Logitech is boldly leading the way toward gender equality in STEM. The Swiss technology company’s first exposure to the STEM gender gap arose when looking at their customer demographics, noticing that users of their professional products were disproportionately male. Upon further investigation, they found globally women occupy only 28% of STEM jobs (Source: UNESCO) and that number is on the decline.
To better understand the divide and expand this customer segment, the brand commissioned a comprehensive research study on why women are falling behind. The findings inspired Logitech to launch the Women Who Master movement, to be an impactful advocate for gender equity, provide real life role models and mentors for young girls and eliminate unequal access to STEM professions.
The initiative includes global partnerships, inspiring content and support for girls coding programs. Logitech produced a powerful short film for BBC’s series, “The Human Component” showing the impact of equitable access. The documentary, which premiered at the prestigious Bentonville Film Festival, takes us to Mogotio, a township in Kenya, where 11-year-old Leddy is captivated by space exploration. She is a student of Techlit Africa, Logitech’s partner that teaches digital skills to over 10,000 children in Kenya. Leddy’s ambition grows when her teacher arranges a visit from Aisha Bowe, a former NASA Aerospace Engineer and Blue Origin Astronaut. For Leddy the experience is eye-opening. With Aisha as a role model, she sees her potential for the first time – because if you can see it, you can be it.
The brand mission to advance gender equality in STEM is not only a way to activate the brand’s values with the female coders and engineers of tomorrow, but it also develops brand affinity and positive perceptions with product users, starting from an early age. However, it is not enough to inspire women and girls. Logitech knew that to face this gap, they needed to democratize access to STEM skills.
Logitech’s research report, “What (And Who) is Holding Women Back in Tech?” resulted in key insights showing the need for role models, mentors, community, and passion. Created in collaboration with Girls Who Code, the study found that 90% of women in STEM fields experience microaggressions at work. In response, Logitech developed strategies for the Women Who Master initiative, addressing each of the key insights with video & social content, live events, mentor programs, webinars and robust partnerships.
Logitech realized they did not need to do it all themselves and aligned with nonprofits around the world devoted to this issue. They supported partner programs, such as providing funding and donated devices to Techlit Africa for computer classes in 33 rural schools in Kenya, creating an inclusive STEM curriculum with Fondation Pacte, and sponsored coding camps and STEM fairs with Girls Who Code. Not only does this promote their brand values, it also creates meaningful relationships with future customers.
While creating a program like this was challenging, the bigger obstacle is evolving deeply embedded perceptions and microaggressions towards women in the tech industry.
Some of the activation tactics for Women Who Master and The Human Component include:
The Women Who Master program and “The Human Component” film is building Logitech’s brand affinity, reputation and loyalty with existing and new customers. More importantly, the brand’s work and partnerships with nonprofits in the US, Kenya, Switzerland, China, and India will allow girls equal access to participate in tech fields.
By putting its tech products in the hands of young girls, they are engaging and training a pipeline of brand loyalists. Some of the results include:
