The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. In today’s shifting political and economic climate, companies are reassessing their commitments to diversity, equity, and inclusion (DEI). Many are pulling back, and in the process, investments in women’s sports—often lumped into DEI initiatives—are being questioned. But treating women’s sports as merely a diversity play misses the mark. This isn’t just about fairness; it’s about smart business and impactful marketing.   If companies aren’t scaling back their investments in men’s sports, why on earth would they waver on women’s? The numbers tell a compelling story: Investing in women’s sports delivers strong returns, unlocks valuable new markets, and fosters deep brand loyalty. Simply put, this is a high-growth business opportunity that brands can’t afford to ignore.  Audience growth and engagement: A market on fire  Women’s sports are experiencing a dramatic surge in audience engagement. This season, NCAA women’s basketball games have drawn record-breaking TV viewership. In only its second season, the Professional Women’s Hockey League (PWHL) has sold out arenas in multiple cities. Unrivaled, the player-founded 3×3 basketball league is attracting serious attention. New leagues in the next wave of sports like volleyball, rugby, and softball are gaining traction and attracting record audiences and investment, proving that the appetite for women’s sports extends far beyond traditional powerhouses like soccer and basketball. Brands that once hesitated to invest in women’s sports are now seeing undeniable evidence of their potential: Ad spending on women’s sports doubled in 2024 alone.  Viewership is only part of the story. Fans are showing up in record numbers. The National Women’s Soccer league (NWSL) set an attendance record in 2024, crossing the 2 million attendee mark for the first time ever and enjoying a 44% increase over 2023, and WNBA teams are seeing unprecedented ticket demand—with new franchise the Golden State Valkyries securing 20,000 season ticket deposits months ahead of its inaugural season. Digital engagement is booming, with social media interactions around women’s sports stars rivaling, and in some cases exceeding, those of their male counterparts. In other words, the audience is not just present—they’re deeply engaged, captivated by the athletes, and hungry for more content. Brands that invest now will build meaningful connections with this fast-growing fan base.   Numbers don’t lie  The financial case for investing in women’s sports is equally compelling. Sponsorship dollars and media rights valuations are climbing, yet many assets remain undervalued. Brands that have made early, meaningful commitments—Nike, Ally Financial, Gainbridge, e.l.f. Beauty—are already reaping the benefits. They’re not just seeing strong returns; they’re earning consumer goodwill that translates to long-term brand affinity and loyalty. Previous Parity research has proven that women athletes hold significantly more sway than other public figures, making them a powerful marketing force. Case in point: Women’s sports fans are 2.8 times more likely to buy a product or service recommended by a woman athlete than by any other kind of influencer.  Despite rising values, women’s sports still offer an incredible arbitrage opportunity. Consider this: a $20,000 sponsorship in women’s sports can be life-changing for many professional female athletes, providing essential funding for training, travel, and career longevity. In contrast, that same investment in a major men’s sport may not move the needle. For brands looking to maximize impact while optimizing their budgets, women’s sports present a unique, high-value opportunity.  A loyal and underserved fan base  Fans of women’s sports aren’t just passive observers—they’re highly engaged, deeply loyal, and eager to support brands that support their teams and athletes. Last fall, a brand sponsor I spoke with made the same promotional offer to fans at both an NWSL game and an NHL game, two leagues where they sponsor teams. Despite the men’s hockey game having higher attendance, the offer saw a 300% higher redemption rate at the women’s soccer match. Numerous studies show that women’s sports fans have a higher propensity to recall and purchase from brands that invest in the space. Yet, compared to men’s sports, the market remains significantly under-monetized.  Talk about a missed opportunity. Brands that authentically commit to women’s sports gain access to a passionate, growing audience that has been overlooked for too long. Companies that act now will build lasting loyalty among this engaged consumer base.  Women’s sports should be a core investment, not a side initiative  There’s a fundamental question brands need to ask themselves: If they aren’t pulling back on men’s sports, why should they pull back on women’s? The truth is, sports—whether men’s or women’s—drive culture, commerce, and community. Investments in women’s sports should not be framed as philanthropy or secondary initiatives; they are an essential and lucrative part of a brand’s sports marketing portfolio.  History has shown that sports have the power to shape cultural narratives and influence consumer behavior. Women’s sports are no exception. The brands that treat women’s sports as core investments, rather than side projects, will see the benefits from increased visibility, consumer trust, and revenue.  The risk of falling behind  Brands that retreat from women’s sports now risk losing their early-mover advantage. Momentum is building, and consumers are taking notice of which companies are committed for the long haul. In fact, 50% of U.S. adults believe brands aren’t investing enough in women’s sports. Companies that scale back now may struggle to regain credibility with fans and athletes alike.  Savvy brands recognize this moment as an inflection point—a chance to deepen, not reduce, their investment. Those that stay the course and work to balance historically male-dominated partnership portfolios will not only contribute to the continued growth of women’s sports but will also solidify their position as industry leaders in a rapidly expanding and lucrative market.  Leela Srinivasan is the CEO of Parity.  

