearing arrangement in Serbia will promote the use of the Chinese yuan in cross-border transactions, offering a substantial boost to trade and investment activities,” stated a release from the National Bank of Serbia.

DM Donates Equipment To The Mother and Child Institute The company DM drogerie markt presented a donation in the amount of 13,635,695.19 dinars to the Institute for Mother and Child Health Care of Serbia “Dr Vukan Čupić” (Institute for Mother and Child), which represents the value of donated medical devices for the diagnosis and treatment of patients of this institution, and a little earlier air conditioners and additional equipment that will improve the living conditions of patients and staff. This significant initiative by DM to support healthcare aims to ensure that appropriate assistance is provided to those in need. cordmagazine.com

Year of Broken Records Ivan Bulajić Acting Director General, Srbijavoz

Apart from being able to boast of increased passenger numbers and new routes and configurations, Srbijavoz’s Ivan Bulajić also points out that the company operated at a profit for the first time since its inception, according to a report for the first nine months of 2023, realising net profits of 370 million dinars

Here the man at the head of Serbian railways speaks to CorD Magazine, with undisguised pride, about Srbijavoz’s plans for the coming year, which will be marked by the hiring of expert personnel, the arrival of 16 latest-generation Stadler FLIRT trains, the introduction of inter-city trains, the opening of new railways and new routes, but also numerous other benefits for passengers

You’ve had another successful year and enjoyed a great increase in passenger numbers compared to the period two years ago. Trains have been shown to be back in fashion? — Thanks to the major investments of the Government of the Republic of Serbia, as well as our own desire to improve the operations of Srbijavoz, I can note with pride that, by the end of 2023, we will have transported more than seven million passengers. This figure confirms that, compared to 2021, the number of passengers choosing to travel by train is two and a half times higher. We work on a daily basis to advance our operations in order to be able to offer our passengers the best possible user experience and to be competitive against other forms of transport. Travelling by train is a special experience in its own right, offering numerous advantages over other ways of travelling. Our goal is to transport more than eight million passengers over the course of 2024, which is a completely realistic expectation according to all parameters.

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The company no longer has outstanding financial obligations and there are enough funds on the account to cover all such obligations taken on in the period ahead Citizens are returning to the railways, and not only along the Belgrade-Novi Sad route, given that you have increased demand on almost all routes. Is that accompanied by satisfying financial results? — It is very important to us that we preserve the trust passengers place in us, and according-

ly, and in accordance with our current possibilities when it comes to rolling stock, we double capacities on all routes where we notice increased demand and a need among passengers, i.e., we combine two trains, which enables us to satisfy needs when there is an obvious increase in passenger demand ahead of certain departures. Such a situation has occurred on the Užice-Belgrade and Novi Sad-Belgrade routes. Naturally, all positive changes related to the railways also have a positive impact on the operations of Srbijavoz. According to the report for the first nine months of operations in 2023, Srbijavoz has become profitable for the first time since its establishment, realising net profits of 370,000,000 dinars. The company no longer has outstanding financial obli-

gations and there are enough funds on the account to cover all such obligations taken on in the period ahead. We are very proud of this fact, because it has demonstrated that, with a precisely targeted business strategy and significant investments, we can achieve the full recovery of Serbian railways – a system that stagnated completely for almost four decades.

Would you agree that the recently opened magnificent new building of the Prokop Belgrade Centre Railway Station, together with the high-speed trains along the Belgrade-Novi Sad route, serve to symbolise our railways’ renaissance? — Every investment – from the smallest ones, like the purchasing of new uniforms for employees, to the largest projects, such as investing in the construction of a high-speed railway or a railway station, the likes of which the capital city has long deserved – contributes to the renaissance of our railways. A complete revitalisation cannot happen overnight, but it is very important to make certain shifts every day. I am absolutely convinced that the construction of the high-speed railway between Belgrade and Novi Sad helped citizens remember the beauty of travelling by train, only now with a completely new look, a different ambience, and in a much faster way. It has also increased the need among citizens from other parts of our country to have an opportunity to travel on a train at speeds of up to 200km/h, because travelling in this way has immeasurable advantages compared to any other way of travelling.

A complete revitalisation cannot happen overnight, but it is very important to make certain shifts every day That’s why the project to build the Belgrade-Niš high-speed railway represents a crucial juncture in Serbian railways’ renaissance. The possibility for citizens to travel from Belgrade to Niš in 90 minutes will completely change the traffic situation and habits of passenger travellers in our country. I’m convinced that this route will achieve even greater success than the Belgrade-Novi Sad route, and the story of the rebirth of our railways will then be largely complete.

When will the 18 latest-generation Swiss Stadler FLIRT trains arrive - with the procurement having been agreed in 2021? Along which routes will they operate? — We expect to receive the first Stadler FLIRT trains in April, as well as the opening of new lines. I think the year ahead will bring the greatest changes when it comes to actual rail traffic since the company was founded in 2015. Successively, from April, new trains will be included in traffic and that’s what excites us the most about the year ahead. The new trains will enable us to have a traffic functioning concept very similar to the on the Belgrade-Novi Sad route; that is to say that we are introducing so-called inter-city trains. This means that,

for example, we will introduce services along the Belgrade-Užice route that will only stop in larger towns, which will reduce the journey time between Belgrade and Užice to less than three hours. Apart from enabling faster travel, the new trains also provide for a more comfortable journey, so the user experience will improve significantly.

Is there anything you’d like to announce for 2024? Perhaps some new line? — We will pay special attention to the hiring of expert personnel in the year ahead, because the advancement of our business and the wave of investments in new rolling stock have created both the space and the need for new employees. Moreover, in addition to the arrival of new trains, we are also expecting the introduction of new lines over the coming year. We will introduce a route from Novi Sad to Sremska Mitrovica, as well as from Pančevo to Novi Sad. We plan to extend to Stara Pazova all the lines coming from the direction of Pančevo, which will mean a lot to citizens who travel in this direction every day, because Pančevo will thus be adequately connected to the capital. Another project that’s certainly among the most important projects that will be completed by the end of the year is the opening of the railway between Leskovac and Niš. I’m sure that this route will achieve fantastic results and will completely change the daily lives of citizens from this part of Serbia, because it will be possible for them to travel more economically, faster and safer.

cordmagazine.com

Business Dialogue

“Engagement in regional cooperation is one of our top priorities” Ana Brnabić

Prime Minister of Serbia

REGIONAL NEWS

North Macedonia Secures Over €560 Million for Railway Projects The Ministry of Finance of North Macedonia announced that it has secured more than €560 million to complete the railway line to Bulgaria and the joint rail crossing “Tabanovce” with Serbia. his funding for these projects has been provided through the European Investment Bank (EIB), the European Bank for Reconstruction and Development (EBRD), the Western Balkans Investment Framework (WBIF), and the IPA programme. The legislative solutions for utilising these funds were adopted yesterday in the Parliament of North Macedonia and were the focus of the meeting between Finance Minister Fatmir Besimi and representatives from the EBRD and EIB, Fatih Turkmenoglu and Gabriel Bjorn. The statement from the meeting specified that the project for the construction of the joint railway crossing at Tabanovce with the Republic of Serbia has been allocated €5 million from the EBRD and a €2.5 million grant from the WBIF.

Serbia-Bulgaria Gas Pipeline Completed All work on the Serbia-Bulgaria gas interconnector has been completed, enabling a more secure and stable gas supply from various sources, especially from Azerbaijan, stated the Minister of Mining and Energy, Dubravka Đedović Handanović, while touring the facilities. The Serbia-Bulgaria pipeline is the first major energy project to be completed on time, in 12 months, with 109 kilometres of new pipeline laid, four metering and regulation stations in Pirot, Dimitrovgrad, Bela Palanka, and Niš, as well as a large transfer station in Trupale,” said Đedović Handanović. The Minister reminded that a contract for interconnection with Bulgartransgas has been signed, as well as a commercial contract for the supply of up to 400 million cubic metres of gas from Azerbaijan until the end of next year.

Slovenian Big Bang Takes Over BC Group, Accessing the Serbian Market The company Big Bang, based in Slovenia, completed the takeover of the Serbian company BC Group by obtaining the necessary approval from the regulatory bodies and became the owner of 100 per cent of the shares of one of the most recognisable Serbian online retailers. As early as next year, we are starting to expand the network of pickup points because we know that we must be as accessible to our customers as possible. According to the latest trends and forecasts, in four years in Serbia, as many as 4.4 million individuals will shop online. That is why we have already started additional employment, and by 2027, we will have twice as many employees as we had last year,” said the former majority owner of BC Group, Oleg Kulidzan, who remains the director of the company even after the transaction.

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“The so-called ‘Bled pledge’ echoed loudly throughout the region and in Brussels” Tanja Fajon

Deputy Prime Minister and Minister of Foreign Affairs of Slovenia SOURCE

connectingregion.com

Croatia Leads SEE in Q3 GDP Growth, Romania Close Second Croatia’s real economy experienced a 3% annual expansion in the third quarter of 2023, representing the largest growth amongst European Union (EU) member states in Southeast Europe (SEE). This was closely followed by Romania, which saw a 2.9% increase, according to the EU’s statistical office, Eurostat. In terms of quarterly growth, Romania led the EU states in SEE with a 0.9% increase in gross domestic product (GDP) during July-September, based on seasonally adjusted data, as reported by Eurostat in its quarterly review. In other developments within SEE, Slovenia was the sole nation to experience a decline in quarterly GDP, which fell by 0.2%. Additionally, Slovenia recorded the lowest annual GDP growth in the region for the third quarter of the year, at 1.6%. Across the EU as a whole, GDP figures remained constant in both annual and quarterly comparisons.

Montenegro Secures 413 Million EUR from EC’s Growth Plan for WB The Government of Montenegro has announced that approximately 413 million EUR has been allocated for the country from the European Commission’s (EC) Growth Plan for the Western Balkans. his funding is aimed at increasing the economic growth rate and accelerating the process of accession to the European Union (EU). In addition to the existing support for Western Balkan countries, the EC has proposed an additional investment package of six billion EUR, comprising two billion EUR in grants and four billion EUR in favourable loans. Out of this amount, around 413 million EUR is planned for Montenegro.

IMS Gear Chooses Osijek for New Plant The Croatian city of Osijek has recently embarked on a major business initiative, with IMS Gear, a manufacturing giant, making significant investment commitments. The city officials of Osijek and the board of the internationally renowned IMS Gear, a mainstay in the global power transmission and gear segment, have legally finalised the long-awaited project. IMS Gear, which is actively running facilities in several top-imperative countries, such as Germany, the United States, Mexico, and China, and playing a dominant role in the auto and various component development businesses, ratified an establishment of a distinct facility in Osijek. This took formal shape upon the dexterous purchase of a 33,000 square meter property in Nemetin’s trade segment for a deal where the affixed price of €1.1 million shrewdly overleaped the land’s asking fee.

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Cyber Protection Tailored to Clients Dalibor Ratković COO, PULSEC

The PULSEC Group, which specialises in cybersecurity services, is recognised as a partner by numerous renowned cybersecurity vendors and has a long list of clients in the Adriatic region, and over the next year it plans to expand its capacity and open new SOC centres in different countries ur engineers, as top experts with more than 350 certificates, evaluate the specific needs of each client, providing solution integration services and the latest technologies, alongside continuous monitoring, maintenance and cybersecurity support,” explains PULSEC COO Dalibor Ratković in this interview for CorD Magazine.

The PULSEC Group specialises in cybersecurity services. What are all the services that you offer and what reflects their importance? — The digitalisation of business has created space to improve the user experience, shaped new business models and simplified communications and procedures. However, becoming reliant on new technologies has also created room for malicious activities, which can have a huge negative impact on work and reputation. Companies, industrial systems, institutions and organisations are becoming increasingly aware of the perils and see the protecting of their resources as an imperative. Their IT teams need partners that will identify all weak points in their system, propose solutions and monitor the network 24/7/365. And it is here that PULSEC appears on the scene, as an expert company, with its PULSOC Security Operations Centre. Our engineers, as top experts with more than 350 certificates, assess the specific needs of each client and provide solution integration services and the latest technologies, alongside continuous monitoring, maintenance and cybersecurity support. Our clients receive full support at every step of planning their cyber protection and in

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Our clients receive full support at every step of planning their cyber protection and in complying with increasingly stringent regulations complying with increasingly stringent regulations. They can take advantage of a team that brings a strategic approach and suggests the best solutions. And that team is always present and available in the case an incident occurs.

Your Security Operation Centre recently received SOC 2 Type 1 certification. What does that certificate say about your business?

— The PULSOC (Security Operation Centre) supervises clients’ systems and responds to potential cyber threats from Belgrade, Banja Luka and Vienna. Our SOC facilities operate in accordance with clearly prescribed procedures. Possessing a SOC 2 Type 1 certificate provides clients with positive feedback on data processing security, availability and integrity, in confidentiality and privacy. These are all principles that render us a proven partner and an essential link in the fight against malicious individuals and their activities. That’s why we’re extremely proud of the fact that our organisation and work procedures satisfy the very stringent requirements needed to receive this type of certificate. This simultaneously also sends a clear message to clients about the way we approach our work and signals that they are in safe hands.

Do your plans for 2024 include entering new markets? — As a company, PULSEC has already realised a significant global presence. Our clients come from EU, North America and GCC countries. In accordance with current demands, the global market has become the primary focus and key point of further development for our company in 2024. Through our work to date, we’ve demonstrated our expertise, our approach that’s aligned with the most stringent standards, and our readiness to conquer new markets at the global level. In accordance with plans, expanding to new markets will require that we expand our capacities and open new SOC centres in different countries

Be Part of the Solution, Not the Pollution! Bojan Stojić Managing Director at Hygiene Pro Team d.o.o

It was nine months ago that company Hygiene Pro Team became part of the Europapier group, resulting in the merging of the two businesses, expanding the list of suppliers, increasing the volume of operations and territorial coverage, and setting new, large and ambitious goals Spa, which – as an eco-partner – contributes to the preservation of this natural beauty together with us. We considered this environment as being able to serve as inspiration to participants in the conference and as a reminder that we should take care of planet Earth.

hanks to its respect for the demands of each of its numerous clients, this company records growth of its operations year on year, and the year ahead, according to the company’s MD, will represent a turning point for this company in the domain of sustainable operations.

Hygiene Pro Team became part of Europapier a year ago. Could it be said that you have thus strengthened your position as a leader of the Serbian market? What kinds of benefits has this merger brought to your clients? — The success of our companies is measured in terms of the number of satisfied clients. Our two companies were brought together by the way we do business and by having made the same investments in the future. The local experience brought by the Hygiene Pro Team, in combination with international strength, will strengthen the hygiene sector and bring clients greater benefits. The shared goal that we want to reach is to turn to sustainable development and realise plans at the level of the entire group. Over the course of these nine months together, we’ve merged the two businesses, expanded the list of suppliers and increased the volume of operations and territorial coverage. With 17 commercial officers, and with logistics centres in Novi Sad, Kraljevo, Niš and Raška, we are now the most geographically represented player on the ground.

In following five of the SDGs, you launched a campaign to introduce sustainable operations and the circular economy. Could you tell us more about that and about your conference “Be part of the solution, not the pollution”? — This conference was organised in order for us to exchange with our partners ideas, experiences and best practices in achieving sustainable development and the SDGs. The emphasis is on environmental protection, which includes measures to protect natural resources, reduce CO2 emissions, preserve biodiversity, encourage sustainable consumption and production, as well as other activities that contribute to ensuring the long-term prosperity of the planet. The conference was held in Kopaonik National Park and our host was Gorski Hotel &

Could you share with our readers at least part of your plans for 2024? — Thanks to our respect for the demands of each of our numerous clients, our company records operational growth year on year, and the year ahead will represent a turning point for us in the domain of sustainable operations. We are starting the year by launching our B2B portal, which will increase our visibility even more and bring us even closer to our clients and customers. We’ve planned numerous employee education courses, because we want to learn how to improve our quality of service and logistics, how to increase awareness, and about the goals that we should monitor and strive towards (SDGs). We also want to improve our communication with non-governmental organisations on the topic of ecology and the circular economy. Participating in the ‘business run’ at all four locations in Serbia represents our “sporting goal”, and we also won’t overlook the need to green and reforest Serbia. We are also preparing our project “How children can save the Earth” and want to be recognised through that as a company that contributes at the local level and is also part of the global action to achieve the UN’s goals.

cordmagazine.com

Business Dialogue

“Deal! The EU becomes the very first continent to set clear rules for the use of AI” Thierry Breton

European Commissioner for Internal Market

WORLD NEWS

EU Reaches Preliminary Agreement on Groundbreaking AI Regulation Laws European Union officials have achieved a tentative consensus on the world’s first comprehensive laws governing the use of Artificial Intelligence (AI). Following extensive 36-hour negotiations, the parties have agreed upon rules surrounding AI systems, including those like ChatGPT and facial recognition technologies. The European Parliament is slated to vote on these proposed AI regulations early next year. However, the laws are not expected to be fully implemented until at least 2025. In response, major global players like the USA, the UK, and China are also expediting the process of issuing their own guidelines on AI. The EU’s propositions encompass safeguards for the use of AI within the Union and stipulations limiting its adoption by law enforcement agencies. Consumers would be granted the right to lodge complaints, and substantial fines could be imposed for infringements.

22 Countries Commit to Tripling Nuclear Energy by 2050 in Climate Change Battle Leaders and top officials from 22 nations have signed a declaration to triple nuclear energy production by 2050, as reported by the International Atomic Energy Agency (IAEA) ahead of the 28th United Nations Climate Change Conference (COP28). This ambitious goal aims to facilitate the decarbonisation of district heating, desalination, and hydrogen production. The declaration underscores the necessity of this target to achieve carbon neutrality around mid-century and to prevent global warming from exceeding 1.5 degrees Celsius by 2100. Countries include the United States, Bulgaria, Canada, the Czech Republic, Finland, France, Ghana, Hungary, Japan, South Korea, Moldova, Mongolia, Morocco, the Netherlands, Poland, Romania, Slovakia, Slovenia, Sweden, Ukraine, the United Arab Emirates, and the United Kingdom.

Swedish High-Tech Electric Ferry Sets New Public Transport Standard Cities worldwide view clean and efficient public transportation as a key strategy for reducing carbon emissions. For cities with waterways, a high-tech Swedish ferry could soon set a new standard. The Candela P-12, an electric passenger ferry, stands out for its speed, mode of navigation, and efficiency. Once it reaches a speed of 16 knots or 30 kilometres per hour, the Candela rises 1.5 meters above the water surface and glides on an aerodynamic wing, similar to an ultra-fast sports sailboat, without creating any noise or waves. The ferry’s creators hope that this vessel, unveiled this week, will usher in a new era of water-based public transport. Designed to carry 30 passengers at a maximum speed of 30 knots (56 km/h) – significantly faster than other electric passenger ferries – it achieves this with hydrofoil wings made of carbon fibre, lifting the boat above the water and reducing drag.

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The Oldest New Pharmaceutical Company in the World Nikola Mikašinović Country Head Western Balkans, Sandoz Pharmaceuticals

Sandoz is a global leader in generic medicines and biosimilars, whose products are currently used by more than 500 million people in over 100 countries. off patent medicines, generic drugs and biosimilars, make up some 80% of all drugs used worldwide, at only about 25% of the total cost imply said, biosimilars are the ‘successors’ of biological drugs for which the patent and exclusive right to manufacture has expired, says Nikola Mikašinović to CorD and adds: “They are used to treat a wide range of diseases. They are produced and act in the same way as the reference medicines, meeting the criteria in terms of quality, safety and efficacy. Due to their more affordable prices, biosimilars make high quality therapy available to a larger number of patients. Sandoz is present in Serbia with biosimilars in 6 therapeutic areas: gastroenterology, haematology, nephrology, rheumatology, endocrinology and oncology. The active ingredients in generic drugs are identical to those in their reference products. We can freely say that generic drugs are the key to the sustainability of health systems”.

in the world in 2006. One interesting piece of information for our country – Linex probiotic, which is registered as a drug (OTC), which means that it has proven safety and effectiveness, was first registered in Belgrade back in 1982. Nowadays, Linex is available to patients in over the 30 countries all around the world..

Sandoz recently split from Novartis after two decades operating under the same roof. We’d like to congratulate you on your new start and ask you to explain this separation. — Thank you! At the beginning of October, Sandoz became an independent company with its shares listed on the Swiss stock exchange, marking the successful completion of the separation from Novartis. It is the beginning of a

new era for us. However, our focus remains the same, to make high quality medicines available to as many people as possible. Given Sandoz’ long history and this latest change, we like to make a joke that we are the ‘oldest new’ pharmaceutical company in the world. Sandoz exists since 1886, and it is a very rich heritage. I’ll mention just a few of our pioneering scientific discoveries: for example, the discovery of the first oral penicillin in 1951, which completely changed the way patients are treated, the first recombinant interferon alpha in 1980 and of course the first biosimilar drug

The end of the year was marked at Sandoz by the separation and start of independent business, and the beginning of the year by the formation of the new Western Balkans region, which you lead. What were your ambitions and plans when starting this important stage of your business? — Our purpose is a very important one, that’s why the ambition is big, both globally and locally. Balkan markets outside the EU have a number of differences, but even more similarities. The challenges of helathcare systems, from the budget to the availability of medicines, are similar, as are the efforts of the profession, doctors, pharmacists and helathcare institutions to overcome these challenges and help patients. We also share a desire to improve the environment and the quality of life. Together we can do much more and I am very proud that connecting the region has already begun to produce results. We have big plans for the future.

RS2312184953/12/2023

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ENTREPRENEUR

Crafting a Culinary Empire Martha Stewart American businesswoman and writer Photos: Martha Stewart Facebook

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In the pantheon of modern entrepreneurs, few names shine as brightly as Martha Stewart, an icon who transformed the art of homemaking into a lucrative empire orn Martha Kostyra in 1941, in Jersey City, New Jersey, Stewart’s journey from a stockbroker to a domestic doyenne is a tale of ingenuity, resilience, and an unerring eye for opportunity. Stewart’s foray into the business world began with a modest catering service, launched from her Connecticut home in the late 1970s. Her flair for exquisite presentation and meticulous attention to detail soon won her a high-profile clientele. It was this venture that set the stage for her ascent into the stratosphere of entrepreneurial success. In 1982, Stewart’s first book, “Entertaining,” debuted to widespread acclaim. This tome, a treasure trove of recipes and decor tips, encapsulated Stewart’s philosophy: that anyone could create beautiful, memorable experiences with the right guidance. The book’s success was a harbinger of the influence Stewart would come to wield in the worlds of publishing and beyond. The early 1990s marked a pivotal expansion of the Martha Stewart brand. The launch of “Martha Stewart Living” magazine in 1990, under Time Publishing Ventures, marked a seismic shift in lifestyle publishing. The magazine, a perfect alchemy of gardening, cooking, and decorating advice, all served with Stewart’s signature polish, struck a chord with readers across America. It wasn’t just a magazine; it was a blueprint for living. Stewart’s media presence burgeoned with “Martha Stewart Living” television show in 1993, offering viewers a daily dose of her lifestyle expertise. The show’s success added to Stewart’s growing stature as a household name and a trusted guide in all things domestic. The Martha Stewart brand, however, was more than just media presence. It

Martha Stewart transformed homemaking into a lucrative empire, blending creativity with business acumen was a savvy business enterprise that expanded into various product lines. Stewart’s partnership with Kmart in 1997 to launch a line of bed and bath products was a pioneering move, bringing designer-quality goods to mass retail. This venture was a testament to Stewart’s business acumen, understanding her audience’s desire for affordable luxury. Despite facing personal and legal challenges in the early 2000s, Stewart’s brand resilience was undeniable. Her comeback was marked by diversifying into various ventures, including publishing, television, and e-commerce. The launch of Martha Stewart Living Omnimedia, her media and merchandising company, encapsulated her business savvy, creat-

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ing an umbrella brand for her various ventures. Today, Martha Stewart’s legacy transcends her role as a lifestyle guru. She is a testament to the power of personal branding, a pioneer in turning a passion into a profitable business, and a beacon for aspiring entrepreneurs worldwide. Her journey from a

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Her Living’ magazine, launched in 1990, redefined lifestyle publishing with its unique blend of home tips humble caterer to a media mogul underscores the adage: with vision and hard work, any dream is achievable. Stewart’s story is not just about entrepreneurship; it’s about redefining an industry. She didn’t just make

homemaking fashionable; she turned it into an art form, accessible to all. In doing so, Martha Stewart didn’t just build a business; she crafted an empire, a legacy that will inspire generations to come.

