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Ethan Allen has a labor problem, Kelly Wearstler partners with Pinterest, and more

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This week in design, some of the most aesthetically pleasing buildings on the big screen are actually delicate, handmade miniatures—but architectural marvels nonetheless. Stay in the know with our weekly roundup of headlines, launches and events, recommended reading, and more.

Business News

Arhaus has set the terms of its initial public offering, putting the company’s potential value at $2.38 billion. According to MarketWatch, the Ohio-based home furnishings retailer is offering 12.9 million Class A shares expected to price between $14 and $17 each—which could net the company up to $219.4 million—while certain existing shareholders, including members of the company’s senior management, are offering 10 million shares and looking to raise up to $170 million. Arhaus, which filed for the IPO on October 4, has not yet set a listing date.

As high demand from consumers continues to outpace production capacity, furniture giant Ethan Allen announced that it expects labor shortages to negatively impact its performance in the coming months. The retailer identified the issue in its latest earnings statement, Home News Now reports, adding that the shortage has affected its U.S. manufacturing plant production in particular and that outside suppliers are facing the same problem. Despite having a strong recent quarter, with sales up 21 percent from the same period last year, Ethan Allen expects increased costs to attract and retain employees and purchase raw materials and services from third parties.

Plans are underway for a community of 300 3D-printed homes near Austin, Texas—a development that would be the largest of its kind in the U.S. According to the The Washington Post, home builder Lennar Corp. and construction-technology firm Icon expect to break ground next year at a site in the city’s metro area. The tech firm says the 3D-printed homebuilding process cuts down on waste and requires fewer workers, which could be an asset in an increasingly tight labor market.

Facebook CEO Mark Zuckerberg announced last week that the company has changed its name to Meta—a nod to the digital realms known as the metaverse and an indicator of the social platform’s ambitions to expand into such spaces. (For a primer on the metaverse and what it means for the design industry, check out this conversation from the Future of Home conference.) According to the The Washington Post, Zuckerberg sees the metaverse as essential to tapping into a younger user demographic, and is planning to invest in projects such as shared online spaces inhabited by digital aviators, virtual reality products, and an e-commerce platform to win over the young adult audience. The announcement comes weeks after a leaked internal report exposed evidence that the company knew its social media platforms contained algorithms that caused harm to users.

See also  Your essential guide to organic marketing on Pinterest

Adobe is launching a new feature within its Photoshop application that would allow users to prepare a file as an NFT, The Verge reports. Within the new Content Credentials feature, users must link their Adobe ID to their crypto wallet to create a verified certificate for their file, which will prove its authenticity on compatible NFT marketplaces. The system is being launched in beta, and marks the next step in Adobe’s larger Content Authenticity Initiative, established two years ago to “combat visual misinformation and protect creators through digital provenance,” according to the organization’s site.

Home goods brand Minna has achieved B Corporation certification. Established in 2013, the queer-owned, female-led brand partners with master weavers and artisan collectives in Bolivia, Mexico, Guatemala, Peru and Uruguay to produce pillows, bedding, rugs, kitchen and tabletop items. Minna began pursuing B Corp status two years ago, receiving points for its fair low-to-high pay scale ratio, donating 2 percent of revenue last year, and paying 100 percent of its individual New York state workers a living wage.

Serta Simmons Bedding has appointed a new chief executive officer, tapping Shelley Huff for the role after current CEO David Swift announced his intent to retire. Huff joined the company in July 2020 as executive vice president of direct-to-consumer operations and CEO of Tuft & Needle, and she was promoted to chief operating officer in April 2021. As Swift retires, he also steps down from his role as chairman of the board at Dawn Holding, with Microsoft executive David Porter filling his place.

