{"id":23458,"date":"2022-05-30T14:58:53","date_gmt":"2022-05-30T12:58:53","guid":{"rendered":"https:\/\/www.rewe-group.com\/de\/?p=24125"},"modified":"2024-09-05T10:52:10","modified_gmt":"2024-09-05T08:52:10","slug":"diversity-management-is-part-of-our-corporate-culture","status":"publish","type":"post","link":"https:\/\/www.rewe-group.com\/en\/press-and-media\/newsroom\/stories\/diversity-management-is-part-of-our-corporate-culture\/","title":{"rendered":"\u201cDiversity management is part of our corporate culture\u201d"},"content":{"rendered":"\n
\n
\n
\n
\n \n

Companies that promote diversity are more innovative. In this interview, Dr Daniela B\u00fcchel, Chief People and Sustainability Officer of the REWE GROUP, explains why that is and what measures the group is taking to promote diversity \u2013 and what inclusion has to do with corporate responsibility.<\/p>\n<\/div>\n <\/div>\n <\/div>\n <\/div><\/div>\n<\/div>\n\n\n\n

\n
<\/div>\n\n\n
\n
\n

Ms B\u00fcchel, you\u2019ve been with the REWE GROUP for many years. Has the company\u2019s approach to diversity changed since you started your career?<\/strong><\/p>\n<\/div>\n

Daniela B\u00fcchel:<\/strong> Yes, I\u2019ve definitely seen that. Today, we are placing a more deliberate focus on diversity. Ten years ago, that wasn\u2019t happening to the same extent. I\u2019m 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.<\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/div>\n\n

\n
\n
\n
\n
\n \"Dr.\n <\/div>\n <\/div>\n <\/div>\n
\n

About:<\/h2>

\n Dr Daniela B\u00fcchel <\/p>\n\n

Member of the Management Board \u2013 Chief People and Sustainability Officer<\/p>\n \n <\/div>\n <\/div>\n<\/div>\n<\/div>\n\n

\n
\n

Five years ago, the REWE GROUP signed up to the Diversity Charter. What was the motivation behind that?<\/strong><\/p>\n<\/div>\n

Daniela B\u00fcchel:<\/strong> 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\u2019s 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.<\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

\n
\n
\n
\n
\n
\n
\n \"Dr.\n <\/div>\n <\/div>\n
\n

Dr Daniela B\u00fcchel<\/p>\n

Member of the Management Board \u2013 Chief People and Sustainability Officer<\/p>\n <\/div>\n <\/div>\n

\n
\n

To ensure that we are not simply paying lip service to diversity, it is essential that we take concrete action and set measurable goals.<\/p>\n<\/blockquote>\n <\/div>\n

\n

Dr Daniela B\u00fcchel<\/p>\n

Member of the Management Board \u2013 Chief People and Sustainability Officer<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

\n
<\/div>\n\n\n
\n
\n

What has happened since then? How is the REWE GROUP doing in respect of diversity?<\/strong><\/p>\n<\/div>\n

Daniela B\u00fcchel:<\/strong> 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\u2019ve launched several programmes and initiatives to promote more women to leadership roles, such as the professional development and mentoring programme Women\u2019s Drive, our f.ernetzt women\u2019s 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.<\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/div>\n\n

\n
\n

How is the company doing in other areas?<\/strong><\/p>\n<\/div>\n

Daniela B\u00fcchel:<\/strong> 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\u2019s degree candidates with a disability or chronic illness. And finally, at a higher level, we\u2019ve 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.<\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/div>\n\n

\n
\n

Meaning..?<\/strong><\/p>\n<\/div>\n

Daniela B\u00fcchel:<\/strong> 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.<\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

\n
\n
\n
\n
\n
\n \"Dr.\n <\/div>\n <\/div>\n
\n

Dr Daniela B\u00fcchel<\/p>\n

Member of the Management Board \u2013 Chief People and Sustainability Officer<\/p>\n <\/div>\n <\/div>\n

\n
\n

Every employee needs to be well-versed in diversity and be able to recognise and value the differences between people and their uniqueness.<\/p>\n<\/blockquote>\n <\/div>\n

\n

Dr Daniela B\u00fcchel<\/p>\n

Member of the Management Board \u2013 Chief People and Sustainability Officer<\/p>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

<\/div>\n\n\n
\n
\n

What does diversity have to do with value creation?<\/strong><\/p>\n<\/div>\n

Daniela B\u00fcchel:<\/strong> 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\u2019ve 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.<\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/div>\n\n

\n
\n

Why is it important for companies to publicly commit to (more) diversity?<\/strong><\/p>\n<\/div>\n

Daniela B\u00fcchel:<\/strong> 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 St\u00fcck zum Gl\u00fcck 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\u2019ve 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\u2019ve got rainbow flags flying outside all of our stores in Germany to show our support for diversity.<\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

\n
\n
\n
\n

Read more<\/h2>\n \n <\/div>\n
\n
    \n
  • \n
    \n \n
    \n \n\n
    \n \"Two\n <\/div>\n \n <\/div>\n\n
    \n
    \n
    \n
    \n

    Press release<\/p>\n

    24 September 2026<\/p>\n <\/div>\n\n

    From the REWE GROUP for customers: toom Baumarkt DIY store and fulfillmenttools lay the foundation for flexible omnichannel services<\/h3>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n
  • \n
    \n \n
    \n \n\n
    \n \"Teaser-Lionel-Souque-und-Bruno-Wenn_Collage\"\n\n <\/div>\n \n <\/div>\n\n
    \n
    \n
    \n
    \n