PROFILE

New Thrills and New Lessons I was recently asked whether I’m tired of television and had to wonder whether that would ever be possible. Is it possible to tire of something that’s your passion and love?

Nevena Madžarević TV editor and presenter

fell in love with television when I was a little girl. It offered content back in the ‘80s, when I was growing up. I remember my happiness when I saw the words ‘mali program’ [little programme] appear on the screen. That was the sign that the minutes reserved for us children were about to start. Diving into that new world was the start of my fascination with the “magic box” that allowed me to see beyond the confines of my childhood. My games soon began imitating television shows, while my teen years also brought the revelation that this was the profession I wished to pursue. Next came studying television production, then also journalism, and then also came a series of opportunities to experience television as a producer and as a journalist. Journalism proved victorious and I’ve been working in it for almost two decades to date. Those 20 years have flown by, while it seems that the feeling has remained the same as it was for that little Nevena. I experience each new show, interview or report as a new thrill, but also as a new lesson. This is also perhaps the greatest privilege that we receive from journalism – the opportunity to continuously learn and meet new people. Journalism also provides you with the opportunity to bear witness to history and be part of it. I had just one such precious experience in 2018, when the centenary of the signing of the armistice that ended World War I was being commemorated in France. All the world’s great statesmen were in Paris on that 11th November, and I was also there. I reported on their meetings and current relations around the world, but I also created a feature on the story of the Serbian schoolchildren who’d received scholarships from the French

Government during the Great War to attend the University of Poitiers. I discussed that period and Franco-Serbian relations, both then and now, with an academic and writer who was living in that city. Milovan Danojlić enabled us to better understand the current moment in which we find ourselves by considering history. And that is also our mission: not to merely report on what is happening, but also to explain why it is happening. Placing events in an historical context provides our viewers with the ability to understand and see the bigger picture.

The team of the “Probudi se” [Wake up] morning programme shows Serbia as it really is, with all its beauty and problems. That’s the only way we will make it a better place We also provide viewers of TV Nova S with that bigger picture every morning from 6am to 9am. The team of the “Probudi se” [Wake up] morning programme shows Serbia as it really is, with all its beauty and problems. That’s the only way we will make it a better place. Returning to the start of the story, perhaps the answer to the question of why I’m not tired of television can also be found in the fact that I experience journalism and television as a profession that provides me with opportunities, and not (as it is seen by many outsiders) as a profession that’s demanding. And maybe that has something to do with my nature – because my glass is always half full!.

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ART

The Visionary Fusion of Art and Cosmos Olja Ivanjicki Serbian painter and sculptor Photos: Olja Ivanjicki Fund

Olja Ivanjicki’s Artistic Mastery - A Fusion of Mythology, Surrealism, and Abstract Expressionism

n the annals of Serbian art, few names shine as brightly as that of Olja Ivanjicki. Born in 1931 in Pančevo, Ivanjicki’s journey was not just one of artistic exploration but also of profound cultural synthesis. Her early years, marked by the turbulence of World War II, shaped a worldview that sought solace and expression in the realms of art. Ivanjicki’s education in Belgrade’s Academy of Fine Arts laid the founda-

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tion for a career that would defy conventions. Her artistic voice first echoed in the halls of post-war Yugoslavia, a country yearning for new narratives. It was here that she, alongside other avant-garde artists, founded the Mediala art group in 1953. This collective, a melting pot of surrealists and abstract expressionists, became a beacon of innovative thought in the Yugoslav art scene. Ivanjicki’s work, a mesmerising blend of painting, sculpture, and poetry, mirrored her eclectic interests. Her canvases were not mere art; they were portals to other dimensions, where the boundaries between science, mythology, and metaphysics blurred. Her vibrant use of colour and imaginative compositions transported viewers to realms that defied temporal constraints, often incorporating cosmic and futuristic themes. Her paintings, often large-scale, were imbued with a sense of the infinite. They

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Her poetic work, often overshadowed by her visual art, was equally profound

evoked a cosmos alive with possibility, a universe unbound by the limitations of earthly existence. In a country rebuilding itself, Ivanjicki’s art offered a glimpse into other worlds, other potentials. It was an invitation to dream, to imagine a future unshackled by the past. Ivanjicki was not content to remain within the confines of traditional art. She ventured into sculpture, bringing her ethereal visions into the tangible world. Her sculptures, like her paintings, were characterised by an otherworldly quality, as if they were artefacts from a distant, advanced civilisation. Her poetic work, often overshadowed by her visual art, was equally profound. It offered insights into her inner world, a place where art and philosophy converged. Her poetry was a reflection of her belief in the transformative power of art, its ability to transcend the mundane and touch the divine. Throughout her life, Ivanjicki remained at the forefront of Serbian art, continuously pushing the boundaries of her craft. Her legacy is not just in the art she created but in the barriers she broke. She showed that art could be more than a reflection of reality; it could be a window into what lies beyond. As the world evolves, Ivanjicki’s work remains a testament to the power of imagination. In her visionary fusion of art and cosmos, she left behind a legacy that continues to inspire and intrigue, a reminder of the boundless potential of human creativity.

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REMEMBERING THE GREATS

Lady Was Her Name When famous playwright Eugène Ionesco was asked, back in 1971, what he’d seen in Belgrade, he responded: “Mira Trailović. Is that not quite enough?” Centenary of the birth of Mira Trailović By Radmila Stanković

here is no encyclopaedia of theatre anywhere around the world that doesn’t include Serbian theatre director Mira Trailović, the woman whose brainchild was the Belgrade International Theatre Festival - BITEF, the manager of Atelje 212 theatre, who was born almost precisely 100 years ago – on 22nd January, 1924. It is difficult from today’s perspective to even imagine just how much personal courage and perseverance were needed back in 1967 to come up with a concept like BITEF, representing one of the greatest cultural benchmarks of the then Yugoslavia. Mira had wanted to create a festival of new theatrical tendencies and, fortunately for her, she had the support of the then thinking world... And gaining such sup-

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port was no mean feat. That’s because Mira Trailović, née Milićević, was for decades the only person to become a leader of a house of culture without also being a member of ‘The Party’. Complicating matters even further, she only knew the precise function of Josip Broz Tito. When it came to the rest of the party’s figures, she simply guessed at their function and was usually wrong. This remissness was often attributed to her ‘bourgeois origins’, which she neither hid nor flaunted. Mira’s grandmother, Katarina, had been a lady-in-waiting to Queen Natalie Obrenović, while one of her maternal ancestors was Aleksa Simić (18001872), who had served the Principality of Serbia as finance minister, interior minister, justice and education minister and minister of foreign affairs.

Mira’s father, Andreja Milićević, was an accomplished translator who translated around 40 French classics into Serbian. Her mother, Radmila Simić, was also a teacher of the French language. Her maternal grandfather, Milan Simić, was a manager of the National Theatre. Mira completed her schooling at the Second Belgrade Gymnasium High School, music secondary school and acting secondary school, after which she graduated from the Academy of Music. She was also a graduate of the then Film High School, before graduating in theatre direction studies at the Academy, where she would lecture on radio drama direction many years later. It was while directing radio dramas for Radio Belgrade, at the beginning of her career, that she met

Dragoljub ‘Guca’ Trailović, who was then a radio announcer and would later become the Paris correspondent of Belgrade-based daily newspaper Politika and subsequently the director of this oldest daily newspaper in the Balkans. They wed and she took his surname, but they never had any children. As a theatre director, Mira gave us approximately 30 plays, but her historical, groundbreaking work was the famous hippie musical Hair, the local adaptation of which premiered on the stage of Atelje 212 on 19th May 1969. After the American original, her version became the fourth premiere in Europe and the first in Eastern Europe – according to the then division of the continent. Mira ensured that the story of Hair became more than myth and legend; that it remained as proof of the conquest of freedom immediately following the student demonstrations of 1968 and represented one of the flowers in Tito’s lapel of democratic freedoms. As a theatre director whose works were always avant-garde, she despised the term, despite her directing work having introduced new policies and cultural trends to the theatrical life of Belgrade. She was the first to present to the Belgrade audience the most important figures of the world’s experimental, avant-garde theatre: Sartre, Ionesco, Albee et al. As a theatre administrator, she was responsible for some popular yet controversial plays that extended the limits of freedom of expression in a political sense. She brought the spirit of the West to Serbia. It was thanks to her engagement

It was thanks to her engagement during the years of her work at BITEF that Belgrade was visited by the likes of Samuel Beckett, Peter Brook, Jean-Paul Sartre, Bob Wilson, the Living Theatre, Pina Bausch, La MaMa, Grotowski and many others who brought the spirit of the wide world to these lands

during the years of her work at BITEF that Belgrade was visited by the likes of Samuel Beckett, Peter Brook, Jean-Paul Sartre, Bob Wilson, the Living Theatre, Pina Bausch, La MaMa, Grotowski and many others who brought the spirit of the wide world to these lands. Alongside all the relevant domestic awards that she won, Mira – as a true citizen of the world – would also receive recognition from the Association of American Theatre Artists, from the German Embassy for her contribution to culture, but also from Italy, with that accolade even presented to her by Italian President Giuseppe Saragat. She received the French Order of the Legion of Honour in the rank of Commander from then French Minister of Culture Jack Lang, in recognition of her great contribution and merit in expanding cultural links between France and Yugoslavia. After many years of professional cooperation and having become close acquaintances, I was once personally invited to coffee in the then new apartment of Mira Trailović and her husband Guce Trailović, in central Belgrade’s Kopitareva Gradina neighbourhood. I had the honour of being made coffee by Mira, which she served in a beautiful porcelain cup. I hadn’t even started drinking the coffee when my wonderful fellow media professional, Guca, said to me in jest: ‘You have the privilege of Mira offering you coffee from the cup of her grandmother Katarina’. I instantaneously headed to the kitchen, found an ordinary, large milk mug and transferred the coffee into it. I was so horrified at the thought of breaking a cup that could no longer be bought and that contained the stamp of the royal court. After Mira and Guca departed, that flat changed hands several times, only to be finally bought by Maja and Emir Kusturica. Mira had been ground down by cancer that summer and ultimately succumbed on 7th August 1989. Her funeral was held at the New Cemetery and was attended, according to her own wishes, by her family and closest friends.

The area in front of BITEF Theatre was renamed Mira Trailović Square, while the main stage of Atelje 212 has been named after her since 2014. Instead of attempting to compose some sort of conclusion by myself, I will offer you one recollection of famous actor Dragan Nikolić, which so convincingly portrays her uniqueness. “Mira Trailović was a lady, and that was virtually her name. When I made my theatre debut in Paris, Mira Trailović was director of the Theatre of Nations in Nancy, and she spent the weekend in Paris. And she came to all of my rehearsals. One evening, she waited for my rehearsal to end and set out to show Paris to me. We went to the ‘Odeon’, where a show was playing that had a waiting list several weeks long. I told her that there was no way we could get in, but she just smiled and headed for the main entrance, where the doorman bowed and let us through with a polite ‘Bonsoir, Madame Trailovik!’ He led us to the manager’s box, where we remained until Mira declared it boring and said we should move on. Yes, it’s a little rude when someone honours you like that and you leave after 10-15 minutes, but Mira didn’t find the situation at all unpleasant. We then went to the restaurant La Closerie des Lilas, which at that time required a reservation made at least a week in advance. Mira entered and I followed, then the maître d’ approached us and melted with kindness as he said ‘Bonsoir, Madame Trailovik’, before seating us at a table. Without any kind of reservation. Once we’d dined, Mira said: “Right, now we’re going to Pigalle, Chez Madame Arthur, that’s a closed club...” I listened and knew that was an elite place at that time, and that you couldn’t enter without a special recommendation. We arrived in front of metal doors that almost appeared to be armoured, while they had a small opening like a hatch. Mira rang the bell and a French nightwatchman appeared and said: ‘Oh, bonsoir, Madame Trailovik’. Well, it was then that I bowed to the floor and said: “Madame, hats off!”

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From Čubura to Paris and International Success

MY LIFE

He held the title of the most successful Belgrade architect in Paris for decades. He has designed hundreds of buildings that are located on four continents and belong to the likes of the Sheraton, Hilton and Louis Vuitton, and also include congress centres, presidential palaces etc. He has been living in Paris for much longer than he resided in his native Belgrade, but Čubura remains his hometown. He was raised in the spirit of inter-ethnic tolerance that characterised the Yugoslavia that no longer exists

Tomislav ‘Toma’ Garevski architect By Radmila Stanković

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ubljanska Street is located in the Belgrade neighbourhood known as Čubura. The street is named after the small Mačva village of Dublja, which is known as the site of the 1815 battle of the Second Serbian Uprising that saw the Serbs defeat the Turks. This street is also known for its inclusion in the title of Miodrag Zupanc’s play White Rose for Dubljanska Street. And it was in this very street, on the eve of the outbreak of World War II, that CorD’s interlocutor, architect Toma Garevski, was born. His father Dragan, a Macedonian, was a representative of Macedonian companies in Belgrade. His Jewish Mother Ružica Liper survived World War II thanks to being married to an Orthodox Christian. And her sister Dragica also managed to save her life by marrying a Slovenian man.

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“With the experience of the horrors of war and mixed marriages, they raised me to love Yugoslavia, primarily because of the inter-ethnic tolerance that really existed back then.” Toma completed his basic schooling at all the schools of the Neimar and Pašina Brdo neighbourhoods, but he also attended Knez Mihailova Street’s Dr Vojislav Vučković Music School, accordion department. “I remember my childhood for the fact that family order was respected in the house, while the street was where we children played freely. I thus fell in love with Čubura. We planted

trees in the park on Neimar that are still there today. We lived for football and played with a rag ball. A relative from America came once and before departing asked us what we would like him to send us when he returned to the States. Without thinking, me and my younger brother Boris told him to send us a football. We spent the next two months dreaming of the ball arriving from America. And when the package finally arrived, the family and all the children from the street gathered. Opening that package was the greatest ceremony that I can recall. And the greatest sadness. Instead of a standard football, the relative had sent a ball for American football. We didn’t even know what that sport was, nor could we play football with that ball. There wasn’t a friend who didn’t cry.” Čubura is a holy place for all lovers, but Toma went further: he claims that Čubura is also a way of thinking, a code according to which a thug must be an educated person, sufficiently courageous and ready to succeed in life. I know that this opinion was shared by his fellow Čubura native and immortal actor Dragan ‘Gaga’ Nikolić, but also by the Zupanc brothers, director Dragomir and the aforementioned Miodrag, who were born and continue to live in Čubura. After completing his architecture studies in Belgrade, Garevski headed to Paris. “I also completed my military service and went to Paris to buy a synthesizer. I already played the accordion in the Mile Lojpur Orchestra and needed to have a synthesizer for the summer stages on the coast. After three months working in the office of great French architect Jean Balladur, I bought a synthesizer, but the work took off and was too enticing for me to leave. That’s how I ended up staying.

Čubura is a way of thinking, a code according to which a thug must be an educated person, sufficiently courageous and ready to succeed in life

“You should keep in mind that in high school I was the worst student of the French language. Throughout the entire period of my schooling, I ‘earned’ by drawing and playing the accordion. Instead of knowledge, those were the aces up my sleeve, and it was because of those skills that the teachers turned a blind eye to everything that I didn’t know. When I came to Belgrade to attend the celebration marking the 20th anniversary of graduating high school, my French teacher, Professor Nikačević, was still alive. I told him that I lived and worked in Paris, and he was so taken aback that he almost had a stroke.” Toma spent five years working in the atelier of Jean Balladur and was a member of the team that worked on the project for a hotel in Vichy. He was told in confidence that his work was the best, but he wasn’t rewarded for his efforts because the name behind the project was more important than anything else to the president of the municipality in Vichy. “It was then that I realised that it would be more profitable for me to work abroad as a French architect, as opposed to being a foreigner in France. I firstly had to graduate in architecture studies in Paris, because they only acknowledged two years of my studies at the Belgrade faculty. I thus formally became a French architect, though that didn’t help me a lot – because you can’t succeed in Paris if you don’t have family ties or influential connections. And heading out into the world meant that I initially worked in Lebanon and the Middle East. “Those first experiences of mine were also interesting. I’d learnt in Belgrade that it was a great success if you create the best possible project in a small space, say by packing a three-room apartment into an area of 70 square metres. In contrast, in Beirut, I had orders to design a three- or four-room apartment on an area of 300-400 square metres. That’s called a clash of worlds in architecture.” This architect worked wonders in Saudi Arabia. And he was assisted in doing so by a certain Rafic Hariri, a key

Very strict architectural rules exist for all large buildings… For me it has always been important for my projects to fit into the ambience and philosophy of the surrounding area

Project business centre MEGA, near Politika building, Belgrade

With Kosa Bogšan and Petar Omčikus

man for capital projects in that country who happened to like Toma’s works and ideas. That’s how he ended up building a residence and hotel that had been commissioned by Saudi King Khalid and had to be completed in eight months. And to be the most luxurious edifice the world had ever seen. “From foundation to roof, the Intercontinental Hotel was built in eight months, in the desert, in the middle of nowhere. When I returned there 10 years later, I couldn’t even find the hotel. A large city had been built around it. After King Khalid, his successor, King Fahd, also wanted to work with ‘the fastest architect in the world’. We built a Sheraton hotel and many other projects near Mecca: palaces, hotels, residences etc. Invitations followed from other countries. I implemented the Presidential Palace in Djibouti and have

remained friends with the President of Djibouti to this day, having worked there for about fifteen years. All these projects opened doors for me in Paris and on the French Riviera. And the Automobile Museum in Paris was among the first.” He describes himself as being like a general practitioner, because architects constantly ask him to do this or that, convinced that he can design a hospital, hotel or luxury palace, as well as an ordinary residential building. Once in Skopje, after an earthquake, he participated in a design contest for a cemetery! In stark contrast, he had the great pleasure of receiving the opportunity to contribute to the luxury monograph ‘Ces belles mairies de France’ [The Beautiful Town Halls of France], detailing the most beautiful municipal build-

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ings where people most like to get married in France. When fashion house Louis Vuitton decided to construct its business palace in Paris’s Avenue Montaigne, at the very entrance to Champs-Élysées Square, the job was given to Toma. He offers an interesting explanation regarding this extremely prestigious endeavour. “Very strict architectural rules exist for all large buildings. Apart from that, for me it has always been important for the projects that I do to fit into the ambience and philosophy of the surrounding area. If I design Hilton and Sheraton hotels in Saudi Arabia, I utilise their history and the local architecture. I draw inspiration from their legacy. The territory on which I built the Louis Vuitton palace, otherwise situated in the most exclusive part of Paris, generated enormous interest. And it was terribly expensive, costing around 35 million francs at the time. Then Vuitton came and bought it for 70 million! Why the company had done so wasn’t clear to anyone, but an answer came quickly: it was important for Vuitton to have an address on the Avenue Montaigne, because of the prestige the company had in Japan and around the world. As such, the Palace had to have a highly representative look. The inves-

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Neptun project, Abu Dhabi

I quickly realised that it would be more profitable for me to work abroad as a French architect, rather than being a foreigner in France

With Miloš Šobajić, Toma Nikolić, Braca Petković, Petar Omčikus

tor was Boussac, and we built a penthouse apartment for Mr Marcel Boussac and everyone was very satisfied.” Famous Serbian architect and university professor Mihajlo Mitrović (19222018) reviewed this building in his capacity as a critic in 1990. “This latest work of architect Garevski, in the heart of Paris, largely compensates for missed opportunities and represents his architecture in the best way, showing the success of gradually replacing old buildings with new edifices, larger spaces and new functionality. Installed on the new, modern building is

the complete Florentine portal that previously adorned the demolished building, shaped with marble squares in an aluminium grid. With this approach, Garevski has brought back to Parisian architecture, and affirmed in a new way, the controversial idea of Violletle-Duc that a deliberate and purposeful reconstruction in architecture should mean establishing a finished structure that never previously existed. And indeed, the new Vuitton store today shimmers with rich new spaces and exclusive interiors, while at the same time supporting, tranquilly and in a refined way, and enriching, in a modern way, the atmosphere of the boulevards of the Champs-Elysée, the world’s most beautiful boulevards.” After Toma, his younger brother and fellow architect, Boris, also came to Paris, and the two of them have for decades had a joint company, AXE, based in Paris and on the French Riviera in Antibes. Toma has long been married to Anđelka, his high school sweetheart who hails originally from Kruševac and graduated in technology studies. One event in which the main actors were Toma Garevski and his wife remains as a historical anecdote and film script story. Namely, he granted himself the right to bring his wife to the reception commemorating the opening of that hotel and residence in Saudi Arabia, which he had completed just a few days ahead of that famous eight-month deadline. The king had invited several thousand guests to the reception, but the only woman in attendance was Anđelka Đeka Garevski. That was because only men had been invited, and Toma didn’t want to attend the reception without his wife. In a country where, at the time, women were deprived of even the most basic rights, where they were not allowed to even touch the steering wheel of a car, let alone attend a reception with men, Toma was a hero who’d completed a magnificent building in the middle of nowhere ahead of the deadline, so for him everything was permitted. Toma and Anđelka are the proud parents of two successful daughters. Gorana is communications director for Channel

1 of French television company TF1. Sabina is the director of a real estate company. Gorana has a daughter, Gaia, who just turned 17 and attended her birthday celebration with a boyfriend for the first time. Apart from his family and work, Toma has also spent time with friends from Belgrade and Yugoslavia who’ve come to Paris, stayed, left, and returned once again. He became friends with famous ballet dancer Milorad Mišković and would visit him at his place in Nice, together with Politika newspaper’s Paris correspondent Aleksandar ‘Saša’ Prlja. Toma’s office has a gallery section that includes pictures by his painter friends – from Vladimir Veličković, Ljubomir Popović and Petar Omčikus, to Milorad ‘Bata’ Mihajlović and Miloš Šobajić – and sculptures by Nikola ‘Kolja’ Milunović. “My first friend among painters was Đoka Ivačković, who was actually an architect by education, just like Veličković. That’s also how I very quickly made friendships with our other painters. We often socialised at my office. Ljuba Popović lived around 200 metres away and always came on foot. Veličković made it a practice of parking his car and visiting my office on the way to his studio. Bata Mihailović was my fellow Čubura native and I had a special way of communicating with him. Kosa and Petar Omčikus really liked us to visit them. I remained friends with Miloš Šobajić until his last day. We were all inseparable at celebrations, at the Cultural Centre, at the exhibitions of all of them. We did everything we could for each other, without a moment’s thought or interest. A proper gallery of their works, which I received as friends’ gifts, has remained in my office as a reminder of that time. It could thus be said that we still hang out today. “We rejoiced in every arrival in Paris of our friends from Belgrade. And that was particularly so during the years when Dragan Nikolić was performing here. And he, like me, initially spoke French disastrously, but learned extremely quickly and forged a successful career in Paris. His wife Milena also came often and those were unforgettable gatherings.”

