Kelompok Sumber Daya Karyawan Nielsen's Women in Nielsen (WIN) baru-baru ini menyelenggarakan sarapan pagi Diverse Intelligence Series yang diadakan setiap dua tahun sekali, dengan tema "The Power of She: Di Mana Kita Berada, Bagaimana Kita Mencapainya, dan Apa yang Selanjutnya" di Yale Club di New York City.
Pagi hari dimulai dengan kata pengantar oleh Judi Allen, SVP of Client Solutions dan Co-Lead of WIN, Northeast. Di hadapan para klien media senior, Mariko Carpenter, Wakil Presiden Nielsen untuk Aliansi Komunitas Strategis, mempresentasikan "The Power of She: Mendapatkan Kepercayaan dan Kesetiaannya," dengan wawasan utama tentang kekuatan konsumen wanita, kebiasaan konsumsi media, apa yang diperlukan untuk membuatnya mempercayai sebuah merek, dan kondisi wanita saat ini di dunia kerja.
“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.
Presentasi Mariko dilanjutkan dengan diskusi panel yang menarik tentang kondisi perempuan di dunia kerja saat ini. Panelis yang hadir antara lain 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, menjadi moderator dalam panel tersebut. Mereka bertukar pandangan tentang keunikan perjalanan karier mereka sebagai perempuan, mendiskusikan bagaimana mereka memperoleh keterampilan yang diperlukan untuk memengaruhi arah organisasi, dan berbagi pemikiran tentang cara mengubah narasi tentang apa artinya menjadi bos perempuan.
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
