Bec Brideson: To Profit From A New World Order You Can’t Do It From An Old World Scope
In this guest post, consultant and gender advocate, Bec Brideson (main photo), says that business’ “new world order” means gender diversity which also translates to enormous opportunity for those prepared to take-up the challenge…
The world is in a state of acceleration, transformation and high-tension all at once. A loss of trust in government has fallen upon business to claim while emerging economies are thriving. The old balance of power is shifting its weight. And with that comes a deepening need for business to echo the ‘new world order’. In an increasingly globalised society demanding better and better, and more and more – new business approaches have emerged to meet this need such as the Agile Method and Design Principles.
The problem with these dazzling new methodologies is that they are only as good as the culture that upholds them. While the likes of Uber, Facebook and Google are at the forefront of NWO technology and innovation; they have suffered increasingly from a lack of internal culture buy-in and female talent retention.
Recently BI reported that US Deloitte’s arm diverted from their usual D&I strategy in order to address the lack of a cultural shift. Rather than continuing segregating ‘outsiders’ into support groups, their strategy has been to mandate ‘insiders’ involvement, from top to bottom, in outsider conversations. Deloitte has chosen to create councils of inclusion instead of districts of diversity.
This is new world order thinking that drives assured future success. Business cultures that mirror and move in tandem with the global zeitgeist will profit from uncovering insights and leveraging unexplored opportunities.
Gender is a water-cooler favourite presently – from sexuality to politics to culture to business. Yet gender remains a topic misunderstood, a fortuity untapped, and lacking in a surefire method for approach – until now.
It’s no one’s fault. Old world business thinking has dominated our new world rendering of gender. Centuries ago, men built the business environment because they worked outside the home, where traditionally women stayed in the home and cared for the family. Logic follows that business has been built upon both the hefty back and framed perspective of ‘male’. The intrinsic lens still remains: from business structures and operations, to the way our hierarchies manifest and the flow on effect in its delivery to external audiences.
When anti-discrimination laws came into being it was to ensure genders were treated as ‘equals’. What this well-meaning industrial law has done however is to blur another kind of focus in its reductive approach that does away with all kinds of ‘difference’. The irony of such equality is that in an effort to improve our understanding and provide better service and delivery to our customers; this homogenization of what is ‘male’ and ‘female’ has stifled innovation and competitive edge.
Gender differences therefore should be seen (not stereotyped or biased); and treated as a nuanced opportunity to improve business outcomes and expand business culture. For example, does the gender of your internal culture mirror your external audience? Modern woman is now out of the home, working ‘two shifts’ – in the workplace and yet still responsible for the majority of the domestic roles and discretionary purchases. As a result, she’s grown her economic might and financial influence. E&Y predict that women will be responsible for 75% of household discretionary spend by 2028.
Course-correction is needed; however not one that disparages or destroys the legacy of business built on the backs of men. Instead one that includes her needs, her contributions and innovations that she is now bringing to bear – her female lens.
Female-lensed vision is not to be confused with hiring more female staff nor the overthrow of the patriarchy. The distinction of a female-lens builds upon the maxim that we can create better connection and empathy when we ‘walk in her/his/their shoes’. Either sex can learn to see through and utilize the lens of either gender, and should.
True gender intelligence is the ability to acknowledge, hear, and adapt gender differences and utilize them as a powerful business advantage when embedded in a company’s culture. New world business demands business that reflects new economic and social realities such as that of the rise of the new female economy.
New world thinkers are smart, not discriminating, and will be keen to look through both different lenses to view the entire depth of frame. Women not only represent a massive cultural and economic shift, but one we can use to leverage new opportunities for growth that are beyond exponential.
Bec Brideson is helping businesses and brands drive exponential growth with a market opportunity estimated to be worth $28T. Through her work in gender-intelligence and innovation in ‘womenomics’ her first book BLIND SPOTS: How to uncover and attract the fastest emerging economy has just been published through Wiley. Her new lens on business has seen her speak both locally and globally on the subject. To find out more about Bec and how she can help you turn a pressing issue into a profitable outcome, visit her at becbrideson.com
Please login with linkedin to comment
bec bridesonLatest News
“The Bulls**t-ometer Will Be On Full Alert”: B&T Awards Live Judge William Leach Shares His Tips For Finalists
B&T Awards judge William Leach is on the lookout for "bullshit". Hopefully he doesn't read our daily newsletter then.
Spikes Asia Appoints Jenny Lau As Events Director
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Expands Executive Leadership Team
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Glow Survey Finds: Consumers Want FMCG Sector To Tackle Plastic Waste & Packaging
B&T encourages FMCGs to tackle plastic waste, except when it comes to tarpaulins, cling wrap or novelty fake dog poo.
IntelligenceBank Ranks No.1 In G2 Digital Asset Management Relationship Index
IntelligenceBank nabs prestigious industry award that sadly comes with neither sash, tiara or swimsuit competition.
New National Association For The Visual Artists Campaign Gives Visual Artists A Shot At Recovery
Today, the National Association for the Visual Artists (NAVA) launched a new campaign, Sit For An Artist, urging everyone who is e
Revolution360 Wins Sydney Trains Contract For Bespoke Assets
Street Poster and OOH provider Revolution360 has been awarded a 7+ year contract with Sydney Trains for its bespoke road-facing advertising assets.
“Leading By Example Is One Of The Most Powerful Things Brands Can Do!” Gumtree’s Erin Holt On How Sustainability Drives Customers
It's top branding tips from Gumtree’s Erin Holt. Who can also get you a top deal on a slightly worn leather recliner.
Why Microsoft Searches For Insurance Have Lifted During COVID (And How This Affects Advertisers)
Study finds searches for insurance are on the up. And here's B&T thinking it would've been Lil Nas X or Emmy frocks.
LinkedIn Names Thinkerbell One Of The Top Aussie Start-Ups In New Study
Gnomes R Us and Haggis-In-A-Cup conspicuous by their absence in LinkedIn's list of hot new start-ups.
72andSunny Strengthens Team With Four New Hires Across Strategy And Creative
72andSunny ups the team with four new hires. Could've even been five if that unsuccessful pitch had gone the other way.
Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Fake Funeral Home’s “Don’t Get Vaccinated” Ad Turns Out To Be Best Pro-Vax Ad Ever!
If only AstraZeneca & Pfizer scientists could manage to distil their products into an M&M-like sugar-coated confection.
ABC News Breakfast Experiences Literal On-Air Wobble As Earthquake Hits Victoria
"Did the earth move for you?" gags doing the rounds after today's earthquake. Unless you actually did get laid, that is.
The Inspired Unemployed Launch Their Own Podcast Via Spotify
Are The Inspired Unemployed making money from their new podcast? If so, is it being declared to Centrelink, B&T poses?
Diversity Is Good For The Bottom Line, So Why Isn’t Anyone Listening?
No one's a greater advocate for inclusion than B&T. Hell, we even have Adelaidians on staff as proof we'll take anyone!
Tuesday TV Wrap: Masked Singer Reveal Falls From Monday As Pavlova Is Uncovered
Know who'd make terrific contestants on The Masked Singer? Henry the Octopus or Mr Blobby.
Ray White Goes In-House For New “Proudly” Campaign Just In Time For Spring Selling Season
If anything, at least real estate house inspections provide an opportunity to laugh at your neighbour's appalling decor.
Channel Seven Reporter Attacked With “Urine” While Reporting!
When they're charging you a $350 call-out fee to arrive a week late, it beggars why these tradies are so angry.
Beer Brand Roasts The High Cost Of Advertising, Instead Pays Drinkers To Plaster Their Home With Its Ads
When it comes to nuclear submarines, Mars Rovers and warped celebrities, America has no peers. Less so with beer.
JCDecaux Unveils Mass Digitisation Plans After Snaring Sydney Trains Advertising Contract
JCDecaux wins Sydney Trains contract. Rather than ads, B&T would prefer to see repeats of I Dream Of Jeannie or ALF.
The Lab Expands Executive Team With Three Promotions
The Lab expands executive team who can now look forward to spending more time in totally pointless executive meetings.
Like It Or Not, TikTok Has Become A Crime Solving App
In the absence of Batman and Robin, it appears Commissioner Gordon can now rely on TikTok to fight the baddies.
InMoment Appoints Eric Weight As Vice President Of Solutions Consulting For APAC
A handy batter, Eric Weight is the perfect addition for InMoment as the office cricket team prepares for a tough summer.
Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
Wunderman Thompson Releases Adland’s Roadmap For The Metaverse
Much like how one can always manage to lose individual socks, the metaverse remains one of the great modern mysteries.
SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
