The Future of Business Success is Feminine

The Future of Business Success is Feminine

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Century Club - The Green Room

61-63 Shaftesbury Avenue



United Kingdom

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Collective Mythbusting #1: It’s a man’s world

Collective London and Innate Motion present the first in an on-going series in association with The Drum of disruptive marketing seminars designed to identify big trends that matter, challenge conventional thinking and stimulate discussion and debate.

The Myth: It’s a man’s world

The Truth: How feminine values and behaviours are key to future business success

The Detail: The traditional masculine values and behaviours that were developed during the Industrial Age are outdated in today’s more complex and inter-connected technological age. Where previously we saw assertiveness, aggression, and selfishness we now need more social and emotional values and skills to fix the problems that the world faces.

Keynote speakers from the likes of Unilever and Hyundai will share their learnings on a vision of a future world where ‘daring to care’ is seen as a strength, not a weakness, and how understanding and embodying what have traditionally been seen as more feminine values, such as empathy, cooperation and intuition could be crucial to navigating 21st Century business challenges.

With 85% of purchasing decisions influenced by women and a raft of recent research showing how gender diversity can improve business performance, our first myth-busting seminar looks at how the adoption of a less male-centric operating model is helping businesses thrive.

The main event (speakers and Q&A discussion) will take place at 4-6pm on Thursday 29th June. We will also have an area reserved on the roof terrace from 6-8pm for the discussions to continue with some more drinks and nibbles. We look forward to seeing you there!

*(For those who can't book a Roof Terrace ticket due to limited space up there, we will luckily have the main Green Room until 8pm as well- with drinks and nibbles, so I'm sure we'll all fit between the two spaces if you want to stick around)

Collective is a digital creative agency that puts human behavioural understanding at the heart of its strategic and creative thinking. Our recent work on Hyundai’s Click to Buy platform uses the latest research into how women are increasingly dominating every stage of decision-making around car purchase, to deliver a ground-breaking online car-buying service.

Innate Motion are human and cultural experts who work with their clients to provide business and innovation solutions for many of the world’s leading companies. We apply human-centred design to unlock transformational growth by applying cultural insights to generate more meaningful ideas and activations. Our latest book, Beyond The Powergirl, explores the breadth of future-facing female identities, qualities, and values and considers how increased adoption of these attributes can create more successful businesses, communities and society.