Innovation & Gender by Inger Danilda, Jennie Granat Torslund

By Inger Danilda, Jennie Granat Torslund

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As we discussed in Chapter 3, applying a gender perspective is one way to do this and the two objectives of equality and growth can go together. The absence of a gender perspective will hamper development and lead to an incomplete economic analysis. In the next chapter, we will provide some methods applicable in complex milieus for overcoming obstacles to the creation of an excellent innovation environment. By applying a gender perspective, we will be able to develop existing (or create new) innovation processes as well as commercialisation models for alternative value propositions and modes of consumption.

10. Applied gender research Applied gender research is a method that has been used in the Nordic context to stimulate cluster development and scientific studies. In R&D projects funded by VINNOVA, gender researchers work in teams with project leaders, process leaders and/or consultants specialising in innovation and gender. In turn, these teams work in close co-operation with actors in the different innovation milieus. Joint researcher-practitioner reflections enhance a process where the actors become carriers of knowledge and are able to integrate a gender perspective into their work practices.

Involving more women can bring new markets and new technological applications to the design process. It is our belief that effective marketing to women, without a reliance on stereotypes and normative prejudices, would open up new lines of business. According to the Harvard Business Review, the purchasing power of all women in the world is equivalent to a growth market bigger than India and China combined and will grow from EUR 15 billion to EUR 20 billion within the next five years77. Even though women (as a group) have become an important engine of the worldwide economy, they are seldom considered or treated as important customers.

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