The enterprising woman, key in the fight against rural depopulation

In a context such as the current one, with figures of female unemployment in our country around 16% and of youth unemployment higher than 30%, entrepreneurship can be presented as an opportunity for many people who are considering developing a business idea to develop professionally. That regardless demographic factors such as depopulation that afflicts many regions and that also generates difficulties when it comes to finding a job.

But not only that, female entrepreneurship is an increasingly recognized phenomenon, which helps to make visible the contribution of women to economic and social development. In addition, it allows women adopt new roles in society and the business world that were reserved for men until recent times.

A recent study prepared by the international observatory Global Entrepreneurship Monitor (GEM) in collaboration with ENISA and Coca-Cola, points out that 17% of Spanish women of working age, between 18 and 64 years old, are currently immersed in some of the stages of entrepreneurship processes, a percentage that increases to 22.2% in rural areas. These data show that, for a good number of women, the entrepreneurship is a valid way to develop a professional project.

17% of Spanish women between 18 and 64 years old are immersed in entrepreneurial processes

If we analyze this study more in depth, we observe some other significant data. They are mostly women over 35 those who have chosen to start an entrepreneurial project. However, a higher percentage of women of lower ages to that the ones that show greater predisposition to start an entrepreneurial project in the near future. Another relevant piece of information, according to this study, to start and develop an entrepreneurship initiative, women need to make an initial investment of 67.279 euros on average, of which 66% comes from their personal savings.

In addition to financial support, eight out of ten women consider it necessary to have knowledge and skills to help them start an entrepreneurial project. However, 59% of women see in the fear of possible failure of your project the main obstacle when developing a business.

Although the motivations by which women decide to lead entrepreneurial initiatives are varied, to earn a living due to the lack of work, to continue with a family tradition, to create wealth or very high income, and make a difference in the world, would be the main ones.

A very revealing fact that this report reveals is that about 80% of entrepreneurship projects started by women carry out their activity in the service sector and, of these, 48% are aimed at the final consumer.

Coca-Cola and its commitment to society

In this context, Coca-Cola places sustainability and commitment to society at the core of your business.

As part of its purpose of “refreshing the world, making a difference in the lives of people and the planet”, it operates to promote inclusion and socio-economic development, something that it does both with its employees and in the environment of its communities, with a special focus on training and education of young people and women.

Coca-Cola operates to promote inclusion and socioeconomic development in society

Thus, it has been developing different initiatives that promote female entrepreneurship, providing tools, knowledge and skills that help make its projects a reality.

Along these lines, ten years ago it presented its global commitment ‘5by20’ for which it was set the goal of empowering five million women by 2020 around the world.

After this time the commitment is has widely exceeded by economically empowering six million women on the five continents, 1.1 million of them in Europe.

As part of this commitment, in Spain the GIRA Women project, which encourages and supports women in developing the skills and confidence they need to undertake, something that contributes to the ‘construction’ of a sustainable future.

GIRA Mujeres contributes to the Sustainable Development Goals of the United Nations 2030 Agenda; especially, to SDG 8 -economic growth- and al 10, reduction of inequalities. GIRA Mujeres also works for the SDG 5 -gender equality- and the 17, generation of alliances for sustainable development.

GIRA Mujeres and the promotion of female entrepreneurship

GIRA Mujeres is a project whose objective is to provide participants with a way to improve their skills, knowledge and preparation for entrepreneurship in the sectors of food and beverages, leisure and / or tourism.

Through his various performances, GIRA Mujeres provides information and training to female entrepreneurs, helping to reduce gender gaps that exist in our society (entrepreneurship, digital environment, trust and security).

The program offers training to participants, with a special focus on those women who live in the regions most affected by the phenomenon of depopulation. In this way, it helps them to start their business ideas, promoting the roots in the territory and the commitment to local economic activity, of great importance to curb the depopulation of the so-called ’emptied Spain’.

GIRA Mujeres reinforces roots in the territory and promotes local economic activity

A few weeks ago, the Minister of Justice, Pilar Llop, the president of Coca-Cola Europacific Partners, Sol Daurella, and the CEO of Coca-Cola Iberia, Juan Ignacio de Elizalde, were in charge of closing the fifth edition of GIRA Mujeres, which has focused this year on female entrepreneurship projects that generate economic and social impact in the environment of the participating women.

In this last year they have participated in the program 786 women of 269 Spanish towns and 146 cities, in addition to 157 women in Portugal (BORA Mulheres). After five editions of GIRA Mujeres, they have already participated in the program 18,690 women from 465 towns and 155 cities in the Iberian Peninsula.

For all this, Coca-Cola relies on a series of collaborating entities, committed to the objectives of the GIRA Mujeres program: Women Foundation, Active Woman Forum, AlmaNatura e Impact Hub.

Examples of projects in GIRA Mujeres

Throughout the five editions of GIRA Mujeres, there have been many entrepreneurship projects that the women participating in GIRA Mujeres have launched with notable success. It is the case of Mercenatura The AguaViento Water Windfoodtruck, winning projects of the first edition of GIRA Mujeres (2016-2017).

Mercenatura, created by the toledana Mercedes Rodriguez, manufactures natural, sustainable and recycled thermal bags, through a completely handmade process. The thermal bags are filled with crushed olive pits from oil mills. This project, which has been presented at international fairs, continues with its expansion process. In fact, is preparing the opening of its own store in the Community of Madrid.

AguaViento Water Windfoodtruck It is a project led by the Andalusian Berta Perez Consisting of a sustainable eco-vegan food truck-restaurant that respects the environment. It uses compostable packaging and offers delicious and amazing food without animal products.

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