Inspiring inclusion

This year’s IWD will put the focus on improving equality and diversity. PM heard how one member is driving inclusivity

The BPMA is again marking International Women’s Day (IWD) with a special event for members which aims to #InspireInclusion.

With organisations of all kinds striving for a more gender equal world, Product Media reached out to Castelli to hear about its drive for greater equality and diversity in the workforce.

The stationery company is committed to fostering an inclusive and diverse workplace and consequently has a balanced management team comprised of a 50/50 female/male split. It has recently welcomed five new team members, all women with two members in senior positions.

To fortify its commitment to ethical practices, Castelli is pursuing the B-Corp certification, which it says aligns with a dedication to a corporate culture that values and embraces the well-being of team members and the broader community.

Mark Poland, managing director of Castelli Milano 1938 said: “We recognise that being an inclusive company is not an event, more a lifelong ethical process. What we have learned is that our community is hugely influenced by the valued contributions each person makes.”

PM spoke to Nicola Durant, the company’s new regional sales manager, about her experience as a woman working in the merchandise sector.

Q: How did you get into this industry and what do you like about it? 

A: Interestingly, I began my journey in the promotional industry more than 20 years ago in Castelli’s export department. I moved to become an account manager at Senator Pens for 15 years, before spending four years at Listawood. Throughout my career, I had the privilege of working under the leadership of Andrew Hill, who was a true mentor and an ambassador for the promotional industry. Equipped with this knowledge and experience, I have returned to Castelli Milano 1938.

Every day is different in this industry. I get to collaborate with exceptional people on remarkable projects. I love the creative part of this industry, as it allows me to engage with a wide variety of products. I have formed some valuable friendships, including meeting my husband in this industry. 

Q: Have you seen change in the way women are treated in the promotional merchandise industry? 

A: There have been efforts to promote gender equality and inclusivity over the years. Many companies have implemented policies and initiatives to address gender bias and promote equal treatment for women. The introduction of IWD has been a positive step towards promoting the contributions of women. It provides an opportunity to celebrate women’s achievements. By supporting this day, the industry can create a more diverse working environment. 

Q: Are there are enough opportunities for women in the industry? 

A: There is always room for improvement. It is important to have open and inclusive conversations. We need to raise awareness through seminars and webinars for example, and we can introduce more networks to support each other, providing guidance and opportunities for professional growth. We need to encourage companies to establish clear procedures for addressing gender bias and discrimination, providing measures for reporting incidents and making sure that appropriate action is taken to address them. 

Q: What do companies underestimate when it comes to supporting women? 

A: Support involves more than just implementing diversity and inclusion programmes. Many women juggle multiple responsibilities, including parental and at home. Companies often underestimate the importance of offering flexible work arrangements. Providing support for work-life balance benefits all employees.
Castelli recently conducted a trial and subsequently implemented a steadfast hybrid working policy aimed at fostering a harmonious work-life balance for all employees, including working mothers.

Female leadership representation can also inspire and empower women at all levels within the organisation. Lack of representation may give the message that there are limited opportunities for career advancement.

Q: Tell us about your role?  

A: As regional sales manager, I manage sales activities within my key accounts, driving sales growth, and building and maintaining relationships. I find new business opportunities, collaborating with our marketing team to produce campaigns that our customers can feature in their social media activity. I also analyse market trends, looking at our competitors and what they are offering, and make sure any customer feedback is actioned.

Q: What advice would you give to younger women starting out in their career today?   

A: First and foremost, believe in yourself. Have confidence in your abilities and believe that you deserve to be where you are. Your skills and talents are valuable.
Secondly, remember to lift as you climb. Support other women by sharing knowledge, providing mentorship, and fostering a positive and collaborative work environment.

To encourage future leaders, we must promote education and encourage ambition in young individuals. Offering tailored development opportunities and investment in young high achievers helps them to develop the necessary effective leadership skills and to nurture individual growth.
We must continue to recognise and celebrate the achievements of women in leadership roles. Highlighted examples of cross-industry success stories can inspire and motivate the leaders of the future. 

BPMA marks IWD

Last year saw the BPMA hold its first International Women’s Day event in London. The event featured talks, networking, and lunch for a group of women, and men, from the industry. For a sector that has historically shown an impressive level of female entrepreneurship and talent, it was a chance to formalise the importance of women in the sector, and to begin the conversation about how to improve opportunities and enhance inclusion.

This year, the BPMA is looking to the theme of #InspireInclusion at its dedicated IWD members event in Birmingham.

It is hosted at the centrally located Birmingham Conference Centre and tickets include a delicious networking breakfast, keynote speaker address with lively panel discussions, plus a three-course lunch to continue the conversation and discussion.

Participants can find out more about the event and book at bpma.co.uk/events.