Cultural happenings such as the digital empowerment
TrustRadius, so-called bro culture is rife in tech companies, with 72% of women in tech reporting having worked at a company where bro culture is ubiquitous. And this has never been clearer. This is now more visible through increased data transparency, of micro-communities. Smart thinking about inclusivity, accessibility and value while designing for the underdog : the people who are just not so often on the radar of companies. We see signs of that, including through Netflix with Grace & Frankie to Sex Education and Madam CJ Walker, a serious commitment to diversity and inclusion.What is it? The underdog startup sees and cherishes the value of micro-communities – once forgotten and now widely visible. It combats stigma and under-representation by providing value-added products and services to groups such as seniors, full-time entrepreneurial photo editor mothers and those at the bottom of the economic ladder. A joint design process of “designed by and for” is a must. While they cater to the needs of smaller groups, they have a major advantage in the market adoption of their solutions.
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Go-to markets are highly targeted, and once the solution has been adopted by the original market, it has a high probability of scale up to neighboring markets. Some of the largest companies started this way, including Tesla, Uber and Oxo. The example: Thinx The period industry has long been characterized by shame and lack of options. But now this industry is booming, from menstrual cups, reusable pads to menstrual underwear, such as Thinx.
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