If there’s ever a match that I think is absolutely made in heaven, it’s the match of titanium and EDC. The metal lends itself so naturally to tiny, portable, durable tools that almost every EDC tool I see nowadays is either made from titanium, or can be radically improved if it were. Take stationery for example – sure, wooden scales are nice, plastic scales are affordable, stainless steel scales are elite – but the RU01 trumps them all with its titanium construction and its ability to double as a set of vernier calipers. The MecArmy RU01 is a tiny EDC ruler that’s small enough to fit on your keychain or be an active part of your EDC collection. It’s tiny, measuring less than 4 inches in length, weighing only 1.4 ounces or 39 grams, but its small size is precisely what makes it so noteworthy. Machined from titanium, this portable ruler features a 2-part design that allows it to easily and seamlessly work like a pair of calipers, measuring things with an accuracy of 0.2mm. Designer: MecArmy Click Here to Buy Now Perhaps the most portable form of a caliper set you could own, the RU01 is simple and sophisticated. A moving jaw lets you place objects in between the calipers, measuring objects up to 5cm or 2 inches long. Etching on the scale lets you measure in both metric and imperial units, and when you’re not measuring objects under 2 inches (wink-wink), the caliper’s movement makes for a great fidget toy. Obviously, when you’re not measuring objects, the straight edge of the RU01 can be used for drawing/cutting straight lines too. The RU01 is just good design and seamless execution. The machined titanium construction means phenomenally low tolerances that make the vernier calipers accurate as well as fairly durable. There’s no wobble, no scope for error, and no chance of anything breaking apart because it’s all built so immaculately. A spring-lock helps hold the jaw shut when not in use, so it doesn’t slide open accidentally. All the details, however, are hidden from sight, making the RU01 really feel like a work of art. The caliper’s front jaw isn’t too sharp, but it also works for opening letters or boxes. I wouldn’t try prying open anything tougher with it, but an integrated bottle-opener would’ve been nice. The RU01 does, however, have a slot on the back for stringing a key ring or a carabiner, so you can carry the gizmo around with you as a part of your EDC collection. At $79.99, the MecArmy RU01 isn’t cheap for a one-trick EDC. I do wish it had at least a hex driver or bottle opener to really seal the deal, but as far as build goes, there’s really nothing to complain about. It’s reliable, robust, and ready to serve whenever you need it. Normally, calipers are considered fragile tools (because of how sensitive they’re made to be), but the RU01 is far from fragile – in fact, you could easily pass it down to your grandkids. That’s if we all live long enough. Click Here to Buy NowThe post This Titanium EDC Ruler Is Also a Mini Caliper That Fits on Your Keychain first appeared on Yanko Design.

It seems dark Instax cameras are here to stay.

A 104 percent tariff on imports from China will likely see rising prices on smartphones and laptops in the coming months.

