(6) Mainstreaming flexible working
(7) Preventing gender-based harassment and discrimination, sexual harassment and bullying
(14) Applying a gender equality lens to everyday option
Initiative Description |
To highlight team members who advocate for gender equality and flexibility within BCF (one of the four core brands at Super Retail Group) and to provide visible leadership on these initiatives. |
Context |
The lifestyle and outdoor categories of boating, fishing, and camping were once seen as traditionally male dominated industries. This is reflected in our customer base and partly reflected in the workforce profile of BCF.
At September 2020, BCF had 29% of women in leadership roles. BCF recognised the benefits of diversity and, in an effort to challenge gender stereotypes and bias, the committee decided an important initiative was the promotion of role models in the business, utilising the platforms of International Women’s Day and World Flexibility Day. |
Action |
Senior leaders championed this initiative to create a conversation about BCF’s commitment to equal opportunity, regardless of gender.
All team members were encouraged to create a pledge in support of gender equality and share on our internal social media platform. Example team member pledges included: “I will call out gender stereotypes and bias”, “I will fight for women’s equality” and “I will maintain a gender equal mindset and support women to achieve their ambitions”. |
Result |
– 87% of the team say they fit in well with the culture and the way we do things here (benchmark 83); and – 84% of the team are able to balance work and personal life in a way that works for them (benchmark 80) |
Lessons Learnt |
|