14/12/2011
Women Don’t Want Pink Phones – nokia gets 31% are senior women
Harvard Business Review states that women represent the worlds biggest economic opportunity. Within five years womens income will have increased by 5 trillion dollars. Their triggers for spending and the lens applied to them is however different and whilst this is not ‘knew news’ it is the smartest of companies that are investing in making sure their products fit the women…and it aint about pink phones!
Nokia policy and commitment to diversity and ensuring that the workforce at Nokia understand they worldwide customer base and to that end Nokia have achieved where others haven’t in securing 31% of women into their senior positions.
Whereas men are motivated by gizmos and the tech spread women want to know how it aids ‘their life’. Research tells us that women are twice as likely to have never downloaded an app on their phone ever. Nokia has countered that by developing apps that challenge and appeal to women. Companies that harness the marketing differentiators for men and women and are able to back this up with a workplace that understands that people everywhere are different whether they work for the company or use the products will be in the best stead in this constricting market with economic uncertainty the talk of the day.