Il gruppo di risorse per i dipendenti di Nielsen (Women in Nielsen, WIN) ha recentemente ospitato la colazione biennale Diverse Intelligence Series, dal titolo "The Power of She: Where We Are, How We Got There and What's Next" presso lo Yale Club di New York City.
La mattinata è iniziata con le osservazioni introduttive di Judi Allen, SVP of Client Solutions e Co-Lead of WIN, Northeast. Davanti a un pubblico di clienti senior del settore media, Mariko Carpenter, VP di Nielsen, Strategic Community Alliances, ha presentato "The Power of She: Earning Her Trust and Loyalty", con approfondimenti chiave sul potere delle consumatrici, sulle loro abitudini di consumo dei media, su ciò che serve per convincerle a fidarsi di un marchio e sulla situazione attuale delle donne nella forza lavoro.
“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.
La presentazione di Mariko è stata seguita da una vivace tavola rotonda sullo stato attuale delle donne nella forza lavoro. Tra i partecipanti, 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, ha moderato la tavola rotonda. Le partecipanti si sono scambiate opinioni sull'unicità dei loro percorsi di carriera come donne, hanno discusso su come hanno acquisito le competenze necessarie per influenzare la direzione dell'organizzazione e hanno condiviso pensieri su come cambiare la narrativa su cosa significhi essere un capo donna.
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
