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  • Technology is far from a man’s world
  • Technology is far from a man’s world
    Franck Michel, Creative Commons (2016) ©
VOX POP

Are technology brands sexist?

Technology for women has transcended the early years of 'shrinking and pinking' – and just as well, given that women are, in many ways, more prevalent tech consumers than men. But with just 41% actively agreeing that technology caters to their needs, how is tech evolving to appeal to both genders?

Location United States

Scope
When Computer Engineer Barbie was launched in 2010, she came with a miniature pink laptop strapped to her wrist, a matching pink headset wrapped round her head and a vacuous smile pasted on her face. And while this might sound like classicBarb, just a year prior, Dell was called called out for ‘shrinking and pinking’ its products for women with its Della laptop, which was launched alongside a website full of patronising tips to help women figure out how to use their new toy. “Dear Della,” wrote infuriated tech columnist Joanna Stern. “Sexism doesn’t sell laptops.” ...

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