Apple's Mac sales are rising sharply just as Trump's tariffs guarantee that the the global PC market will have one of its most unpredictable years ever.MacBook Pro modelsAccording to preliminary data from International Data Corporation (IDC) on April 8, Apple shipped 5.5 million Macs in the first quarter of 2025, up from 4.8 million in the same period of 2024. That gave the company an 8.7 percent share of the global PC market, improving on the 8 percent it held a year earlier.The overall market grew just 4.9 percent. Apple is outperforming competitors, riding the wave of demand for so-called "AI-ready" hardware, and leaning on its loyal base in the premium segment. Continue Reading on AppleInsider | Discuss on our Forums

Texas-based architecture studio Corgan has unveiled a new tool aimed at improving the accuracy of carbon accounting in mass timber construction. Developed by Corgan’s sustainability division, Echo, alongside its research group, Hugo, the Corgan Mass Timber Carbon Calculator is designed to help architects and designers estimate biogenic carbon emissions specific to mass timber projects. While mass timber is often praised as a sustainable alternative to conventional materials such as steel and concrete, industry-standard life-cycle assessments frequently overlook emissions from wood harvesting and transport. In particular, the decomposition of tree residues including branches, bark, and roots left behind after logging can release significant amounts of carbon back into the atmosphere. Corgan Mass Timber Carbon Calculator. Image courtesy of CorganAccording to Corgan’s accompanying research report, Understanding Real CO2e Emissions in Mass Timber Production, only 35% of harvested tree m...

