In Influence: How Women's Soaring Economic Power Will Transform Our World for the Better (Hyperion; New York 2010 ISBN 978-1-4013-4102-2) demographer Maddy Dychtwald and author Christine Larson explore the impact that women make in economic, social and political realms, as well as those yet to be made in years to come.
From Survival, to Independence, to Influence
Dychtwald builds on Maslow's hierarchy of needs to state that women go through a basic economic state of survival, transcend that up into a state of independence and relative security, and from there, some will reach the pinnacle of influence, much as only some of Maslow's theoretical individuals reach self-actualization. Dychtwald defines a woman's influence as her ability to "imprint her vision on the world through her economic power."
The book explores the rising influence women are experiencing globally, and gives several indicators of things to come.
Exploring Women and Business: Influence at the Corporate Level
Dychtwald examines the impact women have had historically and have today in corporate leadership, entrepreneurial pursuits, workplace policies and innovations. She does point out, as perplexing as it may seem, that though most women have more financial power, longer term needs for retirement, and different savings agendas than most men, the vast majority do not feel confident making financial decisions.
She also examines the power that women wield in the marketplace as the primary consumers and decision makers in most households. Currently, marketers are struggling to learn how to tap into this vast female market, and very few know how to do it properly. Marketing to women is about appealing to core values (safety of family, convenience, time-saving, etc) rather than re-branding collateral in shades of pink.
Influential Changes in Families and at Home
Families are re-shaping, and the corporations and government structures in the US are not changing to reflect the shape of real families as they really exist.
While most laws and corporate policies are still built around a white male with a stay-at-home wife tending the children, this is not reality. Single parents, dual-income families, and many other styles of families are far more prevalent than the stay-at-home-mom. For many of these families, affordable quality childcare is an absolute must. Flexibility of hours and commuting options are also important.
Dychtwald and Larson are quick to point out that these concerns - though commonly filed under "women's issues" - are, in fact, family issues that impact everyone. They were considered women's issues because the prevalence of women in the workplace caused many a SuperMom to figure out a different way to achieve work-life balance. As men are picking up more of the household and childcare duties than they ever have before, they too are seeking a new way to make things work.
The Next Stage of Influence - Women in Politics
Only 17% of US congressional seats belong to women. In interviews with some of the female winners of the Nobel Peace Prize, congresswomen from both sides of the aisle and up and coming female leaders at the state and local levels, Dychtwald and Larson paint a hopeful picture for women in politics. The only way to get the issues that mean the most to families and moms everywhere on the table of the legislatures is to support, and vote moms into office.
Dychtwald rounds out her optimistic work with a call to action for her readers. With 10 action items to take the women in our lives and around the world to the next phase of economic development: influence.
A Critical Review of "Influence" - Full of Sound-Bytes, Low on Opinion
A reader of Influence may feel that the repetition of key points throughout the book is a bit over-the-top. When reading cover-to-cover, it feels a little preachy. However, when the book is taken in sound-bytes, those repetitions become inspiring, contextual quotables.
True to her profession as a demographer, Dychtwald stuck with facts. She used data and statistics heavily, and anecdotes to make it breathe. What she was careful to avoid was a statement of her personal opinion on political questions. No statement is made that is overtly liberal or conservative.
There are a large number of places in the book where the point is made that changes such as work-life balance benefit everyone, and that this is not a feminist agenda. Dychtwald drives home the idea that many things that are perceived as "women's issues" are in fact whole-family, and whole-society issues.
While the points made are clear and important, the book could have been rendered far more readable had the authors chosen to take a stand, and assert more of their personal opinions in the meat of the text. By trying to appeal to everyone, the authors essentially removed themselves from the text, leaving it arid and a little hard to get through.
Alicia King - Alicia King has been writing for Suite 101 since June of 2007. For over a year, she was the Featured Writer for the Suite section about ...
