Women’s empowerment gets a corporate boost

MARKETPLACE | Ashley Milne-Tyte

Jodi Detjen, a management professor at Suffolk University in Boston, says marketers are pushing messages about female strength and ability to capitalize on a national movement.

“You’ve got all these organizations trying to figure out how to get more women leaders,” she says. “You’ve got all this pressure on Silicon Valley to get more women involved.”

Not to mention the push to get more young women to take up science and technology careers.

Detjen says if advertisers want to get on board too, that’s fine with her.Screen Shot 2014-07-24 at 9.16.12 AM

“Because of the complexity of the problem, I think we need these different approaches, so it’s just like this perfect storm.”

Rachel Simmons says it’s not ideal. She’d rather girls learn this stuff from their parents, not a YouTube video.

“I want to have every girl have her teacher to tell her to stop apologizing, not a shampoo commercial. But if we don’t live in that world I don’t want to throw out the commercial just on principle,” Simmons says.

That shampoo commercial she’s talking about shows a woman in a business meeting speaking hesitantly, with this line:

“Sorry, can I ask a stupid question?” Continue Reading…

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