Among the questions she has posed is whether product designers are forced to repeat the same old 'gender scripts' over and over again. New technologies often contribute to the enforcement of gender differences. It doesn't seem to be easy to stray from the well-trodden paths. But perhaps the most interesting aspect of what is happening now is the long-term impact women consumers are going to have on society in general. Their spending power has big implications for business because the broader values of society itself are likely to change as women's values gain a stronger position in the marketplace.
Women turn everything into a personal experience.
A company that wants to 'click' into Female Thinking, must realize that the way you sell something to women is just as important as what you sell. Women want a personal connection with a product before they buy it, a connection that they want to retain with the product and the brand after the purchase. This is the way women view the corporate world. Josephine Green also believes that female values are increasingly important in and for the corporate world. Philips Design has been tracking the 'feminization of society' for some years now and its relevance for brand business and design.