Want to help women on International Women's Day?
Here's an idea.
Ah, it’s that time of year again, friends…
The day when we will see many well-meaning companies attempt to show support for women by tweeting or posting something that later comes back to haunt them.
Like this gem from 2021…
And already, I’ve seen one (probably well-meaning) post from a company that made me cringe.
It even comes with a hashtag — #respecthighheels.
Because, I guess all women wear only high heels? Except for the senior men wearing heels in this campaign to highlight that we need more high heels in the boardroom. (But wait, if men are wearing the high heels, they won’t need the women!).
Sigh.
BUT, there are a lot of people who do WANT to help women — and I’ve got an idea that could help.
And it’s inspired by a story…that naturally, involves curiosity…
Have you ever heard of Henry Dreyfuss?
Henry was a famous American industrial designer from the 1930s-70s.
You may not recognize his name, but you’ve probably seen his work – from Honeywell thermostats to John Deere tractors and Bell telephones.
Early in his career, Henry was hired to help a new movie theater in Sioux City, Iowa lure more customers.
The new theater was beautiful, and as people walked by they could see the lobby’s lush, red carpet.
Henry wasn’t sure why they weren’t selling more tickets, so he started experimenting.
He lowered ticket prices, ran triple features, and even gave away dish sets to try to entice people.
But none of those tactics worked.
Locals were still going to the movies – but at the older movie theater down the street.
So Henry, a native New Yorker, spent three days quietly standing outside the new theater, watching as people walked past.
And at the end of those three days later, Henry told the new theater to rip out their lush red carpet – and replace it with a plain rubber mat.
Immediately, the new theater started selling tickets.
Because Henry identified that the problem wasn’t the theater’s location or ticket price.
The problem was the carpet.
Local farmers and townspeople hadn’t come through the door because they didn’t want to dirty the new red carpet with their muddy boots.
And when Henry correctly identified the problem, he could solve it.
But what does that have to do with International Women’s Day?
Well, on International Women’s Day (and throughout March, Women’s History Month), we will see a lot of companies talking about women, and how much they value women.
They will put images of carefully curated diversity on display – internally and on social media – celebrating that they employ all kinds of women.
They will lament the lack of female executives, and women in leadership positions.
And maybe they will follow that up with a big announcement introducing a new women’s leadership program, a mentoring scheme, or hybrid work arrangements that support women.
But how many companies will spend time analyzing the problem they need to solve?
When I worked in finance, we struggled to hold on to what was referred to as ‘senior female talent.’
It didn’t matter how many women were hired or promoted each year, as the number of women leaving the company was always greater.
But why?
Many are quick to dismiss this by saying, ‘Well, women have children.’
But you have to dig deeper than that.
Why might women struggle to grow their careers (or even maintain them) once they have children?
And for women who don’t have children (or other family commitments), what is keeping them from staying – or advancing?
What is the culture really like?
How many women have stories of harassment, bullying, and being underpaid? How has the company responded to women when they have made a complaint?
How many companies have thrown a mother with a senior title on the stage to prove they ‘support working mothers’ while at the same time axing the roles of women while they were on maternity leave?
Do women lack the skills to excel – or the connections?
Those are the kinds of questions to ask.
So before spending money on new programs to celebrate (or ‘fix’) women, follow Henry Dreyfuss’s lead.
Instead of making assumptions about how women are feeling or what they want, be curious.
Ask questions.
And identify the problem before you start trying to solve it.
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Beth Collier helps companies, leaders and teams improve their communication, creativity, and leadership through consulting, coaching, and workshops.
She brings her clients global corporate experience, Midwestern practicality and enthusiasm – and an endless supply of pop culture references.
To find out how she can help you become a more confident, creative, and compelling leader or improve communication in your company, visit www.beth-collier.com or drop her a line at beth@beth-collier.com
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