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

Stephen Whiteside

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 technology, and demonstrated why brand owners cannot afford to ignore the unique attitudes and behaviours of women, whether in their marketing, product design or the organisation of in-house management functions.

Meredith and the digital agenda