    Press release<\/p>\n

    14 September 2026<\/p>\n <\/div>\n\n

    REWE GROUP Supports Cologne Cultural Fund<\/h3>\n

    Funding model helps the independent arts scene attract federal and EU funding to Cologne<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n

  • \n
    \n \n
    \n \n\n
    \n \"Glass\n <\/div>\n \n <\/div>\n\n
    \n
    \n
    \n
    \n

    Press release<\/p>\n

    17 August 2026<\/p>\n <\/div>\n\n

    S&P Reaffirms REWE GROUP’s \u201cBBB\u201d Rating (Outlook Stable)\u00a0<\/h3>\n

    REWE Group remains in a strong financial position and is focused on long-term growth through strategic investments<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n

  • \n
    \n \n
    \n \n\n
    \n \"Pool\n <\/div>\n \n <\/div>\n\n
    \n
    \n
    \n
    \n

    Story<\/p>\n

    10 August 2026<\/p>\n <\/div>\n\n

    Winter Vacation: The Waiting Game Is Over<\/h3>\n

    Recently, the number of bookings for the winter season has been picking up significantly again. Half of all bookings made with our tour operators are for long-haul destinations, and flexible travel options and unique experiences are very much in vogue. Here\u2019s an overview of the highlights from the new itineraries<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n

  • \n
    \n \n
    \n \n\n
    \n \"Exterior\n <\/div>\n \n <\/div>\n\n
    \n
    \n
    \n
    \n

    Press release<\/p>\n

    24 July 2026<\/p>\n <\/div>\n\n

    Strategic Expansion of Hotel Operations: DERTOUR Group Becomes Sole Owner of DSR Hotel Holding<\/h3>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n
  • \n
    \n \n
    \n \n\n
    \n \"Portrait\n <\/div>\n \n <\/div>\n\n
    \n
    \n
    \n
    \n

    Story<\/p>\n

    23 July 2026<\/p>\n <\/div>\n\n

    “I’m an optimistic person. I’ve always been that way.”<\/h3>\n

    For Ines Batz of DERTOUR, the effectiveness of her appreciative, positive, and calm leadership style was evident not only during stressful periods at work but also during a personal crisis: Her team naturally stepped in and supported her through that time. From her own career experience, she also knows that no one is perfectly prepared for a leadership position. Her advice to other women: Take it one step at a time\u2014with courage, curiosity, and confidence.<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n

  • \n
    \n \n
    \n \n\n
    \n \"Two\n <\/div>\n \n <\/div>\n\n
    \n
    \n
    \n
    \n

    Story<\/p>\n

    22 July 2026<\/p>\n <\/div>\n\n

    Sports Bring People Together: Inclusion Right in the Heart of the Neighborhood<\/h3>\n

    What\u2019s it like to play wheelchair basketball? Florian S\u00f6rensen, manager of the sales department, tried it out for himself at the inclusive family sports festival in Berlin-Reinickendorf in early July. A few meters away, European Para-Badminton Champion Rick Hellmann was playing with guests. Fifty meters away, children were climbing a tower made of empty water crates, while at the many other booths, people were discussing the theme of the day: the self-determined participation of people with disabilities in social life.<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n

  • \n
    \n \n
    \n \n\n
    \n \"Participants\n <\/div>\n \n <\/div>\n\n
    \n
    \n
    \n
    \n

    Story<\/p>\n

    15 July 2026<\/p>\n <\/div>\n\n

    CSD 2026: Take a Stand. Embrace Diversity.<\/h3>\n

    Together with our LGBTIQ employee network, DITO, we are once again participating in numerous Christopher Street Days and Pride events this year. For the first time, we\u2019ll have trucks in six German cities, and we\u2019re also supporting numerous regional Pride events as well as initiatives organized by our regional offices and retailers. We are also sending a clear message of diversity at our locations in Austria, Italy, and Slovakia. <\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/a>\n<\/div>\n <\/li>\n <\/ul>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

    \n
    \n
    \n <\/svg>\n
    \n
    \n

    \n Join the discussion on LinkedIn <\/h2>\n
    \n

    Our LinkedIn feed has all the latest information from the REWE GROUP and the sector, with the most important developments from the worlds of retail, e-commerce, food, CSR and policy.<\/p>\n <\/div>\n

    \n \n To LinkedIn feed <\/a>\n <\/p>\n <\/div>\n <\/div>\n\n

    \n <\/span>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Five years ago, the REWE Group signed the German Diversity Charter (\u201cCharta der Vielfalt\u201d) as an indication of its voluntary commitment to appreciate and promote diversity within the company. Where do we stand today? An interview with Dr Daniela B\u00fcchel, Chief People and Sustainability Officer.<\/p>\n","protected":false},"author":18,"featured_media":23460,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","nl_adhoc_sent":1,"footnotes":""},"categories":[8],"tags":[],"sales_line":[19],"focus_theme":[142],"class_list":["post-23458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company","sales_line-rewe-group","focus_theme-undefined"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/posts\/23458","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/comments?post=23458"}],"version-history":[{"count":4,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/posts\/23458\/revisions"}],"predecessor-version":[{"id":23464,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/posts\/23458\/revisions\/23464"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/media\/23460"}],"wp:attachment":[{"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/media?parent=23458"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/categories?post=23458"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/tags?post=23458"},{"taxonomy":"sales_line","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/sales_line?post=23458"},{"taxonomy":"focus_theme","embeddable":true,"href":"https:\/\/www.rewe-group.com\/en\/wp-json\/wp\/v2\/focus_theme?post=23458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}