This article was previously published on A Media Leader.

Just when you think that attitudes towards women working in the tech industries have improved, you have an experience that pulls you right back to cold, hard reality. 

I had one of these experiences the other day. I was in call with someone from one of the big tech companies.  

I introduced myself to everyone on the call and was about to begin the presentation about how we would integrate our solution into their platform when someone on the call, who didn’t know me, asked if I could invite someone “more techy” to help with the integration. 

Clearly, it was inconceivable that, as a woman, I could have helped design the tech solution we were about to discuss. I was just a woman, after all. 

I bring this up not only to underline the ongoing gender gap in ad tech and the tech sector in general – as annoying as it still is to me after all these years.  

But, as the industry faces a looming crisis in tech talent acquisition, I also wanted to highlight the significant barriers we still face if we are to use women to plug the huge skill gaps in our depleted tech workforce.  

Tech talent crisis 

First, let’s take a step back. Anyone who is currently hiring for tech roles right now knows the tech sector is in the grip of a full-blown talent crisis, one that threatens to derail the sector completely.  

Put simply, the digital economy’s rapid rise has created an unprecedented demand for tech roles that is disproportionate to the body of graduates qualified to do them.  

It means there are simply not enough people to fill the roles they have. In fact, recent reports indicate that there are currently over 500,000 unfilled tech jobs across various European countries. In the UK alone, 4 in 5 UK businesses are facing a shortage of IT and tech skills. 

And it’s only getting worse. McKinsey analysis shows a tech talent gap of 1.4 million to 3.9 million people by 2027 for EU-27 countries.  

How women can solve the issue 

But how do we get more people into tech roles? Well, women currently only make up 26% of the tech workforce (source: Tech Nation). Despite making up half of the labour market, women remain massively underutilised and underrepresented in tech.

McKinsey projected that if European tech firms doubled the number of women they employ they would not only close the talent gap, but also fuel GDP growth of €260 billion to €600 billion.  

So, to maintain its competitive edge and drive future growth, Europe must attract and retain female talent to fill critical tech roles. 

However, as I spelled out in my intro, women still face numerous barriers to entry and advancement in the tech industry. From unconscious bias and workplace discrimination to a lack of female role models, these challenges hinder women's potential and limit the industry's overall growth. So how do we attract more women into tech roles, particularly ad tech? 

Education, education, education 

Well, the best place to begin is at the root of the problem – education. Women are simply not encouraged at an early age to pursue a career in tech – and in some cases are actively discouraged. 

A recent Elles Bougent study found 82% of French women working or studying for careers in the tech sector said they had experienced gender stereotypes during their time at school. 

For those determined enough to pursue tech roles, the prejudice doesn’t stop in early education. Almost half (48%) of respondents also felt they lacked support, guidance, and role models during their time at university, while 20% of female students and 13% of working women said they witnessed or have experienced sexual violence while studying. 

No surprise then that only 25% of tech graduates are women, with a dropout rate (37%) higher than those for other courses. Put simply, far more needs to be done to encourage women to explore a career in tech, and more support given to those in training.   

More focus on sustainability 

Of course, creating a more flexible and supportive workplace is essential if the ad tech sector wants to attract a more diverse workforce. But one area of the ad tech sector that doesn't seem to be struggling to attract women is sustainability.  

Every day I work with incredible women who are leading the way in the battle for a more sustainable ad ecosystem. These include women across the sector at organisations such as IAB Europe and Ad Net Zero, plus my own company, Impact Plus. In fact, half of our Exec team and 80% of our middle management roles are filled by women. 

While at previous companies I struggled to find women to fill ad tech roles, that’s not been the case at Impact Plus, where I receive a lot of applications from women looking to help make a difference. Most of them say to me: I wanted to leave this industry, but if I can push for sustainability within our own industry, why not? 

This is a trend that is not just limited to the ad tech industry. There are several studies that suggest that women are more likely to engage in eco-friendly behaviors such as recycling, reducing energy consumption, and purchasing eco-friendly products. Labelled the “Eco Gender Gap”, they are also more likely to support environmental policies and advocate for sustainable practices than men.  

As younger generations increasingly make lifestyle choices and purchases that are better for the planet, it is a gap that will hopefully close. Climate change affects everyone, after all. But, while it's important to avoid slipping into gender generalisations, the research overall certainly suggests that women are more likely to show a higher level of interest in sustainability than men. 

With so many women already leading the way withing the sustainability sector, it’s no surprise that more and more women are attracted to companies that are doing everything they can to reduce the environmental impact of their digital ads.

‍A more sustainable future

Women should not be deterred by the male-dominated nature of the ad tech industry. There are already amazing women across the sector who are leading the way in creating a more sustainable future for digital advertising, demonstrating their expertise and paving the way for others. 

This growing interest in sustainability within the tech sector presents a unique opportunity to address the talent shortage. By focusing on environmental and social impact, we can attract more women to the industry and build a more diverse and innovative workforce. 

But they need help. By fostering inclusive hiring practices, mentorship programmes, and a stronger commitment to sustainability, companies can create an environment where women not only enter but thrive in tech roles.