This Brief has been developed in response to this challenge and direct experience
from implementing AWEF over the last four years, and will help practitioners to
understand how to select and use common business frameworks and metrics.
It is based on practical experience coming from the AWEF programme and the
wider market systems development (MSD) and private sector development (PSD)
practitioner community. It finds that the key to success is for practitioners to
understand what stops women from participating in markets, and to effectively
“sell” the benefits of new innovations and encourage private sector partners
to test and change their business practices so that they are more inclusive of
women. AWEF has found this particularly challenging in environments where
social norms and standard practices often work against engaging women as
workers, consumers and producers.