di Elena Salzano*
Lo scenario del COVID ha indubbiamente “stravolto” il mercato del lavoro, impattando in modo preponderante sull’occupazione femminile. La pandemia ha incrementato il gender gap esistente e le donne hanno subìto un ritardo nel rientro post lockdown sia per la necessità di conciliare tempi di lavoro e famiglia – con le scuole in parte ancora chiuse – sia per lo stop operativo che ha riguardato soprattutto il settore terziario e dei servizi, a maggiore partecipazione femminile.
Questo panorama riserva, però, anche una nuova prospettiva connessa alle attitudini e quotidianità delle donne, dettata dall’innovazione digitale che presuppone flessibilità in termini di spazio e tempo, e pone tale condizione a vantaggio dell’incremento della loro presenza nel mondo del lavoro.
Pensiamo, innanzitutto, al tempo che, in questo periodo, abbiamo potuto dedicare alla formazione on line e alla comunicazione digitale e al contempo, riflettiamo su alcune delle caratteristiche e competenze riconosciute alle donne: resilienza, capacità relazionali e organizzative, empatia. Dal mix tra queste qualità femminili e le potenzialità delle nuove tecnologie nascono opportunità nuove e inaspettate per le donne, in termini di empowerment lavorativo ma anche personale, relazionale e di qualità della vita.
L’obiettivo di rafforzare il ruolo delle donne nell’economia digitale dipende da due aspetti fondamentali: politiche pubbliche di trasformazione digitale e consapevolezza dell’universo femminile di essere protagonista di una trasformazione che potrebbe essere epocale per il raggiungimento della parità di genere.
Per il primo aspetto bisogna lavorare in termini organizzativi e di competenze: promuovere le nuove tecnologie al servizio delle donne, sia per aumentare la flessibilità del lavoro sia per migliorarne la qualità; rendere disponibili modalità di formazione e apprendimento continuo; incrementare in modo sensibile la partecipazione femminile alle professioni e allo studio delle STEM; implementare le politiche a sostegno della delocalizzazione lavorativa e tutelarne socialmente le nuove forme.
Per il secondo aspetto, come ci ricorda l’Obiettivo 5 dell’Agenda 2030 dell’Onu sulla parità di genere, per raggiungere uguaglianza ed empowerment, è importante rafforzare l’autostima e la consapevolezza di tutte le donne e le ragazze, anche attraverso un miglior uso delle tecnologie dell’informazione e della comunicazione.
La valorizzazione di questi elementi è la vera chiave di lettura delle opportunità riservate alle donne, resilienti da sempre, innovative e digitali da ieri e per oggi e domani.
*CEO Incoerenze, esperta in Comunicazione Integrata e Digital Strategy
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