Principle 5 Business, Supply Chain, and Marketing Practices
Key Element A Business Development & Marketing

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In an increasingly globalized and interconnected world, using all social and economic assets is crucial for success. Many large businesses have demonstrated that respect for high standards of business conduct, including gender equality, can enhance growth. Part of good governance is adherence to the Gender Equality Principles framework in all business endeavors, including internal and external activities.

This means considering the gender impacts of various parts of major business decisions including mergers and/or acquisitions. Business development, through product and service development or marketing policies, should take the portrayal of women into account. The negative portrayal of women can lead to gender stereotyping, sexual exploitation, and violence against women. Responsible marketing practices, on the other hand, can positively influence society's perceptions of issues, such as body image and gender roles. Self-regulatory mechanisms by businesses should be encouraged. These should include the development of professional guidelines, codes of conduct, and other forms of self-regulation that eliminate gender-biased marketing practices and promote non-stereotypical, balanced, and diverse portrayals of women and men.

There are 6 indicators for this element.
Indicator 1

Establish a policy that integrates gender considerations into all major business decisions, including mergers and acquisitions, joint venture partnerships, financing, and during product and service development.

Implementation level
Indicator 2

Seek business partners that share the organization's commitment to gender equality by expanding due diligence processes to include items such as a review of the demographics of key positions including the board of directors.

Implementation level
Indicator 3

Include a balanced representation of women in product and service development decision-making positions.

Implementation level
Indicator 4

Analyze the gender breakdown of employees in marketing and communications to determine whether there is a balanced representation.

Implementation level
Indicator 5

Establish and internally communicate responsible marketing and advertising policies that prevent any form of gender exploitation or stereotyping and encourage the presentation of balanced and diverse portrayals of women.

Implementation level
Indicator 6

Create a gender task force, inclusive of female employees, to review all marketing materials for a balanced, diverse presentation of women and men. Analyze customer feedback and complaint information on marketing materials by gender to determine how marketing materials are perceived.

Implementation level

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