The other day I was talking to a friend about how the homepages of corporate websites tell you very little about what the organisation actually does, instead displaying some woolly guff which could mean anything. To demonstrate this I looked at two random companies, having no idea what their websites looked like in advance. Here’s KPMG’s:
I didn’t bother looking at any others. Whereas a corporate homepage might not tell you much about what the company does, it leaves you in no doubt as to what they are selling. As I’m fond of pointing out, the academic research is very much ambivalent as to whether gender diversity results in better corporate performance, which means they’re doing it purely for ideological reasons and lying about it. Then again, McKinsey’s commissioned a non-academic study to show that gender equality makes firms more profitable, but I also hear Daz washes whiter than any other powder.