Toma also spent his summers with his friends from Belgrade. He spent his summer holidays in Cavtat [a town on Croatia’s Adriatic coast], but used his boat to visit his Parisian and Serbian friends holidaying everywhere from Istria, via the islands, to Dubrovnik. “We often went to Dubrovnik to see our [Yugoslav] artist Jagoda Buić, while it was obligator for us to go to Ljuba’s place on Korčula. I would drink coffee every morning with Zoran Radmilović, who had a house in Cavtat. Many dear people were there, including Ružica Sokić, the married couple Milka Stojanović and Živan Saramandić, famous cardiologist Ninoslav Radovanović. Us friends from Belgrade who had addresses all over the world would have a nice time socialising once

With Vlada Veličković

Vlada, Ljuba, Kosa and Petar, Bata, Miloš... We were all inseparable at celebrations, at the Cultural Centre, at the exhibitions of all of them a year in Cavtat and on the Adriatic.” This architect was always ready to help when he was asked to do so in Paris by “someone among ours”, which is how he still refers to all people from the territory of the former Yugoslavia. “I’m always ready to help the Embassy, the Church and the Cultural Cen-

tre. We renovated the entire Serbian church in Paris, but also the Cultural Centre of Serbia; at the Serbian ambassadorial residence we arranged the balcony and roof, installed gas etc. There is still a lot of work to be done at the ambassadorial residence, which is one of the most beautiful buildings in Paris and is unbelievably well positioned opposite the Eiffel Tower. I hope to continue what I’ve started with the new ambassador, Ana Hrustanović.” And how is it possible that Toma Garevski from Čubura has never done any work in Belgrade? Responding to that question, CorD’s interlocutor offers the following answer. “I haven’t managed to implement anything concrete, but I have proposed many projects. First and foremost were several offices next to the building of Politika, where to this day there is still an empty space, or rather a parking lot. I proposed an office building opposite the Assembly, on the site where the Three Leaves of Tobacco tavern used to stand. I provided a project for the expansion of the hotel on Avala. I brought Mr Eric Hilton to Belgrade to explore the possibility of building a hotel. I’m currently working on a project for a hotel that will be located next to Nikola Tesla Airport in Surčin. I have a great desire to also leave a mark in my hometown.”

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Chill Out Messi’s World Cup Jerseys Sold for $7.8 Million A set of six jerseys worn by Argentina’s Lionel Messi during last year’s World Cup in Qatar has sold for $7.8 million at a Sotheby’s auction. Messi wore the jerseys in the first half of matches against Saudi Arabia, Mexico, Australia, Holland, Croatia and France, and the jerseys he wore during the second half were exchanged with opposing players. The word for other most valuable jerseys that were sold at an auction and the record is held by basketball player Michael Jordan’s jersey from the 1998 NBA Finals, which was sold for $10.1 million in New York last year.

Century-Old Rembrandt Portraits Uncovered in the Netherlands Two small 17th-century Rembrandt portraits are now exhibited in the Dutch National Museum of Art and History after they were part of a private collection for nearly two centuries. The Rijksmuseum has revealed that these famous Dutch artist’s pieces, depicting Jan Willemsz van der Pluim and his wife Japgen, were lost for nearly two centuries and re-emerged two years ago. According to the Associated Press, the works considered the last private Rembrandt portraits, were sold this year at an auction to the family of the wealthy Dutch businessman Hendrik Holtzman. His family has graciously loaned them to the Dutch National Museum for public viewing.

Triumphal Arch of Emperor Caracalla Discovered at Viminacium An investigative team, comprising Dr Saša Redžić, Dr Ilija Danković, Dr Mladen Jovičić, and Dr Angelina Raičković, along with students Kristina Živković and Petar Kojadinović, has discovered remnants of a triumphal arch at the archaeological site of Viminacium. This find represents a significant symbol of the architectural heritage of Roman civilisation. According to Dr Miomir Korać, director of the Viminacium Archaeological Park, the arch was erected in honour of Roman Emperor Marcus Aurelius Antoninus, better known as Caracalla. Dr Korać noted that over the past two decades, the city had been a focus of exploration, with studies of baths, thermal spas, and an amphitheatre, while the last residential quarter investigations were conducted half a century ago.

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BBC Nominates Novak Djokovic for Sports Personality of the Year The British Broadcasting Corporation (BBC) has nominated Novak Djokovic for its Sports Personality of the Year award, a prestigious title that the renowned media house traditionally bestows annually. Last year, it was awarded to Argentine footballer Lionel Messi. The BBC highlighted that the world’s top tennis player won three Grand Slams this season and reached the finals of the fourth, equaling Margaret Court’s record for the most Grand Slam victories. Additionally, he surpassed Steffi Graf’s record for the most weeks spent at the top of the ATP rankings. Djokovic also finished the season as the world number one for the eighth time in his career and won a total of seven titles this year. Other nominees for the World’s Best Sports Personality include Manchester City footballer Erling Haaland, Red Bull racing driver Max Verstappen, American gymnast Simone Biles, footballer Aitana Bonmati, and South African rugby player Siya Kolisi.

Italian Opera Singing Added to UN Cultural Heritage List Italian opera singing has been added to the United Nations’ list of cultural heritage, marking a prestigious acknowledgement for this four-century-old art form that combines costume drama with music. The United Nations’ cultural agency, UNESCO, announced that opera has been included in its category of intangible cultural heritage, which already features other renowned Italian practices such as pizza making. Italian opera, which developed around the late 1500s and early 1600s in Florence at the court of the Medici family, typically involves intricate plots, elaborate staging, and virtuosic singing.

Google Published The Most Popular Search Queries of 2023 Google released a summary of the most frequent searches during 2023 in its annual “Year in Search” report. In the news category, the top search was the war between Israel and Hamas, followed by queries related to a submarine mission that tragically ended in June and the devastating earthquakes in Syria and Turkey in February. The most queried individual on Google this year was Buffalo Bills player Damar Hamlin, who suffered a cardiac arrest on the field during a January game. The late actor Matthew Perry and singer Tina Turner led the searches in the category of deceased celebrities. In entertainment, the Barbie movie topped the search list, followed by Oppenheimer and the Indian thriller Jaan. The Last of Us, Wednesday, and Ginny & Georgia were the three leading TV shows that interested Google users in 2023. Inter Miami, the club of Argentine footballer Lionel Messi, led the sports team trends on Google.

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CULTURE CALENDAR

RICHARD GALLIANO

VLATKO STEFANOVSKI

13 January – Novi Sad City Concert Hall

13 January - Petefi Sandor Cultural Station, Novi Sad

Legendary guitarist Vlatko Stefanovski performs live! Experience his electrifying guitar skills and unique blend of ethnic and rock music. Don’t miss this musical extravaganza. Vlatko Stefanovski is set to dazzle audiences! Join us for a mesmerising evening of exceptional guitar artistry, fusing ethnic sounds with rock energy. He has collaborated with many great world musicians, such as Tommy Emmanuel, Stochel Rosenberg, Gibonni, Jan Akkerman, Stefan Milenković and others. As a soloist, he performed with the London Symphony Orchestra, the Monte Carlo Symphony Orchestra, the Slovene Philharmonic and the Big Band of HRT, among others.

He changed the history of the accordion, performed on five continents, and received prestigious music awards and now the famous accordionist Rišar Galliano is coming to Novi Sad and will perform in the City Concert Hall on 13th January from 8 p.m. Galliano collaborated with the famous Astor Piazzolla, accordionists such as Joss Baselli, Andre Astier, singers such as Claude Nugaro, Sergio Reggiani, Barbara, jazzers Chet Baker, Charlie Haden, Ron Carter and Michel Portal. He released 4 albums for the famous Deutsche Grammophon label as the only accordion player. He has been spreading his passion for music at concerts worldwide for 50 years.

INVISIBLE ART EXHIBITION Until 21st January - Serbia’s National Museum The exhibition “Invisible Art” has been extended by two months and will remain open to the public until 21 January 2024, while the Imperial Porcelain exhibition can be seen at the National Museum of Serbia only today. This joint decision was made by the Hermitage and the National Museum of Serbia due to the great interest of the local public and good attendance. The Invisible Art exhibition realised in the National Museum of Serbia represents the largest inclusive project in the history of the Hermitage, and thanks to the cooperation with the National Museum of Serbia, a unique concept of the exhibition in Europe has been designed. The inclusive project Invisible Art gives visitors a unique opportunity to touch art. 64

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RECOMMENDS

WOOL

ATOMIC HABITS

Hugh Howey

James Clear

An epic story of survival at all odds and one of the most anticipated books of the year, soon to also be a major Apple TV series. In a ruined and hostile landscape, in a future few have been unlucky enough to survive, a community exists in a giant underground silo. Inside, men and women live an enclosed life full of rules and regulations, secrets and lies. To live, you must follow the rules. But some don’t. These are the dangerous ones; these are the people who dare to hope and dream and who infect others with their optimism. Their punishment is simple and deadly. They are allowed outside. Jules is one of these people. She may well be the last.

People think when you want to change your life, you need to think big. But world-renowned habits expert James Clear has discovered another way. He knows that real change comes from the compound effect of hundreds of small decisions – doing two push-ups a day, waking up five minutes early, or holding a single short phone call. He calls them atomic habits. In this ground-breaking book, Clears reveals exactly how these minuscule changes can grow into such life-altering outcomes. He uncovers a handful of simple life hacks (the forgotten art of Habit Stacking, the unexpected power of the Two Minute Rule, or the trick to entering the Goldilocks Zone), and delves into cutting-edge psychology and neuroscience to explain why they matter.

1460 rsd

2672 rsd

HARRY POTTER AND THE CHAMBER OF SECRETS: MINALIMA EDITION J. K. Rowling Prepare to be dazzled by this new edition of J.K. Rowling’s Harry Potter and the Chamber of Secrets, designed and illustrated by MinaLima. With over 150 full-colour illustrations and eight exclusive, interactive paper-engineered elements, readers can travel via the Floo Network, encounter the Whomping Willow, reveal the spiral staircase to Dumbledore’s office and even pull Mandrakes from their pots! This spectacular edition is the perfect gift for Harry Potter fans of all ages, a wonderful addition to any collector’s bookshelf and an enchanting way to introduce this beloved series to a new generation of readers.

SHIFT Hugh Howey The much-anticipated prequel to bestseller Wool takes us back to the beginnings of the silo. In a future less than fifty years away, the world is still as we know it. Time continues to tick by. The truth is that it is ticking away. A powerful few know what lies ahead. They are preparing for it. They are trying to protect us. They are setting us on a path from which we can never return. A path that will lead to destruction, a path that will take us below ground. The history of the silo is about to be written. Our future is about to begin.

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4211 rsd

ROCK COVERS - 40th EDITION

50 ULTIMATE SPORTS CARS - 40th EDITION

Robbie Busch, Jonathan Kirby

Charlotte Fiell, Peter Fiell

Album art is indelibly linked to our collective musical memories; when you think of your favourite albums, you picture the covers. Many photographers, illustrators, and art directors have become celebrities from their album artworks―the best examples of which will go down in history as permanent fixtures in popular culture. Paying tribute to this art form, Rock Covers brings you a compilation of more than 750 remarkable album covers, from legendary to rare record releases. Artists as varied as Elvis Presley, The Beatles, The Sex Pistols, Pink Floyd, The Cure, Iron Maiden, and Sonic Youth are gathered to celebrate the cover art that defined their albums.

For the seasoned car collector or the awestruck newcomer, this volume is the consummate sports car anthology. Bringing together 50 of the most exquisite, desirable, and adrenalinecharging sports cars of all time, it recounts the enthralling endeavours in automotive design and engineering in pursuit of optimum dynamic performance for both road and track. This expertly curated roundup of glorious, highspeed two-seaters includes both all-out sports racers as well as their street-legal homologated brethren. Indeed, some of the most desirable cars across all auto-collecting genres are from the glorious golden era of sports car racing, which existed up until the late 1960s.

2996 rsd

2996 rsd cordmagazine.com

Faces & Places

Romanian Embassy Celebrates National Day 29/11/2023 Marking Romania’s National Day, the Embassy of Romania in Belgrade, under the stewardship of Ambassador Silvia Davidoiu, hosted a spectacular event. This grand celebration, reflective of Romania’s rich cultural tapestry, was held at the embassy’s premises, drawing in distinguished guests from various diplomatic missions, Serbian officials, and prominent community figures. The event featured traditional Romanian music and dance, creating a vibrant and festive atmosphere. Authentic Romanian cuisine was served, offering a taste of the country’s culinary heritage. Ambassador Davidoiu emphasized the enduring friendship and cooperation between Romania and Serbia in her speech, further strengthening the bilateral ties. The event not only commemorated Romania’s national pride but also showcased the country’s unique traditions and customs, fostering international goodwill and understanding.

IWC Belgrade Hosts Multicultural Charity Bazaar 4/12/2023 The Hyatt Hotel recently witnessed the grand opening of the 20th annual charity bazaar, a prestigious event hosted by the International Women’s Club. This unique bazaar featured 29 embassies from Belgrade, each showcasing their national products, ranging from Swiss cheeses and Italian shoes to Slovak gingerbread and an array of exquisite jewelry, food, and artisanal crafts. This event is a part of the Club’s ongoing commitment to philanthropy, with proceeds dedicated to empowering women in Serbia. The International Women’s Club, with members representing 52 countries, predominantly includes women associated with diplomatic circles. Over the years, the Club’s charity bazaars and other fundraising initiatives have successfully gathered approximately 650,000 euros. These funds have been channeled to various non-governmental organizations in Serbia, focusing on aiding the country’s impoverished and vulnerable communities. 66

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Finnish Embassy in Serbia Celebrates Independence Day 6/12/2023

The Embassy of Finland in Serbia, led by Ambassador Niklas Lindquist, commemorated Finland’s National Day with a distinguished event in Belgrade. The celebration highlighted Finland’s rich cultural and historical legacy, fostering a deeper understanding and appreciation among

attendees. Ambassador Lindquist, in his welcoming address, emphasized the strong ties and mutual respect between Finland and Serbia. Guests, including Serbian dignitaries and international diplomats, enjoyed an array of Finnish delicacies, symbolizing the warmth of Finnish

hospitality. The gathering also served as a platform for discussing ongoing collaborations and future partnerships between the two nations. This elegant event reinforced the bond of friendship and cooperation, echoing the spirit of unity and shared values.

Exhibition “16 Women” 11/12/2023 As part of the global campaign “16 days of activism to combat violence against women”, Swedish ambassador Anika Ben David opened a photo exhibition called “16 Women” on 11th December in the Cultural Center Hall. The exhibition shows portraits of 16 women from the public life of Serbia who give their support to all women who have survived or face psychological violence in various forms. The aim of the exhibition is to point out this type of abuse that often remains invisible and unrecognized, as well as to encourage women to have the courage and strength to resist it.

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Faces & Places

Nordic Business Alliance Hosts Holiday Party 12/12/2023 The Nordic Business Alliance held its annual Holiday Party, a festive event brought to life by the Executive Director, Iva Petrovic. The gala, attended by prominent members of the Alliance, was a testament to the strong community and collaborative spirit fostered within the organization. Hosted at a prestigious venue, the party was a blend of elegance and warmth, reflecting the Nordic tradition of hygge. Iva Petrovic, renowned for her dynamic leadership, welcomed each guest personally, emphasizing the Alliance’s achievements and future aspirations. The evening was marked by engaging conversations, a showcase of cultural exchanges, and a toast to the year’s successes and the exciting possibilities ahead. This event not only celebrated the festive season but also strengthened the bonds among the members, setting a positive tone for the new year.

SSCC New Year’s Cocktail 12/12/2023 Over 50 members of the Swiss-Serbian Chamber of Commerce gathered on December 07th, 2023 to mark the New Year’s festivities. At the SSCC’s NY cocktail, guests were greeted by Mrs. Ana Grujović, SSCC Executive Director which was followed by keynote speeches of the Ambassador of Switzerland to the Republic of Serbia and to Montenegro, H.E. Urs Schmid and two SSCC Board members: Mr. Ivan Kovačević, CEO, Codetribe d.o.o. and Mr. Simo Vuleta, Managing Director, Prodyna d.o.o. SSCC members created a joyful and relaxed atmosphere perfect for exploring potential business partnerships. 68

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Ambassador Susanne Shine Hosts Festive Christmas Event 13/12/2023 In the spirit of the holiday season, Denmark’s Ambassador to Belgrade, Susanne Shine, opened her residence doors for a delightful Christmas event. The gathering, adorned with traditional Danish festive decorations, showcased the rich cultural heritage of Denmark. Guests, including local dignitaries and international representatives, were treated to a range of Danish Christmas delicacies and melodies, fostering a warm, cross-cultural atmosphere. This event highlighted the strong diplomatic relations and cultural exchange between Denmark and Serbia, enhancing the festive cheer.

Confindustria’s Annual Assembly 14/12/2023 The solemn assembly of Confindustria Serbia was held in the Hotel Metropol in Belgrade, with the presence of a large number of distinguished guests, representatives of the Government of Serbia, the Embassy of Italy, as well as our members and friends. President Patrizio Dei Tos referred to the results of the Association’s work so far, which has 200 members, but also announced future plans and activities aimed at the successful continuation of the development of quality economic relations between Italy and Serbia.

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Faces & Places

Swedish Embassy Lights Up Belgrade with St. Lucia Celebration 14/12/2023 The Embassy of Sweden in Belgrade, led by Ambassador Annika Ben David, celebrated the Swedish tradition of St. Lucia with a captivating event at the Sava Center. The ceremony, a festival of light integral to Swedish culture, featured a procession with a Lucia dressed in a radiant white gown and a crown of candles. The atmosphere was further enhanced by traditional Swedish carols, enchanting the diverse audience that included Serbian dignitaries and international diplomats. The attendees were also treated to authentic Swedish culinary specialties, adding to the evening’s allure. In her address, Ambassador Ben David highlighted the enduring connections between Sweden and Serbia, underscoring the celebration as a symbol of friendship and cultural exchange. The St. Lucia event in Belgrade not only brought a piece of Swedish heritage to Serbia but also strengthened the ties between the two nations through mutual understanding and cultural appreciation.

JBAS Hosts New Year Celebration 14/12/2023 The Japanese Business Alliance in Serbia (JBAS) recently celebrated the upcoming Year of the Dragon at their annual New Year’s Cocktail. The event, held in the Crowne Plaza hotel’s grand hall, symbolized the ushering in of a year expected to bring growth, progress, and prosperity. Distinguished guests included officials from the Japanese Embassy in Serbia and the Serbian Government, valued JBAS members, and various influential partners. Together, they reflected on a year of significant challenges. Highlighting the evening was the gathering of delegates from 12 prominent companies. These firms are key participants in the “Innovative and Just Green Transition for Energy Security” project. This initiative, spearheaded by UNDP Serbia in collaboration with the Serbian Ministries of Environmental Protection and Mining and Energy, enjoys robust support from the Japanese Government. It aims at enhancing systemic energy security while tackling energy poverty. 70

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EMPOWERED WOMEN SPECIAL EDITION 2024

Contents 10 BILJANA

BRAITHWAITE

CEO and Founding Partner of Sustineri Partners; President of the Women on Boards Adria (WOBA) association

Advocating a Gender Balance Yields Improved Results

04 C OMMENT

Global Ranking Concerns and Political Biases

14 MARIJA POPOVIĆ

06 BRANKICA JANKOVIĆ Commissioner for the Protection of Equality

The Future is Unstoppable

OTP Bank Executive Board Member, in charge of the corporate segment

Year of Record-Breaking Results and New Standards

16 SANJA POPOVIĆPANTIĆ

President of the Association of Business Women in Serbia

Female Entrepreneurship as a Chance and Not a Compelled Choice

18 BANCA INTESA

Women Will Have an Ever-Greater Influence

EDITOR IN CHIEF Neda Lukić n.lukic@aim.rs DESIGN Slađan Radosavljević Zoran Perović design@aim.rs PHOTOS Zoran Petrović COPY EDITOR Mark Pullen

PROJECT MANAGERS Biljana Dević b.devic@aim.rs Mihailo Čučković m.cuckovic@aim.rs Nataša Novković n.novkovic@aim.rs OFFICE MANAGER Svetlana Petrović s.petrovic@aim.rs FINANCE Dragana Skrobonja finance@aim.rs

EXECUTIVE DIRECTOR Maja Vidaković m.vidakovic@aim.rs DIRECTOR Ana Novčić a.novcic@cordmagazine.com PUBLISHER Ivan Novčić i.novcic@aim.rs

20 NESTLÉ

PRINTING Rotografika d.o.o. Segedinski put 72, Subotica EMPOWERED WOMEN 2024 Published by: alliance international media Prote Mateje 52, 11111 Belgrade 17, PAK 125806, Serbia Phone: +(381 11) 2450 508

Female Strength and Leadership Behind Brands With Purpose

E-mail: office@aim.rs; office@cordmagazine.com www.aim.rs; www.cordmagazine.com ISSN: 2560-4465 All rights reserved alliance international media 2023 The views expressed in this publication are those of the presenter; they do not necessary reflect the view of publications published by alliance international media THIS PUBLICATION IS FREE OF CHARGE

Empowered Women 2024 36 M ILENA AVRAMOVIĆ BJELICA

Executive Director and Co-Founder

T AMARA BEKČIĆ

Managing Director and Co-Founder, Chapter 4

Communication Excellence in Serbia

37 M AJA MARIĆ

CPI Property Group, Country Operations Manager Serbia

Supporting Positive Change

38 G ORDANA GLIŠIĆ MORGANTI

Engineering Software Lab General Manager

Lifelong Learning is Fundamental

40 D ARJA MIHALIČ

Member of the Managing Board at Roto Group

Focused on Growth and Development

41 N IRAS IP CONSULT GMBH

Overcoming Industry Stereotypes

42 D ANIJELA GAŠPARAC

Head of Market Research and CEO Advisor, Telekom Srbija; Marketing and Communication Consultant, Srbijavoz

Teamwork Makes Dreams Come True

22 J OVANA VJEŠTICA Communication Manager, Carlsberg

Women excel in the beer industry

26 DR. OETKER Business Built on Dedication and Expertise

28 B RANKA PUDRLJA DURBABA

Chief Sales and Customer Satisfaction Officer, A1 Serbia

A Personable Approach Makes the Difference

29 A DDIKO BANK

Addiko Bank Values Women

30 S ANDRA

MARINKOVIĆ

External Affairs Lead, Merck Sharp & Dohme

Increasingly Accessible Innovations

31 S VETLANA VUKELIĆ Director of Legal and Corporate Affairs for Serbia and Montenegro at Molson Coors

A Brewery that Empowers Women

32 JELENA RISTIĆ Country Manager, Richter Gedeon

Encouraging Women to Care about Health

33 K RUNA GAVOVIĆ

CEO at The Lean Six Sigma Company CEE and CEO at Balance Company CEE

A smile is the first added value

43 M INA KALEZIĆ

Partner I Sales & Marketing Director, CBS International

Excellence in Real Estate

44 O PINION

The Hidden Gender Wealth Gap

48 C AMPAIGN

16 Days of Activism Against Gender-Based Violence

50 O PINION

How a Man’s World Systematically Neglects Women

COMMENT

GLOBAL RANKING CONCERNS AND POLITICAL BIASES Youth engagement is a vital aspect of Serbia’s journey to becoming a more inclusive and equal society, actively shaping anti-violence campaigns and influencing positive social transformation through their involvement in the creating and implementing of meaningful measures

erbia’s trajectory towards achieving gender equality paints a complex picture, characterised by notable progress in terms of education, but underscored by challenges – as evidenced by the country’s recent reduced ranking according to the Global Gender Gap Index. The EU Strategy for Gender Equality 20202025 serves as a guiding framework by emphasising the imperative of cohesive policies to address existing disparities. While Serbia’s political participation ranking is holding steady in 21st place, persistent biases and the limited visibility of women in electoral campaigns remain significant concerns. The commendable advancement in education, leading to a ranking of 37th, reflects positive impacts from political will and initiatives geared towards empowering women through educational avenues. The prevalence of stereotypes and biases against women in political spheres, as highlighted by the UNDP’s findings, necessitates a concerted effort to address not only numerical representation, but also the substantive roles played by women in various societal spheres. It is essential to foster an inclusive political environment, driven by a commitment to the principles outlined in the EU Strategy for Gender Equality. Continued dedication to this strategy, coupled with targeted initiatives, is paramount for Serbia to effectively bridge gender gaps and foster a more equitable society. A key facet of these targeted initiatives focuses on engaging young people in

the fight against gender-based violence, as revealed by research entitled “Voices of Youth”. Growing awareness of gender-based violence issues among young individuals in Serbia aligns with the challenges identified in the Global Gender Gap Index. The commitment of the Serbian Ministry of Tourism and Youth to recognising and preventing gender-based violence, encompassing digital violence, underscores a comprehensive approach to tackling this pervasive issue. Significantly, the active involvement of young influencers in challenging stereotypes signals a positive shift in societal attitudes. This highlights the potential to empower young voices to contribute to changing narratives, particularly in communities where they may be exposed to greater risk. In conclusion, collaborative efforts involving the government, international organisations and civil society are indispensable. Encouraging a sustained dia-

logue that not only empowers young voices, but also challenges ingrained stereotypes and fosters a culture of zero tolerance for violence, is a vital step towards building a more equitable and safer society in Serbia.

