Absa has introduced its innovative campaign, “In My Story,” which aims to amplify the voices of everyday South African women in fields like business, sports, and entrepreneurship. This initiative seeks to dismantle barriers and inspire meaningful change throughout the country by highlighting the experiences of women who are driving positive impact.

Absa is dedicated to women’s empowerment, having invested R600 million in employee development in 2023, achieving a 94% retention rate among top performers. The bank prioritizes inclusivity, with women making up 65% of new senior leadership hires and over 63% of its R193.5 million training budget directed toward women. This initiative has benefited 10,000 women through various training programs. Recognized by Forbes as a global leader in promoting gender equality, Absa ranks among the top 105 companies worldwide and first in Africa for fostering an inclusive workplace.

“Empowering women to have a voice is not just a priority; it’s the cornerstone of our strategy at Absa,” stated Candice Thurston, managing executive for brand and marketing.

Absa is driving a cultural change with its ‘In My Story’ initiative, which recognizes the crucial roles women play across various sectors. The bank has showcased its commitment to gender equality through impactful events that celebrate women’s aspirations, including personal branding masterclasses and She Thrives entrepreneurship seminars, held in partnership with the Frankfurt Business Management School. By investing R9.4 billion in procurement from women-owned businesses, Absa not only reinforces its support for entrepreneurship but also fosters increased female involvement in areas such as technology and coding.

Absa is dedicated to empowering women through partnerships like the She’s Next initiative and Girl Code. The She’s Next program, in collaboration with Visa, supports women-owned small businesses with R1m in grants, training, and mentorship. Meanwhile, Girl Code introduces young girls to technology and coding, addressing the low representation of women in tech in South Africa. Both initiatives aim to create an inclusive business environment and tackle challenges like the gender pay gap, ultimately fostering a more equitable workplace.

Thurston said, “Empowering Africa’s tomorrow, together, one story at a time, is the essence of Absa’s purpose. Hearing and investing in woman’s stories drives our strategy of diversity, equality, and inclusivity, allowing us to witness firsthand the positive impact of our involvement and investment in women.”