Embedding A Gender Transformative
Approach
Women and girls' empowerment is a dynamic
and transformative process of change, which
requires addressing gender inequalities and
disempowerment across multiple dimensions. To
address these challenges, we partnered with the
Royal Tropical Institute (KIT) to conduct qualitative
research to understand and explain behaviors,
experiences, and attitudes in relation to the
inequality and disempowerment that women face
in their daily lives in cocoa growing communities
in Côte d'Ivoire, Ghana, and Indonesia. It was
concluded that the longer-term, often overlooked
and neglected "mainstreaming" work of changing
mindsets and social norms is essential if we want
to make meaningful progress in lowering barriers
to equality, reducing poverty, and unlocking
the full potential of women and girls. Mars is
committed to taking action by embedding a
gender transformative lens into its cocoa policies,
strategies, partnerships and programs linked to
human rights, the environment, and farmer income.
The detailed findings have been described in the
following two reports:
KIT Empathy Report
KIT Viability Report
Yeo Bibata
VSLA Member
A woman can engage in cocoa farming
just like men; it's entirely achievable.
When I reflect on my own journey, I
never imagined that I would one day
be capable of all this. Even my husband
acknowledges that his wife has made
remarkable progress.
Creating a world where chocolate does as good as it tastes
Mars is also taking action for women in the cocoa
supply chain through its iconic brands, like DOVE
GALAXY®. In 2023, DOVE GALAXY pledged to
'help one million people including women, their
families and their communities thrive by 2030'. The
ambitious commitment signifies a new purpose
for the beloved chocolate brand that will focus
on women empowerment within cocoa growing
communities and DOVE GALAXY retail markets.
To mark the news, Mars, the makers of DOVE
GALAXY, has introduced a global campaign
featuring authentic and empowering stories from
women around the world and the positive impact
they have on their communities. The BBDO led
creative, which introduces a new brand platform
of 'Your Pleasure Has Promise,' was directed by
acclaimed Kenyan filmmaker, Amirah Tajdin,
an award-winning director who championed
women of color throughout her storied
career. Her influence is evident in the new
campaign spot, which features empowering
stories from women around the world
and the positive impact they have on
their communities.
MARS | COCOA FOR GENERATIONS | 2022 ANNUAL REPORT | PAGE 11
ADVANCING RESPECT FOR HUMAN RIGHTS | UNLOCKING OPPORTUNITIES FOR WOMEN