Companies that promote diversity are more innovative. In this interview, Dr Daniela Büchel, Chief People and Sustainability Officer of the REWE Group, explains why that is and what measures the group is taking to promote diversity – and what inclusion has to do with corporate responsibility.
Ms Büchel, you’ve been with the REWE Group for many years. Has the company’s approach to diversity changed since you started your career?
Daniela Büchel: Yes, I’ve definitely seen that. Today, we are placing a more deliberate focus on diversity. Ten years ago, that wasn’t happening to the same extent. I’m sure that also has something to do with demographic change, globalisation and a fundamental shift in values. Our society is growing increasingly diverse. Equal opportunities and inclusion within the company are therefore more important than ever.
Dr Daniela Büchel
Member of the Management Board – Chief People and Sustainability Officer
Five years ago, the REWE Group signed up to the Diversity Charter. What was the motivation behind that?
Daniela Büchel: We wanted to send out a clear signal both within the company and to the outside world that the REWE Group stands for openness, mutual trust and respect. Of course, diversity has been a topic for the REWE Group for some time now, long before we made a formal declaration of intent or official commitment. That’s a simple factor of our existence as an international company with employees who hail from more than 150 countries worldwide. We have a responsibility to make the best possible use of this diversity and build a corporate culture in which every employee not only feels accepted, but also feels that they can be themselves and have their voice heard. The Diversity Charter is our public commitment to advancing the cause as part of our strategy.
What has happened since then? How is the REWE Group doing in respect of diversity?
Daniela Büchel: To ensure that we are not simply paying lip service to diversity, it is essential that we take concrete action and set measurable goals. That is the only way to make a difference in our company and in society. We have thus implemented numerous measures aimed at fostering diversity in all its forms. For instance, we set ourselves the goal of increasing the percentage of women in the top three levels of management to 20 per cent by 2023. Women currently account for around 46 per cent of all management roles in the company, but there is still work to do in the top levels. We’ve launched several programmes and initiatives to promote more women to leadership roles, such as the professional development and mentoring programme Women’s Drive, our f.ernetzt women’s network, regular audits by berufundfamilie Service GmbH, more opportunities for remote working, as well as leadership roles for people working part-time and job sharing.
How is the company doing in other areas?
Daniela Büchel: The LGBTIQ+ network di.to., which has 300 members and various local groups, represents the LGBTIQ+ community within the company. Under our KIMAT initiative, we actively recruit young refugees for internships and apprenticeships to integrate more people from culturally diverse backgrounds. Through our Ehrensache and Joblinge projects, colleagues serve as mentors to young people from socially disadvantaged backgrounds, helping them find and succeed in internships, apprenticeships and permanent roles. The REWE Group is also fostering inclusion through measures such as the strategic partnership with the Aktion Mensch organisation, which was entered into in 2017, and a collaboration between toom DIY stores and the charity Lebenshilfe. We are also involved in the myAbility programme in which we offer coaching and training opportunities to master’s degree candidates with a disability or chronic illness. And finally, at a higher level, we’ve launched the diversity network (Netzwerk Vielfalt) to promote diversity across all business areas in the REWE Group. Because. at the end of the day. diversity management is much more than a set of individual measures.
Meaning..?
Daniela Büchel: It is a fundamental part of our corporate culture, and affects how we see and treat each other within the company. Every person is unique and wants to be seen, heard and accepted as their true self, including in the workplace. So we have to think about diversity holistically. Every employee needs to be well-versed in diversity and be able to recognise and value the differences between people and their uniqueness. That helps to bring us forward as a company, too.
What does diversity have to do with value creation?
Daniela Büchel: A great deal. Value creation begins when every team member has the opportunity to showcase their full potential. However, if people are forced to hide parts of their personality at work and suffer as a result, that can kill motivation and productivity. A further benefit of diverse teams is the different perspectives they offer. This is important because if you’ve got ten people with the same background, same gender and same nationality in a room, how can they possibly comprehend the diversity of the markets and the varied wants and needs of customers and employees? In other words, genuine diversity usually yields better results.
Why is it important for companies to publicly commit to (more) diversity?
Daniela Büchel: No company is an island. As an important part of society, companies have a crucial role to play in helping to shape it. We therefore see it as our corporate responsibility to actively promote diversity and inclusion both within the company and beyond. An example of this is our Stück zum Glück campaign, a joint initiative of REWE, Procter & Gamble and the social organisation Aktion Mensch, in which we are funding the construction of inclusive playgrounds throughout Germany. Because there are simply too few playgrounds where kids with and without disabilities can come together to play. We’ve already completed more than 30 playground projects. Last but not least, we have been participating in Pride celebrations for years now, with our own float. And we’ve got rainbow flags flying outside all of our stores in Germany to show our support for diversity.
