Advancing the cause of women in tech

Loubna Imenchal, VP and head of Enterprise Business, for Africa, Middle East, Turkey and Central Asia at Logitech is passionate about increasing women representation in the tech industry as well as creating an infrastructure to help women ascend the corporate ladder.

Logitech in partnership with Women Choice, has launched a platform – LogiConnect, for women in the industry to connect, mentor and grow in the industry. Imenchal shares how this nascent initiative is creating a supportive community of women helping them grow professionally.

Q: Tell us about the platform.

LogiConnect is a platform close to my heart, initiated by Logitech in the Middle East, specifically Dubai, to address the underrepresentation of women in the tech industry.

Logitech, as a company, prioritises diversity and inclusion, offering a supportive environment to launch such initiatives. Hence, LogiConnect aims to encourage women in tech to share their challenges, experiences, and aspirations within the industry.

It’s an interactive platform, not just for me to share insights, but for all participants to engage and express themselves. We gather feedback through surveys to tailor support, offering coaching, workshops, and networking opportunities. LogiConnect is a monthly event, allowing time to develop workshops and raise awareness about this platform’s benefits for women in the tech industry.

Q: Which regions does this platform reach out to in terms of coverage?

LogiConnect was launched in the UAE and our initial focus is firming our base in the coutnry, we aspire to expand our footprint throughout the GCC. However, each market differs, and we know our approach must be adaptable to each country’s environment. The UAE provides a conducive environment with significant representation of women in tech compared to other regions.

Our goal is to understand the unique challenges women face in each market and tailor our support accordingly. For now, LogiConnect’s launch is in Dubai, but we aspire to extend its impact across the GCC as we refine and adapt our approach to each market’s needs.

Q: Could you tell me about the larger issue the industry faces and the reason that you believe that LogiConnect is a very important tool to help women in the tech industry?

The main challenge in the tech industry isn’t women’s ability to succeed but rather their lack of self-confidence and mental barriers based on stereotypes. Women often internalise societal stereotypes that tech roles are predominantly for men, leading to self-doubt and hesitation in seizing opportunities.

Unlike men who readily embrace challenges, women may overanalyse decisions, particularly those related to work-life balance and family commitments. This self-doubt can hinder career progression, as women may hesitate to pursue promotions or take on leadership roles. LogiConnect addresses this issue by providing a supportive platform for women to share experiences, overcome self-limiting beliefs, and receive tailored support. Through interactive sessions and feedback mechanisms, we identify and address psychological barriers, empowering women to navigate career challenges with confidence.

Q: What can the tech industry do to create a nurturing or an empowering environment for women in technology?

The industry must prioritise awareness and accessibility. Platforms like LogiConnect, which are exteremely nascent but can play an outsize role in fostering a supportive inafrastructure, where women can share experiences and realise their potential. We need practical events and ongoing dialogue to dismantle stereotypes and instill confidence in women pursuing tech careers.

Additionally, education is key, particularly in encouraging younger generations to pursue tech careers without preconceived gender biases. I, personally, believe that it is only through diversity and inclusion, that tech companies can create environments where all individuals, regardless of gender, feel empowered to thrive.

Q: What is the business advantage of having more women come up the ladder in the tech industry? Does it reflect on the company’s bottom line and productivity?

The value achieved from gender diversity goes beyond mere inclusion; it directly impacts innovation and market relevance. Consider this: women make up over half of the global population and wield significant purchasing power. Yet, without female representation in product development, companies risk overlooking the unique needs and preferences of this demographic.

Take gaming, for instance. While traditionally perceived as a male-dominated domain, gaming is enjoyed by people of all genders. However, designing gaming accessories tailored to the female hand anatomy requires a nuanced understanding of user experience. Who better to conceptualise such products than women themselves? By incorporating diverse perspectives into product design, companies like Logitech can tap into previously untapped markets and drive innovation.

When leadership teams reflect the diversity of their customer base, they are better equipped to address evolving market dynamics and drive sustainable growth. Diversity at the workplace isn’t just a trend or a social justice issue—it’s a business imperative. Companies that have evolved to reflect this have not only seen a positive impact to their bottom line but also cultivate a culture of innovation and resilience. While progress has been made, the tech industry still has a ways to go in achieving gender parity.

Q: In 2024, what are the top barriers in the workplace for women, in your opinion?

The foremost barrier women encounter in the workplace revolves around psychological factors. Despite possessing the requisite skills and qualifications, many women hesitate to pursue career opportunities due to self-doubt and societal expectations. Unlike their male counterparts, who often apply for roles without hesitation, women tend to second-guess themselves, feeling compelled to meet unrealistic standards before even considering applying. This disparity in confidence not only affects entry into the workforce but also influences career progression and decision-making.

Additionally, once women are employed, they face unique challenges related to family responsibilities and societal norms. The expectation that women should prioritise family over career persists, leading to concerns about balancing professional aspirations with familial duties. This pressure to excel both at work and home contributes to feelings of inadequacy and prevents women from fully realising their potential.

Moreover, cultural and institutional barriers exacerbate gender inequality in the workplace. In regions like the Middle East, where traditional gender roles prevail, women often encounter systemic obstacles that limit their career opportunities. From restrictive maternity leave policies to societal stigmas surrounding women in leadership roles, these barriers perpetuate gender disparities and hinder women’s professional advancement.

In essence, addressing these barriers requires a multifaceted approach that encompasses awareness-building, policy reform, and cultural shifts.

Q: How can women interested in joining the platform get involved?

Contrary to expectations, participation in our platform doesn’t require any financial commitment. Our only goal is to to create a supportive community where women’s voices are valued, heard and given a platform to grow.

We’ve had two meets and the interest in our platform has exceeded our expectations, with more women eager to participate than we initially anticipated. The feedback that we have received is that participants recognise that our platform isn’t just another meeting where attendees disperse afterward. Instead, it’s a forum for impactful conversations where each participant’s input, matters.

After each session, we follow up with a survey to gauge where participants feel they need support. This feedback guides our efforts, ensuring that we address the specific challenges of our community effectively.

Joining the platform is straightforward. Interested individuals can find information about upcoming sessions on LinkedIn or other channels, where they’ll see a registration link. We’re deliberate about ensuring the quality of participants to foster a community where meaningful connections and support can flourish.

Ultimately, LogicConnect aims to create a space where women can come together, learn from each other, and elevate one another professionally and personally.

Read: Breaking barriers: Logitech’s Loubna Imenchal on women leadership in the tech industry