Launches and Collaborations

The online retail partnership between Walmart and Gap will soon include furniture in addition to the decor, tabletop, bedding and bath selection the brands co-launched in June. Walmart executive vice president of home Anthony Soohoo made the announcement in a blog post on the company’s site, noting that the new segment was created in response to a continuing trend amongst Walmart shoppers spending more time at home and “nesting.” The 150-item rollout will include sofas, ottomans, TV stands, headboards, rugs and more.

Eleish van Breems Home has teamed up with Cabana for the “Traveling Chair” exhibit, for which various artists, designers and makers—including Luke Edward Hall, Rebecca de Ravenel and Carlos Mota—will customize a classic chair design by the Swedish retailer. The re-imagined chairs will be on exhibit at both the Schumacher showroom in the D&D Building in New York and the Eleish van Breems Home store in Westport, Connecticut, before being auctioned in an online sale to benefit the Design Leadership Network scholarship fund.

See also  Digital Retail Market Global Analysis 2021-2028: Havas, WPP, WE, Interpublic Group of ...

Milwaukee-based financial services company Northwestern Mutual partnered with Modsy to offer two new women-focused services after the interior design online platform conducted a report that found that only 48 percent of women working from home have a dedicated office space (compared to 61 percent of men) and 57 percent of Americans would like to leave their current career to pursue something they’re more passionate about. As part of the initiative, women can receive a free 15-minute design consultation with a Modsy expert to help create an at-home workspace, while Northwestern Mutual is offering free financial advising sessions to aid women seeking a career change to pursue their passions. For more information, click here.

On Pinterest, designer Kelly Wearstler has debuted a new episodic series of short videos called Fête Styling. In the clips, Wearstler instructs viewers on how to style spaces for fall and winter, demonstrating everything from extravagant floral mantelscapes to “avant-gourde” compositions of pumpkins in sculptural shapes.

Showhouses

The annual Rooms With a View showhouse in Southport, Connecticut, opens for public viewing from November 5 through 7, showcasing design vignettes within the cozy rooms of the historic Southport Congregational Church. Billed as a “sound bite version” of a designer showhouse, this year’s space was re-imagined by 12 designers, including Eneia White, William Lyon and Fiona Leonard.

Showroom Representation

Theo Decor’s three “sibling” brands—named for owner Andrew Frumovitz’s children—will now be available in the New York tri-state area through the Somerselle digital showroom. Somerselle will carry the A. Darling, Mila Blake and Theo brands, as well as Theo Decor’s extended family of brands, such as Antoine D’Albiousse, Place Textiles and Chris Barrett Textiles.

Recommended Reading

Over the last decade, many fashion retailers designed their stores with a sparse, white minimalist style in mind. While the approach puts the consumer’s focus on the product, the search for the ultimate simplistic interior has led to many interchangeable spaces. For Business of Fashion, Chavie Lieber tracks how consumer tastes have recently swung in the opposite direction, toward vibrant, maximalist aesthetics—and what retailers are finding as they slowly begin to follow suit.

See also  Cheat Sheet: Pinterest's new rules hold creators accountable for posting brand-safe content

It’s no secret that the global supply chain is a mess. As manufacturers and big-box retailers attempt to assuage things on their end, designers are finding a myriad of ways to take matters into their own hands. From rooting out local artisans to searching for one-of-a-kind pieces, The Wall Street Journal takes a look at a few creative workarounds.

“Buy Nothing” groups on Facebook shot to popularity in recent years, operating on the principle that members can offer items to their community members for free, for trade, in exhange for their time or talents—anything but money. The New York Times takes a closer look at the customs these groups have adopted and the items that have changed hands, including everything from leftover pickle brine and dryer lint to used furniture and household items.

Cue the Applause

The Black Artists + Designers Guild has selected the awardees for its inaugural Creative Futures Grant, which recognizes visual arts, architecture and interior design students who explore how Black traditions can transform to meet future demands. This year’s honorees, who will each receive a $5,000 award and mentorship to support their project from ideation to implementation, include undergraduate architecture student Abena Otema Danquah of the Rhode Island School of Design; Janiya Douglas, an undergraduate art history and curatorial studies student at Spelman College; LaRissa Rogers, a graduate student of new genres from University of California, Los Angeles; and Neysa Wellington, a graduate student of photography at the Tyler School of Art and Architecture at Temple University.

