In the same way that companies reproduce gender-based discrimination in the work place, the design of their products and services usually take up the ideas that exist in society about the behaviors and attitudes that are considered appropriate for women and men. This can transmit gender stereotypes to the strategies they use to reach their market.

Although there is still a long way to go, the LAC countries are – compared to the rest of the world – the ones that have experienced the greatest growth in the participation of women in the labor force during the last two decades, which has implications for their purchasing power and savings. Understanding the interests and expectations of women is good both for companies and for bridging gender gaps. For example, in the region there are still small differences in women’s access to mobile phones and internet. The main barriers they state are affordability, safety, and skills. Knowing and satisfying these needs represents an opportunity to reach an unserved market, at the same time that it can have benefits for them in terms of connectivity and access to all kinds of information.

Businesses are required to focus their attention on women and girls as consumers, and consider them in the design, production and marketing of products and services, without reinforcing gender stereotypes, without contributing to the increase in inequality gaps and without charging more for it.