Nielsen was invited to speak on the importance for companies to “wise up to women” in order to enjoy sustained growth as part of a LEAD (Leading Executives Advancing Diversity) Network CEO Roundtable. Hosted by the Turkey chapter of the LEAD Network, a European organization that advocates for the retention and advancement of women in the retail and consumer goods industry in Europe, this webinar focused on gender equality, diversity and corporate governance.

In a virtual presentation to more than 30 CEOs of Turkey’s leading companies, Didem Sekerel Erdogan, Senior Vice President, Intelligent Analytics for Emerging & Developing Markets, said, “By 2028, women are projected to control approximately 75% of all discretionary spending worldwide. As such, brands should not only understand how women have evolved and also proactively seek to provide solutions to the real-life challenges that they’re facing.” 

“The COVID-19 pandemic has reinforced the important role that women play in society – as employees, as frontliners, as caregivers, as teachers,” continued Erdogan. “In order to win with women, brands must understand how women juggle between their independence, their priorities and society’s expectations and seek to, ease their burdens, lighten their loads and, most importantly, support gender parity.”   

Together with Erdogan was Nur Serenli, Director of Consumer Insights, who noted that “only 23% of European women compared to 37% of men believe that men and women are treated equally in society.”

They reiterated the importance for brands to be invested in the fight for women’s equity, not just in terms of their products and services, but also when it comes to the boardroom. 

Erdogan encouraged companies to heed this call, saying: “If your company really believes and actively supports women’s progress and if your business is making real and documented changes to be more inclusive, diverse and equal, then join the movement. We should all work together to push women’s progress forward as it is not just the right thing to do – it’s the smart thing.”