gender intelligence
Good for Growth:
Women are the engine of the consumer economy. Brands that recognise and address the diverse and intersectional needs of their audience are more likely to succeed in today’s competitive market.
Companies that foster diversity of thought, and encourage proven-effective leadership qualities rather than myths and stereotypes, are more profitable, successful businesses. They also end up effectively addressing gender leadership gaps as a result too.
Good for Trust:
Demonstrating a commitment to gender equality and inclusion builds trust and loyalty among consumers. Don’t believe the ‘Go woke go broke’ narrative - the evidence is clear that that’s not true.
Good for Society:
There are many gender-related problems in today’s society. Responsible employers can drive business growth as well as being part of the solution.
Expertise
Lori’s extensive and unique research, coupled with her strategic rigour, provides us with a deep and broad understanding of the real issues around gender, beyond the myths and misinformation.
And years of experience working with some of the world’s greatest brands, leaders, creatives and media companies means we know how to apply that insight in a way that feels positive and attractive, not like a restriction or a telling-off.
Collaboration
Whether the project is strategic or creative, agency or brand, internally or externally focused, we respect the expertise that you and your teams bring. We harness our expertise alongside that, so together we create something of real value, that none of us could have got to alone.
Never ‘Us vs Them’
Ironically, too many people currently feel like they’re not really included in inclusion work. So we never vilify, judge or exacerbate divides. And we always work in a way that actively welcomes everyone, building on the things they already care about rather than trying to ‘change them’.
why this work is so urgent
Our workforces are more diverse now than ever, encompassing men and women, gay and straight, cis, trans and non-binary; and of course every gender also encompasses many different races, ethnicities, faiths, ages, abilities, socio-economic backgrounds and more. And that diversity is an incredibly valuable thing.
But many leaders are unaware that there’s a big ideology gap opening up, which is especially strong amongst Gen Z. While women are becoming increasingly progressive, the majority of men are feeling worried or even resentful that we’ve already gone too far. And this has a major impact on the way teams work together, and how leaders behave in all areas of their job.
Sources: Financial Times; Daniel Cox, Survey Centre on American Life; Gallup Poll Social Series; FT analysis of General Social Surveys of Korea, Germany & US, and the British Election Study. US data is respondent’s stated ideology. Other countries show support for liberal and conservative parties.
THE DATA
Research shows that more diverse teams are more creative, innovative, profitable, valuable and find recruitment and retention easier. But a lot of the DEI work that’s being done with the best intentions is not always working, and is even exacerbating this gender ideology gap and the barriers and backlash it brings.
