The Electric Vehicle sector is experiencing massive growth in the drive to hit the 2030 Net-Zero target. It’s a unique opportunity for British businesses to innovate and supply new goods and services, but to do that successfully requires taking all audiences on the journey.

In celebration of International women's day, we joined the EV Summit panel with leading women from across the sector, exploring opportunities to help more women participate in a traditionally male-dominated industry. Here’s what we found out.

1. Women are the key to unlocking the mass adoption of Electric Vehicles

Autotrader has undertaken extensive qualitative and quantitative research to understand audiences’ attitudes and behaviours and how to help people transition. They found that 60% of women don’t know about 2030, the Net-Zero target. Women are more risk heightened (not risk-averse) in their product choices and tend not to buy the techy/early adopter product. They also think running an Electric Vehicle is more expensive. Independent research with AA of 1800 drivers also found that many women didn’t feel confident in EVs. More women are getting their driving licence than men.

From a B2B perspective, two-thirds of Fleetcor’s EV audience are business fleets and vans used mainly by men. Company car fleets are a little bit more balanced.

Why this matters: The sector is still predominantly male. To hit Net-Zero and achieve growth, businesses and brands must get the messaging out to the broader audience— otherwise, the industry risks speaking to a sub-section of a population. Alternatively, there’s a gap for an automotive brand to launch a specifically female-targeted electric vehicle.

2. The EV sector has lots of opportunities to be inclusive

There’s been already been significant change with more women represented in leadership positions and outside of roles like marketing.

However, panellists felt women could have a more significant influence. Erin Baker cited a huge lack of women in automotive journalism. To address this, she’s helped launch a female content creation initiative at Autotrader. She also went to Cardiff University to speak to female students doing their masters in media. At the start of her talk, students were more interested in publishing and news; afterwards, 15 (of the 20 attendees) expressed interest in automotive journalism.

Why this matters: Visibility is everything. Those in the sector must proactively reach out to previously underrepresented groups and provide a clear pathway.

3. Getting women out of the shadows and into the limelight

We want to be what we can see. Role models greatly encourage people from all backgrounds to get involved. Panellists were cautious about female quotas. However, it potentially is a necessary mechanism to start the process.

From a marketing perspective, women also need to be more visible. One panellist cited a global automotive brand that didn’t have a single female (head and hand shot) in official press photography.

Why this matters: A typical complaint by business leaders is talent. If the sector doesn’t organise itself to reduce the barriers to entry, it creates an extraordinary waste of ability, male and female-wide.

From a sales perspective, how do brands expect to hit targets if women can’t see themselves buying the product?

4. Showing the benefits of culture change for everybody

We shouldn’t underestimate the changes in society and attitudes amongst men. As one panellist stated, ‘we’ve come a long way from one male journalist asking me to top up the wine glass. Now there’s a more positive conversation, led by men, on how we make the workplace more inclusive.

One benefit of COVID is the introduction of flexible working, which has been great for women, especially single women.

Why this matters: Gender diversity enhances innovation by 20%. Positive change must continue by continuing new working approaches. We also need men to feel the positive impact, not just be allies.

5. Getting organisations ready for the next generation

Organisations need a clear sustainability strategy from growth to recruitment to compete successfully in the modern, green economy.

The market is changing rapidly. Younger generations are not taking jobs if a firm’s values don’t align with theirs. The great resignation means that — post events like COVID — talented people are staying away from work. Better education and new approaches to work will help address these and highlight the opportunities.

Why this matters: To keep talented women, we need to manage people as individuals and have a clear approach to lifestyle events such as pregnancy and menopause.

⚡️ To see how these insights affect your business

Host

• Lindsay Brown, EV Summit and Green TV

Panellists

• Laura Lancaster, Vice President of EV Networks and Partnerships, FLEETCOR

• Loredana Negriu, Global Product Manager, ABB E-Mobility

• Erin Baker, Automotive Journalist & Editorial Director of Auto Trader

• Ginny Buckley, Founder & CEO of Electrifying.com, Journalist & presenter, BBC & ITV