Lack of Female Representation

I've been in the same home for 30 years now. Every couple years we have the septic tank pumped. Always without fail it is done by a man. Never once has a woman come out. At least with audio there are some women who are into it. Septic tank pumping, not a single one. 

There's your market. What can you do to get more women interested in a career pumping septic tanks? Get on it!

Treat a female with respect...not like she's simply clueless about everything. If she's a music lover, ask her what she likes in and about music. Ask her if aesthetics are important if the system is going to be living in her common areas of a home. Seek out her music for her. Present something new that she might like based her preferences. Sometimes pull out a great recording that will simply knock her socks off sonically.

Ask what she's comfortable spending on components...leave the high cables out of it. Show her some good quality equipment that will be reasonably reliable. Does she have a record collection she's been storing for future enjoyment? Or does she prefer the ease of digital formats? 

For mobile listening with a phone, suggest some great noise cancelling earbuds, like those from Jabra. Does she work out? Need water proof/ sweatproof, that will accept incoming phone calls with out a hitch, and can even work as a hear-through noise cancelling device that you can leave in the ears?

Treat a prospective female customer with respect and patience, and you'll have a longtime repeat customer. Young women are busy these days, as are young men, under 35-40, with young kids...who typically don't have lots of time or patience to assemble a prized music system, and many young families will opt for a home theater system as a gathering centerpiece. 

Truly highend audio comes a bit later when the responsibilities shift away from raising kids through high school and college...and vintage audio from the 70s is huge right now. It can be a starting point for future high earners. It's what their parents listened to growing up in the Golden Age of Hi-Fi.

Women are not dumb...and typically have more acute hearing than men. Female "audiophiles" are a bit more practical about the gear. Performance/value has been my experience...but they need to be able to hear it to justify it.

Patience.

Waking up an old thread.

I live with wife, two daughters and a female dog.  My listening room is the only room in the house where the dog refuses to go.  The two legged housemates like music, but not music while remaining static.  My spouse gets angry when she sees wires and bass traps.

I can’t speak to why there’s a lack of female representation. I ran into an interesting experience, though, in regards to an inlet to my wife having a better understanding about a year ago. She had never been to a brick-and-mortar Hi-Fi store. More attention was provided to her than me which made her a participant in the conversation regarding audio - she naturally garners attention when she walks into a room, but this was different. I think this helped normalize the hobby for her - seeing that I’m not some odd duck amongst our peers/generation (late 30’s/early 40’s). Probably owe that store a beer or two now that I think about it - or better yet a future purchase. Found it interesting nonetheless.

@toro3 i had a similar experience at my local HiFi dealer in Summer'21 when I went to audition equipment for my return to Hifi after 20 odd years out of the hobby.

I couldn't drive at the time, so my partner (soon to be wife😊) had to drive me; I was a little worried, as she had no interest in HiFi, and an extremely casual relationship with music generally, although she knows what she likes, but unlike me doesn't feel the need to go searching for new music/bands/artists. So, I was a little worried my partner would be bored out of her mind, and feel a little out of place in the store staffed by middle aged men, all completely obsessed by the hobby.

I need not have worried; the guys in the store were very polite, accommodating, and shared eye contact and directed conversation to us both. Which made my partner feel comfortable from the off.

This attentiveness only increased during the auditions (several amps and pairs of speakers); there was one pair of speakers we auditioned, (which I won't name here 😜) very briefly - I sat there politely listening, knowing I couldn't live with these speakers, but out of politeness to the chap helping us, giving them a fair shot. Anyway, my partner, I could sense was becoming fidgety, and then proclaimed out of the blue, "I know I don't really know anything about hifi (with a rye grin), but these (speakers) sound bloody awful" 😂😂😂

The chap helping us started laughing; "I know what you mean, they're not for everyone" 

My partner; "I'd have to leave him if he brought these home"

More laughter 🤣🤣🤣

Following this exchange, I almost became redundant in the proceedings 😂; obviously not wanting to be partly responsible for the break up of a relationship, our demonstrator increased his attentiveness to my partner even more, and sought her approval on subsequent speakers 😂. 

We spent the majority of the afternoon in the store, but any fears of my partner being bored, or sidelined in a male dominated environment were gratefully quashed; as described, she became a very active participant in the process, which was lovely. We had a really nice afternoon. 

Big thanks to what is now my regular dealer too, and like you @toro3 ​​​​​​, I probably owe them a drink 🍻😄