Women, Technology and The Future of Work
Jennifer Corriero February 14, 2008
Think of a young woman you know (between 13-30) who has demonstrated leadership and made a contribution to society.
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How do we create environments to attract, retain and develop women in the ICT sector?
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Being a co producer of Being a co‐producer of content & media
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The Ten Themes of N‐Gen Culture
1. Strong Independence g p 2. Emotional and Intellectual Openness 3. Inclusion 4. Free Expression and Strong Views 5. Innovation 6. Preoccupation with Maturity 7. Investigations 8. Immediacy 9. Sensitivity to Corporate Interest 10. Authentication and Trust
Gender Gap
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Wired Woman Young Woman of the Year 2000
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Presentation to Microsoft's Information Worker Business group vice president Jeff Raikes
• 1 million hits/day • 160,000 members • 200 countries • 5 million reached • 10,000+ organizations • Avg. 30min per visit • Site in 12 languages • Budget of 1.4 Million • Staff of 30 • Hundreds of volunteers
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"TakingITGlobal is one of the TakingITGlobal world's best examples of how N-Geners are using digital technologies to transform the world around them."
Impact on Decision-Making
• World Summit on the o at o Society Information Soc ety • World Summit on Sustainable Development • World Programme of Action for Youth +10 • World Bank • World Urban Forum • International AIDS Conference
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Canadian Coalition of Women in Engineering, Science, Trades and Technology http://www.ccwestt.org/stats.asp
Only 27.4% of the IT workforce (public and private sector) in Canada is female, and the only categories of IT that women dominate are technical writing and graphic design/illustration.
Ticcoll, D. 2005. Canada’s Information Technology Labour Market 2005: Issues and Options. Report of the Software Human Resource Council Expert Panel. Ottawa: SHRC.
No Kidding: Inside the World of Teenage Girls
According to Interviews Myrna Kotash did writing the book, she found math/science avoidance stemmed from the facts that:
• • • • • • • •
girls have fewer role models boys don't like girls who beat them at "their' subjects girls don't see what value the sciences have for them sciences and math are seen as "cold" and "theoretical" girls prefer people-oriented subjects girls can't imagine themselves being able to do something difficult math and science are unimportant in terms of h th d i i t ti t f how girls see themselves (This is reinforced by the media and even by school textbooks.) math and science-oriented toys, games, and play tend to be designed with boys rather than girls in mind. (Computer and Nintendo games bear out this idea.)
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The Transition: Cinderella to Cyberella
Cinderella Works in the basement of the knowledge society h k l d i Has little opportunity to reap the benefits Waits for “her prince” to decide on what she will receive in benefits Cyberella Fluent in the uses of technology Comfortable using and designing technology, software, and equipment Devises innovative uses for technologies Active knowledge creator and disseminator Designs information and knowledge systems to improve all aspects of life
About the Net Generation and Attributes of Technology Use
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INFLUENTIAL
A Demographic Force Globally
Note: Data reflect projections for 2000. Source: United Nations Population Division, 1998
• Half of the world's population is under 25. • 1 person in 5 (20%) is between 10-17 (1.2 billion)
• In the developing world, where 80% of young people can be found, youth make up to 70% of a nation's population.
