{"id":19434,"date":"2020-02-12T16:11:59","date_gmt":"2020-02-12T12:11:59","guid":{"rendered":"https:\/\/www.middleeastevents.com\/blog\/?p=19434"},"modified":"2020-02-12T16:11:59","modified_gmt":"2020-02-12T12:11:59","slug":"young-boy-inspires-global-brand-to-act-for-gender-equality","status":"publish","type":"post","link":"https:\/\/www.middleeastevents.com\/blog\/young-boy-inspires-global-brand-to-act-for-gender-equality\/","title":{"rendered":"Young Boy Inspires Global Brand To Act For Gender Equality"},"content":{"rendered":"

It\u2019s no secret that the youth of today are calling on companies to act for positive change across the world. Here in the Arab world, the latest young champion for change is Sultan Abdullah Mohammed Soumr, an eight-year-old boy from Ras Al Khaimah. Sultan stepped forward to address gender inequality when he noticed that a global brand which has embodied family values for almost 100 years \u2013 Betty Crocker \u2013 might need to look again at its Arabic instructions on the packaging.<\/p>\n

Sultan, who enjoys baking with his family, saw that the Arabic terminology in cooking instructions on a pack of Betty Crocker Mug Treats Triple Chocolate Cake that spoke only to the female population. As a young boy passionate about cooking, he voiced his feelings to this elder sister, who highlighted them in a tweet while tagging the brand\u2019s social media platform<\/a>. The tweet, which subsequently went viral read, \u201cBetty Crocker, why do your baking instructions only speak to women?\u201d<\/p>\n

Betty Crocker listened. The baking giant immediately began working to change the language on its packs, to make sure that all of its customers \u2013 male and female, young and old \u2013 would feel included. This was no small task. As one of the region\u2019s biggest brands, it meant rewriting and redesigning instructions for more than 40 products, and then reprinting a whopping more than 20 million packs to make sure that the language used was gender neutral and inclusive, because, as Sultan pointed out, the kitchen is for everyone.<\/p>\n

\u201cAt Betty Crocker, we believe in equality and inclusivity. We believe in \u2018Each for Equal\u2019 and we welcome ideas and recommendations from any source. \u00a0It was truly inspiring to hear Sultan\u2019s opinions, especially given his age – it proves that there are no barriers to creating change. \u00a0Across the region, our products have been part of bakers\u2019 lives for decades, and it\u2019s important that we constantly evolve to stay connected, and reflect the family values of every generation,\u201d said Ali Akhtar Shaikh Commercial Director MEA & Marketing Capabilities Director Asia Middle East Africa.<\/p>\n

Sultan, the young advocate for equality, is excited about the change he has been able to bring about and looks forward to making a positive effect in his community as he grows older. Sultan hopes his efforts pioneer gender equality inspire other like-minded youth to do the same. \u201cI love baking with my family especially with Betty Crocker ingredients since they are easy to use. It makes me happy to hear that more children like me can now enjoy making delicious food with their families too\u201d shared Sultan.<\/p>\n

Sultan\u2019s voice has now helped to inspire a whole new Betty Crocker campaign – \u201cThe Kitchen is for All\u201d. \u00a0\u00a0For almost 100 years Betty Crocker has been making life more delicious for families across the world. With this latest campaign, the brand encourages the whole family to get involved in the baking process, from everyday dinners and desserts, to special occasion feasts. \u201cThis not only ensures that every member of the family spends quality time together but also gives families a chance to create memories that last a lifetime,\u201d added Ali Shaikh.<\/p>\n

\"\" \"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s no secret that the youth of today are calling on companies to act for positive change across the world. Here in the Arab world, the latest young champion for change is Sultan Abdullah Mohammed Soumr, an eight-year-old boy from Ras Al Khaimah. Sultan stepped forward to address gender inequality when he noticed that a […]<\/p>\n","protected":false},"author":1,"featured_media":19435,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-19434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/posts\/19434","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/comments?post=19434"}],"version-history":[{"count":1,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/posts\/19434\/revisions"}],"predecessor-version":[{"id":19437,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/posts\/19434\/revisions\/19437"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/media\/19435"}],"wp:attachment":[{"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/media?parent=19434"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/categories?post=19434"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.middleeastevents.com\/blog\/wp-json\/wp\/v2\/tags?post=19434"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}