Workshop, Gendering Climate & Sustainability, 14.03.09, dias 1/bha Department of Sociology Workshop … 55 minutes! INNOVATION – in a gender perspective.

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1 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 1/bha Department of Sociology Workshop … 55 minutes! INNOVATION – in a gender perspective Is there an innovation hype and if so why? What are we talking about? Why is a gender perspective interesting to stakeholders in the innovation field?

2 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 2/bha Department of Sociology Common definitions on innovation ’Introduction of a new or significantly improved product (good or service), a new or significantly improved process or marketing method or a significantly organizational change’ Danish Ministry of Economic and Business Affairs 2005, OECD-Eurostat 2005 Innovation in an anthropological perspective Innovation as a way of dealing with everyday life, based on a creativitity needed constantly for coping with all kinds of activities and situations in our lives. Thus innovation is an ongoing social process, that implies improvisation, a process that involves interaction among humans or between humans and technology. (Hauge 2009, heavily inspired by Ingold & Hallam, 2007, Schutz 1972)

3 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 3/bha Department of Sociology User-driven innovation A few terms from the innovation literature Participatory innovation Technology driven innovation Employee driven innovation Open innovation Network innovation ? For whose sake is the innovation made? … gender-budgeting

4 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 4/bha Department of Sociology Some Danish research results Low amount of women in private sector companies 25% of the employees were women - in about 60% of the companies the rate was even lower A gender balance in staff = more innovation Diversity => much higher innovation rate than companies with homogeneous staff composition due to innovation as the result of many voices, a.o. the gender ’voice’ Expected increase in innovation … increasing female staff from 25% to 40% is estimated to increase the rate of innovation with 110% (Danish Agency for Science Technology and Innovation 2007, ”Innovation og mangfoldighed”, rapport)

5 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 5/bha Department of Sociology Intelligent housing… Gender difference in product interest, significance, use & ideas for improvement Both genders share the attitudes on the importance of light in creating a good atmosphere for the family, both share the interest in saving energy costs and the interest in decorating/renovating The above results are statistically representative and stem from a quantitative survey on use of intelligent technology, TNS & Copenhagen University 2009. technology vs. practical use Men more interested in technological features, in being technologically prepared for the future, technological updates, and ’value-for-money’ Women less interested in technology, more interested in making sure it works in the day-to-day lives – and for the whole family

6 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 6/bha Department of Sociology Segment profile Det Moderne segment: Karriere, god økonomi, luksus Oftest under 40 år, lille overvægt af mænd, bor ofte i hovedstadsområdet. Enten lavere eller højere funktionær. Går meget op i karrieren. En stor del bruger PC hjemme ifm arbejde, der læses faglitteratur og tidsskrifter, Berlingske, Børsen, Jyllands-Posten og Computerworld foretrækkes. Storforbrugere af internettet især til nyheds- og informationssøgning og til transaktioner via net-banking. Køber gerne kvalitets-/mærkevarer og aflægger gerne Illum & Magasin besøg. Opmærksom på nye trends og livsstilsprodukter, henter især inspiration fra magasiner. Forretningsrejser i DK eller udland foretages mere end hos de øvrige segmenter. Den moderne dansker dyrker holdsport og individuel sport både i og uden for klub. Politisk ståsted er Venstre, Konservative og det tidligere CD. Holdningsmæssigt favner den moderne danske relativt bredt. Er begejstrede for ny teknologi og mobiltelefoner og går op i at have succes men synes ikke umiddelbart, penge er en målestok for, hvordan man klarer sig ift andre, eller at miljøforurening er ok, hvis industrien skal vokse. -60 60-89 90-109 110-139 140+ Affinitet MODERNE (30,0% / 345) Moderne-individorienterede (26,0% / 208) Individorienterede (8,0% / 79) Traditionelle-individorienterede (1,0% / 9) Traditionelle (2,0% / 16) Traditionelle-fælleskabsorienterede (1,0% / 10) Fælleskabsorienterede (5,0% / 43) Moderne-fælleskabsorienterede (19,0% / 157) Center

7 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 7/bha Department of Sociology The Expert + identity + recommendating IHC The playful man +/- identity +/- recommendating Karl & Karla - identity - recommendating har som alle moderne travl hverdag og travlt privatliv – men: De ønsker teknik for teknikkens egen skyld! Teknologien har betydning for specialistens identitet, og han er villig til at bruge meget tid på det. Han sørger selv for at blive opdateret og vil typisk tage kontakt til LK med spørgsmål. Ændringer & forbedringer laves ofte selv. Specialister går op i IHC med liv & sjæl, og de ses på sites lavet af private IHC- ejere. Ønsker kompliceret IHC og produktudvikling fra LK Denne gruppe føler sig lidt som specialister (kan også have en teknisk baggrund), men magter reelt ikke IHC. De er interesseret i at have det sjovt med teknik, teknologien skal være nem & intuitiv at gå til. De vil gerne ofre noget tid på det, men tid er netop en mangelvare. Bliver frustrerede, når de ikke kan bruge og lege med IHC, som de helst ville – og som var en vigtig grund bag købet Teknologi skal først og fremmest være nyttig og understøtte hverdagen. Teknik for funktionens skyld - funktionalitet er i højsædet. Det handler om at kunne magte og anvende sin teknologi. Besparelsesmuligheder gør teknologien mere interessant, men igen: Det skal kunne håndteres, straks. Teknologi skal være nemt, ikke stille krav eller tage tid Innovating for people’s NEEDS in their everyday lives

8 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 8/bha Department of Sociology The Expert I’m showing you a box in stead

9 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 9/bha Department of Sociology The playful man

10 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 10/bha Department of Sociology Karl/Karla

11 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 11/bha Department of Sociology Innovation based on life phases & our roles in life Age with adherent life phase Life ’intensity’ & activity level Innovation based on the activities & needs according to life phases such as The young family Families with teenagers Couples with children having left home Elderly in own home

12 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 12/bha Department of Sociology ”Poor Carla” By permission from DR

13 Workshop, Gendering Climate & Sustainability, 14.03.09, dias 13/bha Department of Sociology Boligen som afsæt? Boligen er CENTRAL ift familien & hverdagslivet: At ombygge, renovere og indrette boligen kan ses som et socialt projekt, der lige så meget handler om at bygge & vedligeholde FAMILIEN som det handler om den fysiske bolig. Boligen som sammenhængskraften i hverdagen: Boligen spiller en stor rolle i at holde sammen på familien og give mening i en fragmenteret hverdag. I boligen ’fejrer’ vi familien (kernefamilie-idealer) og anvender vaner og ritualer, såsom en særlig lysadfærd, til at holde sammen på familien. Boligens dobbelthed: Boligen skal kunne rumme det interne familieliv (back stage) og det eksterne blik (front stage) – dvs. boligen skal dels holde sammen på familien (og holde til familiens mange funktioner), dels skal den kunne rumme gæster, dvs. tåle fremvisning