Not only are we in a time where demographic growth patterns are changing rapidly, but we are entering the age of the ‘clever female decades’ - a time in which women are going to play a far more important role in business than has ever been the case.

Sociologists explain the reasons why it is happening quite simply in terms of three ‘Cs’. The male approach to business tends to be authoritative and is dominated by three key inherent male characteristics - Criticism, Command, Control. The female approach to business is dominated by three key inherent female characteristics - Creativity, Communication, Co-operation.

The reason these 3 Cs are important to business is that the three key female characteristics are exactly those essential for building tomorrow’s successful businesses. Command and control are beginning to play a much lesser role. We are no longer living in an age where things can easily be kept secret. Secrecy has been a way of keeping people in the dark, relegating them to a lower level of the playing field. Members of ‘Generation Y’ will react to criticism with their feet - and find something better to do.

Creativity, communication and co-operation (such as networks, alliances and partnerships) are driving the whole future business sector. And there is plenty of evidence to back this up. Female employment trends are one area.

A recent comprehensive European survey found that of the ten fastest growing employment areas in advanced economies, 70% were in categories dominated by women (over 70% of the employees). Of the ten fastest declining job areas, 70% were in categories dominated by men (over 70% of employees).

Female employment has been growing much faster than male employment. In advanced economies such as Denmark some 70% of women now work. 30% will never have children in their lives. They are moving into careers and business.

Even the Internet has changed gender! It used to be a ‘big boys technology toy’. Now it has become ‘female’. Women predominate among the users in much of the developed world. This is because it is a powerful communication tool and fits perfectly with one of the key female ‘Cs’.

For anyone running a business, or contemplating starting one up, it would be wise to think about growing female power and how it might contribute to future business success. Businesses that fail to include women at Board and senior executive level are going to be poorly attuned to tomorrow’s business needs. The Norwegian government recently passed a law that requires all companies in that country to have at least a 40% complement of female Board members within 2 years. We have a number of very prominent and highly competent women in key political and business roles.

The ‘clever female decades’ have begun - and we would be wise to recognise and understand the main drivers behind that as they are changing the future of business and society.