THE ALARMING STATISTIC OF 28 WOMEN MURDERED IN 2023 SERVES AS A STARK REMINDER OF THE URGENT NEED TO ADDRESS AND ERADICATE VIOLENCE AGAINST WOMEN EMPOWERED WOMEN 2024

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BRANKICA JANKOVIĆ Commissioner for the Protection of Equality

INTERVIEW

THE FUTURE IS UNSTOPPABLE In 2024 I expect more women to hold positions in the IT sector, women to be at the helm of the ministries of foreign affairs and defence, more female surgeons in operating rooms, many more female coaches in all sports, a women’s football match broadcast on RTS at 8pm and laurel branches on the shoulders of female military uniforms ow far did we advance over the past year when it comes to promoting gender equality in Serbia? “Two steps forward and one step back,” says Brankica Janković, Commissioner for the Protection of Equality. “Establishing gender equality is like constantly walking a tightrope,” she adds. The patriarchal system of “values” is quite formidable and finds various ways to defy all the changes that are aligned with the times

in which we live and which disturb the normal life balance of men and women, preserving what remain deep-rooted stereotypes and prejudices regarding gender roles and the place of women in society as indisputable truths, explains our interlocutor. “Self-proclaimed authorities, in fear of the time of the full equality of women that is certainly coming, give themselves the right to determine the limits of women’s freedom and to regulate their rights.

Some of them have even raised the issue of our bodily autonomy and abortion rights,” says Janković. “In recent times, all the power of that patriarchy has become particularly visible in the digital sphere, where women are often exposed to the harsh, sexist judgement of the public, which has a tendency to marginalise their importance, reducing them to their appearance, looking at/under their skirts, legs, ages, cleavage, wrinkles or grey hair.”

EMPOWERED WOMEN 2024

In this very real virtual world, women are insulted, undermined, blackmailed, threatened, i.e., they face all the forms of violence that are also present in the analogue world. Despite the more complex conditions for this struggle, which really do have their advantages, because you can’t silence women in the digital sphere just like that, a lot of progress is being achieved. Women scientists, artists, journalists, entrepreneurs, workers, housewives, doctors, farmers and politicians work with dedication and break down all those barriers and stereotypes, creating better living conditions for all human beings. How do we rank when it comes to global and European standards of equality? — I don’t like comparisons, because they are generally incomplete and often lack historical and sociological context, and numbers can show all sorts of things, but can also hide them. And that’s without even mentioning the lack of gender-differentiated data and the fact that the entire world is mostly tailored to suit men. Here are some stats: according to the 2022 Global Gender Gap Report, Serbia last year fell four places on the World Economic Forum’s Index, i.e., it fell from 19th place on the Global Gender Gap Index in 2021 to 23rd place. When it comes to the participation of women in political life, we maintained the same ranking as the previous year at 21st. However, in terms of the criterion of women’s involvement in economic life and their economic opportunities, we fell from 54th to 77th place globally. Progress was noted when it comes to the access of women to education, with our country advancing 15 places according to this criterion to achieve a rank of 37th. This fact brings me a particularly sense of joy, and I’m hopeful that we will do everything to continue progressing in terms of education and that we will be even better in all these other pacordmagazine.com

rameters, because we have done a lot thanks to our political will and preparedness in previous years. It is nonetheless obligatory for me to mention a number that causes my throat to tighten, and all the names should also be mentioned – at the end of 2023, we have 28 murdered women. That is something that’s devastating for all of us. It seems to me that, during the current election campaign, we’ve heard much less about the desired percentage of female participation in parliaments or the government. Is this a sign that we are well-positioned on that front or that this topic still doesn’t mean much to voters? — Significant progress was achieved during the previous election cycle when it comes to quotas on the

IN RECENT TIMES, THE POWER OF THE PATRIARCHY HAS BECOME PARTICULARLY VISIBLE IN THE DIGITAL SPHERE, WHERE WOMEN ARE OFTEN EXPOSED TO THE HARSH, SEXIST JUDGEMENT OF THE PUBLIC representation of women on election lists and I understand why this isn’t an important issue in this election cycle. However, many political players don’t show sufficient interest and understanding for the importance and essence of equality, and for the fact that a standard must not be taken for granted once it has been achieved, but rather that we must fight constantly to maintain the level of respect for human rights that has been achieved. Quo-

tas have been respected in this election cycle, but the campaigns are almost devoid of women. But percentages are the only thing that’s important, as the essence lies in management positions that these women (don’t) occupy and the extent to which they have the required conditions and support to make a change, together with men, to introduce our much-needed female perspective into all pores of society. An interesting fact published by UNDP is that 49% of people worldwide consider men as being better political leaders than women, while in Serbia 50% of men and almost 41% of women have prejudices regarding the participation of women in politics. In this context, we often hear public expressions of stereotypical views, from “politics isn’t for women”, “women are too emotional to engage in politics” and “women lack the energy required for politics” to “a politician can’t also be a good mother”. In politics, women come under much closer scrutiny than men. Their decisions, moves and achievements are always questioned; there are always high expectations and we always hear the question “what has she achieved?”. And I always wonder what some male politicians have done specifically, some of whom have been present on the scene for decades, and why their results are never evaluated in that way. The responsibility for providing a better life for all citizens isn’t the exclusive responsibility of the women who are in government and hold other positions, but rather is a shared responsibility. As for emotions, it’s tough for us if some people think that we mustn’t have emotions when dealing with politics – how else could we understand people and their real needs and problems? Not having emotions is a state that requires professional help, and not the avoidance of dealing with politics. Politics (including externally) is really a “woman’s thing” and I hope that we’ll soon deal much more with some other issues that are more important to the lives of citizens (edu-

MARGINALISATION Deeply patriarchal societies perfect the methods of marginalising and even humiliating women – sometimes with subtle methods and sometimes with brutal ones

LADY LEADERS Female leaders are all around us – although not enough of them are seen yet, as there isn’t sufficient readiness to recognise female leaders

RESISTANCE Gender equality is promoted in Serbia and I am particularly committed to that work, both personally and institutionally, and I have many allies. Nobody has succeeded in halting that progress

cation, health, culture, sport, social support) than those issues that have been the main topics of our political and security paradigms over previous decades. You consider schools as having great potential to change outdated gender models. However, we still haven’t seen significant changes to textbooks when it comes to the depicting of women. — Education and personal development – above all! It is vital for our society to change the harmful practices of social tolerance of every

We have

murdered women by year’s end 2023. That is something that’s devastating for all of us

kind of discrimination against women, and that requires – much more than textbooks – teachers who are aware of the situation and the need for changes in society. It’s useless to have a thousand pages of the perfect textbook if those pages are being interpreted by a teacher who says that a woman’s place is in the kitchen where she welcomes her husband, because that is what is “dictated by our Serbian tradition”, of course with a capital S and a capital T. To a great extent, the power structure relies on silence, or on the silence of women regarding topics that are simmering beneath the surface of a male paradise, and those include various forms of sexual and other harassment and the exploitation of the female body. We have to foster a culture of dialogue in schools, and the launching of thematic meetings and informing everyone about important social is-

sues, in order for us to work together to change the cultural norms that shape society. We must confront patterns that foster misogyny and sexism in the school system, as well as any other form of discrimination against different members of our society. It is essential for school curricula to integrate content on gender equality, and to do so through textbooks and other teaching materials, lectures, workshops that will promote, in addition to gender-sensitive language, equal opportunities for women and men, the contribution of women to science, culture and art, as well as encouraging girls to further their education in the socalled STEM subjects. We are today increasingly seeing women in atypically female occupations that are in short supply, such as forklift drivers or crane operators, and well-paid ICT occupations. Is this an indicator of equality or have women only become desirable due to their male counterparts being in short supply? — There is a saying in the Serbian language that “necessity changes the law”, and so it is that, in this case, workforce requirements are increasingly reducing the division between men’s and women’s jobs. I would like to be able to say that the level of gender equality achieved in this and similar cases had a greater influence than the rules of the market, but I will say that it is nonetheless a sign that business opportunities and chances appear unexpectedly, especially in the current economic and political juncture. Numerous changes have occurred on the labour market that have had an impact on women increasingly appearing in occupations that are typically male. Education has also had an impact, particularly in fields like IT, where a significantly larger number of educated women have appeared and received training to handle jobs that were reserved mainly for men until recently, despite the fact that

there are still gender stereotypes among students when it comes to choosing a profession. Those stereotypes are also nurtured through the image portrayed in the media, in which women are usually depicted as having to be crazy, or crazily courageous, to choose a “male” profession. But even that’s still good and I’m grateful that it is thanks to them that we found out about many examples of women who quite ordinarily do jobs that were once the exclusive work of men. Many positive media articles encourage girls during tipping points in life. We also shouldn’t overlook data on gender equality from various research works in which two-thirds of our citizens state that women almost always, or mostly, do the housework in their households; almost 80% of them believe that a woman cannot be fulfilled in life if she hasn’t become a mother, while every second citizen is of the opinion that a preschool-age child is likely to suffer if the mother is employed. What do you wish to happen in 2024 as a symbolic sign of our continued progression on the gender equality path? — I wish for, or actually expect to see, conferences covering the topics of digital technologies, the internet, artificial intelligence, ICT, conditions for doing business and geopolitics to have four women on their panels, or at least two if they can’t yet represent the majority. Furthermore, I expect women to head the ministries of foreign affairs and defence, female surgeons in operating rooms, many more female coaches in all sports, a women’s football match broadcast on RTS at 8pm… And finally, as a big fan of symbolism, laurel branches on the shoulders of women’s military uniforms. As a very pragmatic woman who isn’t prone to daydreaming often, I have the right to New Year’s wishes. If this doesn’t all happen next year, it will happen in the years to come, because the future isn’t coming, but rather has already arrived.

EMPOWERED WOMEN 2024

THEY ARE RIGHT TO BE IMPATIENT Despite advances in girls’ enrolment in primary education, 15 million girls of primary-school age are not getting the chance to learn to read or write compared to about 10 million boys. Every year, 12 million girls marry before the age of 18. Violence against women and girls remains a global pandemic, with one in three women and girls experiencing physical and/or sexual violence in their lifetimes.

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INTERVIEW

ADVOCATING A GENDER BALANCE YIELDS IMPROVED RESULTS The Adria countries have huge potential, which can be improved markedly with the application of ESG standards in various segments, whether that means attracting new investments, strengthening regional cooperation or advancing the EU accession process

BILJANA BRAITHWAITE CEO and Founding Partner of Sustineri Partners; President of the Women on Boards Adria (WOBA) association

ustineri Partners actively works to improve companies’ operations and to contribute to shaping corporate policies in the countries of the Adria region through the integration of ESG standards, which encompass environmental protection, social responsibility and good corporate governance. “Since the inception of our consultancy firm, we have been focused on cooperation with this re-

gion’s companies, governments, international organisations and civil society in an effort to contribute to achieving sustainable development goals, particularly through the engagement of the real sector,” says Sustineri Partners CEO and Founding Partner Biljana Braithwaite, who also serves as president of the Women on Boards Adria (WOBA) association. ESG standards, which over the past few years have become particularly developed and important

elements of business operations on the markets of Europe, Asia and America, have also imposed the accelerated transferring of trends in corporate management, sustainability and human rights from more developed countries to our region. “In this regard, Sustineri Partners emerged out of our desire to contribute to sustainable development, environmental protection and responsible corporate governance in our region, which is why we strive to empower the govern-

EMPOWERED WOMEN 2024

ments, companies and organisations of the region to place sustainability at the heart of their agenda and work,” explains Braithwaite. “The expertise of the Sustineri Partners team, their deep familiarity with European and other international frameworks and standards, as well as their practical knowledge and experience in achieving change on the ground, especially in the regional context, contribute a lot to development and education, but also to preparing companies for ESG standards and everything that’s coming in the period ahead and is already relevant in the European Union. That’s why we selected the countries of the Western Balkans, as well as the Adria region, as the focus of our activities and work.” Sustineri Partners collaborates with governments of the region and international institutions in an effort to raise awareness of

brought together more than 450 participants, distinguished dignitaries: representatives of the governments of the region, heads of financial institutions and leaders of the business sector from more than 150 companies, international institutions and global experts on sustainability, as well as numerous media from around the region. At the second annual Summit, which will take place from 24th to 26th April 2024, we will be dealing with the most current topics of sustainability and focusing on sustainable finance, green transition and other important topics in the areas of human rights protection and corporate governance. How important is the gender equality issue for different aspects of company operations? — The issue of gender equality is of exceptional importance for various aspects of companies’ operations today. Women on Boards Adria,

OUR REGION HAS HUGE POTENTIAL TO ATTRACT NEW INVESTMENTS, KNOWHOW, INNOVATION, CREATIVITY, AND ENDLESS SPACE FOR REGIONAL COOPERATION, ALL OF WHICH WILL PROVIDE AN EXCEPTIONAL CONTRIBUTION TO THE DEVELOPMENT OF THE ECONOMY, PARTICULARLY ON THE ROAD TO JOINING THE EU the importance of sustainability, environmental protection and socially responsible governance, all of which are becoming increasingly crucial to ensuring a better future for all of us. With this in mind, the ESG Adria Summit, as the region’s largest ESG event, also represents one Sustineri Partners’ leading projects. — Despite only being held for the first time in April 2023, in Porto Montenegro, it has already attracted great interest by having cordmagazine.com

as a regional association that was founded recently, has a significant role to play in this context, given that it was launched with the aim of promoting gender equality, encouraging inclusive company decision-making at all levels, removing obstacles to women joining boards of directors and accelerating the pace of their advancement to the highest positions in companies of the Adria region. In this respect, it is extremely valuable to us that we can call on expertise and

have partnerships with organisations like the International Finance Corporation (IFC, a member of the World Bank Group) and European Women on Boards, particularly from the point of view of the applying of the best global practices in our region. At the WOBA association we believe strongly that talent and ambition are equally distributed between the sexes, which is why we advocate for appropriate equal opportunities for men and women to advance to senior positions. Inclusive teams are more successful than homogenous teams. As such, companies that increase the representation of women in leadership positions can expect to see an improved financial performance, as well as improvements in non-financial aspects, such as company reputation, investor perception and the trust of employees and partners. Numerous analyses have shown that the countries of the Adria region are lagging behind EU standards when it comes to the representation of women on management boards and that women remain underrepresented in corporate executive positions. Through education and training, which we prepare with our partners’ support, materials and standards, followed by the establishment of networks of talented female leaders and cooperation with companies, governments, international institutions and civil society organisations, we want to encourage the greater representation and inclusion of women at all levels, while we also want to alter the region’s statistics through the harmonising of gender policies with EU standards. Research clearly shows that the greater participation of women on management boards is linked to improved financial success. In other words – companies that advocate for a gender balance and that have a business environment that fosters diversity of opinion

CHANGE We must change the way we talk about the participation of women on management boards, but also in other decision-making positions

STANDARDIS More than 80% of investors take a company’s ESG standards into consideration when deciding on potential investments, precisely because of their impact on operations

EXPERTISE Collaboration with experts, or with consultancy firms that specialise in sustainability standards, is becoming an increasingly important component of the work of successful companies

achieve better business results in every respect. It is high time for us to recognise how much times have changed, and that women are increasingly educated and successful in their careers and are no longer asking what they can do for the business market, but rather what the business market can do for them.

COMPANIES THAT ADVOCATE FOR A GENDER BALANCE AND THAT HAVE A BUSINESS ENVIRONMENT THAT FOSTERS DIVERSITY To what extent are the issues of corporate responsibility interOF OPINION ACHIEVE twined when it comes to comBETTER BUSINESS RESULTS IN EVERY RESPECT

At the annual Summit from

24th 26th to

April 2024, we will be dealing with the most current topics of sustainability

bating corruption, advancing gender equality and protecting the environment? — It has never been more important for companies to take on a more (pro)active role in addressing the social, environmental and economic challenges confronting us today, considering the crucial role they play in shaping the world in which we live. ESG standards evaluate companies’ sustainability and impact on these issues, while they increasingly have a direct impact on companies’ financial performances. Some of these standards are imposed by laws and regulations in the countries where companies operate, which we are seeing in particular in the increasingly demanding regulations imposed by the region’s key economic partners, such as the countries of the European Union, America and Asia. On the other hand, some

of these standards emerge from customer and employee expectations, or from pressure applied by investors, due to growing concern with respect to issues of business transparency, human rights and environmental protection. ESG standards are interconnected and form part of the broader sustainability agenda. They encompass a range of issues: when it comes to environmental protection, for example, they evaluate the ways companies contribute to climate change, pollution, waste, natural resource depletion; social standards deal with human rights issues, among other things, particularly workers’ rights, inclusion, equality and community development, with a particular focus on supply chains; when it comes to corporate governance, the focus is on transparent governance standards, information disclosure, preventing corruption, transparent decision-making processes, cybersecurity and privacy etc. Why do companies require external assistance in order to be able to meet these demands? — In order to develop successful ESG strategies and set goals, but also to assess risks, it is crucial for companies to have a comprehensive and objective overview of their own business. It is also important

for them to have feedback from key partners, whether that means investors, customers, employees or representatives of the local community and civil society. However, implementing such a process can represent a major challenge for any company, taking into consideration the complexity of first identifying and classifying key factors and issues, and subsequently harmonising them with a general business strategy and legal frameworks related to a company’s operations, conducting risk analysis, and then forming objective, feasible and measurable goals. That’s why collaboration with experts, or with consultancy firms that specialise in sustainability standards, is becoming an increasingly important component of the work of successful companies. It is important to bear in mind that this is often a multi-month process, and sometimes even a multi-year process, of analysing, creating an ESG strategy and evaluating its implementation and success. External support is crucial for this to be a truly meaningful process, and ultimately a purposeful one. The majority of companies view it as an investment in future improved operations – well prepared and implemented ESG strategies often bring manifold financial benefits, given that they presuppose savings on resources and help in recognising and avoiding risks, as well as in utilising opportunities that emerge. Apart from that, ever-more consumers, particularly consumers of the younger generations, and investors are attracted to companies that are aware of their environmental and social impact and that are thus transparent in their efforts to improve their business in that context. It is for this reason that I am proud of the team that’s been brought together by Sustineri Partners – our experts have amassed many decades of experience working on these topics in numerous sectors, which is essential for the success of the processes we’ve discussed.

EMPOWERED WOMEN 2024

GENDER EQUALITY BARRIERS We need men and women working side by side to dismantle the barriers to gender equality. One of the biggest problems is the unequal division of household work to care for the home and family members. Women spend on average 18 per cent of their day on this unpaid work, versus 7 per cent for men. In some countries that gap is much wider.

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CORPORATE

YEAR OF RECORD-BREAKING RESULTS AND NEW STANDARDS We help the economy grow and generate profit in accordance with ESG standards

MARIJA POPOVIĆ OTP banka Executive Board Member, in charge of the corporate segment

wo years after the largest integration on the Serbian banking market, but still in an atmosphere of dynamic and frequent changes and major banking sector consolidation, 50 banka Srbija has managed to maintain its leading position and remains the largest creditor of companies and individuals. As the bank of choice of numerous companies, many wonder what it is that makes OTP stand out from the competition. According to Marija Popović, member of the Bank’s Executive Board assigned to the corporate segment and also Chairman of the Board of directors of OTP Leasing, it is the Bank’s partnership approach. “Our people are our greatest capital, employees who are ready to push the boundaries; and the agile approach that we cul-

tivate and our tendency to be partners and advisors to our clients, not just a bank that approves a loan or provides a specific service. We strive to help them upgrade their businesses and achieve better results,” said Marija at the start of this interview. You’ve been in the banking business for more than 20 years and have acquired huge experience working with clients, though you continue to put efforts into learning new things. Do you still enjoy each new project and challenge? — Contrary to misconceptions, the industry that I work in is quite stimulating, exciting and, perhaps to the surprise of many, creative. I still welcome each new project with great enthusiasm, as it is an opportunity for growth and development, both for me personally and for my team. The

opportunity for constant learning, creating new contacts and deepening existing ones, cooperating with people and implementing innovative solutions contribute to the undiminished satisfaction with which I arrive at work every day. I am happy that I chose this business path and that I have the opportunity to enjoy my everyday business challenges. Being part of a successful team and collaborating with wonderful people is the nicest part of this job. I take away from each meeting some new experience and knowledge, and that is my greatest source of motivation. The year 2023 proved to be a successful one, despite numerous challenges. What are your predictions for next year? — We expect the gradual stabilisation of inflation to continue with a stable dinar ex-

EMPOWERED WOMEN 2024

change rate, which – coupled with a highly liquid and profitable banking sector – will enable banks to additionally support clients from the corporate segment. Our goal is to be a pillar of growth and stability for corporate clients. As a member of the OTP Group and part of a large European banking family, we are committed to the green transition and will strive to expand our activities and educate clients in that area as well. It is important that companies adopt green business models as soon as possible and that they understand the prospects provided on the European market by doing so. ESG investments have reached record levels worldwide, and we, as a bank, are here to support them in achieving sustainable development together. On the other hand, we strategically support the development of the start-up com-

You mentioned that the offer, services, interests and working models of banks on the local market are more or less the same, but that the people make the difference. Will anything ever replace a good team of committed people, even with the development of AI? — Of course not, because artificial intelligence is already present in banks, but has in no way jeopardised the position of the people. Artificial intelligence will actually “push” people into moving from highly operational and service-oriented tasks to focusing on consultancy, strategic and analytical work. Artificial intelligence is primarily there to combine banking and technology. Its purpose is to collect and process data in a faster a simpler way, to optimise processes and thus save time that we will use to work on creating and implementing new services.

