Sticking a feminist slogan on a white T-shirt and reaping the rewards just doesn’t cut it anymore. Women have wizened up to the marketing tactics of brands, rightfully expecting more than shallow words and false promises. Businesses would do well to stay on the right side of the female spending power which is estimated to be around $18 trillion globally.
To truly capture (and more importantly, keep) the attention of women across the world, companies need to dig a little deeper. Their policies and products must prioritise equality and sustainability; their CEOs and presidents must step outside of the boardroom and strive to educate and empower.
Some brands have learned the hard way how not to do things. One false move and the entirety of Twitter will be waiting on the office doorstep. But how can businesses grow with women in mind? An upcoming panel talk at the Decoded Future New York Summit will unravel the exact answers to that question.
The president of footwear brand Keds, Gillian Meek, will be discussing how a company with more than 100 years’ experience in the retail industry has managed to stay alive while championing up-and-coming female creatives and entrepreneurs. With an all-female leadership team, Keds’ tagline is Ladies First. It’s not a meaningless motto but a message of inclusivity, accessibility and collaboration.
THINX’s CEO Maria Molland will also be giving her thoughts. She inherited a brand that had been embroiled in controversy thanks to reports of poor company culture. Focusing on period-proof underwear, its product was already inherently woman-friendly. But that wasn’t enough to secure applause. In the past year, Molland has ensured no women is excluded, introducing underwear lines for all ages and circumstances. The company is also giving back to the younger generation, educating both boys and girls about reproductive health.
The conversation will be moderated by NYLON’s editor-in-chief Gabrielle Korn and will supply entrepreneurs and established business owners with the ins and outs of workplace female empowerment. It’s time to close the inequality gap once and for all.
This Decoded Future New York Summit session will take place on November 2. Tickets and more information can be found here.
Written by Lauren Sharkey
Image source: Adweek