Empowering women to pioneer change through inclusion
By Felicia Nwosu
As part of its plan to empower women across Nigeria and Africa, Nestlé has expanded its women’s empowerment initiative in Nigeria, originally launched in August 2021 with 50 female entrepreneurs from Abuja’s rural communities. Currently, it has expanded its footprint, reaching additional regions, including Lagos and areas in the South-East, North-East, South-South, and South-West, the project aims to provide women with tools to scale their businesses and become economically self-sufficient.
Mauricio Alarcón, CEO of Nestlé Central and West Africa, said the transformative initiative, is part of Nestlé’s global strategy to support women across its workforce, supply chain, and partner communities.
“Empowering women is central to our values,” said “We are dedicated to fostering an environment where women are respected, valued, and motivated to succeed, whether within our company or in the communities where we operate.”
He explained that beyond immediate community impact, Nestlé’s efforts are paving the way for future generations of female leaders, by providing scholarships, partnering with nonprofits, and running competitions.
According to him, the company is actively investing in young women’s business skills. Nestlé also engages women in agricultural regions, creating programs to uplift their social and economic standing, in line with its long-standing commitment to African communities.
Stating further, he revealed that, internally, Nestlé has made significant strides in gender equity by promoting women into managerial and executive roles.
These according to the people-centric company include succession planning and structured career programs, such as the Senior Leader Development Roadmap, focus on mentorship and skills enhancement, ensuring a pipeline of female talent for critical positions.
This push, it maintained, is reinforced by Nestlé’s Salient Issue Action Plan for Gender Equity, which aims to address systemic barriers to inclusion and non-discrimination through 2025.
To tackle workplace biases, Nestlé has implemented global training on unconscious bias, anti-harassment, and anti-discrimination. This training is now required for employees across all markets. Additionally, the company has introduced a policy to support employees affected by domestic violence, creating a safe and inclusive work culture.
For new parents, Nestlé’s Global Parental Support Policy provides primary caregivers with 18 weeks of paid leave, while secondary caregivers receive a minimum of four weeks. This family-oriented approach is complemented by Nestlé’s annual Global Equal Pay review, where findings are used to address any pay disparities. The company’s transparency in gender reporting has been acknowledged by the Bloomberg Gender Equality Index for five consecutive years, solidifying Nestlé’s reputation as a leader in workplace equality.
Nestlé’s commitment to gender equity extends to its African operations, where it has appointed women to manage production facilities in Angola, Côte d’Ivoire, and Nigeria. The company’s decision to place women in these traditionally male-dominated technical fields reflects its commitment to challenging gender stereotypes and providing growth opportunities for women.
In recent years, the global discourse on women empowerment has gained unprecedented momentum, highlighting the urgent need for systemic change in how society perceives and values women’s contributions.
Despite notable advancements, women continue to confront barriers such as bias, discrimination, and cultural limitations that hinder their professional journeys.
Notably, the advertising industry has embraced a transformative shift toward diversity and inclusion, driven by the recognition that authentic representation resonates better with consumers. A key factor in this movement has been the increasing influence of women, whose leadership, creativity, and insights have become instrumental in crafting campaigns that reflect a broad spectrum of identities and experiences.
These women are not only bringing their perspectives to the table but are also challenging traditional norms and breaking down the barriers that previously limited authentic, inclusive storytelling in advertising.
MARKETING EDGE spoke with some industry practitioners who emphasize that empowering women to break the glass ceiling requires not only supportive policies but also a cultural shift that recognizes merit, qualifications, and the inherent value they bring to the workplace.
They affirmed that, to effectively empower women, organizations must address the biases that permeate workplaces and cultural narratives. They also added that implementing bias training programs can educate employees about unconscious prejudices affecting hiring, promotion, and daily interactions.
Creating inclusive environments where women are valued for their skills and contributions rather than their gender is essential for fostering a culture of equality.
According to them, acknowledging the tangible benefits of gender diversity is critical, as it encourages society to actively promote women based on their merits and qualifications, thereby dismantling the outdated notion that associates leadership roles predominantly with men.
Nkechi Ali-Balogun, Principal Consultant at NECCI CONSULTING, spoke on the challenges women face in male-dominated industries like technology, noting that the perception of technology as a male domain has been slow to change. She elaborated on her firm’s new “Women in Technology” initiative, which aims to celebrate and promote women who are excelling in tech fields, especially those often unrecognized in Nigeria.
The PR advocate emphasized the importance of mentoring young women to overcome stereotypes and biases, stating that with education, confidence, and emotional intelligence, women can overcome challenges in the workplace. She highlighted that inclusive hiring practices are not merely about meeting quotas but ensuring that women achieve positions based on merit, which in turn fosters constructive contributions in leadership spaces.
Opinitary Joy-Adaeze, Copywriter at Digisplash, shared her thoughts on gender equality within advertising, noting that Nigerian agencies are progressing in closing gender gaps. She observed that women hold various roles across agencies, contributing empathy, meticulousness, and intuition to campaigns, which is particularly valuable in creating emotionally resonant content.
However, she highlighted the persistent issue of income inequality, noting that women are often paid less than male counterparts despite similar or superior contributions. Addressing this disparity, she explained, could further bridge the equality gap in terms of both representation and compensation.
Joy-Adaeze also commented on the unique creativity women bring to communications, describing them as energetic, bold, and inventive. She advised agencies to integrate more women perspectives, as their innovative approach would help create room for creativity to thrive.
Kunle Sanni, Content Lead at Digisplash, emphasized the importance of gender parity in the creative industry. He highlighted the value of mentorship and training programs, which he believes can lead to greater equality. Sanni noted that restrictive glass ceilings are fading, with more women now holding prominent positions in the industry. This shift not only inspires upcoming female creatives but also creates an environment where women can pursue their goals without prejudice or bias.
Tobenna Okonkwo, Brand Manager at Digisplash, highlighted the role of boldness in the industry, describing the necessity for daring and fearless communicators who disrupt norms. He emphasized that agencies benefit by bringing together diverse talents, which provides fresh perspectives and unique ideas. Okonkwo noted the underrepresentation of women in agency strategy roles, advocating for more female strategists. He believes women bring valuable qualities to these positions, like empathy and creativity, which can lead to impactful campaigns.
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