THROUGH OUR PRODUCTS AND FINANCIAL EDUCATION PROGRAMMES, WE ARE ALREADY TRYING TO ADDITIONALLY EMPOWER YOUNG PEOPLE TO ENTER MATURITY AS SUFFICIENTLY FINANCIALLY EDUCATED PERSONS munity and encourage the advancement of the innovation ecosystem, which is best seen in the fact that we recently launched the unique OTP Connect programme. OTP Connect, as a place that connects innovators and our bank, represents an open platform and training ground for joint growth and development. Through this platform, we combine the bank, as a traditional business organisation, with startups, as generators of new, technologically advanced solutions. I look forward in particular to seeing the solutions that this programme will produce in the corporate banking segment. I also expect more discussions about the role of banks in keeping the economy liquid, and so factoring and reverse factoring will continue to be areas in which banks will invest their technological and expert resources. Thanks to the complete offer of all types of factoring products, OTP banka will strive to expand its portfolio and strengthen its cooperation with small and large companies. cordmagazine.com

You readily highlight the fact that you had excellent mentors who provided you with opportunities and space to develop. Do you nurture that same kind of approach today in your relations with your younger colleagues? Are there any differences between male and female mentors? — Yes, I was lucky enough to have different mentors during my career and I learned something new from each of them. The fact that they are different was a big advantage for me, because I managed to adapt and learn a lot about different styles of leading people and solving problems. I today try to work a lot with my colleagues and for us all to grow together with the organisation for which we work. The willingness to talk openly, share experiences and receive criticism is something we work on the most. What inspires me very much is the coming of a new generation on the market, their energy and the way of thinking that they bring. Through our products

and financial education programmes, we are already trying to additionally empower young people to enter maturity as sufficiently financially educated persons, and I really look forward to seeing the changes in culture and way of managing people and projects that they will undoubtedly bring. Change management is a big topic in our company, partly conditioned by the emergence of Generation Z, which has been born and raised in the digital era. Your bank stands out for its CSR activities, which you implement with a view to improving diverse areas of society. Could you single out certain donations or actions, including cooperation with publishing company Booka? — It is precisely these activities that form part of our corporate business strategy – rather than individual, isolated actions – that make us enjoy the work we do. OTP banka views its operations through a much broader lens than just the one that focuses on good financial results, increasing assets and client numbers, and which equally considers CRS-driven positive change in society as its true success. Yes, in just two years, the contest that we run with publishing house Booka for the best unpublished novel of the year brought some of the most authentic literary signatures to our literary scene. We are no less proud of the already traditional channels of support that we develop through our partnerships in culture and sports, and through our work with socially marginalised groups. We particularly emphasise our pioneering step into the “Together for stronger social solidarity” initiative. We want to see our business operations recognised and acknowledged not just because of financial figures at the end of the year, but also because of human figures who save and change lives. It is for this reason that recently, together with our partners from the Serbian Philanthropic Forum and the Trag Foundation, we started creating a unified Register of Civil Society Organisations that OTP banka will exempt from commissions when paying humanitarian donations to their dedicated accounts. Business with a purpose and social influence has to become the imperative of the present time.

INTERVIEW

FEMALE ENTREPRENEURSHIP AS A CHANCE AND NOT A COMPELLED CHOICE One of the most positive changes over the last ten years has been the flourishing of digital entrepreneurship among women. The opportunity to market their products and services via digital channels has enabled women to assume a better social position and establish themselves in the world of entrepreneurship search on female entrepreneurship conducted in 2021, showing that women no longer enter entrepreneurship out of necessity, due to being unable to find employment, as was the case ten years ago, rather today it is an opportunity and a need for women to try their hand at entrepreneurship, says Sanja Popović-Pantić, President of the Association of Business Women in Serbia. “I believe the credit for that change largely belongs to the greater social acceptance of women in entrepreneurship and business than was the case prior to the flourishing of digital entrepreneurship,” says our interlocutor.

SANJA POPOVIĆPANTIĆ President of the Association of Business Women in Serbia

he world in which today’s successful female entrepreneurs are maturing has changed a lot compared to the time when the Association of Business Women in Serbia established the ’Cvet uspeha za ženu zmaja’ [Flower of Success for a Courageous Woman] prize 17 years ago. Also testifying to this is data from re-

How many young female entrepreneurs focused on digital operations and in women’s startups do you have among your members? — There are ever more of them, so we created a strategy for attracting digital entrepreneurs just in the last months of the year, after having previously conducted a survey among them, and almost 90% of them declared that they were very interested in joining the Association and that, despite having large numbers of social media followers, the lack contacts with entrepreneurs who base their business in an off-line environment. We believe strongly that connecting these groups to one and anoth-

er is a win-win combination, because just as digital entrepreneurs can help their non-digital counterparts to digitalise their businesses, at least in some aspects, so the experience of offline entrepreneurs is of great importance to them, and the opportunities for mutual cooperation are unlimited. How well represented are women in STEM occupations at higher education institutions and how does your association help them enter the world of innovation? — The Association of Business Women has been commemorating the International Girls in ICT Day for more than a decade, and through that project we connect schools and businesses, but also the public sector. We deal with the development of interest in STEM professions among girls from the age of 13 and already have generations that have graduated university and are grateful to us for inspiring and encouraging them, through this project, to choose these professions. The young girls spend a day with female managers and entrepreneurs in STEM disciplines, in various companies, and the girls are free to ask them about their career path. Apart from that, we currently also have a project linked to encouraging girls and women from rural areas to study

EMPOWERED WOMEN 2024

entrepreneurship through an educational platform that has proven to be very effective, and we are proud of all those who’ve passed through this training course, but also some of the previous students who were taught to make websites, thus providing them with important skills for self-employment and to work for either themselves or others. Thanks, among other things, to your association’s efforts, women have today conquered positions and professions that were

tured after the Covid-19 pandemic, in a relatively short period of time, and the new era has its own new laws, that don’t have much room for stereotypes on the labour market and in employment. To what extent is the business world really open to women and what experience did you gain in advocating for women’s companies to enter major supply chains? — The corporate world has its own legal norms and procedures that do not always favour females. On

WE DEAL WITH THE DEVELOPMENT OF INTEREST IN STEM PROFESSIONS AMONG GIRLS FROM THE AGE OF 13 AND ALREADY HAVE GENERATIONS THAT HAVE GRADUATED UNIVERSITY AND ARE GRATEFUL TO US FOR ENCOURAGING THEM TO CHOOSE THESE PROFESSIONS previously reserved exclusively for men, such as in the construction and IT industries. How much prejudice did you encounter before women sat in the driving seats of forklifts and how did you overcome that? — Exactly! We trained women in construction and IT through that specific project, and I must admit that stereotypes were very evident, but what helped us the most in quickly overcoming them wasn’t a change in awareness in society, but rather a lack of personnel in all branches, and in these ones the most. So that worked out for us, because both the employers and close family members of these women were fully supportive, which wouldn’t have been the case earlier. I think the time of such stereotypes is in the past and that they won’t return precisely because the world has been restruccordmagazine.com

the one hand, through our award for the most gender-sensitive company, which we’ve been awarding for several years already, we’ve seen that excellent examples of good practice in the application of gender equality exist, mainly in international companies that have certain obligations to apply them and that measure indicators. However, when it comes to improving the position of women in the local community where they do business, few companies showed an

The percentage of entrepreneurs that are female increased by about five percentage points over 10 years and stands at around

32%

affinity for the inclusion of women in the supply chain, starting from strict procedures in the procurement process. However, there are companies that have found a way to do so, through various pilot projects, and that offer them the chance to enter the “back door” as suppliers, in order to try them out and for them to prospectively become regular suppliers. These are generally companies that have developed services for corporate social responsibility, that report on their sustainability operations, which also includes social sustainability based on gender equality. And that is also an unstoppable trend. Are women in rural and smaller urban areas still in an inferior social position and how much does entering the workforce empower them to fight for their position in society? — Yes, that is a vulnerable category of female entrepreneurs. The primary problem is a common law, to call it that, according to which exclusively male children inherit property and female children renounce theirs, in their brothers’ favour. This is still very commonplace, as is the managing of farms exclusively by male members of the farmstead, despite women being equal participants in agricultural production. We did specific work with partner organisations in rural areas and only a few of them managed to establish themselves, which is a shame. I think we should all work to help organise and educate as many rural women as possible, and I see prospects in the fact that the younger generation of educated women are deciding to start businesses from villages, or to link their businesses to rural areas and thereby increase the entrepreneurial capacities of rural women, connecting them to the ecosystem of service provision and production, mainly of food products for the local market.

E-ASSOCIATION We are entering 2024 with the concept of the e-Association of Business Women [e-UPŽ], which will add value to our services for both existing and future members

SHIFT The world underwent major changes following the pandemic and there was no more room for stereotypes regarding women’s and men’s jobs on the labour market and in employment

INCENTIVES Risks are higher in less developed societies and economies, which is why we shouldn’t stop incentives and the promoting of gender equality on the labour market and in employment generally

CORPORATE

WOMEN WILL HAVE AN EVER-GREATER INFLUENCE Banca Intesa, as one of the most successful banks on the Serbian market, has always been a place where top experts in various fields have worked and created together, a community that possesses an abundance of talent and potential, and an environment in which the ideal synergy of youth and experience naturally emerges

ere to discuss what it’s like to be part of a system dedicated to the constant empowerment of women through various programmes and initiatives, but also to improving the leadership skills of all female colleagues, are Dragica Mihajlović, Zorana Branković and Sandra Lazarević, who occupy three of the 52% of managerial positions held by women at Banca Intesa.

READY FOR A NEW GENERATION OF LEADERS DRAGICA MIHAJLOVIĆ Chief Financial Officer/Member of the Executive Board very step of my career has had its own purpose and its own challenges, but I’ve always been supported and enriched in that process by valuable mentoring. At the same time, being a witness to and participant in the large and important changes that the banking system and Banca Intesa have gone through, along with essential professional satisfaction, creates motivation to improve further. The banking industry has one of the most dynamic rates of change – new technologies permeate all spheres of operations. Perhaps the best and most exciting aspect of this job is that you are constantly on a quest for new knowledge and new skills. To be part of the Banca Intesa team is inspiring and extremely motivating. We respect individuality and diversity, but also

function with dedication as a unified team that jointly overcomes all challenges. It isn’t by accident that we have, with organic growth and facing very strong competition, been at the very top for a long time. You can only maintain the trust of clients and be a company that’s responsible towards the community, and in the meantime achieve the best results year after year, if you are a collective of outstanding individuals who work and create together. I point out with pride that we began creating our future on time and with great enthusiasm. We have a new generation of young leaders who are heavily involved in all important decision making processes of We respect the business. It is hugely satisfying individuality and that we are an environment that diversity, but also provides full support for women function with to develop their careers without dedication as a giving up and that we traditionally unified team that have a high proportion of women jointly overcomes all in management positions. challenges It is precisely for these reasons that I’m aware that the privilege I have in being a member of the Banca Intesa team also carries the responsibility that I now repay the support I received in my own business development and advancement by supporting the new generation of young leaders who will lead our Bank towards even greater success in the future. I am strongly convinced that the influence and voice of women will also be significant then, as has always been the case with us.

EMPOWERED WOMEN 2024

BANK TAILORED TO CLIENTS

ZORANA BRANKOVIĆ

BETTER FOR OURSELVES AND CLIENTS

SANDRA LAZAREVIĆ

Chief Operating Officer

Head of PR and Marketing Communications

s a bank that’s guided by the needs of clients in all aspects of its operations, Banca Intesa works continuously, through the implementation of strategic plans, to create a bank tailored to suit their needs. Testifying to this are all the transformational projects that we’ve conducted over the past five years, including the replacement of the bank’s core system, the introduction of a new digital mobile and electronic banking platform for retail clients with a multitude of functionalities that enable them to quickly and easily interact with the bank, as well as the advancing of mobile banking for small business clients, for whom we were the first on the market to enable the full realisation of We are dedicated loans and overdraft approvals digto the constant itally. We integrate the most adempowerment of vanced technological trends into women through various our operations in order to respond programmes and to the needs of our clients quicker initiatives that have the and more adequately. end goal of improving I’m primarily referring to the leadership skills emergence of generative artificial intelligence, which will enable both our clients and employees to receive essential information and advice efficiently. The further development of artificial intelligence and advanced data analytics will certainly provide us with even more opportunities to anticipate the needs of clients and offer them the best possible product or service, in accordance with their habits and preferences. I can confirm with my own personal example that Banca Intesa provides equal opportunities to all employees and that our promotions are based solely on meritocracy and competence, given that I’ve progressed over my 20 years of working at this bank from the position of operational junior to the position I currently hold. We are dedicated to the constant empowerment of women through various programmes and initiatives that have the end goal of improving the leadership skills of our female colleagues. Also testifying to just how successful we are in these efforts is the fact that women occupy more than 52% of managerial positions at Banca Intesa.

n the case of Banca Intesa, brand awareness and recognition have long been achieved, while our goal at any given moment is maintaining an honest and almost personable relationship with the client, which is based on trust and values that we nurture over the long term. Transparency, equality, respect for every individual, exceptionality, responsibility... these are the values that guide us every day in striving to achieve individual goals and undertake tasks and work obligations, because we believe that clients and the public are capable of recognising the authenticity of a brand, but also of separating mere narrative from reality. Ultimately, the purpose of the existence of our values, and of placing them high on the bar of our priorities, is our aspiration to create added value for our clients and to approach our own goal, which is to improve the quality of their lives, as well as helping them achieve their personal and profesIn our case, what is sional plans. promoted and seen If we support female entreprereflects what we neurship in our public appearancessentially are: a es and in promoting financial incompany with a large struments, and if we participate majority of female in campaigns that promote gender employees equality, then it is completely natural for us to nurture that same kind of spirit internally. In our case, what is promoted and seen reflects what we essentially are: a company with a large majority of female employees, with numerous internal CSR projects that are not communicated to the general public, and which serve us in being better both for ourselves and our clients. Over the past two years, our parent group also recognised the advantages of the human resources gender structure at our bank and accordingly launched the Women 4 Future project at the level of the group, which aims to increase the number of women working at other banks in the group, particularly in management positions. A platform was developed in such a way that as many female colleagues as possible are encouraged to think beyond the framework of their gender and stage of life, to nurture their ambitions, improve their leadership skills and help one another through exchanges of experience and knowledge.

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FEMALE STRENGTH AND LEADERSHIP BEHIND BRANDS WITH PURPOSE With more than 2,000 brands and a presence in 191 countries, Nestlé is a world leader in food and beverage production, while it was also among the first companies to start implementing a gender-sensitive policy, both around the world and in our country

ith its products, campaigns and the messages it sends, Nestlé strives to inspire people to live a healthy lifestyle, while it also uses its employment policies to create a fair and supportive working environment for all employees, regardless of gender. Here three of Nestlé’s leading ladies discuss how that looks in practice.

A GOOD COLLECTIVE VALUES DIVERSITY

MARJANA DAVIDOVIĆ Country Manager for Nestlé Adriatic Hub South (Serbia, Montenegro, North Macedonia)

o you view support for the community in which you operate as a responsibility? And this includes both the Nestlé products that you donate and your investments in regenerative agriculture. — At the core of the Nestlé business philosophy is the conviction that our brands have the power and responsibility to improve the quality of life of current and future generations. It is important for us to con-

tribute to the community in which we operate in a variety of ways, and for me the most important thing is that which remains forever: the relaying of knowledge. Our engagement in the regenerative agriculture project is also reflected in the educating of our suppliers and producers, which include ladies to whom we also provide, in addition to financial assistance, something that’s much more important, and that’s knowhow that they will be able to convey to others and apply themselves. They will thus improve their operations, while at the same time contributing to a healthier working environment. We empower one another by learning and thereby create not only a more sustainable industry, but also a more sustainable overall life of the community. Managing surplus food represents our commitment to long-term sustainability, which is why we try every year to donate food to those most in need. Since the beginning of 2023, we have donated approx-

imately 27 tons of our products, which is only a modest contribution considering the huge need for food. This initiative isn’t only a business strategy, but also a reflection of my personal values of solidarity and care for the community. On the basis of everything that we know about Nestlé as a company, we could say that it must be pleasant and easy to be a woman in such a collective. Are our impressions mistaken? — Nestlé often distinguishes itself as a company with its engagement in areas like inclusivity, diversity and corporate social responsibility, which really makes me proud. My many years at Nestlé – starting from middle management positions and advancing to my current top management position – ensure that I am really competent of confirming that it is easy to work in a collective that respects diversity and values effort and knowledge, regardless of whether you are a man or a woman.

EMPOWERED WOMEN 2024

PARENTS ARE FULLY SUPPORTED JOVANA UZELAC Head of HR for Nestlé South East Market ould you tell us on the basis of your experience whether respect for diversity and inclusiveness additionally motivates employees and leads to improved results? — Work on inclusivity and diversity are imperatives at our company, because we really believe that nurturing diversity is precisely what creates the best teams, in which every member has an equal chance to succeed, regardless of their gender or origins. Nestlé is a fundamentally multicultural environment, and diversity and inclusion are integral parts of our daily reality. Moreover, gender equality raises a fundamental question about fairness and morality, and we are very proud that 63% of our company’s management positions are held by women, which testifies to us promoting equal opportunities for advancement. Being part of a compaWhen people are appreciated, ny that supports a diversity that has a significant positive of ideas, regardless of genimpact on their motivation at der, and that provides its work, sense of job satisfaction employees with strong supand overall wellbeing port, is key to achieving success and progress. My experience tells me that when people are appreciated that has a significant positive impact on their motivation at work, sense of job satisfaction and overall wellbeing.

What’s included in the company’s Gender Balance Acceleration Plan and what are the results and effects of its implementation to date? — Under the scope of our Gender Balance Acceleration Plan, I would emphasise in particular our support for parents, because we recognised the importance of harmonising work and family life. With the aim of improving this approach, we’ve implemented a global policy of support to parents that was launched in early 2021. This policy brings additional benefits and international standards that exceed local regulations in Serbia. We devote special attention to supporting fathers and secondary caregivers, who are entitled to four weeks of paid leave in the first year following the birth or adoption of a child. The results of the implementation of our initiatives to date have been very positive, given the pleasant reactions of our employees and the fact that we create an inclusive working environment with this approach. cordmagazine.com

WORKING ON ONESELF IS THE KEY TO SUCCESS RENATA MATUSINOVIĆ Business Executive officer for FOOD, Nestlé South East Market ou work for a company that is a world leader in the food and beverage sector, with more than 2,000 brands and a presence in 191 countries. You must feel both pride and responsibility over Nestlé’s influence on people’s quality of life and health? — I’m extremely proud to have received the opportunity to work in such a great team of people who aim, on a daily basis, to provide customers with high-quality products that satisfy their needs. I also see a great responsibility in that, because it is vital that the improvement of our products’ quality through innovation is in alignment with more sustainable trends in nutrition. In these times when information is easily available and consumers are becoming more environmentally aware, we are tasked with offering them convenient solutions that will make it easier for them to make daily dietary choices that direct them towards more appropriate and sustainable nutrition. We are also delighted that we will soon launch production at our factory in Surčin of part of the portfolio of our Garden Gourmet brand, which contains plant-based products that to additionally protect our planet.

You believe that one shouldn’t rush either in business or life, and that advancement and success come naturally and that authority isn’t imposed, but rather acquired through knowledge and congeniality... Is that what you advise your young female colleagues? — Advancement and success don’t come over the night, but rather are the result of continuous learning, effort and commitment. On the other hand, when it comes to building authority, that is not achieved by imposing one’s authority over others, but by acquiring knowledge and demonstrating personability and understanding for people’s needs, and I am fortunate enough to work in such an environment. I base my advice on my belief that working on oneself, in every sense – from maintaining a healthy and active lifestyle to lifelong learning and concern for other people – is a crucial factor for achieving personal and professional success, and when alongside that you also have the right people, success is guaranteed. It is a great pleasure to work in a collective that approaches the most diverse characters and talented individuals in the same way. I am truly privileged to be part of an organisation that stands firmly behind its employees, regardless of their gender.

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WOMEN EXCEL IN THE BEER INDUSTRY As a company, Carlsberg Group is committed to gender equality and have integrated gender equality and women’s empowerment into their business strategy. This is their current strategic orientation

JOVANA VJEŠTICA Communication Manager, Carlsberg

In the local markets of the Carlsberg Serbia Group, the current participation of women in management teams is

40% 22

ur interviewees believe that two-way communication and a personalized approach to their staff are the key to achieving maximum performance, to nurturing and developing a motivating and stimulating company culture and to their targeted business results

You believe that nothing is more valuable to a company than its people? — People have always been an organization’s most valuable resource, and what we’ve observed in recent years is a significant shift from words to action when it comes to our relationship with employees. I must say that the new generations have greatly helped awaken employers, they are much more conscious about the direction in which they want to develop their careers. Today, the financial package is only one aspect when looking at a potential employer. Young individuals embarking on their careers now want a clear career path and a development plan on how to get to the desired position in the next few years. Moreover, the overall well-being of employees is a significant concern, about the psychophysical condition of the staff, the company’s relationship with the community, and its impact on the environment also play vital roles.

EMPOWERED WOMEN 2024

Therefore, returning to the question, two-way communication and a personalized approach to employees are key to achieving maximum effectiveness and nurturing a motivating and stimulating corporate culture, which subsequently leads to the desired business results. Although the brewing industry has always belonged to men, you are empowering women and giving them important roles? — It is true that the beer industry is perceived as a male industry and that is why we put a lot of effort into empowering women and their development, not only within our organization, but also as potential candidates for open positions. That is a process, but the most important thing is to have a clear map of where we are today and where we want to be in the future, with a very clear plan of how we will get there. An example of one activity is that we make efforts both internally and externally to break down taboos related to certain positions within the company when hiring people, which are unjustifiably seen as exclusively male. In March of this year, the Carlsberg Group signed the guiding principles on women’s empowerment and gender equality. Was there any specific reason or occasion for that? — This is actually strategic orientation of Carlsberg Group. As a company, we are committed to gender equality and have inte-

grated gender equality and women’s empowerment into our business strategy. As you said, brewing is an historically male-dominated industry, and we feel a strong responsibility to advance our commitment to gender equality and women’s empowerment at Carlsberg. We believe that getting the gender balance right will pave the way for more diverse representation. Our company has set time-bound targets for the share of women in senior leadership roles, which are to reach a share of 30% overall by the end of 2024, and a minimum of 40% over time. If we talk about Carlsberg Serbia Group local markets, (Serbia, Bosnia and Herzegovina, Montenegro, and Albania), the current participation of women in management teams (managers and directors) stands at 40%. Besides our Code of Conduct, Human Rights Policy, and Diversity, Equity, and Inclusion Policy, our company introduced mandatory Preventing Sexual

IT IS TRUE THAT THE BEER INDUSTRY IS PERCEIVED AS A MALE INDUSTRY AND THAT IS WHY WE PUT A LOT OF EFFORT INTO EMPOWERING WOMEN AND THEIR DEVELOPMENT Harassment training in 2023 for all its staff globally. This initiative aims to reinforce the company’s commitment to fostering a safe and inclusive workplace for everyone.

