Focus on skills, not gender

THIS is the message that Diageo, a global leader on alcoholic beverages, aims to instill in every company under it. The need to identify avenues for more economic opportunities, equal employment and advocate education must be prioritized.

The distribution company, known for its collection of well-known brands such as Johnnie Walker, Smirnoff, Guinness and Bailey’s, among others, is present in 180 countries.

Apart from distributing hard drinks and spirits, Diageo shows its softer side through efforts on empowering women both in its own backyard and those in the global community.

Georgie Passalaris, skills and empowerment manager at Diageo, says the company restructured its sustainable development goals for 2020 to include women empowerment in the agenda.

She said that in the coming decade, a billion women will enter the global economy but many will not receive proper education or the opportunity to develop professional skills.

In Diageo, a stronger workforce, where 35 percent of leadership positions will be occupied by women, is envisioned by 2020.

“We are for diversity. In fact, 44 percent of Diageo’s board is composed of women. We believe that a gender-diverse board will have more returns on profit. In Diageo, we are about equality, right skills and confidence. In terms of recruitment, we make sure there is a right balance of male and female applicants,” she says.

Diageo recently introduced Plan W in its sustainability and responsibility targets. Plan W aims to empower women across all socioeconomic profiles. Through opening doors of opportunities for learning and development of skills, Plan W aspires that women must become influencers in their own sphere.

For the Philippines, Diageo’s first community investment program is geared towards something closer to the heart of most Pinoys: Music.

The game plan for Plan W here aims to increase the competence, credibility and long-term sustainable employment of women choir conductors and teachers across all regions in the country.

Thirty-four women, aged 18 to 65 years old and mostly public school music teachers and conductors, were chosen from hundreds of applicants.

Plan W, an initiative also present in 15 other countries, is a two-pronged program. The first stage is comprised of a weeklong training program to develop key critical skills—organize, lead and develop culture-building vocal ensembles in communities and schools.

Voice coaches from Sing Philippines, mostly members of the Philippine Madrigal Singers, embark on outreach programs to conduct workshops for self-taught teachers and conductors. For Plan W, they are tasked to conduct one-on-one lectures, demonstrations, workshops and observation sessions. The topics discussed include musicality and musicianship, choral conducting skills development, teaching and coaching techniques.

As an added feature, training also includes business management tips on self-branding, network-building and creating a profitable setup where music is the driver of growth.

Last Oct. 30, the women finally performed in a concert at the Philippine International Convention Center.

For the second stage of Plan W, the participants will return to their hometowns to share their learnings. Either they set up a new vocal ensemble or improve the performance of their existing choirs.

Sing Philippines trainers will then check on the progress of each participant by visiting them on site, providing hands-on guidance and coaching and even attending the performances of their ensembles.

Passalaris, a South African who is a holder of a Master of Tri-sector Collaboration, led the decision to sign the United Nation’s Women’s Empowerment Principles (UNWEP) in 2013.

With her involvement in Diageo, the company further cements it commitment to engage a wide audience and create more opportunities everywhere. But in the heart of it, the beverage company eyes more economic opportunities for women.

“We strengthen diversity in commercial and manufacturing factories,” she says. With the help of the UNWEP and Plan W, Diageo has empowered 115,066 women, indirectly benefiting 575,330 people, including 43,190 trained men.

Lope “Jun” R. Manuel, head of corporate relations, describes the Philippines as “a shining star” in relation to the global positioning of the brand.

“We are doing very well here,” he says. Despite the recent uptick in excise taxes, Manuel believes Diageo’s compliance will be beneficial for the country in the long run.

In terms of regulations, Manuel says the company urges more rules on responsible drinking. “We want to collaborate with government agencies to implement a more responsible drinking culture through adhering to legal ages when purchasing alcohol,” he says.