Daimler believes the diversity of its workforce offers great potential, which is why the issue was made a high-level priority in 2005. “Effective diversity management is a key task for our company – not because it’s politically correct but because it contributes to social cohesion and business success,” says Daimler CEO Dieter Zetsche. The Group therefore plans to become one of the most highly regarded companies in the world for diversity management by 2010. Daimler is already one of the first companies in Germany to have signed the “Diversity Charter,” a document resulting from a nationwide initiative that obligates signatories to adopt a culture of respect and appreciation of every individual in their organizations.

“Our future success strongly depends on the extent to which we can recruit and develop talented individuals,” says Günther Fleig, the Daimler Board of Management member responsible for Human Resources and Director of Labor Relations. “After all, in just a few years Europe will have a relatively old population.” For example, the average age in Germany will increase to 44 by 2015, when France’s population will have an average age of 40, Ireland 36, and India 30. An aging population will make it more difficult to find qualified personnel, and the problem is compounded by the fact that the German population is shrinking. “Germany cannot afford to deprive women of career opportunities after they take maternity leave, or to simply write off people over 50,” says Fleig.