The lack of female technical talent is an issue that most tech companies have owned up to. Now, people everywhere, from Google to college admissions offices, are looking for ways that can change that. And often, it seems, the proposed solution is simply to turn tech pink.
Pinkification refers to the attempt to make something that is traditionally masculine more interesting or appealing to women by associating it with stereotypically feminine traits or ideas. For instance, in February, at a Harvard event designed to get women interested in computer science, sponsor Goldman Sachs handed out cosmetic mirrors and nail files.
Pinkification is in no way limited to the tech industry - it's prevalent throughout science and math disciplines. In 2012, for instance, the European Commission received criticism after producing a highly sexualized video campaign, "Science: It's A Girl Thing!"