'Get ready for the SHEeconomy!'

The next seven years will see the rise of professional women as the strength of the SHEeconomy is acknowledged. That’s the view of Natalie Maroun, lead strategist at performance agency LRMG, who believes that by the end of 2020 there will be more businesses started up by women and a major increase in women in professional positions. “As women increasingly take on leadership positions, we will see the focus on business success shift from monetary gain to more meaningful measures – including social responsibility and employee growth,” says Maroun. In addition, she believes that companies with no women on executive boards and in senior positions will be red-flagged by investors. “Traditionally female behaviour will become the preferred culture in organisations. Companies will expect both genders to demonstrate conscientiousness rather than testosterone-fuelled decision making,” she adds. With an acute skills shortage globally, women, she predicts, will be integral to filling this gap. “How and where they work will be a differentiating factor. “We will see employees working for international companies in the comfort of their homes. The knowledge worker will be of high value and they will have the ability to choose their office space, office hours and other working conditions,” she said.