Regarding the latter scenario, discrimination based on gender in Silicon Valley made headlines Tuesday in the Ellen Pao vs. Kleiner Perkins Caufield and Byers trial. Marketers, who are increasingly depending on tech emerging from this hub, are finding out that from venture capital firms like Kleiner Perkins to the startups they fund, decisions may be occurring that don't favor women—even in the products and services they produce for marketers.
In the case of Pao, Kleiner Perkins' attitude toward its former partner may have cost marketers useful tools. In fall 2007, Pao recommended the firm invest in Twitter. But even as her recommendation got shot down, "Kleiner's top brass was focusing big bets on money-losing green-tech investments such as Fisker and Bloom Energy," TechCrunch writes on Monday. The article also mentions Pao, now the interim CEO of reddit, "led Kleiner's sourcing and investments in RPX, which went public; Datameer, a going concern in the Hadoop and big data space; and social reading app Flipboard."
USA Today reports on Tuesday: "Earlier in the trial, Kleiner senior partner John Doerr had been quoted as saying that Pao had 'a female chip on her shoulder.' "
OK, marketers may ask, even if Pao is justified, that's not happening in the tech industry that supplies marketers, right? Or the channels?
In an infographic recently published by Information Is Beautiful, Pinterest particularly stood out. The social media network that 42 percent of all online women use and 13 percent of online men, according to January 2015 numbers from the Pew Research Center, 40 percent of employees are women. The focus is shifting to attract more men to the network that now has a 71 percent female user base among its 72.5 million visitors in the U.S., reports TechCrunch in January 2015.