In response, ÉLAN RDC’s used an evidence-based and commercially-driven approach including:
- Collecting data and sharing market insights, which highlight new or overlooked opportunities;
- Encouraging market segmentation to seize opportunities to generate revenue from women customer segments with differentiated marketing or products and services catered to needs;
- Empowering women employees and members by bringing evidence and training on the benefits of building a more inclusive organisation or association.
In the Access to Finance sector, ÉLAN RDC conducted training with digital finance providers. Partner companies began disaggregating their client databases, using market segmentation and differentiated marketing campaigns to attract women to adopt their digital application for female-concentrated sectors. In the Agriculture sector, ÉLAN RDC identified poor levels of women’s participation in the coffee value chain, and supported partners in developing training materials and wider reforms to conditions to increase participation. In the renewable energy sector, ÉLAN RDC empowered women by improving access to sales agent jobs. ÉLAN RDC’s conducted a series of gender audits including of a leading distributor of clean energy products. By better targeting recruitment efforts and providing more preparation and support to women sales agents, the company increased sales to women and reduced high agent turnover.