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Innovation and crisis: The six factors that spark radical innovation in turbulent times

A crisis forces people to see the world in a different way because it ruptures the assumptions on which everyday life proceeds and so creates a doorway into a different kind of world, one in which people can improvise solutions inspired by generosity and empathy, goodwill and common endeavour, resilience and resourcefulness often lacking in normal times. That is a paraphrase of Rebecca Solnit’s account, in A Paradise Built in Hell, of the field of ‘disaster sociology’. The father of that field, which emerged from the study of the civilian experience of the Second World War, the American sociologist Charles Fritz, put it this way: ‘Disaster provides a societal shock which disrupts habitual, institutionalised patterns of behaviour and renders people amenable to social and personal change.’ Crisis creates a potent mixture of disruption of the status quo, freedom from convention and tight constraints, of time and resources, which drives radical improvisation. Doing things differently becomes the only and obvious solution.

“Solnit argues that disasters are opportunities as well as oppressions, each one a summon to rediscover the powerful engagement and joy of genuine altruism, civic life, grassroots community, and meaningful work.”

When that happens six factors come together. If we can understand this combination, we might have a chance of fostering the ‘can-do’ culture of crisis in normal times.

Crisis breeds innovation because it demands a sharper, shared clarity of purpose. That is true for societies as well as individuals. Amid all the chaos, a crisis can provide what corporate anthropologists Christian Madsbjerg and Mikkel Rasmussen call The Moment of Clarity, when the point of what you are doing becomes clear: saving lives, caring for one another, putting food on the table. The trade-offs between competing claims on resources, which are normally hard to adjudicate and so slow down change, can be cut through with confidence about what really counts.

Outside a crisis it is much harder to create this sense of shared purpose. One way to do so is to frame a challenge as a crisis to garner greater commitment: just before COVID-19 emerged, campaigners had stopped talking about climate change and instead focused on the ‘climate emergency’. The need for shared purpose is one reason more governments are interested in mission-driven innovation, to mobilise collective effort to tackle big societal challenges. There are limits to how far this can be taken though: not everything can count as a crisis at the same time.

A crisis demands urgency because it can get out of hand, growing exponentially and outpacing normal responses, as the UK found to its cost by locking down later than many other countries. Crisis compresses timescales and forces people to work at speed, eliminating the steps in processes which add very little to outcomes. When time is short, we have to focus on what is really critical and not bother with the rest. That is how vaccines were developed and approved in record time. Elements in the process that are usually sequential, were carried out in parallel, compressing the time from initial prototype to approval from years to a few months.

A prime example is the way the UK’s highly praised RECOVERY programme was set up to test treatments for COVID-19 in real time in hospitals up and down the country. Normally it would take several months to set up a trial with 12,000 patients; in this crisis it took just two weeks.

Focus and urgency need to be combined to achieve results: governments should set clear, tight timescales for ‘mission-driven innovation’ to force teams to work in innovative ways. (But it is worth noting that one downside of a crisis is that it can drive out innovation which requires longer timescales and more diverse perspectives to unravel challenges and opportunities which are less obvious.)

In a crisis, one which engulfs the entire country, innovators have to find solutions that work at scale from the outset. They do not have the luxury of an extended period of prototyping to refine their solutions. Working fast to achieve scale shortcuts the innovation process, eliminating often lengthy processes of ideation, research and prototyping but also processes like ethics reviews. Instead, the emphasis has to be on what works fast, everywhere. That favours solutions which are simple and robust. (One downside of a crisis is that it can be bad for more fundamental, blue-sky research into more speculative solutions.)

Too often, public sector innovations get trapped on location: they do not spread beyond the local pockets in which they were developed. As a result, the public sector is rich in innovative solutions developed in one place which fail to scale more widely because there is no effective mechanism to achieve that.

That kind of defensive parochialism is much harder to justify in a crisis. People cannot afford to rest on their laurels; they need to show they are learning fast. Power is often centralised to mandate new solutions. Demand for and take-up of more effective solutions is driven by the scale of the need.

The need for urgency, focus and scale favours solutions which repurpose existing technologies rather than inventing things from scratch. That may be true of innovation in all settings, but crisis accentuates the advantages of repurposing and recombining what already works.

Giulio Quaggiotto, the UNDP’s innovation “guru” who is working with governments across Asia to support their responses to COVID-19, put it this way: ‘Having something to build upon really matters. Starting something from scratch during a crisis is difficult. Building on or repurposing what is already there is much more effective.’

An obvious example is the way South Korea and other Asian states drew on their experience with the SARS epidemic: that meant South Korea had thousands of epidemic intelligence officers to call upon. The Indian state of Kerala built its highly effective response on its community-based health and care system. Greece was quick to repurpose existing technologies to new ends, using a simple SMS system to regulate its lockdown. In Bangladesh, more than 11 million people have self-reported COVID-19 systems using a simple SMS system which is analysed in real time by artificial intelligence. That has allowed the authorities to spot ‘hot clusters’ of the virus 10 days earlier than they were able to at the start of the pandemic. More than 200,000 doctors and nurses went through an online training course to operate what Anir Chowdhury, policy advisor with UNDP and Member of the Prime Minister’s National Digital Task Force in Bangladesh, calls an ‘Uber pool system for doctors’.

The imperative to repurpose rather than invent explains why a crisis can lead to a sudden surge in usage of solutions that were developing only gradually in normal conditions. Indonesia has created a primary telemedicine system for 300 million people by working with a handful of startups which had been finding it hard to gain traction before the crisis. The crisis has accelerated the adoption of solutions that were developing only tentatively.

Crisis creates the conditions for the kind of open-minded collaboration which is virtually impossible in normal times, especially in highly departmentalised public systems. Crisis spurs collaboration because no one has all the resources they need to find a solution to a big, shared challenge. They have to find novel ways to share data, infrastructure, buildings and technology rather than hoarding resources. A lot is at stake: those who do not collaborate risk being called out.

Recreating that collaborative spirit is hard outside of the conditions of crisis. The conflicts common to the public sector will likely resume as 2021 unfolds. Yet the crisis might yet create a longer lasting legacy of collaboration, not least if more governments recognise the power of mission-driven innovation to create a framework for collaborative innovation around a shared, critical challenge.

Governments and digital service providers may in future collaborate more to provide critical social infrastructures. In Bangladesh, Anir Chowdhury looks forward to a future in which the country has a digital basic income, combined with a mobile-first health system and an online distance learning platform for all children. None of that will be possible, however, without a partnership between government and mobile operators who will be entrusted with what will become vital public infrastructure. The mobile operators will want to know there is a sustainable business model: someone will have to pay.

Another place where a newfound spirit of collaboration may flourish will be in local government, where councils have learned that, in a crisis, the first and ongoing responders are in civil society. Local mutual aid, care networks and food systems might live on after the crisis, as a permanent complement to the local state.

The inherent uncertainty created by an unfolding crisis means it’s hard at the outset to say what will work. That means failure is almost inevitable and therefore more tolerable. In a crisis not everything will work first time around. As Mark Rutte, the Dutch Prime Minister, puts it: you have to make 100 per cent decisions with only 50 per cent of the information. There is no option but to accept, embrace even, the radical uncertainty of the situation, and the creative, adaptive solutions that requires.

Bets have to be hedged in the knowledge that some experimental solutions have to be written off in pursuit of the one that works best. Failures are easier to write off in a fast-moving crisis.

Failure is easier to tolerate, however, so long as it leads to rapid learning and better solutions: perhaps after months of mounting criticism from the public, doctors and nurses, the UK Government has created a supply chain to provide hospitals and care homes with the PPE they need. Time will tell.

Whether all this leads to more intelligent, forgiving and thoughtful attitudes towards failure and experimentation in government remains to be seen. If it did, this would encourage innovation.

Having something to build upon really matters. Starting something from scratch during a crisis is difficult. Building on or repurposing what is already there is much more effective.

Giulio Quaggiotto, UNDP

There are plenty of reasons why it would be a mistake to model innovation policy on how we behave in a crisis. Many kinds of innovation are casualties of crisis. Serendipitous innovation is unlikely to thrive in a socially distanced world in which a visit to a café has to be pre-booked. In a crisis patient, blue-sky research often has to play second fiddle to urgent pragmatic problem-solving. A clear sense of shared focus can mobilise collective action to achieve a common goal, but a good deal of innovation comes from the plurality and diversity of values and vantage points in society. Getting government to focus on a single mission is not just difficult, it might be dangerous if less politically correct missions are neglected.

Yet a crisis like COVID-19 does show us how society can be rapidly reorganised around a different set of priorities. A profound economic and social shock provides a heightened sense of urgency and focus, which in turn creates a newfound willingness to collaborate among people and agencies used to fighting turf wars with one another. The need to work at speed and scale means that inventing things from scratch is out of the question; repurposing existing technologies, infrastructure and institutions is far more effective. All of this requires a tolerance of failure as solutions that are initially not good enough are discarded or improved.

Crisis is not a model for all kinds of innovation. Yet in these special conditions we become capable of turning what was thought impossible into everyday reality. Crisis reveals not just weaknesses but also strengths and capabilities; it creates huge costs but also unexpected dividends in all the new and different ways we find to organise ourselves that seemed out of the question just a few months ago.


 

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    Steve Ovett, the famous British middle-distance athlete, won the 800-metres gold medal at the Moscow Olympics of 1980. Just a few days later, he was about to win a 5,000-metres race at London’s Crystal Palace. Known for his burst of acceleration on the home stretch, he had supreme confidence in his ability to out-sprint rivals. With the final 100 metres remaining,

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    Ovett waved to the crowd and raised a hand in triumph. But he had celebrated a bit too early. At the finishing line, Ireland’s John Treacy edged past Ovett. For those few moments, Ovett had lost his sense of reality and ignored the possibility of a negative event.

    This analogy works well for the India story and our policy failures , including during the ongoing covid pandemic. While we have never been as well prepared or had significant successes in terms of growth stability as Ovett did in his illustrious running career, we tend to celebrate too early. Indeed, we have done so many times before.

    It is as if we’re convinced that India is destined for greater heights, come what may, and so we never run through the finish line. Do we and our policymakers suffer from a collective optimism bias, which, as the Nobel Prize winner Daniel Kahneman once wrote, “may well be the most significant of the cognitive biases”? The optimism bias arises from mistaken beliefs which form expectations that are better than the reality. It makes us underestimate chances of a negative outcome and ignore warnings repeatedly.

    The Indian economy had a dream run for five years from 2003-04 to 2007-08, with an average annual growth rate of around 9%. Many believed that India was on its way to clocking consistent double-digit growth and comparisons with China were rife. It was conveniently overlooked that this output expansion had come mainly came from a few sectors: automobiles, telecom and business services.

    Indians were made to believe that we could sprint without high-quality education, healthcare, infrastructure or banking sectors, which form the backbone of any stable economy. The plan was to build them as we went along, but then in the euphoria of short-term success, it got lost.

    India’s exports of goods grew from $20 billion in 1990-91 to over $310 billion in 2019-20. Looking at these absolute figures it would seem as if India has arrived on the world stage. However, India’s share of global trade has moved up only marginally. Even now, the country accounts for less than 2% of the world’s goods exports.

    More importantly, hidden behind this performance was the role played by one sector that should have never made it to India’s list of exports—refined petroleum. The share of refined petroleum exports in India’s goods exports increased from 1.4% in 1996-97 to over 18% in 2011-12.

    An import-intensive sector with low labour intensity, exports of refined petroleum zoomed because of the then policy regime of a retail price ceiling on petroleum products in the domestic market. While we have done well in the export of services, our share is still less than 4% of world exports.

    India seemed to emerge from the 2008 global financial crisis relatively unscathed. But, a temporary demand push had played a role in the revival—the incomes of many households, both rural and urban, had shot up. Fiscal stimulus to the rural economy and implementation of the Sixth Pay Commission scales had led to the salaries of around 20% of organized-sector employees jumping up. We celebrated, but once again, neither did we resolve the crisis brewing elsewhere in India’s banking sector, nor did we improve our capacity for healthcare or quality education.

    Employment saw little economy-wide growth in our boom years. Manufacturing jobs, if anything, shrank. But we continued to celebrate. Youth flocked to low-productivity service-sector jobs, such as those in hotels and restaurants, security and other services. The dependence on such jobs on one hand and high-skilled services on the other was bound to make Indian society more unequal.

    And then, there is agriculture, an elephant in the room. If and when farm-sector reforms get implemented, celebrations would once again be premature. The vast majority of India’s farmers have small plots of land, and though these farms are at least as productive as larger ones, net absolute incomes from small plots can only be meagre.

    A further rise in farm productivity and consequent increase in supply, if not matched by a demand rise, especially with access to export markets, would result in downward pressure on market prices for farm produce and a further decline in the net incomes of small farmers.

    We should learn from what John Treacy did right. He didn’t give up, and pushed for the finish line like it was his only chance at winning. Treacy had years of long-distance practice. The same goes for our economy. A long grind is required to build up its base before we can win and celebrate. And Ovett did not blame anyone for his loss. We play the blame game. Everyone else, right from China and the US to ‘greedy corporates’, seems to be responsible for our failures.

    We have lowered absolute poverty levels and had technology-based successes like Aadhaar and digital access to public services. But there are no short cuts to good quality and adequate healthcare and education services. We must remain optimistic but stay firmly away from the optimism bias.

    In the end, it is not about how we start, but how we finish. The disastrous second wave of covid and our inability to manage it is a ghastly reminder of this fact.


  • On March 31, the World Economic Forum (WEF) released its annual Gender Gap Report 2021. The Global Gender Gap report is an annual report released by the WEF. The gender gap is the difference between women and men as reflected in social, political, intellectual, cultural, or economic attainments or attitudes. The gap between men and women across health, education, politics, and economics widened for the first time since records began in 2006.

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    No need to remember all the data, only pick out few important ones to use in your answers.

    The Global gender gap index aims to measure this gap in four key areas : health, education, economics, and politics. It surveys economies to measure gender disparity by collating and analyzing data that fall under four indices : economic participation and opportunity, educational attainment, health and survival, and political empowerment.

    The 2021 Global Gender Gap Index benchmarks 156 countries on their progress towards gender parity. The index aims to serve as a compass to track progress on relative gaps between women and men in health, education, economy, and politics.

    Although no country has achieved full gender parity, the top two countries (Iceland and Finland) have closed at least 85% of their gap, and the remaining seven countries (Lithuania, Namibia, New Zealand, Norway, Sweden, Rwanda, and Ireland) have closed at least 80% of their gap. Geographically, the global top 10 continues to be dominated by Nordic countries, with —Iceland, Norway, Finland, and Sweden—in the top five.

    The top 10 is completed by one country from Asia Pacific (New Zealand 4th), two Sub-Saharan countries (Namibia, 6th and Rwanda, 7th, one country from Eastern Europe (the new entrant to the top 10, Lithuania, 8th), and another two Western European countries (Ireland, 9th, and Switzerland, 10th, another country in the top-10 for the first time).There is a relatively equitable distribution of available income, resources, and opportunities for men and women in these countries. The tremendous gender gaps are identified primarily in the Middle East, Africa, and South Asia.

    Here, we can discuss the overall global gender gap scores across the index’s four main components : Economic Participation and Opportunity, Educational Attainment, Health and Survival, and Political Empowerment.

    The indicators of the four main components are

    (1) Economic Participation and Opportunity:
    o Labour force participation rate,
    o wage equality for similar work,
    o estimated earned income,
    o Legislators, senior officials, and managers,
    o Professional and technical workers.

    (2) Educational Attainment:
    o Literacy rate (%)
    o Enrollment in primary education (%)
    o Enrollment in secondary education (%)
    o Enrollment in tertiary education (%).

    (3) Health and Survival:
    o Sex ratio at birth (%)
    o Healthy life expectancy (years).

    (4) Political Empowerment:
    o Women in Parliament (%)
    o Women in Ministerial positions (%)
    o Years with a female head of State (last 50 years)
    o The share of tenure years.

    The objective is to shed light on which factors are driving the overall average decline in the global gender gap score. The analysis results show that this year’s decline is mainly caused by a reversal in performance on the Political Empowerment gap.

    Global Trends and Outcomes:

    – Globally, this year, i.e., 2021, the average distance completed to gender parity gap is 68% (This means that the remaining gender gap to close stands at 32%) a step back compared to 2020 (-0.6 percentage points). These figures are mainly driven by a decline in the performance of large countries. On its current trajectory, it will now take 135.6 years to close the gender gap worldwide.

    – The gender gap in Political Empowerment remains the largest of the four gaps tracked, with only 22% closed to date, having further widened since the 2020 edition of the report by 2.4 percentage points. Across the 156 countries covered by the index, women represent only 26.1% of some 35,500 Parliament seats and 22.6% of over 3,400 Ministers worldwide. In 81 countries, there has never been a woman head of State as of January 15, 2021. At the current rate of progress, the World Economic Forum estimates that it will take 145.5 years to attain gender parity in politics.

    – The gender gap in Economic Participation and Opportunity remains the second-largest of the four key gaps tracked by the index. According to this year’s index results, 58% of this gap has been closed so far. The gap has seen marginal improvement since the 2020 edition of the report, and as a result, we estimate that it will take another 267.6 years to close.

    – Gender gaps in Educational Attainment and Health and Survival are nearly closed. In Educational Attainment, 95% of this gender gap has been closed globally, with 37 countries already attaining gender parity. However, the ‘last mile’ of progress is proceeding slowly. The index estimates that it will take another 14.2 years to close this gap on its current trajectory completely.

    In Health and Survival, 96% of this gender gap has been closed, registering a marginal decline since last year (not due to COVID-19), and the time to close this gap remains undefined. For both education and health, while progress is higher than economy and politics in the global data, there are important future implications of disruptions due to the pandemic and continued variations in quality across income, geography, race, and ethnicity.

    India-Specific Findings:

    India had slipped 28 spots to rank 140 out of the 156 countries covered. The pandemic causing a disproportionate impact on women jeopardizes rolling back the little progress made in the last decades-forcing more women to drop off the workforce and leaving them vulnerable to domestic violence.

    India’s poor performance on the Global Gender Gap report card hints at a serious wake-up call and learning lessons from the Nordic region for the Government and policy makers.

    Within the 156 countries covered, women hold only 26 percent of Parliamentary seats and 22 percent of Ministerial positions. India, in some ways, reflects this widening gap, where the number of Ministers declined from 23.1 percent in 2019 to 9.1 percent in 2021. The number of women in Parliament stands low at 14.4 percent. In India, the gender gap has widened to 62.5 %, down from 66.8% the previous year.

    It is mainly due to women’s inadequate representation in politics, technical and leadership roles, a decrease in women’s labor force participation rate, poor healthcare, lagging female to male literacy ratio, and income inequality.

    The gap is the widest on the political empowerment dimension, with economic participation and opportunity being next in line. However, the gap on educational attainment and health and survival has been practically bridged.

    India is the third-worst performer among South Asian countries, with Pakistan and Afghanistan trailing and Bangladesh being at the top. The report states that the country fared the worst in political empowerment, regressing from 23.9% to 9.1%.

    Its ranking on the health and survival dimension is among the five worst performers. The economic participation and opportunity gap saw a decline of 3% compared to 2020, while India’s educational attainment front is in the 114th position.

    India has deteriorated to 51st place from 18th place in 2020 on political empowerment. Still, it has slipped to 155th position from 150th position in 2020 on health and survival, 151st place in economic participation and opportunity from 149th place, and 114th place for educational attainment from 112th.

    In 2020 reports, among the 153 countries studied, India is the only country where the economic gender gap of 64.6% is larger than the political gender gap of 58.9%. In 2021 report, among the 156 countries, the economic gender gap of India is 67.4%, 3.8% gender gap in education, 6.3% gap in health and survival, and 72.4% gender gap in political empowerment. In health and survival, the gender gap of the sex ratio at birth is above 9.1%, and healthy life expectancy is almost the same.

    Discrimination against women has also been reflected in Health and Survival subindex statistics. With 93.7% of this gap closed to date, India ranks among the bottom five countries in this subindex. The wide sex ratio at birth gaps is due to the high incidence of gender-based sex-selective practices. Besides, more than one in four women has faced intimate violence in her lifetime.The gender gap in the literacy rate is above 20.1%.

    Yet, gender gaps persist in literacy : one-third of women are illiterate (34.2%) than 17.6% of men. In political empowerment, globally, women in Parliament is at 128th position and gender gap of 83.2%, and 90% gap in a Ministerial position. The gap in wages equality for similar work is above 51.8%. On health and survival, four large countries Pakistan, India, Vietnam, and China, fare poorly, with millions of women there not getting the same access to health as men.

    The pandemic has only slowed down in its tracks the progress India was making towards achieving gender parity. The country urgently needs to focus on “health and survival,” which points towards a skewed sex ratio because of the high incidence of gender-based sex-selective practices and women’s economic participation. Women’s labour force participation rate and the share of women in technical roles declined in 2020, reducing the estimated earned income of women, one-fifth of men.

    Learning from the Nordic region, noteworthy participation of women in politics, institutions, and public life is the catalyst for transformational change. Women need to be equal participants in the labour force to pioneer the societal changes the world needs in this integral period of transition.

    Every effort must be directed towards achieving gender parallelism by facilitating women in leadership and decision-making positions. Social protection programmes should be gender-responsive and account for the differential needs of women and girls. Research and scientific literature also provide unequivocal evidence that countries led by women are dealing with the pandemic more effectively than many others.

    Gendered inequality, thereby, is a global concern. India should focus on targeted policies and earmarked public and private investments in care and equalized access. Women are not ready to wait for another century for equality. It’s time India accelerates its efforts and fight for an inclusive, equal, global recovery.

    India will not fully develop unless both women and men are equally supported to reach their full potential. There are risks, violations, and vulnerabilities women face just because they are women. Most of these risks are directly linked to women’s economic, political, social, and cultural disadvantages in their daily lives. It becomes acute during crises and disasters.

    With the prevalence of gender discrimination, and social norms and practices, women become exposed to the possibility of child marriage, teenage pregnancy, child domestic work, poor education and health, sexual abuse, exploitation, and violence. Many of these manifestations will not change unless women are valued more.


    2021 WEF Global Gender Gap report, which confirmed its 2016 finding of a decline in worldwide progress towards gender parity.

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    Over 2.8 billion women are legally restricted from having the same choice of jobs as men. As many as 104 countries still have laws preventing women from working in specific jobs, 59 countries have no laws on sexual harassment in the workplace, and it is astonishing that a handful of countries still allow husbands to legally stop their wives from working.

    Globally, women’s participation in the labour force is estimated at 63% (as against 94% of men who participate), but India’s is at a dismal 25% or so currently. Most women are in informal and vulnerable employment—domestic help, agriculture, etc—and are always paid less than men.

    Recent reports from Assam suggest that women workers in plantations are paid much less than men and never promoted to supervisory roles. The gender wage gap is about 24% globally, and women have lost far more jobs than men during lockdowns.

    The problem of gender disparity is compounded by hurdles put up by governments, society and businesses: unequal access to social security schemes, banking services, education, digital services and so on, even as a glass ceiling has kept leadership roles out of women’s reach.

    Yes, many governments and businesses had been working on parity before the pandemic struck. But the global gender gap, defined by differences reflected in the social, political, intellectual, cultural and economic attainments or attitudes of men and women, will not narrow in the near future without all major stakeholders working together on a clear agenda—that of economic growth by inclusion.

    The WEF report estimates 135 years to close the gap at our current rate of progress based on four pillars: educational attainment, health, economic participation and political empowerment.

    India has slipped from rank 112 to 140 in a single year, confirming how hard women were hit by the pandemic. Pakistan and Afghanistan are the only two Asian countries that fared worse.

    Here are a few things we must do:

    One, frame policies for equal-opportunity employment. Use technology and artificial intelligence to eliminate biases of gender, caste, etc, and select candidates at all levels on merit. Numerous surveys indicate that women in general have a better chance of landing jobs if their gender is not known to recruiters.

    Two, foster a culture of gender sensitivity. Take a review of current policies and move from gender-neutral to gender-sensitive. Encourage and insist on diversity and inclusion at all levels, and promote more women internally to leadership roles. Demolish silos to let women grab potential opportunities in hitherto male-dominant roles. Work-from-home has taught us how efficiently women can manage flex-timings and productivity.

    Three, deploy corporate social responsibility (CSR) funds for the education and skilling of women and girls at the bottom of the pyramid. CSR allocations to toilet building, the PM-Cares fund and firms’ own trusts could be re-channelled for this.

    Four, get more women into research and development (R&D) roles. A study of over 4,000 companies found that more women in R&D jobs resulted in radical innovation. It appears women score far higher than men in championing change. If you seek growth from affordable products and services for low-income groups, women often have the best ideas.

    Five, break barriers to allow progress. Cultural and structural issues must be fixed. Unconscious biases and discrimination are rampant even in highly-esteemed organizations. Establish fair and transparent human resource policies.

    Six, get involved in local communities to engage them. As Michael Porter said, it is not possible for businesses to sustain long-term shareholder value without ensuring the welfare of the communities they exist in. It is in the best interest of enterprises to engage with local communities to understand and work towards lowering cultural and other barriers in society. It will also help connect with potential customers, employees and special interest groups driving the gender-equity agenda and achieve better diversity.