The Nintendo Switch 2 Direct is finally in the books and tons of new details were finally revealed. The console’s specs, its battery life (which is worse than the Switch Lite and OLED edition), 4K/60 FPS when docked and 120 FPS in handheld mode, the new C button, GameChat – it was a pretty well-paced hardware reveal, all said and done. Of course, it wouldn’t be a Nintendo console presentation without a fair bit of “Really?” to go with the hype. The Switch 2 launches on June 5th worldwide and alongside numerous third-party titles, Mario Kart World, the newest title in the franchise, will be available on day one. However, the console will cost $449.99 by itself (and probably in line for a raise if the recent USA pre-orders delay are anything to go by). If you decide to pick up the bundle that includes Mario Kart World, it’s $499.99, but there’s a download code instead of a physical copy. There are a few caveats, though. In Japan, a region-locked version of the console will release and retail for ¥49,980 (compared to the multi-language option that costs ¥69,980). Considering the potential of supply shortages and scalping at launch, this is a good way to discourage the same while ensuring that players in Japan aren’t bled dry. If the delay doesn’t result into a price raise, $499.99 is probably the best possible deal if you’re buying the Switch 2 to play nothing but Mario Kart for the next few years. The standalone pricing for various titles has been revealed, and it’s shocking, to say the least. Mario Kart World retails for $79.99. Donkey Kong Bananza is $69.99. And these are only the digital prices. Physical prices are reportedly higher with the former costing €89.99 while the latter is €79.99. This would make Nintendo the first publisher in the world to offer a game for $79.99. You could argue many things and that’s before we even get to inflation, the stagnant prices of video games over the years, etc. Anyway, Nintendo has taken a “game by game basis” when it comes to pricing after Tears of the Kingdom marked its foray into $70 territory. But wait, it gets even better (and somehow, more insane). Walmart lists The Legend of Zelda: Breath of the Wild’s Switch 2 Edition for $69.99. Super Mario Party Jamboree with Jamboree TV? $79.99. Tears of the Kingdom and Kirby and the Forgotten Land plus Star Crossed World also cost $79.99. You could argue that the new content and features make them worthwhile but enough to justify a $20 jump in price? And if you’re someone who’s held off on playing any of these games, especially Tears of the Kingdom, to experience them with the best visuals on Switch 2, pay up. You could always go the backwards compatibility route and Nintendo has confirmed that certain titles like Link’s Awakening, Echoes of Wisdom, Pokemon Scarlet and Violet, and so on will receive free updates to “improve playability” on the Switch 2. Of course, Nintendo also takes care to mention that these updates may improve performance or add support for features like GameShare. It ultimately depends (which may as well mean, “Don’t get your hopes up”). Also, if you own the Switch 1 version of a game and want to upgrade to the Switch 2 version, you can do so. It costs ¥1,000 to ¥2,000 in Japan with US prices yet to be revealed. Alternatively, one could subscribe to Nintendo Switch Online + Expansion Pack for $19.99 yearly to get the upgrade packs for Breath of the Wild and Tears of the Kingdom for free. The other games aren’t included but that could change down the line. There are so many other things that are truly baffling, whether it’s locking GameCube games on NSO + Expansion Pack to the Switch 2 or providing Welcome Tour, Nintendo’s equivalent of Astro’s Playroom, for a price. But it’s the overall pricing standard that’s truly baffling. Yes, inflation is a thing and video game prices have remained stagnant for years, but springing these kinds of prices on players without any warning is a gutsy move. It also places Nintendo in a rather bizarre situation. Triple-A publishers like Microsoft, Sony, Electronic Arts, Activision, and so on have received flak for pricing their titles at $69.99, intrinsic value and gameplay hours notwithstanding. Except for Tears of the Kingdom, which seemed justifiable given its sheer amount of content and production values, Nintendo has always offered a worthy alternative, even if it’s just $10 less than other publishers. With this pricing model, it’s now throwing the doors open for the industry to follow. Remember when analyst Matthew Ball discussed how Grand Theft Auto 6 could cost $80 or $100, and cause the rest of the industry to finally move up its pricing? Nintendo has seemingly beaten Rockstar and Take-Two to the punch. You might say, “I wouldn’t pay $80 for a Switch 2 exclusive but Grand Theft Auto 6 with its production values sounds worthwhile.” However, because the Switch 2, Mario Kart World and Donkey Kong Bananza will sell like hotcakes, Nintendo is sending a message that they can raise prices with impunity and still find success. And if it can do that with such an established fan base, who’s to say that Take-Two can’t go higher? Grand Theft Auto 6 may cost $100 at launch but there may be a Deluxe Edition with additional benefits for $30 extra. Rockstar may go even further and charge players making the jump from Grand Theft Auto Online in GTA 5 to GTA 6. It could even sell a separate GTA Online 2 (or whatever it ends up being called) for $70, and don’t forget about the microtransactions. This may all seem far-fetched but it’s apparent that we’re entering an age where publishers can demand whatever price they’d like for a game or console and see returns. In the long term, the success of the Switch 2 and Grand Theft Auto 6 could very well uplift the industry. With console sales seeing their worst numbers in many years, the added revenue and dollar sales could help, especially when the Switch 2 versions of third-party games adopt higher prices. The player is picking up the tab at the end of the day, and even if you argue that these price increases are a long time coming, the most important thing to remember is that publishers won’t stop. They’ll keep pushing the envelope and see how much more they can squeeze out their loyal fans. They’ll keep offering things to buy that we don’t need with money we don’t have to impress people we don’t like (to paraphrase Tyler Durden). Remember how weird the $70 price point seemed all those years ago for PS5 and Xbox Series X games? You could say that Nintendo’s prices won’t influence the rest of the industry, but as soon as one major console manufacturer adopted the new “triple-A pricing,” the rest followed in rapid fashion. Value is subjective and whatnot, but it’s been less than five years and we’re already on the cusp of more price increases. Best of all, Nintendo is doing what Nintendo does best – trailblazing ways for you to spend more money. None of this may matter when the Switch 2 breaks sales records, and we get used to potentially paying $80 for new games. And it may not matter when Grand Theft Auto 6 does the same. Yet when it becomes more prevalent in the following year, maybe even less, we’ll wonder where the line really is. Note: The views expressed in this article are those of the author and do not necessarily represent the views of, and should not be attributed to, GamingBolt as an organization

