Originally published May 27, 2022 , updated on March 23, 2024

Gender parity is one of the leading conversations held not only in the business sphere but in every sector of society today. However, talk is only the first step towards sustainable success. Action must be taken to realise true change. 

That’s why Goodman Lantern partakes in both communication and proactive efforts to bridge the gap between genders. And its dedicated companies like easyStorage that help us make a long-lasting difference. 

At our core, we’re a content marketing agency. But we have a bigger ‘why’ that supports what we do. It’s a throughline that inspires our every action and guides our every decision. 

Our Big Hairy Audacious Goal (BHAG):

To create consistent, reliable, and fair income opportunities for women and to promote women in tech and marketing.

Through constant commitment and development of gender parity, we don’t just state the matter but bring it into reality. 

Goodman Lantern recently entered into a partnership with easyStorage. It’s a leading storage solution company based in the United Kingdom, to develop SEO-optimised content for website landing pages. We took the opportunity to further fortify our corporate social responsibility initiative through the ongoing project. 

This is how we are upholding our values for gender parity in partnership with easyStorage. 

Employment and Gender Equality

Before we delve into what it is we’re doing to make a difference, let’s address the goal we have in mind. We aim to champion gender rights and support the UN Sustainable Development Goal 5 (SDG 5). The official SDG 5 goal states that it “aims to achieve gender equality by ending all forms of discrimination, violence, and harmful practices against women and girls in public and private spheres. It also calls for the full participation of women and equal opportunities for leadership at all levels of political and economic decision-making.”

Our company strives to achieve this significant objective. We aim to reduce the gender employment and salary gap, and rebuild an economy and business front from a foundation steeped in equality. 

There is still a long way to go in witnessing this dream come to life. In 2021, Lorman published an article that stated in 2020, only 38% of women held manager-level positions. Furthermore, according to the Mckinsey report, in the United States, women are performing nearly double as much unpaid care work as men. 

Gender Equality Attempts at Goodman Lantern

At Goodman Lantern, we understand the hardships that this gaping hole in gender equality creates. So we are purposed to help lessen the gap and uplift all women under our branch. Through our dedicated work, we aim to empower women and reap the benefits of embodying gender parity in everything we do. In order to achieve this goal, we’re on a mission to alter the very ecosystem of our workplace and culture. 

“Our company pays employees of equal rank and experience at the same rate regardless of gender, ethnicity, or sexual orientation. Managers and tech teams are paid on a per-hour rate while our content team is paid on a per-project basis,” says Founder Raj Goodman in a 2020 Inc.Africa interview. 

From the general workforce to managing positions, we have already reaped the positive rewards that come with upholding our promise for gender equality in the workplace. 

Bringing Gender Parity to Life

Our recent and ongoing project with easyStorage is just one example of how we’re bringing gender parity on board. 

We partnered with easyStorage in 2021 to craft hundreds of localised landing pages for destination-specific service offerings throughout the United Kingdom. These articles aid in the search engine optimisation (SEO) efforts for easyStorage. The articles help them gain an organic increase in awareness and attract new prospects. 

At Goodman Lantern, 85% of our entire team are women. Also, 90% of the team that worked on the easyStorage project were women. Due to the success achieved from this partnership, the client has extended our engagement. And we’re excited by the impact this will have on achieving our gender equality goals.

We are proud to be offering increased work opportunities to women in the tech and marketing industries. And the company itself has reaped several benefits as a result. Founder Raj Goodman Anand says in an interview with Inc.Africa, “From my experience, a mix of male and female energy produces the best business outcomes. A diverse workplace culture with a good representation between genders, ethnicity, race, and heritage is the key to creating a dynamic and successful workforce.” 

Why Gender Parity is Vital in Business

In a society where gender parity and women’s equality trump age-old business techniques, more clients choose to work alongside companies that prioritise SDG 5. Incorporating a workforce that aims to support this universal objective can attract more potential customers and desired prospects. 

A company that consists of both women and men is more likely to succeed. It can even experience a higher percentage of profits. McKinsey’s Delivering through Diversity report states that more gender-diverse companies witness increased profits on a localised and global scale. 

In fact, businesses that champion gender parity in the workplace outperform the general marketplace by a dramatic 25%. But why does gender equality make a monumental difference? It all has to do with the ideal duality cultivated in a mixed-gender dynamic. 

Diversity at Companies

Harbouring a workforce that consists of employees from various backgrounds and with a range of experiences and perspectives allows the company to include multiple skillsets in each project at hand. Employees are, therefore, able to develop more defined problem-solving techniques. They also work at a higher efficiency rate and increase levels of innovation. 

In addition, when employees experience a workplace that honours their integrity, values, and voice, as well as makes them feel welcome, the happiness rates of employees themselves are lifted. A happy workforce automatically leads to increased creativity and performance, helping further raise a company’s profits and overall success. 

At Goodman Lantern, we’re advancing our diversity and inclusion efforts. We’re also expanding the impact of our social mission in several ways. From writing to talking about it, and not least acting on it, we are dedicated to making a difference by uplifting women in tech and marketing. We give our thanks to companies like easyStorage. They not only choose to work alongside us but go the extra mile to support our mission of gender parity. 

When you choose Goodman Lantern as your content creation partner, you’re making a pretty big impact too. Get in touch if you’re ready to change your content strategy with a diverse team of experts. Or, read up about Why Companies That Are Gender and Ethnically Diverse Are Outperforming Competitors and How Addressing Gender Inequality Will Boost Global GDP to learn more. 

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