Author: Lena Benjamin, MBA 🌍 25+ Years | Global | Multi-Industry

As the social and economic fibers of our society have changed, equality is essential to this change and the contributions that it will represent will see a positive transition globally. Sharing knowledge and information among a diverse group of people that haven’t had the chance to express their views will see a dynamic and constructive voice that will enhance the leadership and management of companies. All humans need to recognize that their voices are being heard and this is more important than ever before as we operate in the 21st Century.

Without the opportunities for all humans to acknowledge that they can make a positive contribution socially, economically and environmentally, those humans will start to wonder if it would be in their best interest to seek a life outside of the country in which they reside. Somewhere where their talent is nurtured and appreciated.

What has existed in the developing world up till now is the same set of people that have made decisions based on ego and not a deep-seated desire to make a difference. It has been about the shareholders and less about all stakeholders including the all-important customer. Greed, what’s in it for me and how can I benefit have been a sorry state of affairs that is slowly being considered unsustainable. But at what cost has the ‘what’s in it for me’ presented itself as – the financial crisis, human trafficking, climate change, and the list goes on.

The famous quote is apt in this instance “if you do what you’ve always done, you’ll get what you have always gotten”. Any thoughts of scrapping or diluting the opportunity for all of us to have a voice no matter what gender and race sends a clear message to society as a whole that what has happened in the economy by the same set of people, doing the same thing at the same time is acceptable and that there is no room for a diverse opinion from a diverse and talented set of people that want to make a difference but will never be allowed to because there isn’t the legislation or assistance that will back their cause.

Fortunately humans from the most influential corners of the earth are waging a war not on each other but on the principle that human contribution is equal. The likes of the Cherie Blair Foundation, Bill and Melinda Gates Foundation, Clinton Foundation, Tony Blair Foundation are bringing humans together from large corporate firms to the smallest NGO to see how we (humans) can make this world sustainable and at the same time make a profit.

The next 10 years will provide the most important societal impacts from those humans that were once silenced due to their race or gender. The undeniable attitude has finally shifted as those that acknowledge this insight help those that are clearly still living in the 20^th Century to respond not because there is money involved but because it is the right thing to do – the ‘human right’ thing to do.

The next generation is counting on every single human being to do their part to make sure the earth is intact and more importantly thriving – socially, economically and environmentally. If you ever wondered what we are here on this earth to do – it all points to humans are here to serve no matter how rich or poor, no matter what color, or gender. We are all equal, we all have a contribution to make and no one has the right to stop you from making a positive contribution.

Many women have feelings of self-doubt when faced with professional challenges: Am I good enough? Am I smart enough? Am I strong enough (mentally speaking)?

The authentic self is the soul made visible” says Sarah Ban Breathnach

According to Dr. Valerie Young’s Impostor Syndrome website even the most high profile, most influential women and men have feelings of inadequacies. The psychological experience of believing that one’s accomplishments came about not through genuine ability, but as a result of having been lucky, having worked harder than others, or having manipulated other people’s impressions, has been labeled the impostor phenomenon.

Often women might not complete on business deals or career opportunities due to ‘Impostor Syndrome’. The antidote may be easier said than done as women need to be fearless and take responsibility. Women can take the first step by showing the world their authenticity.

There is an abundance of talented women who strive to be the best that they can be.

Global sustainability – socially, economically, environmentally and politically relies on women doing their part, which means utilizing innate talents.

So why might some women not pursue their dream careers?

In her book, The Equality Illusion Kat Banyard highlights reasons for inaction. Banyard cites that women and girls are bombarded by images of what they should be doing. From primary socialization to the media, women, and girls are shown what they should be like in order to fit into society’s vision of what is acceptable. Boys are positioned as boisterous and building things while girls are positioned as quiet home-makers.

Perhaps women should step out from the cloud of societal constraints and let their talents shine.

I think that business practices would improve immeasurably if they were guided by ‘feminine’ principles—qualities like love, care and intuition. – Anita Roddick

We all know that the economy could do with a boost, but how?

Perhaps a feminine touch will help to sustain business in the 21st Century.

Enabling a revolutionary approach to doing business in the global economy is of strategic importance to most senior managers and leaders, particularly those belonging to the diversity and talent management departments. A more feminine approach is the order of the day according to some of the most influential women and men across the globe. The message is clear women can enable the level of growth needed in this globalized and interconnected economy.

The Organization for Economic Cooperation and Development (OECD) states that in 2009 60% of graduates in the OECD area were female. Predicting that by 2025 there could be as many as 70% of females graduating from University. The OECD countries like the UK, USA, and Australia could have an abundance of talented and capable females ready to contribute. Yet at present females are consistently and persistently under-represented and under-utilized in business.

In Julie Meyer’s book, she states that those men of the over 50 persuasions with daughters should be canvassing on their behalf and ‘raising confident daughters who demand respect.’

Julie says that men can also display feminine characteristics particularly those within the Gen Y cohort. But how do we achieve a feminine economy now, in the present, in the midst of the baby boomers nearing retirement and the transition into the next generation of managers and leaders?

The next five to ten years is set to be an interesting landscape for organizational learning and development. Many asking: how can we operate and do business in the feminine economy?

As we try to come out of one of the worst economic climates in history, I believe companies are not recognizing that we are constantly changing – it is the 21st Century and we are seeing that customers and employees are equally the thought leaders that need to be listened to and understood. Customers cannot merely be sold to in the traditional sense of the word – advertising campaigns that try to push a product or service on to a customer to buy will not work. Because technology has enabled all of us to connect and find out the information we need – companies cannot make sweeping statements and generalizations. The UK supermarket adverts in the run-up to Christmas is a case at hand – what makes these supermarkets think that women are going to be up all night baking and roasting. Clearly, the supermarket advertisers are trying to portray women in such a light that showcases them as people who will be buying an abundance of food and other goods and of course will do so at their store!

Companies need to realize that women either indirectly or directly have an impact on the buying decision both from a B-2-C and B-2-B perspective and equally, are just as informed and educated to make a decision as to which company they want to buy from. Certainly, those women will want to buy from those companies that they feel empathize with who they really are; as the role of women continues to change and evolve – some of whom are breadwinners within the home.

Customers and Employees don’t need a PhD and 30 years of experience to determine what their needs are and who they want to buy from. Trust has waned in a variety of industries and because that trust has gone customers are not buying from those companies they used to buy from. Employees are not as productive as they used to be which is severing the opportunity to engage with customers.

The next 5 years will be crucial to whether companies can #SustainBusiness in an ever complex and changing global and interconnected economy.

There are 5 changes that should happen within organizations to keep up with the thought leader – customers and employees:

1. A rethink of their 20th Century processes and systems to bring them into the 21st Century.
2. Engaging with Generation X and Y employees that will look to have more of an impact on the company’s purpose and values.
3. Enable a flatter organizational structure and less of a hierarchical approach i.e. not leaving decisions completely at the hands of the CEO.
4. Inspire customers and employees to learn more about the organization
5. Establish collaborative partnerships in order to sell more products or services.

The outlined article was adapted from a response to a LinkedIn posting by Colin Shaw – 7 Predictions for the Customer Experience Industry in 2013.