“We couldn’t have achieved this level of success without the dedicated support of The Marketing Pod. Their expertise in B2B marketing and their passion for tackling unconscious bias really shone through. This campaign has started an important conversation in our industry, and we’re proud to have worked with them on this vital issue.”
Womens Utilities Network
Addressing unconscious bias in the utilities industry: Raising awareness and driving change
Womens Utilities Network (WUN) is a network created to support women to develop their careers in the utilities sector.
The brief
The utilities industry is undergoing a significant transformation as it strives to achieve net zero, and a diverse workforce is essential to innovate the sector and fill critical skill gaps. However, WUN had received feedback that a disproportionate number of women were leaving the industry, citing frustration over a lack of career progression and the effects of unconscious bias.
WUN wanted to explore these concerns further, turning anecdotal evidence into concrete data to better understand the issue and provide actionable solutions. To accomplish this, WUN collaborated with TMP to design and execute a campaign that could quantify the impact of unconscious bias and highlight its connection to women leaving the sector.
Objectives
WUN needed to gather quantifiable data on how unconscious bias affects women in utilities and identify why many women were considering leaving the sector. Together, we decided to create a survey to gather data, launch a report with actionable insights, and initiate discussions within the industry.
The campaign aimed to:
- Generate at least 100 responses from women across different ages and seniority levels in the utilities industry.
- Host a roundtable event featuring key industry stakeholders, with at least 50 attendees.
- Secure at least 50 views of the report within the first month.
- Achieve media coverage in at least three energy and utilities publications.
Our approach
Working closely with WUN, we developed and distributed a survey across both our and WUN’s networks, targeting women in the utilities sector to gather quantifiable data on their workplace experiences. The survey was promoted through LinkedIn, Twitter, Facebook and Instagram, as well as hosted on our dedicated edie landing page for maximum reach.
The results were then summarised in a detailed white paper, revealing that nearly a third of women surveyed were considering leaving the sector, and unconscious bias was a key contributing factor. The report – Unconscious Bias in the Utilities Sector: What is the Reality? – included testimonials, data visualisations and recommendations for change, making a compelling case for action.z
To launch the report, WUN and TMP hosted an event at King’s House, London, attended by over 70 industry stakeholders. The event provided a platform for discussions around the survey’s findings and explored potential solutions to address unconscious bias in the workplace.
TMP also took charge of the media outreach and PR, securing coverage in high-profile industry publications, including Utility Week. This led to a powerful, personal editorial from the editor who spoke about the findings from the point of view of a man in the workplace, sparking an open conversation about unconscious bias within the sector and how men can help improve the situation.
The results
The campaign exceeded expectations:
- 375 survey responses from women across various levels of seniority and age groups.
- Over 70 stakeholders attended the launch event, including industry leaders and decision-makers.
- By the end of April 2024, the report had received 111 views.
- 14 LinkedIn posts promoting the report generated 13,241 impressions, further amplifying the campaign.
- The report garnered eight pieces of media coverage in key industry publications, including Utility Week, Energy Digital, The Water Report, and New Power.
The campaign successfully raised awareness of unconscious gender bias in the utilities industry and highlighted its role in women leaving the sector. Both WUN and TMP delivered impactful results, combining their expertise to create tangible change and foster an ongoing conversation around diversity and inclusion.
375 survey responses from women across various levels of seniority and age groups.
70
Over 70 stakeholders attended the launch event
13,241
14 posts generated 13,241 impressions
