Why taking a gender lens to business works

A new report from the 30% Club showcases how businesses have increased customers, revenues and evolved relationships with suppliers as a result of focusing on gender considerations.

The “Are you Missing Millions? The commercial imperative for putting a gender lens on your business” report was created by the 30% Club’s Strategy Best Practices Working Group and aims to inspire and support businesses to seek commercial benefit by taking a more systematic and enterprise-wide approach to gender, far beyond the traditional focus within HR.

Case studies include how Vodafone has identified 200 million women in emerging markets without access to a mobile, 50 million of whom it aims to connect by 2025.

Through re-designing its products and services specifically for women, the report says Vodafone has connected 20 million women. It adds that Unilever found that recognising under-represented audiences and focusing on diverse, inclusive and unstereotypical character portrayals created 37% more brand impact and 28% higher purchase intent for its brands, as well as improving the relevance, credibility and enjoyability of its adverts for millions of consumers globally.

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Brenda Trenowden CBE, global co-Chair of the 30% Club and its Strategy Best Practices Working Group, and Partner at PWC, said:

“To keep driving progress, it is time for the 30% Club to extend its influence beyond representation and pay, and work with businesses to help them address the commercial benefits of gender diversity. Since its inception the 30% Club has called for more diverse thinking in business because it makes good business sense. Our report shares the commercial imperative for putting a gender lens on all business activities and includes thought-provoking examples of the kinds of opportunities companies may have. Those who are slow to adopt this approach in the current climate of purpose-led organisations risk being left behind.”

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