treating each other:
Diversity & Inclusion
Here’s a slice of the work we’ve been doing:
Since 2013, Baileys has proudly sponsored the Women's Prize for Fiction, shining a spotlight on the outstanding and ambitious works of female authors. To celebrate the Award's 25th anniversary, Baileys launched Reclaim Her Name in 2020, re-releasing 25 books originally printed under male or gender-neutral pseudonyms, marking the first time these classic works were attributed to their female authors. This campaign ignited a conversation around the reasons behind women’s use of pseudonyms whilst introducing these works to a whole new cohort of fans.
Baileys has supported local US businesses, charities and initiatives including The Lesbian, Gay, Bisexual & Transgender Community Centre and The Equal Justice Initiative. Closer to home, the teams at our Baileys production sites are continuing to help students with their education via the The Baileys’ School Scholarship and hold a host of donation drives to raise additional funds to invest into education.
On top of this, we’re proud of the work our parent company Diageo is doing to help improve diversity and inclusion through the Diageo Society 2030 Spirit of Progress plan. This includes a target to deliver 1.5 million training sessions delivered through The Diageo Bar Academy by 2030, helping to create a hospitality sector that works for all.
The Baileys 2021 Halloween TV ad, ‘Witches’ starred three of the UK’s most-loved drag stars; Asia Thorne, Veronica Green, Tia Kofi and ran across 10 countries. To ensure the film was true and authentic to the LGBQT+ community, we worked closely with INvolve and the Diageo Rainbow Network on the production. We know that the ad industry’s gender representation shapes perceptions of gender in society, and so we continue in our commitment to making those representations fair and equal.
We’re proud sponsors of the Female Future Funds in partnership with The Institute of Advertising Practitioners in Ireland. This sponsorship contributes to a bursary dedicated to accelerating women in senior roles within the Irish advertising industry, enabling them to reach their full potential and become leaders of the future in Irish advertising.
Across our adverts and social content, we’ve worked with diverse talent in creating work we’re proud of, with 50% of the content we produce being created and directed by women. Not only that, but we work with a truly diverse range of bakers, shakers, and makers, like in our Annual Treat Report which includes a wide spectrum of expert voices when it comes to Treating – YUM!
Our parent company Diageo have trained 1,200 marketers and agencies from every corner of the globe in everything from Representation to Perspective and Characterisation of gender in advertising, helping to ensure gender portrayal is progressively evolving.
Baileys received a score in our B Corp assessment in 29.4 for the treatment of our workers. One of the contributors to this score was the fact that our employees are paid a living wage with access to leading benefits, like six months paid family leave for parents.
We’re proud of our parent company, Diageo who have scored a top mark of 100 in the Human Rights Campaign Corporate Equality Index for 14 years in a row. When it comes to gender equality, Diageo is proud to have women making up 64% of the Diageo Board, 44% of the Diageo Executive and 75% of the Baileys Leadership Team. To top it off Diageo has been recognised for its gender equality work by the FTSE Women Leaders Review, Bloomberg Gender Equality index and others.