BESIDES OUR CODE OF CONDUCT, HUMAN RIGHTS POLICY, AND DIVERSITY, EQUITY, AND INCLUSION POLICY, OUR COMPANY INTRODUCED MANDATORY PREVENTING SEXUAL HARASSMENT TRAINING IN 2023 FOR ALL ITS STAFF GLOBALLY cordmagazine.com

Which beer from your production programme do ladies prefer to consume? Do most ladies still opt for Somersby? Which beer do you like most? —And this question, in a way, stems from the prevailing notion that beer is a masculine drink. A large number of women like to drink beer on different occasions. I don’t have a favourite beer, but I choose different brands according to the occasion, from Tuborg at a concert, through Blanc with dinner. Lav is the choice when I’m having lunch with my family, while Somersby is the choice for those rare moments of relaxation.

2030 AGENDA VISION There are gaps that are holding us back from achieving the 2030 Agenda vision of an end to poverty and a peaceful, sustainable world. Those gaps are the spaces where women – and girls - are missing.

EMPOWERED WOMEN 2024

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BUSINESS BUILT ON DEDICATION AND EXPERTISE TATJANA LUKIĆ Supply Chain Director, Dr. Oetker Srbija work as Supply Chain Director at Dr. Oetker Srbija, where the business is built on dedication and expertise. Throughout my long career, I’ve always been driven by commitment, passion and constant striving for excellence. I’ve been confronted by many challenges that have shaped not only my professional development, but also my personal growth path. Family interests are greatly respected at Dr. Oetker, where we create an atmosphere in which employees feel supported and connected. This family dynamic makes a special work environment, laying the foundations for the success that we achieve together. Procurement and logistics are areas that demand precision, a strategy and agility, and through my own work I always highlight the importance of cooperation and teamwork. Emotional intelligence, the ability to multitask and flexibility are characteristics that women bring to the business world, contributing to the efficacy of solving problems and achieving Emotional intelligence, the goals. I believe that ability to multitask and flexibility female leadership are characteristics that women is key, and through bring to the business world, my own leadership I contributing to the efficacy of support and empower solving problems other women to take their rightful place in and achieving goals this dynamic industry, within the scope of a company that truly behaves like a family. The role of supply chain leader requires a visionary approach, the ability to monitor a changeable market and make quick decisions. Through my work, I endeavour to integrate innovative strategies that not only improve the efficiency of processes, but also support inclusivity and diversity. Dr. Oetker Srbija is a community that aspires to advance and support diversity.

WE DEMONSTRATE THE STRENGTH OF FEMALE LEADERSHIPE

BRANKA RADOJIČIĆ HR Director, Dr. Oetker Srbija

he first association with Dr. Oetker is the slogan “Quality is the best recipe”, which now has a complementary addition in “Creating a taste of home”. When we talk about quality, that’s something we comprehend in a very all-encompassing way. We put a lot into product quality, in order to provide our consumers with top products, but quality means much more for us. The quality and ratio between work and leisure time are values that we nurture actively. It is important to us that employees are able to equally devote themselves to other aspects of their lives, because it’s only with a balanced approach that they can also contribute their maximum at work. We pay great attention to the quality of interpersonal relationships and strive to have communication that’s as open as possible, for employees to be informed about strategies and results, for them to participate actively in imThe quality and ratio between plementing the vision and work and leisure time are view the company’s sucvalues that we nurture actively cesses as their own. We try to celebrate successes loudly, to praise excellent projects and special efforts, but also to accept and discuss mistakes in order to learn better from them. We are now striving intensively, through our project to transform the organisational culture, towards an environment in which everyone feels welcome to say what they think and to propose different and more innovative solutions. I’m particularly proud that the ratio of women to men in our top management structure favours women significantly, and that demonstrates the strength and quality of female leadership. We have no need to discuss equal gender representation goals in management because we are really living that gender balance. As women, we lead many life processes and have roles that can only contribute to leadership.

EMPOWERED WOMEN 2024

HAPPINESS IS WORKING FOR A BRAND ENCOURAGE WOMEN TO DARE TO TRY THAT CREATES A TASTE OF HOME

DALIBORKA ROSIĆ

SANJA KERANOVIĆ

Marketing Director, Dr. Oetker Srbija

Controlling, Finance and IT Director / CFO, Dr. Oetker Srbija

r. Oetker is a brand that’s synonymous with quality; people trust it and with good reason. As someone who’s spent more than 20 years in marketing, I am happy that I’m working on a brand that creates a taste of home. You know that feeling when you smell a house and it reminds you of childhood, of the cosiness and warmth of home... Working on such a brand is a pleasure, but isn’t without its challenges. Consumer habits, like their expectations, are changing constantly, and we have the task of keeping paces with that, through innovations in products and communication. When you truly love your job, you’re even more appreciative of the opportunity, at a multinational company like Dr. Oetker, to be able to work locally on product development and to create marketing campaigns independently. A good exSome are of the opinion ample of that practice is that Dr. Oetker is a brand for our “Quick and Easy Powomen, while I would say lenta”, which is an exthat Dr. Oetker is the best tremely successful local friend to every home, and not innovation that was crenecessarily only women ated at our Development Centre in Šimanovci. I am proud of the entire team that worked on the project, from concept to realisation. All departments, without exception, provided their contributions to that project, trying to be the best we can, and that is the beauty of our work. Our portfolio in Serbia includes more than 100 products, which represent proper help in the kitchen. Some are of the opinion that Dr. Oetker is a brand for women, while I would say that Dr. Oetker is the best friend to every home, and not necessarily only women. Men also cook, and very successfully. Just as many women are very successful in the business world. A good example of that is Dr. Oetker in Serbia, where the majority of top management is comprised of women. It is an honour for me to be one of them.

r. Oetker has been operating in Serbia for more than 20 years, and during that period it has really achieved significant growth on the market and become a leader in many categories where we operate today, while simultaneously remaining a symbol of quality and innovation. We also brought 2023 to a successful conclusion, with excellent results and double-digit growth. We are really proud of the results that we achieve. The crucial success factor are the We are really proud people who work at our compaof the results that we ny; they are the most important achieve. The crucial resource we have at our dispossuccess factor are al. It is a pleasure for me to say the people who that a large number of our comwork at our company; pany’s employees are women. they are the most I’ve had opportunities to important resource work with great people in my we have at career, both men and womour disposal en. Some of them were also my mentors, and among them are some really wonderful women. I also have that balance between young and experienced male and female colleagues in my team, which I consider a great advantage. There are no longer positions in which women and men can’t contribute equally to a company’s success, which is why we should encourage women to dare to try. Dr. Oetker Srbija is a genuine example of female colleagues taking on key responsibilities in many positions, which can be seen in top management, where there are currently more women. I believe we’ll see even more women in management in the future, especially in executive positions.

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A PERSONABLE APPROACH MAKES THE DIFFERENCE At A1 it’s precisely the users that drive and inspire the company, which is why A1 strives to remain relevant and thus able to provide those users with support, additional information and a personalised approach, all using methods and dynamics that suit the user

BRANKA PUDRLJA DURBABA Chief Sales and Customer Satisfaction Officer, A1 Serbia

Women comprise more than half of A1’s employees, and also hold around

per cent of management positions

n struggling for equal opportunities for all, we are also struggling for a society that’s healthier and more successful, because we believe that the economic empowerment of women is key to progress in general,” explains our interlocutor, before emphasising her belief that technological development mustn’t be allowed to negatively impact empathy, intuition and creativity.

From the perspective of the user experience, what marked the past year; and what do you expect the leading trends to be over the year ahead? — In an era of rapid technological advancement and dehumanisation, a personable approach is what makes the difference on the market. Companies have had a serious task over the past year: to identify the exact point at which human empathy, intuition and creativity are met by the speed, scale, precision and efficiency provided by technology. The experience a brand provides for its users will gradually give way to the desire for self-actualisation and the transpar-

ent communication that characterises the younger generations. The E2E (end to end) user experience is one of the most important pillars when it comes to building relationships with users. It implies an omnichannel approach – providing a faultless and unique brand experience, regardless of the communication channel that users choose. Today’s users know what they want before they even come to us, and our assignment is to be relevant, to provide them with support, additional information and a personalised approach, all in a way and under dynamics that suit them. Do you think women in Serbia today have enough self-belief and belief in their own abilities? Do they have support when they start building a career? Do you think they should be empowered while they are still girls? — Women today are certainly more confident than they used to be, but there are still challenges confronting women with regard to equality, access to education and employment, as well as with cultural and social norms. I’m personally fortunate to work at a company where gender isn’t linked to success or failure in any way. Women comprise more than half of A1’s employees, and also hold around 60 per cent of management positions. They all have belief in themselves

and their abilities, and have a desire to change the world, and with that also strong support in developing their careers. Many factors impact on women’s perceptions of their own abilities, including education, family support, the availability of mentors and the role of the media in shaping awareness. That’s why all of us who are part of the social ecosystem have an important role to play in empowering them, from an early age, but also later. You are also a mother of a little girl. Is it difficult to strike a balance between your parenting and work obligations? — The role of mother and parent is one of the most beautiful and responsible roles in life. On the other hand, I enjoy my job immensely, so I don’t perceive it as an obligation in the proper sense of the word. I believe that many women today think in a similar way and manage to successfully become self-realised and satisfied and accomplished in both roles. It is important to know how to draw a clear line between your work and private life, which is not always easy to achieve. However, as long as there exists, like in my family, good communication, understanding and support between partners, achieving that balance is much easier, because every happy woman is a successful woman.

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ADDIKO BANK VALUES WOMEN The fact that women occupy leadership positions at Addiko Bank point to its egalitarian working environment, where promoting equal opportunities includes encouraging diversity, fair selection processes, mentoring programmes and policies that support a balanced working and private life

IVANA BOGDANOVIĆ

Marketing & Communications Director

WOMEN ARE MORE SKILLED WITH WORDS When you work in communications, it is essential to master them. Understanding your interlocutor or client, being able to convey a message in the right way, but also to listen, is highly valued today. Women have always been skilled with words, and possessing emotional intelligence is crucial to achieving success in one’s work and career, particularly when you reach more senior positions. Marketing and communications have an affinity with women’s sensibilities, and that’s precisely why I’m not surprised that women dominate in this field.

VANJA VULETIĆ

Retail and Digital Banking Sector Executive Director

EQUAL OPPORTUNITY INITIATIVES At Addiko Bank, we witness significant engagement of women at all levels. These efforts not only promote gender equality but also create a richer working environment through diverse perspectives and skills. In practice, this means that women take active roles in key banking sectors, including management, finance, innovation, and technology. With the support of initiatives emphasizing equal opportunities, mentorship, and training, Addiko Bank fosters an inclusive culture that values the contricordmagazine.com

bution of every employee. This approach contributes to a competitive advantage through the diversity of ideas and strategies stemming from various perspectives. It is a key element for long-term success.

MARIJA MIJATOVIĆ

HR and Organisation Department Director

FULLY SUPPORTING FEMALE ENTREPRENEURSHIP Providing equal opportunities to everyone, continuously empowering women and ensuring a balanced ratio between private and work life are all among our priorities. Alongside our long-term diversity and inclusion strategies, which have clear goals and actions, Addiko Bank also contributes to strengthening female entrepreneurship. We do so through our support for female social entrepreneurship and cooperation with social enterprises, such as Radanska Ruža [a food processing company that employs women from marginal groups]. Also testifying to this is the fact that Addiko Bank is the first Serbian company to hold the prestigious MAMFORCE Standard certificate for gender equality and family responsibility.

SANJA MATOVIĆ

Product and Client Relationship Management Department Director

SOFT SKILLS ARE IMPORTANT IN BANKING Adaptability to rapid changes is a vital quality in modern banking, as is constantly monitoring trends, listening to

the needs of clients and creating new products and features in accordance with that. That’s also why creativity and insight are crucial, and such qualities are much more characteristic of women in business. The primary values of traditional banking were knowhow and responsibility, while today they are no longer bonus values, but rather competences that are a given, while soft skills have become much more important. And that’s precisely where female intuition, flexibility and the ability to multitask come into play.

MARIJA PANKOV

Risk Control Department Director

WOMEN ONLY NEED TO RECEIVE AN OPPORTUNITY Women remain insufficiently included in certain lines of work, but that fortunately doesn’t apply to the banking sector, which believes that employees should be promoted in accordance with their results. Women often don’t receive opportunities to advance – not due to having failed to achieve results, but because they are at an age when they are planning children or have children, or because they are middle-aged. Addiko Bank is a shining positive example, because it supports women in planning and achieving their professional goals. I received my first managerial position contract in the 4th month of my pregnancy, regardless of the fact that I took maternity leave just a few months later.

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INCREASINGLY ACCESSIBLE INNOVATIONS MSD has been active in Serbia since 1996. From day one it has worked to establish a partnership with the state to provide the most up to date and innovative therapies for patients in Serbia

SANDRA MARINKOVIĆ External Affairs Lead, Merck Sharp & Dohme

In just over a year, more than

30,000

Serbian children have received the HPV vaccine

erbia has come a long way in access to innovative medicines in the last few years, with increased investment that has resulted in much better outcomes for patients. Where we are today is revealed by Ms Sandra Marinković

In the U.S, where your company originates, innovative cutting-edge therapies are rapidly becoming available to patients. How can Serbia reduce the lag behind developed countries in this regard? — All healthcare systems around the world aim to provide mechanisms for long-term sustainability of healthcare costs, while at the same time enabling new healthcare technologies and better outcomes. In parallel with investing in the development of new med-

icines, MSD is dedicated to making them widely available to all patients who need them. Through joint efforts of the state and private sector, Serbia has shown progress in the availability of innovative medicines, which has brought us closer to European and world treatment standards. If we are to see a positive effect on disease outcomes as soon as possible, especially mortality from malignant diseases in which Serbia unfortunately still trails countries of the European Union, we need continuity of investment both in new therapeutic options and in the prevention and early detection of diseases. A major breakthrough in the prevention of cervical cancer took place last year, when children were immunised at the expense of the RFZO against infections caused by the human papillomavirus (HPV), which is the main cause of this disease. Over 30,000 Serbian children have received this vaccine so far, which gives us hope that cervical cancer, which takes more than 600 lives of women every year in our country, will soon become a rare disease. How do you at MSD struggle to achieve a balance between private and business life? — The pace of today’s life and high stress levels pose great risks to all of us, regardless of age or gender. That’s why MSD makes extra efforts to listen to the needs of its employees and to respond to them with new solutions that allow a greater degree of flexibility. In future we will need even more such practices so that each of us can achieve our ambitions with a better

balance between our professional and private lives. The first step is to accept diversity among employees, and create a dynamic, creative environment that stimulates productivity and individual development. I believe that MSD, with its many initiatives through employee groups such as the Women’s Network, Rainbow Alliance and Next Generation Network, is well on its way to achieving these changes. You find it important to leave a strong and clear mark and make people’s lives better? — Our corporate culture is characterized by innovation, employee support, and a positive impact on the communities in which we operate. It is very important for us to actively contribute to the development of our health system and that is why we signed a Memorandum of Understanding with the Serbian Government to support the development of the BIO4 campus, which has the ambition to be one of the leading incubators of biotechnology projects in this part of Europe. This type of public-private partnership enables financial and professional support to strengthen the capacity of our research institutes, while it will enable MSD to gain better insight into both the outcomes of health interventions and the specific unmet needs of patient groups or populations. We have special progress and expectations in a project with the Institute for Artificial Intelligence which, among other things, has the potential to put Serbia on the map of countries leading the way in making evidence-based decisions.

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A BREWERY THAT EMPOWERS WOMEN For the first time, Apatin Brewery won an award from the Top Employer Institute, receiving the ‘Top Employer Serbia 2023’ certificate for excellence in its practice with employees, which testify to just how good it is to work for this company

espite the fact that some would suggest that producing beer is typically a man’s job, Apatin Brewery dispels that stereotype in the best possible way. Discussing this for our magazine here is a woman who has spent 18 years in the beer industry

Gender isn’t important at your company, but rather knowledge, experience and dedication? — I’m proud of our shared commitment and success in dispelling traditional gender stereotypes in the beer industry. I’ve never felt any difference or been treated differently for being a woman in the beer business or in this position at my brewery, and I’ve spent almost 18 years here. At Molson Coors and Apatin Brewery, we always underscore that it is knowhow, experience and commitment that are important. We have excellent examples of “power girls” at the level of the entire Central and Eastern Europe region, who successfully manage production processes cordmagazine.com

at facilities, quality control and safety at work, but who also manage sales masterfully. By establishing such a culture, we’ve not only created a productive work environment, but are also helping to transform an entire industry in the direction of talent, knowhow and experience being above prejudice. This value is vital to our company and contributes to our continued growth and success.

Does it feel nice to work at your company? Is it nice to be a woman in your company? — Yes, I agree with that. We are proud that we received, for the first time, the Top Employer Institute, obtaining the “Top Employer Serbia 2023”. We thus joined a select group of 2,053 companies from 121 countries around the world that carry this important recognition. This global accreditation confirms our high quality in terms of relations with employees and places us among the ranks of companies that nurture high business standards. The awards that we’ve received not only reflect our commitment to employee development, but also our commitment to improving the community in which we operate. We are continuing to together build a positive and in-

spiring work environment for all employees.

Almost 50% of your leadership positions are held by women, while you’re planning to increase that number even further through diversity equity & inclusion. Which sectors have the most room for that? — We currently have close to 50% women in top management positions, which is an excellent ratio. I can confirm that firsthand, but we want to even further improve this balance through our diversity equity & inclusion programme. The greater representation of women at all levels of the company is an essential part of our strategy and this programme. We pay special attention to sectors that are traditionally led by men, such as production, logistics and sales. We are also proud that we historically have the highest percentage of female colleagues in production operations and logistics in Serbia – as much as 30%. Our brewing environment is developing swiftly, dynamically and challengingly, and we are grateful to our “power” ladies, who help our brewery to grow and our production plants to be safe, inspiring and wonderful places for development and work. Dear ladies, you are welcome at our brewery.

SVETLANA VUKELIĆ Director of Legal and Corporate Affairs for Serbia and Montenegro at Molson Coors

We are proud that we historically have the highest percentage of female colleagues in production operations and logistics in Serbia – as much as

30% 31

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ENCOURAGING WOMEN TO CARE ABOUT HEALTH Richter Gedeon endeavours to continuously expand its rich product portfolio and develop its infrastructure and commercial capacities, in order to achieve its goal of becoming one of the leading pharmaceutical companies of its category in Europe by 2028 more than 70% of pharmaceutical markets worldwide. Throughout all these years of the company’s history and awards received, we’ve received confirmation that we remain on the right track and true to the original idea of the founder.

JELENA RISTIĆ Country Manager, Richter Gedeon

We received approval for our innovative therapy intended to treat schizophrenia to be made available on over

70%

of the world’s pharmaceutical markets

e will always view success in business and c a r i ng f o r h u m a n health as inextricable elements, because we are thus worthy successors of the desires and ideas of the founder of our company ~ says Richter Gedeon Srbija’s Jelena Ristić in this interview.

Since day one, with the establishment of the company back in 1901, caring for human health has been the chief thread running through every pore of your business. Despite more than a century having passed, you still haven’t deviated from the original ideas and desires of the company’s founder? — Caring for human health is something that’s been woven into our company since its very inception and traverses every pore of our business. Tangible proof of this is the Innovation Grand Prix award that the company received in Hungary for an innovative therapy in the field of psychiatry, which is available on

Despite treatments for the cardiovascular system and the central nervous system comprising an important part of your portfolio, you also pay special attention to women’s health. How come? — I’m delighted that the awareness of the importance of women’s health in Serbia is changing from year to year, and that we represent an important and reliable participant in that process. Women used to feel embarrassed to go to a pharmacy to ask about emergency contraception or oral contraceptive pills, for which we are among the world’s leading companies. It would have been considered a strange way of thinking back then to conclude that this is exactly how a woman takes care of her reproductive health responsibly and that with oral contraception she preserves her eggs, so that she can get pregnant when the time comes for that. Although contraception is no longer a taboo subject, we continue to encourage women to take better care of their health and to impact positively on other women.

Given that your company is innovation-oriented, it comes as no surprise that you focus on products with high added value. Which areas of expertise do you direct the most resources towards? — The last few years were challenging, especially in terms of investing in innovation and therapies that enable people to have a high-quality life. We haven’t faltered, and our every move is well planned to show that we are a member of the social community that’s worthy of respect and isn’t only here temporarily. We are in Serbia; this society is ours, and we want to contribute, through all our activities, to creating a better life here in terms of health. We have taken strides into new therapeutic areas, such as psychiatry, while biosimilar medicines are something we’ve already been working to develop for quite a while. Apart from the fact that we want to rank among the leading companies, in the business sense, it is very important for us to contribute, through our innovative products, to the fight against diseases and thus to improving the quality of people’s lives. As a woman in a leadership position, I’m even more delighted that our focus is on women and improving women’s health.

EMPOWERED WOMEN 2024

CORPORATE

A SMILE IS THE FIRST ADDED VALUE Companies that implement Lean Six Sigma improve quality and reduce waste, bringing longterm benefits in customer experience, efficiency, profit and the working environment, in both manufacturing and services

n the years to come we will invest the maximum effort and knowledge to understand the needs of our clients. With constant training and developing our corporate culture in the region and around the world, we will give our best to provide top-notch service — says Kruna Gavović.

You have an extremely demanding and responsible job, and yet you emphasize that the most important role in your life is being a mother. Is it possible to learn how to set priorities and how to rank goals? — It is very important to set priorities, because this is the only way we can strike a balance. But it is also very demanding, it requires huge investment, but also a change in the way of thinking. My priorities have changed in the last seven years since I became a mother, but since childhood I had a clear picture of my future and what I want to give to the environment and the world. I always carry good energy with me, which usually makes people think that everything in my life goes easily. My life path has not always been easy, but it wasn’t ordinary either. That’s why I always try to focus on opportunities with the right risk assessment, and also to set the best excordmagazine.com

ample to my daughter. I have a few role models in life, people close to me - each of them because of a certain part of their personality and the art of living. And my greatest success is the fact that I have achieved everything I visualized. With Balance Company slogan “We build smiles”, are you saying that in the years to come you will also develop corporate culture while creating smiles among your clients and the whole of society? — I always try to carry a smile with me, because I believe that a smile is the first added value of any relationship, including in business. Happy customers are likely to buy again, to refer someone, and to stay loyal to a brand. In short, customer experience directly impacts loyalty. We must always understand our customers’ needs, appreciate them, ask for feedback, give them our undivided attention, promote a helpful and friendly environment and boost employee’s morale. It is the customer who ultimately defines true value. In the years to come we will invest the maximum effort and knowledge to understand the needs of our clients. With constant training and developing corporate culture in the region and around the

world, we will give our best to provide top-notch service. You are focused on services related to Lean Six Sigma methodology, Family Friendly Enterprise and Socially Responsible Employer certification. Which companies invest most in these concepts? — Companies that implement Lean Six Sigma will increase the quality improvement and waste reduction, which will have long-term benefits in customer experience, efficiency, profit and work environment. There are benefits both for manufactory and service industry. Regarding Family Friendly Enterprise and Socially Responsible Employer certification we are very happy that many companies in Serbia and the region are active in work-life-balance and social responsibility. Social responsibility can improve staff experience, increase motivation, build loyalty in the workplace and lead to greater productivity. The best benefits for a company that improves work-life balance and social responsibility are its positive impact on society and the environment, increased brand recognition and public trust, increased customer and staff loyalty, a competitive advantage and greater sustainability.

