In a week that has been dominated by the role and influence of women in political and civic life in the US it is important that we recognise the step change that is occurring in business and society in this decade.
And it looks like the USA is leading the way.
Whilst we debate in Europe over the introductions of quota’s to level the business playing field, our sisters in the US have “gone and done it” and literally voted with their feet to take control of their destiny and levers of power to make it happen.
This election in the US has seen 20 women enter the Senate, the largest number ever. The majority of votes cast were by women at 53% and already the pundits are looking to 2016 and the possibility of the first woman becoming the President of the USA.
And why has this happened? What has created this focus and game changing action for change?
I believe its social media and technology.
Twitter, LinkedIn, Facebook and other channels have all made it easier for women to network and connect through technology, to link with like minded women not just in the US but across the globe, to find others with common values, goals and ambitions. Networking is no longer restricted to physical locations either workplace or social, now women can connect and link with each other in a way and a time of their choosing that was not possible in the past.
Over 20 years ago I completed a Doctorate that looked at the impact of technology on the working lives of women in the retail environment. Whilst the introductions of scanners and barcodes seems almost pedestrian now, then it promised to empower, up skill and revolutionise the retail working environment. Whilst the technology did deliver massive business and economic benefits to an entire retail supply chain and consumers, it didn’t empower people and the large female workforce as predicted. In fact, it could be argued that it down skilled, automated and reduced social interaction across a business sector.
Social media also has this power and this time round it seems to be happening. We have technology coming together at a time of a drive for economic change and it is a powerful combination. I believe we are witnessing a “social revolution” that will change roles and perceptions of women in the workplace and society for generations.
I for one am glad that at last we are seeing real and lasting change taking place.
Professor Lesley Sawers 