(UNFPA 2004)
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Generational Groups - USA
TV Generation
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PC Generation
p
Net Generation
Population by Birth Rate in Millions b
4.5 4 3.5 3 2.5 2
TV Generation
1.5 1 0.5 0
PC Generation Born 1960–1977 64.5 Million
Net Generation Born 1978–1999 79.8 Million
Born 1940–1959 71.5 Million
Ye ar Ye 1 9 4 ar 0 Ye 1 9 4 ar 2 Ye 1 9 4 ar 4 Ye 1 9 4 ar 6 Ye 1 9 4 ar 8 Ye 1 9 5 ar 0 Ye 1 9 5 ar 2 Ye 1 9 5 ar 4 Ye 1 9 5 ar 6 Ye 1 9 5 ar 8 Ye 1 9 6 ar 0 Ye 1 9 6 ar 2 Ye 1 9 6 ar 4 Ye 1 9 6 ar 6 Ye 1 9 6 ar 8 Ye 1 9 7 ar 0 Ye 1 9 7 ar 2 Ye 1 9 7 ar 4 Ye 1 9 7 ar 6 Ye 1 9 7 ar 8 Ye 1 9 8 ar 0 Ye 1 9 8 ar 2 Ye 1 9 8 ar 4 Ye 1 9 8 ar 6 Ye 1 9 8 ar 8 Ye 1 9 9 ar 0 Ye 1 9 9 ar 2 Ye 1 9 9 ar 4 Ye 1 9 9 ar 6 19 98
who are both in a position to change the world, world and are actually doing so. … For the first time
in history, children are more comfortable, knowledgeable and literate than their parents about an innovation central to society. … The Internet has triggered the first industrial gg revolution in history to be led by the young.”
The Economist
“Why focus on these late teens and twentysomethings? Because they are the first young
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CONNECTED
20% of today’s U S college students today s U.S. began using computers between the ages of 5 and 8.
(Pew)
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Internet Usage by Age
Teens spend an average of 6½ hours a day online, according to a survey by the Kaiser Family Foundation.
% of Americans online by age, Pew 2005
Young People are more enthused by technology
Attitude towards technology
It must be mastered I find it exciting and I use it as much as I can
39
44 40
43
36 22
13-19
Source: Roper Survey, 2002
20-29
30+
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Wide Variety of Technologies Used
% Who Do 2+ of the Following EVERY DAY:
Talk on cell phone, text message, go online, email, IM, use search engine:
France UK Spain Australia Germany USA Poland Taiw an China Russia Mexico Brazil India 0
85% 85 83 82 77 75 75 71 62 55 50 23 5
20 40 60 80 100
BBDO Gen World Study 2006
The internet has helped youth make decisions about…
40 35 30
ge
in g
25 20 15 10 5 0
C o lle
he r
T r a in
d e c. n c ia l F in a
H obb
C ar
Illn e
Jo b
Illn e
Pew
P la c
e to liv e
s s /o t
s s /m
y
e
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Social Networks are Central
Beyond Posse, Clique & Pack: The Ri Th Rise of the Social Network f th S i l N t k Posse/Clique School or neighborhood About who’s excluded Conformist Rules Social Network Virtual About who’s included Linked individuals Flexible & porous
BBDO Gen World Study 2006
The majority of telecommunicators are now female; girls use the internet more for education and communication than boys, while boys use it more for entertainment (Fallows, 2005; Kaiser Family Foundation, 2005; U.S. Dept. of Foundation U S Dept Commerce, 2004) Nevertheless, many girls do not like the computer culture, and do not see technology as part of their career future (AAUW, 2000; Green, 2000; Kim, 2000; Koszalka, 2002). , ) As a result, they are disadvantaged in life and society does not benefit from their full potential. Solutions need to be found in order to promote an equitable, equipped society.
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Facebook is 55% Female
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Massively Multiplayer Online Role-Playing Game (MMORPG)
Xbox LIVE “I feel GamerchiX has encouraged us ladies to become more vocal and active on Xbox LIVE without having to worry about being hit on, cussed out or kicked out of a game just because we are girls”
- Twylyght Myst
Real-World vs. Virtual World
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Multitasking and the ‘Blurring’ Factor
• When working on the computer there is less of a distinction between ‘work, learning, play’ etc. • The activities are carried out in the same ‘space/environment’ • Young people engage in multi-tasking (listening to music, talking to friends, working on homework, watching a video etc.)
Learning Characteristics
• • • • Multiprocessing p g Multimedia Literacy Discovery-Based Learning Bias towards Action
(Brown, 2000, Xerox PARC)
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DIVERSE
Personalization is key
According to Yankelovich 52% Yankelovich, of 9-11 year olds and 64% of 12-17 year olds believe that most of the time people who work in retail stores do not seem to care about them.