KRUNA GAVOVIĆ CEO at The Lean Six Sigma Company CEE and CEO at Balance Company CEE

My priorities have changed in the last

years since I became a mother

STILL ONLY HALF WAY TO PARITY Today, women hold 24 per cent of parliamentary seats globally – still only half way to parity – and the global gender pay gap stands at 23 per cent.

EMPOWERED WOMEN 2024

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CORPORATE

COMMUNICATION EXCELLENCE IN SERBIA In 2023, agency Chapter 4 has succeeded in expanding its cooperation with existing clients and gaining new clients and new projects. Its team has enhanced its competences through various training courses and exerted efforts to contribute to the development of the profession and won the European Excellence Award jects during the year; we improved internally at various training courses and made efforts to contribute to the development of the profession through our participation in various conferences, and awards ultimately also arrived. Among them is the so-called European PR Oscar – European Excellence Award – which we entered the finals for with as many as two clients – Pepsico and Galenika – and took home one award, the highest gold medal. We are really extremely satisfied with everything we achieved over the year as a team.

MILENA AVRAMOVIĆ BJELICA Executive Director and Co-Founder

TAMARA BEKČIĆ Managing Director and Co-Founder, Chapter 4

ircumstances locally and globally have a great impact on communication, the future of which is dependent on us, at least according to our interlocutors from Chapter 4. As they emphasise, the more dedicated and better we are at what we do, the more likely we are to achieve a positive outcome.

The best socially responsible campaigns in Serbia were declared recently and included two that you participated in with your clients. Congratulations! Did 2023 live up to your expectations? — MAB: It was a really good year for our team and for Chapter 4 as a PR agency. We expanded our cooperation with existing clients and gained new clients and new pro-

You often emphasise that Chapter 4 is oriented towards people, respect and ethics in communication. Does that approach also form the basis of your mutual relationship? — TB: It is extremely important that, from day one, we’ve had honest and transparent communication and mutual respect and acceptance, even when we don’t have the same opinion on absolutely every topic. Our relationship has never been just a business one. It was out of an existing friendship that the idea to launch a joint business was born, and I think that’s the key to our partnership, because we share the same values and views on both the professional front and on social and life topics. We often comment that we still learn from each other and inspire one another even after all these years and decades, and we are infinitely grateful for that.

When it comes to communications, do you think artificial intelligence and machine learning will ever be able to replace humans and their creativity and adaptability? — MAB: I’m completely certain that that will never happen. It is true that all these technological inventions will ease certain parts of our work, as well as many other jobs, but that was all designed by people and a machine will never be capable of replacing people completely, regardless of the great amount of data it has at its disposal, because it has no experience and doesn’t have the feeling that a human has. Things change so quickly that it isn’t possible for a machine to gather all the information around the world in real time, and even if that does happen, the machine still lacks the experiences, feelings and empathy that form the foundational elements of a human being. Those who are capable of using all these innovations for what they need will be at an advantage. In recent years, we’ve been constantly on edge due to the pandemic, wars, inflation, economic crises, and other challenges. However, it seems that at least when it comes to the future of communication, there’s no need to worry. Do you share our optimism? — TB: The ability to listen and understand from the basis of what we do in terms of planning or advising clients. In our work with companies and brands, we see on a daily basis that those who develop their business and communication on a foundation of empathy thus strengthen their relations with consumers, users and the community. Empathy plays an important role in PR and in the building and maintaining of relationships with stakeholders. We often describe ourselves as being cautious optimists.

EMPOWERED WOMEN 2024

CORPORATE

SUPPORTING POSITIVE CHANGE She launched her career at CPI Property Group in 2016 and has since advanced constantly to become one of the leading experts in Serbia’s retail industry. As a successful Country Operations Manager and leader of the Belgrade office of the CPI Property Group, but also as a mother, Maja proves it’s possible to strike a balance between one’s private life and career, while she confidently and tenaciously leads the team behind the renowned STOP SHOP retail park brand ere Maja discusses the challenges brought by her dynamic daily life, as well as success in the business world, for CorD Magazine’s Empowering Women special edition.

You seem to have had a fairly dynamic career path, particularly since joining the CPI Property Group. How challenging has it been to become one of the leading experts in the retail property sector while remaining a good mother? — I’m well aware of the times in which we live, as well as all the challenges they bring for women who are mothers and are successful in their work. Striking a balance is possible when we don’t forget about ourselves – when we find personal time that’s exclusively for ourselves, dedicated to the things we enjoy. For me, that means making time for sport and films, while I’m also fulfilled by trying new flavours, so cooking is one of my favourite hobbies. All of that, coupled with the positive energy I receive from my children at home and from my wonderful colleagues in the office, ensure that I’m a happy and fulfilled woman. I attribute my success to my great desire to learn, my team-based approach and the great support I’ve received cordmagazine.com

from my colleagues and the management at CPI Property Group. I’m proud of the fact that, at one point in my career, I was successfully covering as many as three markets – Serbia, Slovenia and Croatia – and I believe this experience helped me additionally prepare for my current position as Country Operations Ma nager and head of the Belgrade office. Today, together with my team, I’m establishing new standards in creating a unique shopping experience, by jointly building a brand that’s becoming a key player in the retail park sector. To what extent does successfully balancing your work and private obligations help when it comes to conceiving the content mix of STOP SHOP retail parks, which are among the favourite shopping destinations for families? —It is a great honour to lead the Serbian portfolio, which includes 14 STOP SHOP parks nationwide, as well as to manage a team of brilliant and inspiring professionals. Taking the responsibility to manage such a prominent brand, which has set significant market trends and high standards in eco-friendly construction, represents a challenge, and that motivates me to continue, together with my team, to bring positive changes to the retail industry.

Considering my professional path and personal experience as a mother, I develop a vision of retail parks as places where people can relax, socialise and spend quality time with their families, while this also reflects the business culture at CPI Property Group, which emphasises the importance of creating spaces that satisfy a community’s various needs. Could it be said that you’ve paved the way for other women in the retail world by working, step by step, to conquer a sector in which men represent the majority in leading positions? What would you advise your young female colleagues? — Empowering women in the retail world is very important to me personally, while it’s also among the values woven into CPI Property Group. I’m happy to be part of a company that supports its employees and fosters equality and diversity… I would like to encourage all women to be bold, always true to themselves and to persevere in pursuing their goals, because I believe that’s key to achieving success in any sector, regardless of gender. On the road to empowering women in the retail world, I will strive to be part of positive changes and to offer my support.

MAJA MARIĆ CPI Property Group, Country Operations Manager Serbia

I will strive to be part of positive changes and to support all ladies working in the dynamic world of retail

CORPORATE

LIFELONG LEARNING IS FUNDAMENTAL Engineering Software Lab has commemorated the first decade of its operations in Serbia. It now has almost 300 employees supporting the Group’s teams based in Italy in the segments of public administration, healthcare, DigiTech, finance and energy and utilities

GORDANA GLIŠIĆ MORGANTI Engineering Software Lab General Manager

hanks to my phenomenal team that achi eves exceptional results, we demonstrate how foreign investments can enable young engineers to remain in Serbia and contribute to building a new culture of producing IT services, says Engineering Software Lab General Manager Gordana Glišić Morganti, who personally proves that IT is no longer a typically male-dominated industry.

Yo u r c o m p a ny h a s s h ow n that excellent results can be achieved through perseverance, enthusiasm and commitment. Are you satisfied with what’s been achieved to date? — Yes, that’s right: perseverance, enthusiasm and dedication are key factors of success, but belief in what you do is just as important. A group like Engineering Group, operating in the domain of digital transformation, faces a highly competitive environment in its quest for resources with lots of talented people. Talent attraction therefore becomes a fundamental strategy to implement. We are a strongly human-centred company, so we place particularly importance on our dedication

OUR ENGINEERS WORK AS PART OF MULTINATIONAL TEAMS, CONTRIBUTING TO THE OVERALL SUCCESS OF THE GROUP WITH THEIR WORK AND KNOWLEDGE 38

EMPOWERED WOMEN 2024

to every team member, and to supporting their development within the company. Constant professional and personal growth is a strong motivational factor to all. As a company that employs nearly 15,000 people worldwide, how big is your team in Serbia? What’s included in all the work your software engineers do in our country? — Our Serbian company has now grown to almost 300 employees and works in several departments, which we call laboratories, supporting the Group’s teams based in Italy in the segments of public administration and healthcare, but also DigiTech, finance and energy and utilities. Digitech also assumes services to our Italian clients around SAP support. This work is all enabled by our support teams in HR and general administration. Our engineers work as part of multinational teams, mostly Italian, contributing to the overall success of the Group with their work and knowledge. Does Engineering Software Lab serve as an example of how foreign investments can enable young engineers to remain in Serbia and contribute to building a new culture of producing IT services? — I hope that we’ve managed to become an example to other companies. I can confirm that, with the training of young people for whom this was their first job, we have contributed actively to this particular cause. Hundreds of young people have passed through our threemonth school and have been employed since day one. For most of them, this was also the first professional door to be opened, so to speak, as they received a chance cordmagazine.com

to work in the IT sector for the first time. As we all know - and which is perhaps even more pronounced in this industry - landing a first job is the most difficult career move. On the other hand, working closely with colleagues who belong to another culture, even though it is a culture that’s so close to ours, represents an additional advantage in overall professional and personal development within the diverse and inclusive organisational environment that we have. You head a phenomenal team that achieves exceptional results. Have you transferred your own passion for lifelong learning to the members of your team? Do they learn from your experiences, your attitude towards clients, challenges etc.? — Perhaps it would be better to ask them. I certainly have done my best to lead by example and to share the energy and passion I have for all that I have been working with. What’s more, I am still learning! Lifelong learning is fundamental and Engineering Software Lab invests in it heavily. Also, at least in my case, having an open mind, enthusiasm and dedication to the company and the people in it is something that brings a special sense of satisfaction that extends beyond financial recognition. IT is no longer perceived as a typically male-dominated industry. Does that also apply at your company? — The tech sector has historically been characterised by male dominance, and only in recent years have we started to observe a shift in this pattern. In our hiring process, we take into account the possession of adequate education, character traits and understanding of the corporate world. Although

gender plays a non-decisive role in the hiring process, more than 30% of Serbian women are employed, which is a good result compared to other countries. We are glad to see that talent and gender equality come hand in hand! We place a high priority on Diversity, Equity & Inclusion, as we think that diversity can only make any team stronger and I firmly believe that

WE PAY ATTENTION TO COOPERATION WITH SCIENCE AND TECHNOLOGY PARK BELGRADE, THE ITALIAN EMBASSY, CONFINDUSTRIA SERBIA AND THE MIXED ITALIAN-SERBIAN CHAMBER OF COMMERCE this trend will only continue, especially now that remote work enables far more flexibility and lifestyle choices and options. Within Serbia, how integrated or connected is your company with other Italian organisations? Do you see systemic support and is this also the way to promote business and talent in Serbia? — Although we do not have a market in Serbia, because we are export-oriented, we can say that we pay attention to cooperation with Serbian institutions, such as Science and Technology Park Belgrade, and with Italian institutions like the Italian Embassy, Confindustria Serbia and the mixed Italian-Serbian Chamber of Commerce. Our next step is to establish or renew cooperation with the country’s most important colleges and universities.

Although gender plays a nondecisive role in the hiring process, more than

30% of Serbian women are employed, which is a good result compared to other countries

CORPORATE

FOCUSED ON GROWTH AND DEVELOPMENT With more than 4,000 products and the processing of more than three million kilograms of plastic annually, Roto ranks among the leading companies in the production of rotomoulding technology in Europe

DARJA MIHALIČ Member of the Managing Board at Roto Group

ll Roto products satisfy high standards of quality and functionality, while they are environmentally safe, have a modern design, a higher utility value and competitive prices. And it is thanks to these facts that the company is constantly considering the conquering of new markets.

Could it be said that your success is also a result of combining global experiences and local knowledge, as well as the dedication of employees? — We are focused on investing in development and each week make a minimum of two new products for OEM partners. We also invest plenty in the development of products that represent our flagship products on the market. Those are mostly products from the programme of the wastewater treatment system. We ensure the growth of the group with at least 15 new partners each year, and by contracting the sale of several different products with existing partners. When our customer gets to know us and realises that they can source everything from us – from the development of production tools, via high-quality serial production, to the meeting of delivery deadlines - we then establish a longstanding partnership with them. And all

you need to do after that is to respect what has been agreed and nurture relationships with people. The company is composed of people. If people understand one another, and if we also create positive energy and partnership relations between us, as suppliers and customers, then we have forged a real business that will last for a long time. People get attached to people, not to companies. You have 10 companies with production operations in four European countries. How many women are among your employees and which positions do they occupy? — Women are well represented in our group, and in the management of the Roto Group here we have three women and two men. Us three women lead the sectors of marketing and commercial activities, finances and IT, while our male colleagues are responsible for technology, production and product development. A large number of women in the group work in the commercial, legal services and accounting departments. We’ve introduced many production innovations and transferred from conventional machines to electronics and robots,

EVERY LOST OPPORTUNITY IS NEVER TRULY LOST

thanks to which we’ve employed all women. Women are more precise in processing products, more responsible and tenacious. Of the 600 workers employed by the entire group, 15% are women, which is a lot for production processes. Is it time for expansion? — It is always time for expansion, which depends on market coverage with a sales network and the cost of transportation. If we have successful distributors who work with dedication, as though they are employed by us, that provides excellent market coverage. One example of a good sales network is North Macedonia. When we reached the point at which the high costs of transportation and the retail prices of products, formed in accordance with the purchasing power of consumers, did not cover operations, we realised that we couldn’t expand sales further without establishing production operations in North Macedonia. There could be no expansion on this market without that, while we would also struggle to launch new products without it. We have quite good coverage on the markets of the former Yugoslavia, though it’s never enough for us, and our biggest investment when it comes to production is linked to Kenya, where we can achieve our greatest expansion. It is often difficult to decide how much to invest in which market and to evaluate whether everything will unfold according to plan.

EMPOWERED WOMEN 2024

CORPORATE

NIRAS IP CONSULT GMBH

OVERCOMING INDUSTRY STEREOTYPES Breaking Barriers: Supported by E2E, Women Redefining the IT Landscape Despite Gender Disparities

n the dynamic landscape of the IT industry, prevailing stereotypes have long perpetuated the perception that it’s predominantly a male domain, though historical evidence contradicts this assumption. Aida King Lovelace, recognised today as the first programmer, was a woman. Despite Lovelace’s pioneering contributions, contemporary research from Trust Radius reveals a stark gender imbalance in IT engineering, with men constituting a substantial 80 per cent of the workforce. In this field, only one woman is found for every five male professionals, underscoring a significant gender disparity. The IT sector today continues to grapple with substantial gender imbalances and entrenched stereotypes against women. These stereotypes often steer women away from pursuing careers in IT, compelling them to explore other professions, mostly in the lower-paid domain of care and teaching. However, there’s an encouraging surge in women expressing interest in both technical and non-technical roles within the IT industry, signalling a positive labour market shift. The ongoing Swiss supported “Education to Employment” (E2E) project is currently in its fourth cycle of work-based learning (WBL) programmes, supporting young individuals seeking employment. Notably, this cycle witnesses a growing number of IT companies actively participating in the WBL programme by organising training courses for new employees. Niš-based IT company Nistruct is one such firm that’s actively incorporating the E2E project into its capacity expansion initiative. In collaboration with the

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career counsellors of the Job Info Centre Niš, within the framework of the ENECA organisation, an E2E local partner, Nistruct has extended opportunities for four young women to undergo training for four different IT occupations and subsequently join its IT team. E2E adopts a gender-sensitive approach in conducting fundamental activities, such as career guidance and counselling, and WBL programmes. Through diverse work modalities, young individuals are supported in making career decisions that are aligned with their aspirations and characteristics, aiming to diminish the enduring influence of gender stereotypes in occupations. HR Manager Jovana Pavlović sheds light on the success of this approach, emphasising the ambition of the young women and the alignment of their expectations with what the company could provide. The company’s efforts to offer exceptional mentors, involve the trainees in internal projects and facilitate knowledge transfer

have left the trainees highly satisfied with the organisation. After completing the WBL training, all four young women are now gainfully employed at Nistruct, contributing to roles ranging from junior iOS developer to junior QA tester. Reflecting on her WBL training for Junior IOS developer, Tamara Milovanović underscores the positive impact it had on her professional and personal development, emphasising the practical application of theoretical knowledge gained during formal education. Marija Gajić stresses the importance of practical experience during her training for Junior Android developer, noting her successful adaptation to the work environment and the acquiring of valuable work experience. Nina Ćirić considers direct involvement in projects as the most valuable experience during her training for Junior Java developer, providing her with the opportunity to take on responsibilities and witness the tangible impact of her contributions. The women’s new colleagues have noted that the successful integration of all four trainees into the team has added a vibrant energy to the company culture. Encouragingly, these young women report feeling equal to their male counterparts, signalling a shift in awareness regarding women in programming. The testimonies affirm that there are no discernible differences, stressing the evolving perception that programming is a profession like any other. Pavlović concludes that the most crucial aspect is to be knowledgeable, continually learning and embracing the dynamic nature of work, echoing the sentiment that defines the IT world itself.

CORPORATE

TEAMWORK MAKES DREAMS COME TRUE Our interlocutor has worked in marketing since the start of her career and has advanced, step by step, from the position of marketing assistant to that of director, while she is today an advisor and consultant to two large and successful domestic companies: Telekom Srbija and Srbijavoz

DANIJELA GAŠPARAC Head of Market Research and CEO Advisor, Telekom Srbija; Marketing and Communication Consultant, Srbijavoz

We expect passenger numbers to have exceeded seven million in

2023, while just two years ago that number stood at around

2.7

million

or Danijela Gašparac, one thing is certain: the future of marketing and doing business in general depends on understanding the real needs of customers and connecting with them, but also on the mastering of new skills and acquiring of new knowledge.

Someone who isn’t familiar with your career might wonder where you work and what you actually do... Let’s provide an explanation at the beginning of this interview... —At Telekom Srbija I hold the position of Head of Marketing Research – CEO Advisor, while at Srbijavoz I am a Marketing and Communication Consultant. I’ve been working in marketing since the start of my career, and over the years I’ve built my career, step by step, from marketing assistant to the position of director, to today be an advisor and consultant at two very large and successful domestic companies. I would say that I’ve been very fortunate to receive opportunities to work with wonderful people and great experts and to learn from them. And I am still learning, every day, because the times in which we live constantly impose new challenges on us, demanding

the mastering of new skills and acquiring of new knowledge. I always try to convey what I’ve learned to my colleagues, because I believe that dreams always come true – through teamwork! At the juncture when you rebranded Srbijavoz, little was known about the company, while in contrast Telekom Srbija is an undisputed market leader. The difference is big... — I really like both brands. Telekom Srbija is the absolute leader in its industry, but we mustn’t forget that the telecommunications industry is one of the most dynamic, with perhaps the strongest competition. As a market leader, Telekom Srbija is expected to be the first to recognise the latest trends and offer new products and services to the public. Being ranked first is a privilege, an honour and a pleasure, but the most difficult thing is to retain that position and constantly raise the bar in terms of quality. When it comes to Srbijavoz, we’ve achieved unbelievable results in just two years. We expect passenger numbers to have exceeded seven million in 2023, while just two years ago that number stood at around 2.7 million. The Soko [Falcon high-speed train] has become

a synonym for speed and comfort, which is why extra tickets are still being sought to travel the route between Belgrade and Novi Sad. With diligent work and a top-quality service, we achieved one of the most important tasks: bringing trains back into fashion. You often emphasise that the future of marketing depends on inclusion and being connected to the real needs of customers. Could it be said that women better recognise and define these needs because they are more sensitive than men? — Marketing has long since extended beyond standard branding and advertising, so almost every task is handled by several teams: PR, creative, digital, sales and user support. Today’s marketing messages are just a supplement to the most important goal, which is to listen and respond to the questions of consumers and users of services. We need to work together in order to create the best user experience, because that is today’s top priority and most important task. Women are certainly more sensitive, but gender isn’t important if in our work – and in life generally – we listen carefully, work diligently and strive every day to be better than yesterday.

EMPOWERED WOMEN 2024

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EXCELLENCE IN REAL ESTATE CBS International is a leading real estate consultancy in Serbia with 37 licensed real estate agents, ten appraisers and over 4,500 clients. The company’s focus is on continuous improvement and growth

aintaining high standards through a professional approach and the dedication of our licensed agents ensures that we are continuously providing exceptional services tailored to the specific needs of our clients” stresses Mina Kalezić. “Our goal is not only to maintain but to go beyond expectations, especially in the approach of our experts, as that is what ultimately distinguishes excellent from well-done work”.

Your local, reliable, and expert team in the Serbian market stands out from others by offering solutions, not just services. Can

the local market and adapting strategies that reflect and add value to the unique aspects of the Serbian real estate market. We noticed that there are many m o re wo m e n t h a n m e n i n your Belgrade office, so we are interested in whether women are better in the real estate sector. What female qualities in this business work to your advantage? — In our team, diversity is a key value, and the presence of many women contributes to the diversity of perspectives thereto. Women are often recognized for their exceptional communication skills and multitasking abilities, which

WOMEN ARE OFTEN RECOGNIZED FOR THEIR EXCEPTIONAL COMMUNICATION SKILLS AND MULTITASKING ABILITIES, WHICH ARE INVALUABLE TRAITS IN THE REAL ESTATE SECTOR AND A TRUE FOUNDATION FOR EXCELLENT NEGOTIATING POWER you explain that a bit more? What else makes you specific and different? — Our team stands out by providing solutions tailored to the real needs of the clients. Instead of standard service formats, we focus on analysing individual requirements to provide the most efficient solutions fully customized to the client. Additionally, our advantage lies in a deep understanding of cordmagazine.com

are invaluable traits in the real estate sector and a true foundation for excellent negotiating power. This combination contributes to a team spirit and the overall success of our office. It’s worth noting that there is an increasing number of women in the real estate world today. Just fifty years ago, the percentage of women in the industry was around 10%, whereas today, the global average is around

40%. In our company, women account for around 60%. The real estate sector in Serbia has been experiencing its boom for several years now. Will this strong development activity in all market segments continue in 2024? — Current trends indicate stability and the potential for further continuous growth in the real estate sector in Serbia. We expect this strong construction activity to persist in 2024, supported by economic factors, demand growth, and new trends in diversification of potfolios of investors, in line with the maturity of our market. Unlike some neighbouring European markets, the Serbian real estate market is far from saturation, historically balancing construction activity and supply volumes with the demand in all segments, from residential to office, retail, logistics, and industrial spaces. This leaves enormous potential for further growth. Our team is ready to adapt to changes and continue to provide top-notch services in the dynamic real estate environment. All these elements make us a leader in the real estate market, always ready for new challenges and record-breaking results in the future.

