Consumption targeted innovation for women: From principle to practice?

This study explores the gendered dimension of innovation policy, taking the perspective of women as users and consumers of innovation, rather than as participants in the innovative workforce; a perspective which has not yet been fully analysed. Based on an analysis of policy documents by supra-national, national, and sub-national agencies and elite interviews, the research examines the beginnings of a new policy we term “Consumption Targeted Innovation for Women” (CTIW) in a limited number of advanced economies: The EU, and the specific cases of Austria and Israel. Elaborating on the necessity of this policy, the dynamics of its spread and its challenges moving forward, the research contributes conceptually to the budding literature on inclusive innovation policy, and practically to the analysis of emerging policies that are likely to further gender equality in innovation. We argue that CTIW is a response to market failure in the form of innovation designs that systematically cater to male needs and preferences while mostly ignoring those of women. The spread of CTIW policies is driven by policy entrepreneurs from the academic world. Policy adoption depends on the degree to which government in general is committed to gender equality and more specifically gender mainstreaming policy. However, even where the environment is ideologically favorable, CTIW must contend with the fact that most policy attention is focused on measures dedicated to furthering gender-equality on the production side.