Women and technology - how Meredith, L’Oreal and Zappos are feminising their approach

This report discusses the growing feminisation of technology and why brand owners cannot afford to ignore the unique attitudes and behaviours of women, whether in marketing, product design or company management.

Women and technology - how Meredith, L’Oréal and Zappos are feminising their approach

Stephen WhitesideWarc

Men have long dominated the tech sector, from the start-ups of Silicon Valley to industry bellwethers like Apple, Microsoft and Google. But their female counterparts now have a more important role than ever, with Ginni Rometty leading IBM, Meg Whitman attempting to turn around HP and Marissa Mayer transforming Yahoo. Sheryl Sandberg, Facebook's chief operating officer, ignited a wider debate about this shift with her recent book, Lean In.

Several presentations at Internet Week New York provided further evidence of the growing feminisation of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands