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

What It Takes To Help Build Brand Trust Online In 2021
By Suzanne Mitchell, Senior Director of Marketing at GoDaddy Australia As 2021 dawns in Australia, it does so with greater stability and hope for businesses and individuals than since the pandemic intensified locally last March. The Covid-induced digital transformation boom has created, in its wake, a hyper-individualised world whereby audiences have more control over what, […]

Mumpower Launches Inaugural ‘Vote On Purpose’ Australian Business Awards 2021
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]

BREAKING: Justin Drape Departs The Monkeys
B&T delivers a breaking news industry scoop. And, trust us, this time we're 79.98% certain it's even correct.

Outbrain Signs Three-Year Deal With Australian Community Media
Outbrain signs deal with Australian Community Media. Discover the brains behind the deal in this insightful synopsis.

Stan Sport Subscription Price Revealed
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]

Guardian UK Honours Kamala Harris Inauguration With Full-Page Ad, Via Uncommon
Once again the power of print is on show here. It's also on show for those who enjoy craft using papier-mâché.

Sitecore Secures US$1.2B In Funding
Sitecore has secured $US1.2 billion in funding. Said to be prioritising internal chocolate river and flying elevator.

Mintel Announces Global Consumer Trends For 2021
It's the latest global consumer trends report that, as you'd expect, continues to be bad news for airport duty frees.

2021 Data Predictions: What To Expect In The Year Ahead
Once again, data set to join omnichannel and full-service as the advertising industry's most ubiquitous words.

Sarah Wilson Launches New PodcastOne Australia Series
You have to hand it to Sarah Wilson, doesn't eat sugar AND has so far refrained from murdering anyone.

David Beckham Leads Star-Studded Adidas Football Promo, Using WhatsApp
David Beckham - women want him, men want to be him. Despite his wife constantly taking all the wardrobe space.

Morse Micro Appoints Milk & Honey PR To Enhance Brand Identity
Have absolutely no idea what Morse Micro even do? Discover the power of PR by reading this submitted press release.

Metro Commercial Radio Ad Revenues Down 10.4% In December Quarter
Kyle forced to eat beans from a tin in fingerless mittens as the great plague continues to savage ad revenues.

Endemol Shine Announces Leadership Shakeup
Endemol Shine announces management shakeup. Still no news on the enduring appeal of the actual edamame, however.

Stan Inks Exclusive Content Deal With Walter Presents
Stan inks latest content deal that unfortunately doesn't include Best Of Red Faces or Ask The Leyland Brothers.

Bohemia Appoints Chloe Schneider As Head Of Content
Chloe Schneider joins the Bohemia team and provides DIY press pic thanks to local passport photo booth.

News Media Bargaining Code Remains “Unworkable” For Facebook
Sure, you may not be reading any of B&T's News Media Bargaining Code coverage, but you have to admire our persistence.

Oz Premiers, PM Share Lamb Chops In Berlin Wall Art Parody, Via The Monkeys
Look, it's the second instalment of the lamb ad. And it's even better than the first, like Radiohead's second album.

UnLtd Board Welcomes Verizon Media MD Paul Sigaloff
Verizon's Paul Sigaloff joins the UnLtd board. Forced to sit on milk crates until arrival of leatherette swivel chair.

Sorrell Grabs Another One As MediaMonks Merges With German Auto Agency Staud Studios
Sir Martin invests in new set of lederhosen and felt alpine hat after snaring latest German agency.

Shutterstock Reveals Visual Trends 2021
Global creative platform Shutterstock has launched the 10th anniversary edition of its annual Creative Trends Report, highlighting the trends that will inspire creative expression and ingenuity in 2021. Announcing the report, Shutterstock creative director Flo Lau said that, after the year that was, the company was encouraged by the “positivity, originality, and resilience displayed by […]

Ogilvy Australia CEO David Fox To Head Middle East & North Africa Office
David Fox hurriedly learning where Tunis and Marrakesh even are after landing North Africa-Middle East role.

Vic Gov Chooses QMS For Its Holidaymaker Fire Warnings
It wouldn't be a B&T newsletter without the latest outdoor news. Well, save for the past four that is.

Jobs On The Rise: 2021’s Looking Good For Marketers, Digi Pros, Podcasters & Bloggers
It's the latest hot jobs report! Get set for that unsettling, stomach churning nausea feeling if yours ain't on it.

Have We Entered Peak Podcasting? 2021 Predictions
This columnist asks have we reached peak podcasting? We've definitely reached peak cavoodles, Aperol Spritz & man buns.

Lenovo Turns Aussie Tech Review Into A Death Metal Song
By playing this death metal song backwards you may conjure Satan himself, or really annoy the shit out of colleagues.

Are Media’s BEAUTY/Crew Unveils Seasonal Digital Issues
Look, here's the latest industry beauty news that'll have your sagging epidermis glowing by the end of the third paragraph.

Bastion Collective Launches New Interactive Experience Agency Bastion Interactive
Bastion Collective launches new arm, Bastion Interactive, which is a specialist interactive experience agency headed up by ex DDB Tribal Managing Director.

Major US Networks ‘Boycott’ Trump Farewell Address
Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]

Facebook Journalism Program Helps News Publishers Find New Subscribers
New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]