In conversation with Mai Youssef, Communications & Corporate Marketing Director, Canon, Middle East, Turkey and Central and North Africa on International Women’s Day 2025
What are your views on this year’s IWD 2025 theme “Accelerate Action”, how can we truly achieve diversity and inclusion in the workplace?
Mai Youssef: Achieving diversity and inclusion in the workplace and advancing gender equity requires an ongoing commitment to promote equal rights and opportunities for all genders. I believe education is the first step to tackling inequality. At Canon, we use our position to challenge gender inequality and strengthen the next generation of women in creative industries and the workplace.
I’ve found that forging gender equity means understanding what works and doing more of it, faster. Our frameworks and initiatives at Canon reflect this approach. Our diversity and inclusion strategy is built on five pillars: inclusive leadership, inclusive employees, inclusive workplace, inclusive business, and inclusive measures – providing a holistic approach that addresses systemic barriers.
With this vision, we launched our ‘Women Who Empower’ program, partnering with women-focused non-profit organizations to offer workshops and mentorship opportunities. Our ‘Women in Sales’ initiative aims to increase female representation in Sales Management roles at Canon to at least 35% across our region.
I also believe in ‘Supporting the Supporters’ as highlighted in this year’s IWD theme. Organizations need to create pathways that enable women to lift each other up. Moreover, surrounding ourselves with people who inspire and push us forward is essential for success. Women can play their part by actively participating and raising awareness through different channels – through internal campaigns, and working groups, or external activities directed at specific communities.
Women are key agents of change, and empowered women contribute to the health and productivity of businesses, communities, and countries, creating a ripple effect that benefits everyone. Indeed, a McKinsey report shows that corporations identified as more diverse and inclusive are 35% more likely to outperform their competitors. Moreover, employees at diverse companies are 12% more likely to feel a sense of belonging.
True acceleration requires recognizing stereotypes, challenging discrimination, questioning bias, and celebrating women’s achievements daily. We lead through action: With over 22,000 employees from 102 nationalities across Europe, the Middle East, and Africa, and 180,000 globally, our company celebrates diversity in all its forms. Furthermore, Canon has more than 63% of women occupying leadership roles in the Middle East and Africa HQ, and we have actively championed empowerment initiatives for many years.
Can you share your journey into the tech world and what inspired you to pursue this, where did it all start?
Mai Youssef: I have a humanities and marketing background, which has given me a unique perspective on communication and storytelling. What drew me to Canon was the opportunity to build something meaningful and make an impact both within the organization and beyond. What inspired my passion for equity and inclusion was seeing how technology could transform not just businesses, but communities, and individual lives. Canon’s Kyosei philosophy aligns with my values about how business should operate in society.
Furthermore, our rapid expansion in terms of physical presence in the region and product portfolio has allowed me to witness and participate in the evolution of technology and its impact on marketing and communications.
What keeps me passionate is seeing how our work in technology drives innovation while making a meaningful societal impact through initiatives like our World Unseen, Women Who Empower and Canon Young People Program (YPP), which support the visually impaired, women, the youth with opportunities for personal and professional growth through visual storytelling.
Who would you consider your role model, someone who constantly inspires you? (Does not really have to be from the professional world only, can be someone at home, too )
Mai Youssef: I’m inspired by women leaders who have broken through barriers and achieved success by positively impacting society. I’ve been fortunate to work alongside amazing women who have inspired and pushed me to new heights. Surrounding ourselves with people who inspire us and push us forward is key to success.
Rapid Fire (Let’s get to know you more)
- Dinner with a famous personality, who would it be? If I could have dinner with any famous personality, it would be someone who embodies strong leadership, innovation, and creativity – traits that would make for valuable conversation and learning.
- One skill you wish you could learn instantly? Learning different languages and musical instruments as they are universal communication tools!
- Android or Apple? 😃When it comes to Android vs. Apple, both offer unique advantages, and the choice depends on individual preferences and business needs.
- WhatsApp or Telegram? Both WhatsApp and Telegram have their strengths as messaging platforms.
- Phone call or text message/email? The effectiveness of phone calls versus text messages/email depends on the context and urgency of the message being conveyed.
- Beaches or Mountains? Both beaches and mountains offer inspirational settings that can spark creativity and rejuvenate the mind.
- Coffee or Tea? The choice between coffee and tea depends on the moment – whether seeking an energy boost or a moment of relaxation. I enjoy both when needed!
- Early Bird or Night Owl? Leading a multinational team requires balancing between being an early bird to seize opportunities and a night owl to accommodate diverse time zones for effective communication.
- Books or Movies? Books provide deep insights and knowledge, while movies captivate visually and emotionally – both are valuable sources of inspiration and learning.
- Winter or Summer? Both winter and summer offer unique experiences that can influence creativity and strategic thinking.
- Online shopping or in-store shopping? Both online shopping and in-store shopping have advantages in reaching diverse target audiences across markets.
What advice would you give to women starting off their careers, aspiring to enter the tech/business field?
Mai Youssef: Having spent years in leadership roles, I appreciate how a positive culture matters for company health and how leaders set the tone for success. Setting the right tone and staying focused contributes to leadership efforts and creates lasting impact. I try to put myself in my team’s shoes, being open, available, and visible. I believe it’s not about me being a leader – it’s about us working together. When everyone believes in the ‘we,’ everything works perfectly. That’s what I share with my team.
Leaders play a crucial role in building trust by creating an environment that encourages feedback and opinion sharing. Creating a harmonious team that supports each other and puts in effort to go beyond is essential.
My advice to women starting their careers:
Mai Youssef: First, know who you are and what you want to do. Having clarity about your strengths and aspirations makes your path clearer. Continuous learning is essential in today’s rapidly evolving tech landscape.
Second, surround yourself with people who inspire and push you. I’ve been fortunate to work with amazing women who have challenged me to grow, and these relationships have been instrumental to my success.
Third, embrace accountability. Taking ownership of both successes and failures demonstrates leadership potential and builds trust with colleagues.
Fourth, don’t shy away from challenges and risks. Accepting challenges is key for transformation, both personally and professionally. The tech field constantly evolves, and stepping outside your comfort zone is essential.
Fifth, help create a supportive work environment. As women, we must ensure workplaces support all employees, particularly through initiatives and policies supporting working mothers and women’s advancement.
Finally, remember that doing the right thing is always rewarding. Maintaining your integrity when faced with difficult decisions will serve you well throughout your career.
The tech industry needs diverse perspectives to drive innovation. Your unique viewpoint isn’t just valuable—it’s essential for technology that serves everyone.