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Multicultural
• The current Teen market represents the most m ltic lt al population the multicultural pop lation U.S. has seen. • According to Cheskin, teens are “intracultural” – they do not identify themselves solely as African American/Black, Hispanic/Latino, Asian A i /Bl k Hi i /L ti A i American, or Caucasian. • Teens blur the lines between ethnic and racial identities.
Exposed to Global Culture
0
Eaten Foreign Foods/Cuisines Listened to Foreign Music Purchased/Used Foreigns Brands Gone to Foreign Films Watched Foreign TV Programs Watched Sports Teams from Another Country Spent Time with Someone None of the Above
10
20
30
40
50
60
70
80
74% 74% 69% 59% 56% 55% 39% 4%
“Which of the following have you ever done?”
Source: BBDO GenWorld
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ENABLED
The culture of leadership used to be based on authority and hierarchy.
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The Internet has shifted traditional power dynamics.
Leadership is now based on effective networks of collaboration and knowledge management.
Participation is Expected
Because the ‘common person’ has access to information, resources and opportunities to gain knowledge, they are better able to contribute to society and demand a greater level of participation and involvement in decision-making.
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Content Creators vs. Passive Consumers
“anyone can be a producer, publisher or celebrity”
Anastasia Goodstein, Totally Wired Goodstein
• “fully half of all teens and 57% of teens who use the Internet could be considered Content Creators” Source: Pew Internet & American Life • 33 percent of online teens share artwork, p photos, stories, and video online; 32 percent have created Web sites for themselves or others; and 22 percent keep a personal Web page.
Source: Teen Content Creators and Consumers
“We are living in an age of Participation”
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Enabled to Express Opinions and Review Everything
The web provides an unprecedented opportunity to engage with consumers at the point of frustration, and to bask in the glory of praise.
Loyalty is Less Sticky
• Young people will have “5 or more” jobs in their lifetimes, if they haven’t already! • Loyalty is influenced by friends and collective youth opinions shared online • Bad experiences won’t just turn them away, but it will sometimes motivate them to prove their influence to the offender;
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AWARE
More Global Mindset
Teens view their community in more of a global context. Isolationism is giving way to a “One World” view.
% describing internationalism as "extremely/very important"
25 22 18 18 15 16 15
13 - 14
15 - 16
17 - 19
20 - 29
30 - 39
40 - 49
50 - 65
Roper Global Teen Market 2002
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and how companies address them
% describe each as "extremely/very important"
13 - 14 15 - 16 17 - 19 20 - 29 30 - 39 40 - 49 50 - 65
Concerned about social issue
45 39
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Values drive socially conscious i actions
of teens say whether or not a brand makes an effort to address social issues is important to them when deciding between brands;
41 31
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82%
Helpfulness
Perserving the environment
Social responsibility
Roper Global Teen Market 2002
They want companies to care!
Over 50% of young people (15 30) (15-30) globally rewarded or punished companies in the last year based on their perceived social performance Over 80% say they pay attention to the social behavior of companies in their country
Source: World Bank Institute
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Value of Corporate Responsibility
• Young people are more critical and socially-aware when making purchasing decisions. • Business options: cheaper or better • Transparency of operations and respect for humanity is becoming an additional f h it i b i dditi l criteria for decision making, and building a strong, consumer-friendly brand.
Summary
1. 2. 2 3. 4. 5. Influential Connected C d Diverse Enabled Aware
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Workplace Expectations
Fast Fluid Flexible Feminine
How do we create environments to attract, retain and develop women in the ICT sector?
1. Showcase role models and share stories of rewarding experiences for women in ICTs 2. Provide access to resources and opportunities (internships, co-op placements, job shadowing) 3. Recognize talents and capabilities (awards) 4. Build on passions and curiosities as motivators 5. Make connections and linkages with ICTs and various disciplines and sectors 6. Grow networks of interest
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Opportunity: Support & Grow Women in Technology Groups
I wonder… if young people were actively engaged in all p y, aspects of society, and thought of themselves as community leaders, problemproblem-solvers, role models, mentors and key ‘stakeholders’…how would th world ld the ld change?
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