The technology industry has long been monopolized by men, and the retail sector is no different. Although women represent 47 per cent of the Canadian workforce, they only make up 30 per cent of the tech sector, according to Canadian Women in Technology, a not-for-profit encouraging the participation of women in the industry. 

So, why have women been reluctant to join the tech game? It is, perhaps, because female employees undeniably face discrimination within the industry'even at the tech retail level, from customers who might judge them based on their gender.

Still, at the organizational level, companies like The Source are welcoming women with open arms and nourishing their development. If you go to any store location all over the country, there are more and more women who are joining our ranks, which I think is great, notes  Bri Ribaj, District Sales Manager at The Source.

Ribaj was recently promoted from Store Manager to her current role, and gives credit to the company for encouraging her growth. By working really hard and getting the support of those around me, I got to the current spot, she says. Within the company, Ribaj doesn't feel that her gender has been a hindrance to her performance. My experience is that I don't feel that in any way, shape or form my gender has any bearing to the work that I do, which is great.

Despite The Source's inclusivity, gender can still be an issue. While most of The Source's customers  possess a positive attitude towards women in tech, occasional biases arise. There is still a lot of the sexist opinion that women don't know a lot about technology. A lot of the times I find, especially with the older age groupÔǪthey second guess [my opinions] before they actually realize I do know what I'm talking about, says Laura Lindquist, a Store Manager at The Source.

Still, Lindquist doesn't deny that stereotyping occurs.  In the past, I've had situations that I've actually helped a customer for quite a while and then had them look at me and say, ÔÇÿWell is there any guy that can help me?' No matter what you do they just don't think you're supposed to know what you're talking about.

Katie Saunders, who is a Sales Associate at The Source, has also had a few customers second-guess her knowledge. Instead of letting the negative comments get the better of her, she uses the challenge to encourage her. I give really good customer service, answer all of their questions and if I don't know the answer, I won't pretend that I know it I will actually go and look it up or ask another Associate, says Saunders. I overcome [the obstacles] by being extra friendly and giving the best service I possibly can, as to not have that stigma."

Lindquist takes the higher road approach as well.  I take it as a personal challenge, more than a personal insult. It actually drives me to learn more and be more helpful and just prove to them that you don't need to be a male in this industry to do well, she says.

The shared love of technology and the desire to help customers is what keeps women in the industry despite the gender bias that remains.