Driving gender equality at work for a more inclusive future
As the world marks International Women’s Day, the call to #AccelerateAction is louder than ever. Women make up 42% of the global workforce, but hold less than 32% of senior leadership positions – a gap that remains a barrier to true workplace equity.
But what does meaningful progress look like? What are the challenges that lie ahead? And how can companies ensure that female equality in the workplace goes beyond a mere corporate commitment to become culturally embedded?
We sat down with Kerstin Lindström, Vice President of Human Resources and Luciana Bosignoli, Head of HRBP and L&D from The Absolut Group (TAG) – a company that has long been at the forefront of gender equality at work – to explore the strategies, leadership commitments and cultural shifts needed to drive real, lasting change.
Why is gender equality a top priority for TAG?
Luciana: Our commitment stems from a core belief in fostering an inclusive environment where everyone has equal opportunities to succeed. We have a deep understanding that diverse teams bring diverse perspectives, which not only enhances decision-making but also leads to better business outcomes. Ultimately, it’s a win-win for individuals, businesses and society alike.
By championing gender equality, we create an environment where talent and business can thrive together.
Luciana Bosignoli
What strategies or initiatives are behind TAG’s success in fostering gender balance?
Kerstin: An important part of our strategy is to collaborate and rely on the global D&I team led by Director Diversity & Inclusion, Caroline Vaquette. This team sets our global roadmap and targets, which we closely align with and leverage as much as possible to contribute to the strategic direction. Initiatives are implemented at both a global and local levels. An interesting global initiative last year was an inclusion assessment survey, providing each and everyone in the group with insights into what inclusion means, how inclusive you are as a person and how you can become a more inclusive colleague.
A strong leadership commitment, accountability and decisive action are also cornerstones of our strategy. Our CEO, Stephanie Durroux, personally champions diversity at a global level and serves as TAG’s D&I sponsor alongside me. Just as crucial is TAG’s culture of accountability and open feedback. We hold our leadership and management teams responsible for meeting diversity and inclusion goals through regular reviews, employee surveys and progress reports.
A strong leadership commitment, accountability and decisive actions are cornerstones of our strategy
Kerstin Lindström
A specific local initiative that I must also mention is our TAG Mentoring Program, started eight years ago and now in its sixth edition, which has been a great help in breaking silos, flattening hierarchies and helping us to connect beyond borders. Other examples are that we continuously challenge traditional hiring norms by striving to always have a diverse candidate on the shortlist and integrating bias awareness into recruitment training. Policies that support a work-life balance – such as childcare support and possibility of working from home – have been equally instrumental in creating an equitable environment for all.
TAG has deep Swedish roots – how have these values shaped its approach to gender equality and leadership development?
Luciana: Sweden has long been a leader in women’s equality in the workplace where progressive policies and practices are simply the norm. This culture of inclusivity is deeply embedded in TAG’s DNA, and you can see this in many of our policies like equal parental leave, flexible working hours and strong anti-discrimination measures.
Swedish business culture also embraces flat hierarchies and open dialogue – values that directly shape our leadership development programs by ensuring equal opportunities for all employees, regardless of gender. These principles drive our mentorship and sponsorship programs as well, designed to support women’s career advancement and ensure diverse leadership teams that are representative of our workforce.
How does TAG ensure gender equality goes beyond representation and numbers by truly embedding it into the company’s culture?
Luciana: We place a big focus on creating an environment where all employees truly feel valued, respected and empowered to contribute. Our approach includes comprehensive diversity and inclusion training programs, encouraging open dialogue about gender issues and promoting a strong culture of allyship.
How does gender balance at the leadership level contribute to TAG’s company culture, decision-making and overall performance?
Kerstin: When leadership reflects diversity, it’s a powerful statement that you walk the talk. You truly experience TAG’s culture of inclusivity every time you walk into a room with a diverse crowd – you immediately feel that you belong and fit in, no matter who you are. While diversity in itself creates a platform to make that feeling possible, I believe the sense in inclusion is also coming from the behaviors and the values we share. For us, this welcoming attitude that we call ‘conviviality’ is our true superpower.
We also have structured processes in place – such as the TAG Management System – to ensure decision-making is clear, transparent and fair. Everyone knows how it works, who the governing bodies are and who are involved in key forums. A diverse leadership team strengthens this framework, ultimately leading to better business decisions.
What advice would you give to companies striving for greater equality but struggling to make meaningful progress?
Luciana: Lead by example from the top, backed by strong sponsorship programs that provide women with the support, guidance and opportunities they need to succeed. For organizations to unlock the full potential of their workplace and drive sustainable progress, they need to live and breathe an inclusive culture.
Gender equality is an ongoing journey that requires dedication, strategic action and a long-term view – there is no finish line, only continuous learning and improvement.
Kerstin Lindström
Kerstin: Gender equality is an ongoing journey that requires dedication, strategic action and a long-term view – there is no finish line, only continuous learning and improvement. At TAG, our experience has highlighted several key lessons, but my top four pieces of advice are to:
- Set clear goals: establish measurable objectives for gender equality and track progress regularly.
- Educate and train: provide ongoing education and training on unconscious bias, diversity and inclusion for all employees.
- Create support networks: develop mentorship and sponsorship programs to actively support women’s career development.
- Review policies: regularly review and update workplace polices to ensure they support gender equality and address barriers to advancement.
Reflecting on your career, are there any milestones in TAG’s gender equality journey that make you particularly proud?
Kerstin: While I can’t take credit for having a gender balanced leadership team, it still makes me feel incredibly proud. I’m also proud that the Pernod Ricard Group has invested in a global Diversity and Inclusion Director to focus on driving the Diversity, Equity and Inclusion (DEI) agenda – an initiative that we can leverage and benefit from. Our goal is to maximize this opportunity, contribute as a role model and share best practices whenever possible and relevant.
What’s next for gender diversity at TAG?
Luciana: We’re expanding our mentorship and sponsorship programs to reach even more employees. At the same time, we’ll continue to evaluate our progress, using data-driven insights to adjust and refine our strategies and ensure continuous improvement. It’s all about staying proactive and adaptable to create an even more inclusive and equitable workplace where everyone has the support they need to succeed.
#AccellerateAction: what does this year’s International Women’s Day theme mean to you?
Kerstin: This day reminds us that we are not yet where should – or want – to be, especially in a global context. Even in Sweden, the issue is not “old and solved” as some might think. We need to actively engage for future generations. International Women’s Day serves as a call to action to keep pushing boundaries, implementing innovative strategies and ensuring that gender equality remains at the forefront of our organizational agenda.
Ultimately, #AccelerateAction is a call to move beyond words and take tangible actions that make a real difference.
Luciana Bosignoli
Luciana: To me, #AccelerateAction means taking bold and decisive steps. Personally, it inspires me to be an active advocate for gender equality in my daily life and support initiatives that drive meaningful change. Professionally, it underscores the importance of leading by example, influencing positive change and challenging barriers. Ultimately, #AccelerateAction is a call to move beyond words and take tangible actions that make a real difference.