MINA KALEZIĆ Partner I Sales & Marketing Director, CBS International

In our company, women account for around

60% 43

OPINION

THE HIDDEN GENDER WEALTH GAP As important as equal pay and other labourmarket advances for women have been, progress towards economic parity with men remains tenuous and incomplete. As inequality becomes less about wages and more about wealth, women once again find themselves facing profound structural disadvantages

By Céline Bessière, Professor of Sociology at Paris Dauphine University, and Sibylle Gollac is a research fellow in sociology at the National Center for Scientific Research (CNRS)

his year’s recipient of the Nobel Prize in Economics, Claudia Goldin, is an optimist at heart. Some might say that she needs to be. After all, her research on long-term trends in economic inequality between men and women has demonstrated, time and again, that progress for women is anything but linear. Goldin’s now-famous “U-shaped curve” shows that women in the United States were pushed out of many occupations during the 19th century, such that later generations then had to spend the 20th century regaining lost ground. If it happened before, could it not happen again? As a quote often attributed to French philosopher Simone de Beauvoir advises, “Never forget that it only takes a single political, economic, or religious crisis for women’s rights to be called into question.”

EMPOWERED WOMEN 2024

Nonetheless, Goldin believes that wealthy countries are on the cusp of what she calls the “last chapter” of the “grand gender convergence.” This could be achieved, she contends, through a combination of changes at work (eliminating “greedy” jobs that demand availability during evenings and weekends) and at home (through equal sharing of housework and caregiving). Now that women are free to make the same career choices as men, these advances could reduce the earnings gap to zero. Yet as overdue as such changes are, our own work suggests that they will not be enough to reduce economic inequality between men and women. Even if women do someday get equal pay for equal work, they will continue to lag men, becordmagazine.com

WE URGENTLY NEED NEW STUDIES IN HISTORY, SOCIOLOGY AND ECONOMICS TO UNDERSTAND THE FULL SCALE AND IMPLICATIONS OF THE GENDER WEALTH GAP cause economic inequality today is increasingly about wealth, not wages. MONEYED MEN

Wealth is the term social scientists use to qualify what others refer to as capital, assets, property, estates, or patrimony. It is, simply put, a store of value. And as French economist Thomas Piketty and

his team have shown, wealth inequality is a central and defining characteristic of contemporary capitalism. According to their 2022 World Inequality Report, the wealthiest 10% of households own more than three-quarters (76%) of global wealth, whereas the bottom 50% own a mere 2%. While privileged social classes monopolise wealth and strive to preserve it from one generation to the next, most others are persistently deprived of it. Although Piketty’s work has become part of mainstream thinking, pioneering statistical studies have demonstrated the extent to which wealth inequality is also gendered. For example, a German study based on data from 2002 to 2012 identified a significant gender wealth gap not

only between single men and single women, but also within unmarried and married couples. S i m i l a r ly, e c o n o m i s t s N i c o l a s Frémeaux and Marion Leturcq have shown that France’s gender wealth gap has widened steadily in favour of men, rising from 9% in 1998 to 16% in 2015. They have also found that men systematically own more capital than women, whether it be housing, land, or financial and professional assets. Notably, the gap was modest between working-class men and women (as neither partner accumulates much wealth), and much wider in the upper income cohorts. This gap has remained hidden and underappreciated, largely because it is difficult to document. In most countries, wealth data are collected by household

(either through surveys or tax filings), rather than at the level of individuals. With equal ownership in households usually presumed, the standard approach tends to mask the reality of power dynamics concerning the control of assets. These obstacles help to explain the absence of gender as a variable even in Piketty’s 700page magnum opus, Capital in the Twenty-First Century. So, how does one estimate the individual wealth of a man or a woman when they jointly own property as a couple, and when most surveys group together everyone living under the same roof? As sociologists working on the topic for the past 20 years, we found a way around this difficulty: namely, by focusing on the extraordinary moments when couples break up and family estates are

transferred to next of kin. That is when power dynamics come to light, revealing who really controls and benefits from family wealth. FOR RICHER OR POORER

Obviously, part of the gender wealth gap is linked to what happens on the labour market. The diverging careers and unequal earnings that Goldin studies imply that it is easier for men to put money aside. But nowadays, an individual’s wealth comes less from what he or she has personally accumulated, and more from what he or she has received, usually through inheritance. We find that the gender wealth gap takes root in the family, where it is tacitly reproduced by men and women as they carry out the roles of spouses and partners, fathers and mothers, daughters and sons, brothers and sisters. But it is also reinforced by legal professionals – lawyers, judges, notary publics, and others – who tend to condone an unequal sharing of wealth between siblings or former spouses. And, of course, women are socially conditioned to accept these unequal outcomes, often in the name of preserving familial peace or ensuring the maintenance and transmission of the family’s social status. The perpetuation of gender hierarchies thus goes hand in hand with the reproduction of social class. Consider the 2019 divorce between Amazon founder Jeff Bezos and the novelist MacKenzie Scott. The couple’s net worth was over $130 billion, including 16% of Amazon’s stock. Since the divorce laws in Washington State, where the couple resided, stipulate that

NOWADAYS, AN INDIVIDUAL’S WEALTH COMES LESS FROM WHAT HE OR SHE HAS PERSONALLY ACCUMULATED, AND MORE FROM WHAT HE OR SHE HAS RECEIVED, USUALLY THROUGH INHERITANCE

all assets acquired during marriage must be divided into two equal parts, some Amazon shareholders feared what would happen to the company if Scott claimed the half to which she was legally entitled. But a few months after the decision to divorce, Scott announced that she was, “Happy to be giving him all my interests in the Washington Post and Blue Origin, and 75% of our Amazon stock plus voting control of my shares to support his continued contributions with the teams of these incredible companies.” After two decades of researching the topic, we have found such outcomes to be fairly common. When couples break up, men tend to keep ownership of “structuring assets” such as land, real estate, or companies, while women receive cash payments (if anything). Even when women do keep productive assets, they are usually the least profitable ones. PRIVILEGED SONS

Gendered wealth inequality is also revealed – and reproduced – at the moment of inheritance. Consider the case of a middle-class family in the southwest of France. When bakery owner Marcelle Pilon retired in 1992, she had to choose a successor to the family business. A widow of 15 years, she decided to give the business, and the large house attached to it, to her 43-year-old son Pierre, who had been working with her making pastry. But Pierre had three sisters, and French law technically requires that inheritances be equally shared. To circumvent this condition, Marcelle arranged for each of her daughters to receive some real estate, too; but since these assets were much less valuable than the bakery and the house, it was agreed that Pierre would provide his sisters with free bread and pastries, daily, for the next ten years. In the event, the deal was scrupulously upheld under the watchful eye of the heirs’ mother, who made sure that each baguette and croissant was duly delivered. But not only did this arrangement imply that the daughters must live near the family bakery to collect their daily bread; it also left other undeclared transfers in the shadows. In fact, Pierre had already previously received from his parents a pastry business – worth almost €100,000 ($107,000) – which was later merged with the family

EMPOWERED WOMEN 2024

MORE THAN AT ANY TIME IN THE PAST CENTURY, OWNING WEALTH HAS BECOME THE KEY NOT ONLY TO ACCESSING INCREASINGLY EXPENSIVE HIGHER EDUCATION, HOUSING AND HEALTHCARE, BUT ALSO TO SECURING CREDIT, SELF-EMPLOYMENT, OR INCOME bread bakery. But no one had bothered to mention that to the authorities. The justification for this apparent favouritism was that the parents had paid for their daughters’ higher education, while Pierre had gone to work for the family business. Yet when one of us asked the sisters directly about the fairness of the arrangement, they challenged the official

version. In reality, they said, they had financed their education mainly through scholarships and had worked for free at one time or another in their parents’ shop, whereas Pierre had immediately been given a wage and a percentage of pastry sales. The sisters had legitimate grievances, but they dared not file a legal claim. Maintaining the family business and preserving the peace had priority over considerations of fairness between the siblings. THE ASSET ECONOMY

All of this matters because we have left the era when livelihoods depended primarily on wages and welfare provisions. We have entered what sociologists Lisa Adkins, Melinda Cooper, and Martijn Konings call the “asset economy.” More than at any time in the past century, owncordmagazine.com

ing wealth has become the key not only to accessing increasingly expensive higher education, housing and healthcare, but also to securing credit, self-employment, or income. In uncertain times characterised by precarious work and disappearing safety nets, the ability to build wealth has gained existential importance. The goal of feminist empowerment is to teach women to act as autonomous economic agents. Yet now that income is increasingly valued less than wealth, women stand to lose the most once again. Far from being merely a topic for academic study and debate, this broad shift has profound implications for women’s everyday lives. It tells us that working-class single mothers will continue to face daunting choices and hardships for themselves and their children; and it means that business ventures will remain the preserve of men. Even romantic prospects may once again be matched with economic considerations. As British economist Peter Kenway notes, we could soon see a “Jane Austen-style marriage market, as millennials without an inheritance try to partner up with millennials who stand to inherit a house.” Indeed, the gender wealth gap affects all conjugal life, because men’s wealth advantages reinforce their power to make lifestyle choices (such as where to live) that may affect their spouses’ or partners’ professional careers. Worse, in cases of domestic violence, it is well known that financial dependence can prevent women from leaving. All these inequalities are revealed and reinforced through break-ups – which are increasingly common – and widowhood, which more often affects women, given their longer average lifespans and tendency to be somewhat younger than their male partners. As more and more couples choose to separate their assets (either by

living in marriage-like relationships or by signing prenuptial agreements), widows are less protected than before. Gendered wealth inequality thus threatens to usher in a future of women who are burdened in old age, dependent on pensions that generally pay less than men’s, and with little, if any, wealth. MORE GOLDINS, PLEASE

Goldin’s work captured the essence of an era in which the gender employment and wage gap was gradually narrowed – especially in the more prestigious professions – owing to policies and technologies that improved the labour market and strengthened women’s reproductive rights. Yet as Goldin herself points out, there is still much to be achieved, and past progress can be easily undone, as demonstrated by the recent restrictions (many of which are tantamount to outright bans) on abortion in the U.S. Looking ahead, policymakers and researchers will need to start addressing the gender wealth gap before our societies revert to the kind of inequalities that characterised the 19th century. That means focusing on dynamics not only on the labour market or on Wall Street, but also within households and families. We urgently need new studies in history, sociology and economics in to understand the full scale and implications of the gender wealth gap. Just as Goldin recoded an impressive mass of 18th- and 19th-century archival data to show that women listed merely as “wives” could in fact be considered “workers,” we need researchers to lift the veil on household wealth. What share do women actually control? If we are ever going to fix the problem, we first need an army of Goldins to document and describe it. Ironically, precisely when women in many countries have become more educated than men, and have secured the right to access any occupation at the same pay as their male counterparts, the locus of economic inequality has shifted. Wealth is what matters most now, and the deck is stacked against women once again. Another French philosopher, Albert Camus (also a Nobel laureate), famously wrote that “one must imagine Sisyphus happy.” In fact, one must imagine Sisyphus a woman.

CAMPAIGN: 16 DAYS OF ACTIVISM AGAINST GENDER-BASED VIOLENCE the creating and promoting of an international exhibition dedicated to the history of the Women’s Liberation Movement in Europe.

PANEL DISCUSSION EXHIBITION Rewomen – European Women’s Remembrance Under the auspices of the campaign 16 Days of Activism Against Gender-Based Violence, an exhibition entitled ‘REWOMEN – European Women’s Remembrance’ opened on 23rd November at the EU Info Centre in Belgrade and included the presenting of a mural by Serbian street artist Jana Danilović. “Through this exhibition, the history of the struggle of women for their civil and political rights, such as the right to inheritance, voting rights, the right to express a political opinion, is presented. We today take many of these rights for granted, but what we’re primarily striving for is the right to freedom from violence. According to the latest statistics of the UN, 89,000 women were victims of domestic violence last year. This is just the official statistic, while the real numbers are higher,” said Plamena Halacheva, deputy head of the EU Delegation to Serbia. The REWOMEN project commemorated the 20th anniversary of the signing of the Charter of Fundamental Human Rights of the European Union through

LECTURES “Women Create – Incentivising Conversations” Interested residents of Niš were able to hear considerations of various social topics, as well as the promotion of equality and human rights, under the scope of the lecture “Orange the World” by writer and cultural activist Marija Ratković. The lecture took place on 29th November under the auspices of the campaign “Wom-

Kragujevac Joins “Stop Femicide” Campaign According to UN statistics, every third woman in the world experiences physical or sexual violence during their lifetime, while 27 cases of femicide were recorded in Serbia just in the period from

ernment’s policy of zero tolerance of violence. “The ‘Stop Femicide’ campaign should awaken and encourage citizens to recognise and report violence against women in an effort to prevent potentially tragic outcomes. A total of 300 women have been murdered in Serbia over the last ten years, which is why it is essential to work on changing the climate, on strengthening institutions and on multi-sector cooperation,” said Miroslav Petrašinović, member of the Provisional Authority of the City of Kragujevac.

ANNOUNCEMENT State Creates a Secure Environment On the occasion of the International Day for the Elimination of Violence against Women, Serbian Deputy Prime Minister, Minister of Culture and President of the Coordinating Body for Gender Equality, Maja Gojković, pointed out

January to July 2023 – as announced at a panel discussion held in Kragujevac as part of the “Stop Femicide” campaign, organised by the Ministry of Human and Minority Rights and Social Dialogue, within the scope of the German Development Cooperation project “Support to Social Inclusion in Serbia”. The aim of the “Stop Femicide” campaign is to raise awareness of the dangers of femicide in society, and to that end it mobilises all public bodies, civil society organisations and others in the implementation of the Serbian Gov-

that gender-based violence against women and its most extreme consequence – femicide – require the joint, multisector and coordinated work of state institutions, international partners, the non-gov-

en create – incentivising conversations” and organised by EU Info Point Niš. The organisers emphasised how Ratković utilises her engaged approach to courageously break down stereotypes and explore discriminatory aspects of reality. Standing out in particular is her illuminating of different aspects of the existence and emotionality of the female being. Her voice is strong and sharp, providing support to all women and representing their rights in different spheres of life The event provided attendees with opportu-

nities to familiarise themselves with Maria’s literary work, pose questions, discover more about her creative ideas and humanitarian engagement, and to participate actively in discussions encompassing a wide range of topics.

EMPOWERED WOMEN 2024

ernmental sector and the media, in order to create a secure environment for all Serbian citizens. Gojković noted that the state has done a lot over the previous period when it comes to the issue of the legislative and strategic framework, as well as the strengthening of interdepartmental coordination, but that further work on prevention remains essential. “The fact is that women suffer various forms of violence before femicide occurs. As such, my message today is also: report violence. Don’t stay silent if you know that violence against women is happening in your surroundings; this is not a private problem, as violence impacts society as a whole. We can’t talk about having achieved gender equality and ensured the wellbeing of women and girls as long as a certain number of them continue suffering violence and remain at risk of femicide,” concluded Gojković.

CONFERENCE Right to Inheritance – paving the way to gender equality and halting violence Speaking at the conference ‘Right to Inheritance – paving the way to gender equality and halting violence’, which was held in Belgrade on 28th November 2023, Milana Rikanović, director of the UN Women Office in Serbia, which is responsible for promoting gender equality and the empowerment of women, announced that research of Serbia’s Republic Geodetic Authority showed that women own just 25 per cent of all property assets in Serbia, while women are

the owners of a paltry six per cent of all real estate in the country. “If you look among total assets at real estate alone, women actually possess just a quarter of that 25 per cent. Women earn less, are represented less on the labour market and do more unpaid work. The economic independence of women is extremely important,” noted Rikanović. The results of research show that approximately 36 per cent of women would renounce their right to property in favour of men, while only 19 per cent of men would do the same for women. A whopping 84 per cent of respondents stated that they were unaware of the fact that they will be unable to receive social assistance if they relinquish their property assets. According to the assessment of Equality Protection Commissioner Brankica Janković, the consequences of renouncing property are reflected in economic inequality that develops into violence and escalates further into femicide.

EXHIBITION “16 Women” The Embassy of Sweden in Belgrade, in cooperation with photography school Fabrika Fotografa and Aleksandar Crnogorac,

SURVEY What women (50+) in Serbia want Under the auspices of the campaign 16 Days of Activism Against Gender-Based Violence, the Red Cross of Serbia, with the support of the White Ribbon Alliance, surveyed 4,860 women aged over 45, with an emphasis on women aged over 65. The survey, which encompassed residents of more than 30 municipalities in Serbia, related primarily to the right to health and access to healthcare services, with spe-

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organised a photography exhibition entitled “16 Women”, which was unveiled on Monday, 11th December, in the Hall of the Cultural Centre of Belgrade. The exhibition presents portraits of 16 women from Serbia’s public life who give their support to all women who have survived or face psychological violence in various forms. The exhibition’s aim is to draw attention to this type of abuse that often remains invisible and unrecognised, but also to encourage women to pluck up the courage and strength to resist it. The

exhibition also has the aim of spreading awareness of the importance of the struggle to combat violence against women and promoting gender equality and human rights. All exhibited photos were taken by students of the Fabrika Fotografa photography school, members of the Photography Lovers Club, under the mentorship of Aleksandra Popović Petković and Aleksandar Crnogorac. The exhibition, which forms part of the global campaign “16 Days of Activism against Gender-Based Violence”, will remain open to visitors until 11th January 2024.

cial effort exerted to also cover rural areas where access to services tends to be aggravated. Older women expressed a need for more regular systematic checkups, more information related to menopause, but also more information on mental health protection, which demonstrates that they are aware of how valuable preventative healthcare is when it comes to preserving their health as they enter old age. The 16 Days of Activism Against Gender-Based Violence campaign ran until 10th December 2023.

OPINION

HOW A MAN’S WORLD SYSTEMATICALLY NEGLECTS WOMEN When half the global population is treated as an afterthought, research is less accurate, policy is less effective, and welfare is diminished. That is why accounting explicitly for women must become the norm in every sphere of research, product design, tech, and policy By Navika Mehta Economist-Editor at the International Economic Association

he existence of “women’s issues” reflects the simple fact that we live in a man’s world. Over the course of centuries, research and policies focused on men became the default, whereas initiatives that account for women are “women-centered.” But if men are treated as the default, virtually no aspect of women’s lives ends up being built or optimized for them. Research that excludes women is not simply “ge n d e r- n e u t r a l ” – i t i s “incomplete.” The consequences can be deadly. For example, women are 73% more likely to be injured, and 17% more likely to die, in vehicle crashes than men. One rea-

son for this is that the crash-test dummies used in vehicle-safety trials are designed to mimic the body of an average man. “Female” dummies were not even developed until last year, and regulators still do not require that they be included in vehicle-safety research. Personal protective equipment, like that used by healthcare workers, is also optimized for male bodies, with dimensions staying the same even as items are scaled down for women users. In a 2020 survey of British health-care workers, 44.7% of women found PPE overalls ill-fitting, compared to just 15.3% of men. In a recent survey in Canada, more than 80% of women respond-

ents reported issues with PPE. Similarly, the “unisex” body armor used by police officers is designed for men, leaving women both uncomfortable and potentially more vulnerable to attack, especially around the armpit and neck. In the United Kingdom, where 50,000 women now serve as police officers, women-specific body armor was not introduced until this year. While women are no longer excluded from clinical-drug trials, they continue to be underrepresented, particularly in the trials’ early phases. As a result, women still face a higher risk of adverse side effects from medication, not least because recommended

doses are not optimized for women. An analysis of studies in which women were given the same drug dosage as men showed that, in more than 90% of cases, women experienced stronger side effects and more adverse reactions. That analysis arose from the observation that women taking Ambien, a sleep medication, were experiencing severe side effects, including a higher rate of traffic accidents the morning after. As it turned out, researchers found, the recommended dose produced much higher blood concentrations and drug-elimination times in women than in men. The US Food and Drug Administration now recommends

EMPOWERED WOMEN 2024

attack. That same app might suggest that a woman is experiencing depression and thus does not need urgent care, even though women are hardly immune to heart attacks.

LIKE MOST OF THE OTHER ISSUES ADDRESSED BY THE SUSTAINABLE DEVELOPMENT GOALS, THE EFFECTS OF GLOBAL WARMING, INCLUDING CLIMATE-RELATED DISASTERS, DISPROPORTIONATELY AFFECT WOMEN

that women receive half the “standard” dose. Making matters worse, when it comes to health issues that primarily affect women, research tends not to be funded at all. In nearly 75% of cases where a disease primarily affects one sex, the pattern favors men: “men’s diseases” are overfunded, and “women’s diseases” are underfunded. Women’s needs also take a backseat to men’s when it comes to tackling sexual violence. Because women are overwhelmingly the victims of such crimes, preventing sexual violence is treated entirely as a “women’s issue” – one that has no consequences for cordmagazine.com

men, even though they comprise the majority of perpetrators. Policies are so focused on the victims – for example, improving outdoor lighting, establishing helplines, and creating “safe spaces” – that the source of the violence is never addressed. Likewise, health-related data have been collected primarily from men, which poses serious risks as artificial intelligence trained on such data is applied in health care. For example, if a man reports pain in his left arm and back, a medical app – trained on data establishing cardiovascular disease as a predominantly male issue – will recommend that he seek help for a potential heart

AI has the potential to harm women in other ways, too. In 2015, Amazon scrapped its AI recruiting tool for exhibiting bias against women. Having “learned” to assess applications by observing patterns in resumes submitted over the previous decade – resumes that had come overwhelmingly from men – the computer model rated male candidates more highly. This should not be surprising, given women account for only 12% of AI researchers and 6% of software developers. Several other companies that continue to use AI software for recruitment do not monitor it for bias. Despite considerable evidence showing that advances toward gender equality play an important role in driving economic progress, analysis focusing solely on macro aspects of growth disregards gender. Ignoring the fact that government spending, taxation, and monetary policy have different consequences

for men and women can lead to flawed economic assessments, undermining the effectiveness of policies and the accuracy of forecasts. For example, women’s unpaid labor as primary caregivers is unaccounted for in macroeconomic policy. Tasks like cooking, cleaning, fetching water, and caring for children and the elderly have substantial economic value, accounting for between 10-60% of GDP. As a result of gender-blind analysis, women are overworked and underpaid. Increasing the share of women in the workforce needs to be accompanied by policies that reduce and redistribute this unpaid labor. Consider the debate over India’s economic prospects. With India having recently overtaken China in population, some analysts predict that it will also surpass China in economic growth. But, as Ashwini Deshpande and Akshi Chawla explain, this works only if the population increase is reflected the workforce, and in India, low female labor-force participation limits the effect. Gender plays a crucial role in countless other policy areas, including the single biggest challenge of our time: climate change. Like most of the other issues addressed by the Sustainable Development Goals, the effects of global warming, including climate-related disasters, disproportionately affect women. When half the global population is treated as an afterthought, research is less accurate, policy is less effective, and human welfare is diminished. That will not change until accounting explicitly for women becomes the norm in every sphere of research, product design, tech, and policy.

CHANGING THE STEREOTYPES TO PARITY

We can do a great deal to change mindsets through working with partners on changing the stereotypes of men and women that appear in advertising, marketing and many forms of media and entertainment. Something as simple as changing the numbers of women who are depicted in advertising as professionals, rather than only as carers, can make an important contribution to changing what we regard as normal – and to shape a more ambitious future.