May 19, 2020

Women in workplaces and women as corporate customers are key trends in the new gender-balanced economy

women
gender equality
International Womens Day
anna smith
2 min
Women in workplaces and women as corporate customers are key trends in the new gender-balanced economy

The female economy is emerging as a potent force, with global female income expected to reach $24 trillion by 2020. Furthermore, the rise of women to positions of executive leadership is compelling sellers to reexamine their business approaches.

A new Frost & Sullivan strategic insight, The Next Frontier of Growth—Women as Corporate Customers, reveals that women-owned units will account for more than 40 percent of registered businesses worldwide by 2020, which translates to a large market of women corporate customers. 

“Women dominated the global marketplace by controlling nearly $31 trillion of consumer spending in 2014 and this is forecast to rise to $43 trillion by 2020,” commented Frost & Sullivan Visionary Innovation Principal Consultant Olivia Price Walker. “This is likely to cause a massive change in consumption and shopping behavior, and open new opportunities in consumer goods and services businesses. Companies that best adapt to this new buyer segment will be ideally poised to grow in the next decade.”

“By 2025, women will change the workforce landscape with an average participation rate up to 40 percent, and potentially additional 250 million women workers,” continued Walker. “This will close the gender gap in labor participation rates by 25 percent.”

For what concerns gender equality, Norway is working toward achieving gender equality in the workforce, with the highest percentage of women (42 percent) on boards in 2014–2015. "It has been noted that companies with at least one woman board member perform up to 10 percent better than companies without women board members," notes Indie Blackwell, Vice President and GLOW (Growth and Leadership of Women) Programme Director. "Furthermore, companies with at least 30 percent of women in management positions see up to 20 percent increase in profit rates on average."

Launched in 2015, Frost & Sullivan's GLOW Programme enables the company's female professionals to thrive in an environment which harnesses and supports both internal and external growth. The Programme's goal is to achieve a gender diversified work force which thrives internally at Frost & Sullivan and externally supports our clients’ businesses. The key objective is to generate business growth through thought leadership on the role of women as an employee and as a customer, as well as supporting the company's female workforce to fully realise their potential through career and talent development. 

 

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Jun 13, 2021

Marketing matters: from IBM to Kyndryl

CMO
Kyndryl
IBM
Leadership
Kate Birch
5 min
Former CMO for IBM Americas Maria Bartolome Winans was recently named CMO for Kyndryl. Maria talks about her new role and her leadership style

Former Chief Marketing Officer for IBM Americas, and an IBM veteran of more than 25 years, Maria Bartolome Winans was recently named CMO for Kyndryl.

Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.

With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.

You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?

I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.

We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.

What experiences have helped prepare you for this new opportunity?

I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.

The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.

How would you describe your leadership style?

I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.

I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.

What’s the best leadership advice you’ve received?

When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.

What does success look like to you?

I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.

What advice would you give to your younger self just starting out in the industry?

I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.

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