How Good Ideas Get Ignored In An Economy Built for Men

24th June 2021

Mother of Invention book cover

FREE online talk 12.00 - 1.00pm UK time

#INWED21 #MotherOfInvention

An exclusive talk, on publication day, with author Katrine Marçal about her new book, Mother of Invention, and Elizabeth Donnelly, Chief Executive Officer of the Women's Engineering Society.

'Mother Of Invention: Why Including Women Is The Missing Key To Innovation':

Why didn't we get wheels on suitcases until 1972? Why were electric cars considered "feminine" when they first arrived more than 100 years ago? How come a bra making company created the suit Neil Armstrong wore to the moon?

Katrine led the audience through fascinating examples of how innovators have failed to take women's experiences into account, analysing what they can tell us about gender and innovation today. She examined current realms where our ideas about gender are holding innovation back in similar ways, making the argument that the future will be shaped by companies that dare to think differently about gender.

Women influence 80 percent of consumer decisions but 97 percent of all technological products and services are designed by men. This is clearly a problem but in her book Katrine argues that these type of imbalances also represent a big opportunity. Companies willing to address the economic value leaks created by sexism are setting themselves up to win on innovation.

Attendees to the event received a 30% discount off the book.