Call for Entries

Luxe Interiors + Design’s RED Awards, which each year honors innovation in the fields of architecture, interior design and landscape architecture, will debut a category for residential excellence in design for the 2022 competition. The full list of categories spans different types of design projects and a variety of product segments. For more information or to enter, click here.

Homepage image: Rebecca de Ravenel’s piece in the “Traveling Chair” exhibit. | Courtesy of Eleish Van Breems Home

Want to stay informed? Sign up for our newsletter, which recaps the week’s stories, and get in-depth industry news and analysis each quarter by subscribing to our print magazine. Join BOH Insider for discounts, workshops and access to special events such as the Future of Home conference.

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Social Media Marketing Trends To Watch In 2022

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Marketers aren’t clairvoyant but they can keep a finger on the pulse of trends. To help brands stay ahead of the competition, HubSpot Blog surveyed more than 1,000 global marketers from B2B and B2C brands and a handful of industry experts to create a 2022 marketing trends guide, covering privacy and AI to social media and SEO. Ahead we break down HubSpot’s findings on social media marketing trends.

As HubSpot notes, 79 percent of Americans have some type of social media account while there are 3.7 billion social media users worldwide, making it a regular part of people’s lives and a critical tool in enhancing any marketing strategy.

Live Content Will Be A Leading Social Media Format

Among the social media marketers HubSpot polled, 68 percent reported that audio chat rooms such as Clubhouse are the most effective social media content while 59 percent report the same for live video.

Ninety-six percent of those investing in live audio content intend on spending the same amount or more on it through 2022. Live video, on the other hand, is reported by 9 percent of respondents as driving the largest return on investment (ROI) of all social media formats. These formats enable brands to connect directly with audiences in a meet-them-where-they-are context while discussions range from current issues and events to the brand’s stance on those issues to the products and services themselves. 

The authenticity and dynamic nature of this format can’t be matched as heart-to-heart conversations may be interspersed with expert opinions, Q&A-style discussions, how-tos and entertainment.

TikTok Will Continue To Gain Brand Interest

TikTok began to go viral roughly three years ago, sparking a new medium through which brands can connect with audiences without sounding sales-y. The social media app now boasts 1 billion global users and caters to a vast array of audiences. Having recently launched a number of advertising and marketing features for businesses and creators, TikTok has positioned itself front-and-center in the race to secure the highest quality content, the highest number of users and creators and brands that will continue engaging with it for marketing purposes.

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Sixty-seven percent of marketers intend on increasing their TikTok investment in 2022 and 10 percent of marketers who employ some sort of social media into their overall marketing strategy intend on investing the most in TikTok throughout 2022.

Most Marketers Will Concentrate On Three To Five Social Media Platforms

Of those social media marketers polled, 64 percent use three to five platforms, 11 percent use one or two, and 7 percent use seven or more. Managing three to five platforms allows brands to expand their reach to a variety of audiences while allowing for their marketers to engage with each one without exhausting their bandwidth or producing low-quality content.

In order for a brand to determine how many platforms to be on, i.e., how able a social media marketing team will be at building an effective and engaging strategy, HubSpot suggests answering the following:

  • How many social media marketers are on your team?
  • Which social media platforms have audiences that best align with your brand’s targets?
  • How much time will it take to master a strategy on each of the platforms?
  • Which platforms, if any, will not benefit the overall marketing strategy right now?
  • Which platform’s content, if any, can be easily repurposed? (such as TikTok and YouTube Shorts)

Influencer Marketing Will Evolve From Trend To Common Marketing Tactic

When HubSpot asked global marketing professionals which trends they planned to invest in for 2022, 34 percent said influencer marketing, ranking it first and above other trends like mobile web design and short-form video marketing.

