Gender Equality Case Study: Cotton On Group

Initiative Description

• Flexible working arrangements
• School holiday programs (Kids CO)
• Phased return to work from parental leave (Returnity, The Loop, Baby and YOU packs)
• Childcare centre
• Celebration of parental milestones
• Ability to purchase additional annual leave.

Context

• A general desire for a more flexible approach to work/life balance
• A call for a focus on DE&I across the business
• A need for more focus on mental and physical wellbeing
• Parents struggling with the work/life juggle
• Angst around working through school holidays
• Confusion with the parental leave process.

Action

• Supporting our people with their individual needs when it comes to flexible working (hours and locations), allowing them the autonomy to deliver in a way that fits with their life
• Building the right partnerships and strategies to bring our team members and their loved ones physical, mental, social and financial support 24/7
• Developing a wellness centre for our GSC teams and remote wellness support for our Global teams
• Dedicated car spaces for pregnantteam members closer to the buildings
• Dedicated pregnancy classes offered at the wellness centre
• Continuing development of our parental leave process, requesting frequent team member feedback to better the experience
• Ethics Committee discussions and determinations to minimise gender stereotyping in our products and marketing
• Celebrating International Women’s Days – featuring female leaders within our global leadership team
• Seeking new and innovative ways to close the gap that are designed specifically for our people and set us apart from our competitors.

Result

• Feedback from our people continues to be incredibly positive
• Rise in key people metrics
• Engaged and invested team
• Increase in feeling of representation and belonging
• Attracting and retaining talent
• Team taking entitled annual leave, in addition to applying for further leave.

Lessons Learnt

• Ask your team for their feedback continually, and listen to what they’re telling you
• Always have an Ever Better mindset, continuing to challenge what you’re doing
• Be ready to adapt to change quickly and pivot in another direction
• Be ready to trial your ideas, starting small and taking them big when they work
• Be led by our values and encourage having the real conversations.