Reading an article in Woman and Home for February 2010, Fiona Wright contacted future forecast agencies and asked them what can women expect in 2010?
Very interesting as apparently we will come into our own at long last. No more juggling family, career and all the various sectors that make up our busy multi tasking lives but women friendly work environments.
Also we can finally expect to become more respected in the workplace and no longer play second place to our male colleagues. (Sounds too good to be true doesn’t it?) But it looks like managers worldwide (well UK and USA that’s a good start) are finally accepting that we are important resources and our needs are better listened to rather than ignored or brushed under the carpet with a like it or lose your job attuitude.
To quote Dorothy Mackenzie co founder of Dragon Rouge and regular speaker on consumer trends, forecasting and marketing strategy. ‘The 45 plus group of women is the fastest growing in the population and therefore, in terms of consumer marketing. They have a large contribution to make in the workplace and money to spend. Retailers are starting to direct fashion and products to the grown up woman.
The article goes on to mention Soft Skilling – Tom Savigar, Strategy and Insight director at The Future Laboraory uses the expression and says women will dominate the corporate structure, so decision making will change. Collaboration and social neworks will be key, and men will have to learn a different way of thinking to make sense of this new world. He also warns us to get ready for the Women’s Web as, although a male invention, it’s rapidly becoming very feminised, empathetic and intuitive. Even technologies and search engine techniques are increasingly using female right brain attitudes.
Yippee, having been made redundant from my last job in a publishing company on finding out I was pregnant with twins I feel very strongly about this topic. Although my ex boss managed to cover up the redundancy under a cost and performance issue it was blatantly obvious that he wanted rid of me to avoid paying maternity. The moment my colleague whispered to him my situation I was out… Lesson learnt – NEVER trust a colleague, especially the office bitch. What was I thinking?
Anyway, very inspiring as I am in that particular age bracket, I’m ready to return to the world of work once again and I’m going it alone, so bring it on!