Die Women in Nielsen (WIN) Employee Resource Group von Nielsen veranstaltete kürzlich ihr halbjährliches Frühstück der Diverse Intelligence Series mit dem Thema "The Power of She: Where We Are, How We Got There and What's Next" im Yale Club in New York City.
Der Vormittag begann mit einleitenden Bemerkungen von Judi Allen, SVP of Client Solutions und Co-Lead of WIN, Northeast. Mariko Carpenter, VP, Strategic Community Alliances bei Nielsen, präsentierte den Zuhörern, die sich aus führenden Medienkunden zusammensetzten, "The Power of She: Verdienen Sie sich ihr Vertrauen und ihre Loyalität", mit wichtigen Erkenntnissen über die Macht der weiblichen Verbraucher, ihre Medienkonsumgewohnheiten, was nötig ist, um ihr Vertrauen in eine Marke zu gewinnen, und den aktuellen Stand der Frauen in der Arbeitswelt.
“Only 10% of Fortune 500 board members and just 4.8% of Fortune 500 CEOs are women,*” said Mariko. “We know that they are educated and spend their time investing in their future just as much as the men, and yet when we see the statistics, women represent a much lower percentage. It really makes you realize why we need to fight for equal representation in the workplace, which is why events like the one today are so important.”
Mariko affirmed that understanding women is mission critical, as women vote with their wallets and are loyal to companies that support causes that are important to them and that authenticity is a must when it comes to earning trust. In fact, according to Nielsen Scarborough data, 85% of women say that if they like a brand, they will stick with it. They also support brands that align with their values, are environmentally conscious and have family at the cornerstone, which influences their behavior and how they buy. Women often make purchase decisions with others in mind.
Mariko also spoke about the power of the female consumer when it comes to her connection to digital media in daily life. According to Nielsen’s first-quarter 2018 Total Audience report, women represent a digitally connected group and spend more time on their smartphones versus men. Additionally, multicultural women outpace Non-Hispanic White women in smartphone activities and they use the internet or apps to stay connected in the midst of their busy and varied schedules.
Auf Marikos Präsentation folgte eine lebhafte panel über den aktuellen Stand der Frauen in der Arbeitswelt. Zu den Diskussionsteilnehmern gehörten Kavita Vazirani, EVP, Insights and Measurement, NBC Universal, Nicolle Pangis, CEO, NCC Media, Jennifer Hohman, Global CMO, FCB Global. Deirdre Thomas, SVP, Client Solutions, Nielsen, moderierte das panel. Sie tauschten sich über die Einzigartigkeit ihrer Karrierewege als Frauen aus, diskutierten darüber, wie sie die notwendigen Fähigkeiten erworben haben, um die Richtung eines Unternehmens zu beeinflussen, und tauschten sich darüber aus, wie man das Bild davon, was es bedeutet, ein weiblicher Chef zu sein, verändern kann.
The panel discussion was followed by audience Q&A, which created a positive dialogue that was grounded in real experiences and inspired by optimism and perseverance.
*Pew Research Center, Social and Demographic Trends, Women and Leadership 2018