While 57 percent of respondents that currently leverage influencer marketing say influencer marketing is effective, 46 percent of them plan to increase their investments in 2022. Additionally, 11 percent say influencer marketing is the top ROI-generating trend they’ve tested.

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More than 56 percent of marketers who invest in influencer marketing work with micro-influencers, according to HubSpot.

Video Marketers Will Keep Content Short

HubSpot found that short-form content is the second most effective trend marketers are currently utilizing. Short-form content requires less bandwidth and aligns well with the fast-paced attention spans of online audiences in a variety of demographics

More than 31 percent of global marketers currently invest in short-form video content, 46 percent of them consider the strategy effective when it comes to performance and engagement. In addition, next year 89 percent of global marketers plan to continue investing in it or increase their investment.

Permanent Social Media Posts Could Overtake Ephemeral Content

Brands have observed that permanent social media content—namely standard posts, videos and live events that live on a platform’s feed and can be viewed again days later—might be more effective than ephemeral content such as Instagram Stories and Snapchat.

HubSpot’s survey results show that 44 percent of global marketers plan to increase their investment in permanent social media content, while 8 percent say it generates the most ROI compared to other marketing strategies they leverage. Meanwhile, 25 percent of respondents cited ephemeral content as the “least effective” trend they invested in.

Lastly, 37 percent of marketers said they plan to decrease their investment in ephemeral content.

However, HubSpot cautions against writing off ephemeral content completely as it can still provide other brand awareness benefits and unique content experiences.

According to Kelly Hendrickson, a social media marketing manager at HubSpot, Instagram Stories’ fleeting design and fun editing options give brands a new strategy for producing content that varies from their other social media content.

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“Instagram can organically serve up a wall post across a wide span of time, so there’s less of an opportunity for brands to be timely (who wants to see New Year’s post when they’ve already given up on their resolutions?!). Since Instagram users are more active on weekdays, during the standard workday, it seems users are looking for a break,” Hendrickson said.

Hendrickson urges marketers to remember that the combination of a running clock and a lively audience presents a big opportunity for brands to lean into quick, in-the-moment content that showcases the light-hearted side of their brand, adding that succinctness and clarity are key in content.

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Getting the Most Out of Shopify

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The growth of your online business in Shopify significantly depends on how well you use the e-commerce platform. Unfortunately, it’s not as easy as it sounds. There’s a lot of competition in the e-commerce industry itself, and it requires patience, intentionality and transformational skills to move to the top right in the categories where you compete. Many marketers who use Shopify for eCommerce encounter strategic and tactical issues using the platform. At TopRight, we’ve studied the most common issues facing marketing executives and we provide tips and techniques to help you get the most out of Shopify. Here are a few of the most common marketing challenges you could encounter while using Shopify:

  • Mediocre sales conversion
  • Insufficient traffic to your site
  • Difficulty interpreting Shopify analytics
  • Unrealistic predictions of sales and traffic
  • Misalignment of inventory management
  • Failure to target and identify customers

Importance of a Clear Marketing Strategy

Your marketing strategy acts as a playbook for your business and how you make investments in you Shopify store. It helps keep your business pointed in the right direction and allows you to make informed decisions. Without a strategic marketing playbook, it’s easy to get lost and encounter obstructions. A stragegic playbook can help guide you to responding to challenges and navigating barriers you may encounter with your Shopify store. Specifically, it can help you:

  • Estimate sales potential
  • Promote your goods and services better
  • Attract new customers
  • Maintain good connection with existing customers

Tips on How to Get the Most Out of Shopify

Of course, understanding the analytics on your store isn’t sufficient to assure success. You need to turn data into insight and devise strategies to drive traffic and conversions. Here are a few tips to guide you through the development of a winning marketing strategy to get the most out of Shopify.

