Products have unavoidable impacts in the different contexts in which they interact. Objects are a large part of our perception of the world and they bear part of the responsibility to avoid repeating gender stereotypes. A responsible and inclusive product development is one that examines, reflects and replants in advance the effects that it will have in different areas or dimensions, including gender equality.
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The analysis proposed here establishes a panorama in which an idea or concept is individually analyzed from the perspective of three main dimensions and seeks a balance between them. First, the vision of the company, which describes the objective that it has and keeps the actions aligned with the final expectations. Second, the gender approach, which analyzes the concepts from an inclusive perspective for women and men and invites us to contemplate their implications from the early stages of the ideation process. Finally, the economic benefits, since these mark the feasibility of the development of the idea within the company.
What do you need to put this tool into practice?
- This tool can be applied individually or in groups.
- It is highly recommended that, if this tool is carried out in a group, the people who make up the team are 50% women and 50% men. In both cases, it is desirable to have knowledge about gender equality, stereotypes and gender roles.
- The use of the tool is approximately 45 minutes.
We recommend following this template
Steps for implementation
- Generally write the idea or concept at the top of the template.
- In the first column describe the idea or concept and add more details regarding each section: Company vision, Gender focus and Economic benefit.
- Objectively rate the idea described according to the criteria in the next column, with 1 being the most negative rating and 5 being the most positive. The table referring to the vision of the company will be weighted according to the criteria that the team decides since they may vary a lot.
- Analyze the scoring and rephrase the ideas in each section so that the score is higher in each dimension. Write this new description in column 3.
- In column 4, rate the criteria for the new idea described.
- Analyze whether the team has been satisfied with the score. If not, it is possible to repeat steps 4 and 5 as many times as necessary.
- Fill in the areas of convergence that are between the dimensions:
- In which it is described what the idea has in common according to the vision and the idea according to the gender perspective.
- In which it is described what the idea has in common according to the gender perspective and the idea according to the economic benefit.
- In which it is described what the idea has in common according to the economic benefit and the vision.
8. The areas of convergence are the results of the concepts or the bases of future concepts that contemplate the balance between the three dimensions.
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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.