O Women in Nielsen (WIN) Employee Resource Group da Nielsen organizou recentemente seu café da manhã bianual da Diverse Intelligence Series, com o tema "The Power of She: Onde estamos, como chegamos lá e o que está por vir", no Yale Club, em Nova York.
A manhã começou com os comentários introdutórios de Judi Allen, vice-presidente sênior de soluções para clientes e co-líder da WIN, Nordeste. Para um público de clientes sênior de mídia, Mariko Carpenter, vice-presidente de alianças estratégicas da comunidade da Nielsen, apresentou "The Power of She: Earning Her Trust and Loyalty", com insights importantes sobre o poder da consumidora feminina, seus hábitos de consumo de mídia, o que é necessário para que ela confie em uma marca e a situação atual das mulheres na força de trabalho.
“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.
A apresentação de Mariko foi seguida por um animado painel de discussão sobre a situação atual das mulheres na força de trabalho. Entre os participantes do painel estavam Kavita Vazirani, EVP, Insights and Measurement, NBC Universal, Nicolle Pangis, CEO, NCC Media, Jennifer Hohman, Global CMO, FCB Global. Deirdre Thomas, vice-presidente sênior de soluções para clientes da Nielsen, moderou o painel. Elas trocaram opiniões sobre a singularidade de suas trajetórias profissionais como mulheres, discutiram como adquiriram as habilidades necessárias para influenciar a direção organizacional e compartilharam ideias sobre como mudar a narrativa em torno do que significa ser uma chefe mulher.
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