1. Invest in Your Own Shopify App

Most successful Shopify merchants have optimized their app to tell their brand story. A Shopify app is a powerful way to give customers a reason to care about your store and the products you offer. Your brand story also helps you build connections and engage with other prospects on other ecommerce platforms and social media sites. Making this simple investment enables you to connect, reach and engage more potential customers.

If building your own app is an obstacle, you can use tools like Pocketfied – an easy app builder that lets you conveniently manage your store. You can have your own published app within a day, even if you don’t have any design and coding skills.

2. Use Shopify Resources

Shopify offers resources to help you become a more effective marketer and entrepreneur. It provides guides, podcasts, and even an eCommerce University to learn new skills. Use these resources to learn more about the Shopify platform and get ideas on how to work on the platform more effectively and efficiently.

3. Promote Your Store on Social Media

Social media networks like Facebook, Pinterest and Twitter represent significant opportunities for you to boost brand awareness and drive traffic to your store. However, social media marketing is highly saturated – it take a lot to stand out from the crowd. Many Shopify merchants use social media to showcase their goods and services. You need to develop a good and structured approach to get an edge and drive results.

  • Make a business page or account on all relevant social platforms.
  • Follow accounts and market to users within your target audience.
  • Integrate your shop in your accounts so shoppers can easily buy without leaving the social platform
  • Post meaningful content regularly including: videos that showcase your products; special pricing promotions; new product launches; and private/ exclusive store events
See also  Social Commerce Market Developments Analysis 2021 by Top Companies: Facebook, Pinterest ...

4. Leverage Email Marketing

Email remains one of the best ways to connect and engage with customers. When properly used (not abused), emails can serve as the backbone of your customer conversion strategy customer conversion strategy. Here are a few tips on how to use it appropriately:

  • Be creative with your emails so you can easily attract interest and give people a reason to care
  • Send out cart abandonment details to remind customers about incomplete or unfinished transactions.
  • Be professional and respectful – don’t send too many promotional emails. Thoughtless interruptions drive customers away.

5. Create a Website and Start Blogging

Write compelling content that will attract and encourage readers to go to your store and check out your products. Don’t just focus on your products and services. Make content about related topics and issues where you can smartly and smoothly promote your products. Think about topics that would be of interest and value to your audience. Content can be a gift if it is positioned properly with your customers.

Research what your customers care about, what they want or what unmet needs they may have. Again, don’t overload your blog with sales messages and stories about your business. Instead, focus on the relevance of your products to your customers’ lifestyles. What can you do to make them the hero of your brand story?

6. Invest in Paid Advertisements and Affiliations

Depending on your budget, be sure to set aside some money for paid advertisements. Online advertisements, clickable or not, will drive traffic to your store and boost your store’s visibility. These are usually posted on online platforms like social media sites like Facebook, Instagram, Pinterest, etc. Additionally, you can use Google Ads to get your store to appear on the top page of search results.

You can also develop affiliations with other Shopify stores and businesses so they’ll help promote your store and products. For a small percentage of a transaction, an affiliate marketer with help will drive traffic and potential customers to your store. However, remember that you’ll be sharing your revenues or paying them for their cooperation!

The Takeaway

Story, Strategy and Systems alignment can be a heavy lift when you launch a Shopify store. There are many pitfalls and issues you may encounter. But if you focus on telling a simple story, formulating a clear strategy, and leveraging Shopify best practices, you can navigate these challenges and successfully give your customers a reason to care, listen, engage and buy from your store.

