De Beers Group announced a three-year partnership with UN Women to accelerate the advancement of women across its organization and to take steps forward in its plan to be a positive force for supporting gender equality through all its marketing campaigns, the company announced in a press release. Working alongside UN Women, governments and communities in its diamond producing countries of Botswana, Canada, Namibia and South Africa, De Beers will invest US$3 million to advance the prospects of women and girls by addressing key priority areas.
They want to double the rate of women appointed into senior leadership roles in De Beers Group and achieve parity in the appointment of women and men into senior leadership by 2020. A Gender Diversity Steering Group has been established to meet this commitment through tailored action plans in each part of the business. Furthermore, De Beers’ consumer brands Forevermark and De Beers Diamond Jewellers will leverage the considerable purchasing power and cultural influence of their diamond marketing campaigns to serve as a positive force for gender equality. The company will work with UN Women to support its marketing teams in shaping creative campaigns that reflect the diverse roles that women occupy in society. Campaigns for both brands are due to run later this year and next year, that are inspired by equality and the evolving role of women in society.
Bruce Cleaver, CEO of De Beers Group, was named one of eight UN Women ‘HeForShe’ Thematic Champions for those who have committed to implementing policies and actions within their organization to advance gender equality. “Improving the prospects for women and girls advances an entire society and organization … We are in the early stages of our journey toward gender parity and we know that achieving our goals will require a dedicated and ongoing focus that continues well beyond our initial 2020 target. Phumzile Mlambo-Ngcuka, Under-Secretary-General and Executive Director of UN Women, said: “We are delighted to have De Beers Group on board as a UN Women partner. With global organizations like De Beers joining the United Nations movement to achieve gender equality, we are able to reach new and greater audiences to further build global awareness and support for advancing women’s empowerment.”