Written by Katy Campbell • Published 07th November 2012

A recent article on BBC revealed that only 17% of jobs in the UK in the technology sector are held by women. Although none of us can shake off the power technology has in our lives – and most importantly, tech companies can’t ignore the influence women have in tech purchase decisions as four in 10 tech products are now bought by women, according to Forrester Research.

The challenge remains whether tech companies fully understand the contribution women make to their business.

Image Belinda Parmar

Image Belinda Parmar

Belinda Parmer commonly referred to as ‘Geek Goddess’ has cited a few suggestions for tech businesses:

Diversity is important in any industry:  Every chief executive should be made aware of the following stat: tech companies with more women on their management teams have a 34% higher return on investment.

Ignore the pink it and shrink it approach: A common ‘for-the-ladies’ strategy is to take last year’s product, re-release it at a slightly lower price point, slightly smaller and clad in pink plastic. This pink it and shrink it approach represents typically shallow thinking about gender and usually only appeals to younger (lower income) women.

Learn a few lessons from our Eastern European neighbours: In many Eastern European countries such as Bulgaria, Estonia and Latvia – also referred to the Geek Nations’ – the technology gender divide is less prevalent.  It’s partly historic – during the communist era, all women were encouraged to work – but also that technology is perceived as a rewarding and well-paid career for women. If these countries can get talented women creating their tech products, then so should Britain.