Gender Lens 3

Products and Services that Benefit Women and Girls

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.


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Products and Services that Benefit Women and Girls

Tool Box Introduction

This lens addresses the impact of the company’s products and services on the lives of women and girls. It allows analyzing whether they are taken into account in the company’s mission, understanding their real needs as consumers and developing markets focused on them.

It is composed of the following tools:

    1. Creation and development of products with a gender perspective
    2. In-depth interview
    3. Person’s Path of understanding
    4. Empathy map
    5. From findings to opportunities
    6. Storyboard: The product idea
    7. Three-dimensional balance
    8. Prioritization of ideas
    9. Role play
    10. Usability test
    11. Elevator pitch: The sales pitch
    12. Data analytics for my company
    13. Analysis of gender gaps in the sales process
    14. Customer segmentation
    15. A/B testing: Product testing

Creation and development of products with a gender perspective

In-depth interview

Person’s Path of understanding

Empathy map

From findings to opportunities

Storyboard: The product idea

Three-dimensional balance

Prioritization of ideas

Role play

Usability test

Elevator pitch: The sales pitch

Data analytics for my company

Analysis of gender gaps in the sales process

Customer segmentation

A/B testing: Product testing

Deetken Impact

Suite 500 – 210 West Broadway
Vancouver, BC V5Y 3W2

+1 (604) 731-4424 ext. 110

Pro Mujer

1129 Northern Blvd #404
Manhasset, NY 11030

+1 (646) 626-7000

This toolbox is made possible by the support of the American People through the United States Agency for International Development (USAID) under the terms of Contract No. AID OAA-C-17-00090. The contents of this toolkit are the sole responsibility of Deetken Impact and Pro Mujer and do not necessarily reflect the views of USAID or the United States Government.