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New Territories, New Opportunities
Nowhere is the shift in stereotypical demographic
behaviour more marked – although still
underserved – than in the tech and gaming
industries, where women are now emerging as a
significant target market. There’s a sea change
in many sectors previously regarded as male-
dominated, serving as a call to action for brands
and marketers. Addressing this shift is both a
challenge and a major opportunity.
•
Female-centric projects that provide skill-
sharing facilities are empowering young
women. Initiatives such as UK-based Code
First: Girls – a free course aiming to teach
women basic coding skills, and US-based
Chic CEO – an open access resource for
female entrepreneurs, encourage positive
female roles within the business world.
•
Girls are graduating from smartphone games
to the male-dominated world of hardcore
gaming, causing some friction. Twitter hashtag
#1reasonwhy is used to share insights about
the treatment of women in the gaming world
and to encourage and promote female coders,
writers and designers. Popular gaming culture
blog Kotaku highlights the emergence of a
growing army of girls that will change gaming.
Marketers are under pressure to respond to
the large numbers of media-savvy women who
are consuming content that – from marketing
and advertising perspectives – ignores their
particular sensibilities.
Chic Ceo
© Chic Ceo
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Redefine
Consumer Engagement