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The growth of your online business in Shopify significantly depends on how well you use the e-commerce platform. Unfortunately, it’s not as easy as it sounds. There’s a lot of competition in the e-commerce industry itself, and it requires patience, intentionality and transformational skills to move to the top right in the categories where you compete. Many marketers who use Shopify for eCommerce encounter strategic and tactical issues using the platform. At TopRight, we’ve studied the most common issues facing marketing executives and we provide tips and techniques to help you get the most out of Shopify. Here are a few of the most common marketing challenges you could encounter while using Shopify:

  • Mediocre sales conversion
  • Insufficient traffic to your site
  • Difficulty interpreting Shopify analytics
  • Unrealistic predictions of sales and traffic
  • Misalignment of inventory management
  • Failure to target and identify customers

Importance of a Clear Marketing Strategy

Your marketing strategy acts as a playbook for your business and how you make investments in you Shopify store. It helps keep your business pointed in the right direction and allows you to make informed decisions. Without a strategic marketing playbook, it’s easy to get lost and encounter obstructions. A stragegic playbook can help guide you to responding to challenges and navigating barriers you may encounter with your Shopify store. Specifically, it can help you:

  • Estimate sales potential
  • Promote your goods and services better
  • Attract new customers
  • Maintain good connection with existing customers

Tips on How to Get the Most Out of Shopify

Of course, understanding the analytics on your store isn’t sufficient to assure success. You need to turn data into insight and devise strategies to drive traffic and conversions. Here are a few tips to guide you through the development of a winning marketing strategy to get the most out of Shopify.

1. Invest in Your Own Shopify App

Most successful Shopify merchants have optimized their app to tell their brand story. A Shopify app is a powerful way to give customers a reason to care about your store and the products you offer. Your brand story also helps you build connections and engage with other prospects on other ecommerce platforms and social media sites. Making this simple investment enables you to connect, reach and engage more potential customers.

If building your own app is an obstacle, you can use tools like Pocketfied – an easy app builder that lets you conveniently manage your store. You can have your own published app within a day, even if you don’t have any design and coding skills.

2. Use Shopify Resources

Shopify offers resources to help you become a more effective marketer and entrepreneur. It provides guides, podcasts, and even an eCommerce University to learn new skills. Use these resources to learn more about the Shopify platform and get ideas on how to work on the platform more effectively and efficiently.

3. Promote Your Store on Social Media

Social media networks like Facebook, Pinterest and Twitter represent significant opportunities for you to boost brand awareness and drive traffic to your store. However, social media marketing is highly saturated – it take a lot to stand out from the crowd. Many Shopify merchants use social media to showcase their goods and services. You need to develop a good and structured approach to get an edge and drive results.

  • Make a business page or account on all relevant social platforms.
  • Follow accounts and market to users within your target audience.
  • Integrate your shop in your accounts so shoppers can easily buy without leaving the social platform
  • Post meaningful content regularly including: videos that showcase your products; special pricing promotions; new product launches; and private/ exclusive store events
See also  Digital Retail Marketing Market May See a Big Move : Major Giants Edelman, Havas, Pinterest

4. Leverage Email Marketing

Email remains one of the best ways to connect and engage with customers. When properly used (not abused), emails can serve as the backbone of your customer conversion strategy customer conversion strategy. Here are a few tips on how to use it appropriately:

  • Be creative with your emails so you can easily attract interest and give people a reason to care
  • Send out cart abandonment details to remind customers about incomplete or unfinished transactions.
  • Be professional and respectful – don’t send too many promotional emails. Thoughtless interruptions drive customers away.

5. Create a Website and Start Blogging

Write compelling content that will attract and encourage readers to go to your store and check out your products. Don’t just focus on your products and services. Make content about related topics and issues where you can smartly and smoothly promote your products. Think about topics that would be of interest and value to your audience. Content can be a gift if it is positioned properly with your customers.

Research what your customers care about, what they want or what unmet needs they may have. Again, don’t overload your blog with sales messages and stories about your business. Instead, focus on the relevance of your products to your customers’ lifestyles. What can you do to make them the hero of your brand story?

6. Invest in Paid Advertisements and Affiliations

Depending on your budget, be sure to set aside some money for paid advertisements. Online advertisements, clickable or not, will drive traffic to your store and boost your store’s visibility. These are usually posted on online platforms like social media sites like Facebook, Instagram, Pinterest, etc. Additionally, you can use Google Ads to get your store to appear on the top page of search results.

