Advantage through diversity – Metro Group presents integration award
Intercultural diversity as a corporate opportunity
“More than 15 million people in Germany have an immigrant background. That is nearly 20 percent of the population,” said Dr. Hans-Joachim Körber. “These figures alone demonstrate that our country has long since become home to a diverse range of cultures. We should view this as a true opportunity. Because diversity is enriching, both for peoples’ personal lives as well as for the economy.”
This is exactly where the competition “Together – retail connects cultures” comes in. Employees of the Berlin retail branches of Metro Cash & Carry, Real and extra, Kaufhof as well as Media Markt and Saturn participated. Internationally mixed teams from the various METRO Group companies joined together and devised concepts to better address international customers at their location.
First prize was awarded to an employee team from five different Real markets in Berlin. Carrying the slogan “real/extra – Berlin connects cultures,” the winners analyzed the shopping habits of international customers. Using one-on-one interviews and joint workshops, the employees gained valuable insight into their shopping and consumer behavior. In the end, the team was able, among other things, to compile a list of important products that international target groups are desperately searching for in this country and that should be added to the product range.
Dr. Hans-Joachim Körber, CEO of the METRO Group, applauded the dedication demonstrated by the total of 16 teams who participated in this competition: “The fact that you decided to address this subject is exemplary. You have made a valuable contribution with your ideas. You have given answers to the question: How can we align ourselves even better to our diverse customer base?”
The reason behind the METRO Group’s strong dedication to the topics of migration and integration are the demographic changes in our society: The population is constantly shrinking, while people are getting older and more ethnically diverse.
Internationality and intercultural cooperation are already reality for the METRO Group today. A total of 55 percent of employees work abroad and more than 10,000 non-German employees work in Germany. The METRO Group views the ethnic diversity of its employees as a sign of strength and an opportunity for the company. It has therefore established all of its measures under the motto “Advantage through diversity.”