Mars believes the world we want tomorrow starts with how we do business today - and that’s why it’s taking action towards a world where society is inclusive. One which is free from harmful gender stereotypes and discrimination.

But in recent years, corporate gender campaigns have become clichéd and cluttered. Perhaps no moment reflects this more than International Women’s Day. Amongst a wave of gimmicks, one-offs and soundbites, brands’ activity has started to become homogeneous and hollow. Designed more for the benefit of the brands, than for us as women.

Mars set out to create an internal, impact-led programme that was truly inclusive, representing all women and other marginalised genders that cut through with actions that spoke louder than this noise. To turn a single day into a legacy that lasts a lifetime. A legacy of change, created by building something with meaningful action and real impact against SDG 5.

Today, women and marginalised genders continue to face inequalities. In media alone, only 7% of directors, 13% of writers, and 20% of producers are female, and while girls and women represent 51% of the population, there is a 2-to-1 ratio of male characters to female characters across advertising, film, and television.

Before the pandemic, the U.N. estimated it would take more than a century to close this gender opportunity gap. COVID has set that back another 35 years, and even more so for women in minority groups.

In 2021, several cultural moments highlighted this inequality. From the deterioration of women’s and girl’s rights in Afghanistan, to the change in abortion rights in the US. All brought outrage and outcry, debate and discussion. But nobody was listening.

Women have long played a powerful role in Mars’ history. We account for over half of the company’s 135,000 employees, play a critical role in its supply chain, and make up the majority of its consumers worldwide. But if it was going to achieve gender equality, it needed to do more that just talk about these issues. It needed to listen.

Mars partnered with two panels of women with diverse experiences from different identity groups: a group of female Mars employees from the U.S. to Australia, and a panel of external experts. They co-created #HereToBeHeard - a global, audio-first study that carved a new path for corporate communications.

For too long, we as women have been told what we want. But Mars listened to what we want. The idea was simple – Mars would ask women one question: “What needs to change so more women can reach their full potential?” and use its platform to amplify their ideas, insights and opinions to those who have the power to create change.

Mars listened to 10,319 voices across 88 countries. Making sure their answers were heard, and learnt from. By businesses and society, and most importantly, by men. And in doing so creating new action towards SDG 5.

Gender focused programs are often designed with a particular type of woman in mind. But Mars listened to all women at all intersections of society - all races, ethnicities, sexual orientations, ages, abilities, parenthood and socio-economic status.

The power of the human voice is hard to ignore. So partnering with audio platform Phonic, Mars captured women’s voice recordings, before a team of data scientists at Oxford University analysed every single one. The Business for Social Responsibility reviewed the data and consulted leading gender experts to produce the ‘Here To Be Heard Report’, including recommended bold actions towards SDG 5 from business and society.

By combining the rigour of a global study, with the emotion of women’s voices, and partnerships with the Unstereotype Alliance, CARE and the Geena Davis Institute, Mars was able to turn deeply personal perspectives into a landmark policy paper.

1. Spring 2021: Ask and understand

A crowdsourcing social campaign launched in early 2021, asked women like us one simple question. By April 2021, Mars had received 10,319 voices from 88 countries. From every intersection of life - 50% identifying as non-White, 40% non-heterosexual and 12% as living with a disability.

2. Summer 2021: Listen and learn

Every voice was analysed through Oxford University's AI machine learning – grouping what women said into eight themes. The voice recordings captured provided a powerful and intimate audio-visual report like no other gender white paper.

3. Autumn 2021: Share and Act

Insights were turned into action. The findings were amplified to Mars employees, stakeholders, C-suite executives, peers, NGOs, 22,000 supplier partners, and industries from advertising to healthcare. Crucially, 80% of women demanded an end to discrimination and harmful gender stereotyping and 71% stressed that men play a critical role in achieving gender equality.

By any measure of success #HereToBeHeard delivered. With over 379.5M impressions including earned media in Forbes, Fortune and Bloomberg, it was Mars’ most engaging campaign to date. It also shifted perceptions, with Mars seeing women’s willingness to work there increase by 26%.

But most importantly, the impact #HereToBeHeard has had for women is paramount. The report alone has led to significant action for our consumer brand’s advertising:

? Maltesers UK are shining a light on maternal health; Dove Galaxy is putting women’s empowerment at the centre of their sustainability efforts and Ben’s Original’s is challenging gender stereotypes

? Eradicating gender bias in advertising with Geena Davis Institute and sitting on the executive leadership board of the Unstereotype Alliance

? Exploration of branded sponsorships of sporting events to support more gender equity

With peers and partners deploying their own actions, that impact has multiplied, driving collective action towards SDG 5.