You can also develop affiliations with other Shopify stores and businesses so they’ll help promote your store and products. For a small percentage of a transaction, an affiliate marketer with help will drive traffic and potential customers to your store. However, remember that you’ll be sharing your revenues or paying them for their cooperation!

The Takeaway

Story, Strategy and Systems alignment can be a heavy lift when you launch a Shopify store. There are many pitfalls and issues you may encounter. But if you focus on telling a simple story, formulating a clear strategy, and leveraging Shopify best practices, you can navigate these challenges and successfully give your customers a reason to care, listen, engage and buy from your store.

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Ifeoma Ozoma: US tech whistleblower helping others speak out

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Being a whistleblower comes down to careful preparation but also an eye trained for dirty tricks, said Ifeoma Ozoma, an ex-employee of several Silicon Valley giants turned revealer of tech world wrongdoing.

“I planned it like a program or product launch. Obviously the experience is something very personal, but I approached it like work,” she told AFP.

While Facebook whistleblower Frances Haugen has become a figurehead for the fight against social media’s faults, there are others in the tech world, like Ozoma, who have also taken big risks to stand up.

An African-American, former policymaker relations specialist for Google, Pinterest and Facebook, she continues to work for ethics in tech, but from the outside, via her consulting firm Earthseed.

She has marked a first big success via the recent adoption in California of a law she co-sponsored, called “Silenced No More.”

Starting in January, this law will prohibit employers from using confidentiality clauses to prevent victims of harassment or discrimination in the workplace from speaking out.

In mid-October, she posted online a guide for whistleblowers.

“The difference with tech companies and other industries is on the power that they wield, but also they pretend they’re better for workers, consumers, society than more traditional industries,” she told AFP. “That’s just not borne out in reality.”

– Keep the emails –

A Yale University graduate in political science, the 29-year-old was born in Alaska to Nigerian immigrants.

She left Pinterest at the end of May 2020, with six months of salary, after months of making complaints internally and also to the state of California, accusing the social network of discrimination and racist retaliation.

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She said the company paid her less than if she had been a man, but she also complained about their lack of action after a colleague posted her personal details online to expose her to anonymous harassment.

In mid-June 2020, as the Black Lives Matter anti-racism movements were in full swing in the United States, her damning account on Twitter of her experience sparked a scandal for the company that had largely avoided controversy.

“Pinterest, told a number of reporters that the CEO had no knowledge of me being doxxed… and I was essentially making up a story about him being aware,” Ozoma said.

“I knew that it was something that would probably come up later. And so I had the emails,” she added.

The accused firms try to discredit whistleblowers by many means, said Libby Liu, the director of Whistleblower Aid which is working with Haugen.

“They will throw up against the wall every discrediting thing they can think of, through like every media organization on the face of the Earth,” she added.

– Losing their health insurance –

The whistleblowers that come forward often have a lot to lose.

“Just one example here in the United States — because our health care is tied to our employment — when you decide to whistle blow, you’re also making a decision for yourself and for your family to lose access to your health insurance,” Ozoma said.

“That is not a small thing to ask of people,” she added.

Whistleblower leaks and damning media reports have tarnished Big Tech’s image, but they have had limited tangible consequences for Silicon Valley.

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In fact, Haugen’s oft-repeated accusation that Facebook puts profits over safety is not entirely new.

“There are countless nonprofit organizations and reporters, who reported on the exact same thing for years,” said Ozoma. “It remains to be seen whether anything fruitful will come of it.”

But from anti-sexism protests at Google in 2018 to warnings from former top Facebook officials, the pressure for change is steady.

After Ozoma spoke out at Pinterest, other female workers did too.

The company paid $22 million in December 2020 to Francoise Brougher, its white, former COO to settle a gender discrimination lawsuit.

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