Innovators who know what women want

The National Department of Science and Technology has contracted the Da Vinci Institute to manage this new category as one of the six categories of the T-Systems Age of Innovation & Sustainability Awards, on their behalf. Dr Shaidah Asmall, Director of the Science, Gender and Disability Unit within the department, speaks passionately about the notion of using innovation to improve the quality of life of women.

She challenges inventors to scrutinise their marketable ideas and to ask themselves whether their products and services are equally suited to men and women. "If not, why not extend your market reach and consumer satisfaction by making the necessary changes to your products?" After all, women make up 52% of the population, she points out, which suggests they should also be recipients of the beneficial impacts of Science, Technology and Innovation.

The intention of this challenge is to shatter the traditional, unisex approach to product and service design, which often neglects women's needs. Every day women perch on chairs built to accommodate a man's body, their shorter-than-the-average-man's-legs dangling. Public buildings and car park access are often not designed to keep secluded and potentially dangerous zones to a minimum, nor do they always make access easy for parents accompanied by small children.

Even basic service access can be a battle for women. Dr Asmall relates an example of communities consulted about where they wanted the single electric plug installed in their homes. The male-headed households elected to have this in the living room - which makes television entertainment possible, but keeps domestic chores such as cooking firmly non-electrical, laborious, time consuming and more hazardous. Public toilets, communal water points, rubbish dumps and post boxes are often unlit and remote.

Asmall cites cases of entrepreneurs and manufacturers who have had the inspiration and gumption to think beyond the ordinary, with glittering consequences. A New York-based woman had the vision to launch a company that manufactures and sells DIY tools adapted for women. These tools are lighter than those commonly available on the market, have softer grips and are shaped to fit comfortably in a woman's hands. Barbara K Tools are promoted with the mission to "help eliminate the fear factor in areas where women may lack confidence or knowledge".

Another instance where a manufacturer opted to weigh up the merits of its traditional unisex approach is Volvo's "Your Concept Car" (YCC). Launched this year, the vehicle was engineered and designed by a predominantly female team, who put in place a number of features that would appeal to women and men alike. The YCC is adjusted to the body shape and size of the driver to improve comfort and line of vision, has clever storage compartments, boasts low-maintenance paintwork and comes with removable seat covers of different colours and materials.

Although the YCC is not a mass-market car, its inherent philosophy makes financial sense: in the market to which Volvo is exposed, women buy about 65% of cars and influence 80% of the buying decisions.

There are countless smaller and more everyday inventions that have revolutionised women's lives and work. The first automated dishwasher, the ironing board, the pedal bin and disposable nappies have lightened the load for thousands of women - and were incidentally all invented by women.

Asmall stresses that the newly introduced award category is not motivated by a desire to exclude men, but instead has the intention of including women. She explains that the award is launched in the spirit of government's aim to create a non-sexist and non-racist society.

Nor is this a search for female inventors. The sponsors would be delighted by evidence that a growing number of men consider the specific needs of women and are contributing to a better life for everyone.

The adjudicators of this category of the T-Systems Age of Innovation & Sustainability Awards are looking for a new innovative thrust that adds value to women's lives. According to Asmall, it would be particularly satisfying if these entries have a particular South African flavour.

The umbrella awards programme is sponsored by information, communication and technology company T-Systems. This German-based company, with a firm global representation, is proud of its presence in South Africa. T-Systems has committed itself to be part of South Africa's social and economic advancement and believes innovation plays a vital role in this change.

The core objective of the T-Systems Age of Innovation & Sustainability Awards is to identify and recognise those South African individuals and organisations whose initiatives, undertakings, projects and products outdo their peers both in innovation excellence and long-term sustainability.