Meet the Chicago Cubs’ Newest Feathered Fan: a Canada Goose That Built Her Nest in Their Baseball Stadium After the ballpark sent a crew of “geesekeepers” to protect her over the weekend, the bird appears to have moved on. But she earned a place in the hearts of Cubs fans—and in the team’s long history of animal-related lore The goose briefly made a nest in a juniper planter next to the center-field seats in Wrigley Field's bleachers. Paul Sullivan / Chicago Tribune / Tribune News Service via Getty Images Fowl ball! A Canada goose caused a stir in Chicago over the weekend after building her nest near the outfield bleachers at Wrigley Field. On Friday, the Cubs played their home opener against the San Diego Padres. When ballpark employees and fans showed up, they found a female goose sitting in a juniper planter beneath the scoreboard, next to the center-field seats. Another goose—possibly the female’s mate—was also spotted hanging around the 111-year-old baseball stadium. “They wanted the best view of the game,” says Michael Pardun, a 26-year-old Chicago resident, to the Associated Press’ Sarah Trotto. “They’re diehard fans.” Before Saturday’s game, ballpark staffers closed off a section of seats near the nest and sent in a team of “geesekeepers” to make sure no one bothered the bird. “At the Friendly Confines, we truly mean it when we say everyone’s welcome, including the goose and her nest who took up residence in the bleachers,” Jennifer Martinez, a spokeswoman for the team, says in a statement to the Associated Press. “We’re giving her the space she needs while we’ve been working closely with a wildlife organization to manage the situation safely and responsibly, in full accordance with state law. In the meantime, we have blocked off the area to fans,” she adds. “Protecting our fans, and our feathered guest, is our top priority.” The goose stuck around for Sunday’s game, too. But, as of Monday, it appeared the bird had left the stadium, reports the Washington Post’s Jonathan Edwards. Fans were once again allowed to sit in the previously closed section as the Cubs faced off against the Texas Rangers.Still, it’s clear that the goose has made a lasting impression. Some Cubs fans nicknamed her “Suzuki,” after outfielder Seiya Suzuki, while others called her “Pete Goose-Armstrong”—or “PGA,” for short—after outfielder Pete Crow-Armstrong. Debbie Hultine, who’s had Cubs season tickets for more than 40 years, was thrilled that the goose had chosen her beloved Wrigley Field to build a nest. Hultine and her husband, Buster Zenor, got married at Wrigley Field, so they understand the historic stadium’s appeal. “I’ve been going to games for a heck of a long time,” Hultine tells the Washington Post, “and I have never seen this happen.” Some Canada geese (Branta canadensis) do migrate twice a year. But the large birds are increasingly living in the United States year-round, taking up residence in parks, golf courses and other grassy lawns. They typically mate and lay their eggs in early spring, so the Wrigley Field goose was simply following her instincts. The Cubs have a somewhat complicated relationship with animals. For 71 years, the team famously suffered from the “Curse of the Billy Goat,” which was supposedly placed after ballpark staffers would not admit a local tavern owner and his pet goat into the stadium in 1945. Fans blamed the curse for the team’s decades-long drought in World Series appearances, which finally ended in 2016.Another animal purportedly cursed the team in 1969. The Cubs were playing the New York Mets at Shea Stadium in New York when a black cat emerged in front of the team’s dugout and began prowling around during the fourth inning. The Cubs went on to lose that game, and superstitious fans blamed the cat. And what about the Wrigley Field goose? Since she built her nest, the team’s results appear to be a bit of a mixed bag. The Cubs defeated the Padres on Friday and Saturday, but they lost on Sunday. They also won Monday’s game against the Rangers. Chicago Tribune columnist Paul Sullivan is pro-goose. He writes that the team has been “in dire need” of a rally animal—baseball-speak for a furry or feathered good luck charm—ever since the Curse of the Billy Goat ended nearly a decade ago. “Perhaps the Cubs will find another goose to replace PGA in the bleachers and give fans a reason to believe this is their year,” he writes. Get the latest stories in your inbox every weekday.

The initial model lineup includes five base sizes: 3 billion, 8 billion, 14 billion, 32 billion, and 70 billion parameters.Read More

Newly launched Dragon Snacks Games is on a "mission to craft joyful, community-centered gaming experiences" "After shipping some of the biggest games in the world, we saw the writing on the wall" Image credit: Dragon Snacks Games News by Vikki Blake Contributor Published on April 8, 2025 Jen MacLean, Chris Nemcosky, and Michelle Menard have banded together to form Dragon Snacks Games. With a "mission to craft joyful, community-centered gaming experiences where players don't just play – they create their own social hubs and experiences," Dragon Snacks Games aims to "innovate and redefine the way we play, with inclusive worlds and third places designed for connection, collaboration, and creativity." Bringing expertise from Xbox, Amazon, Scopely, Backflip, and Zynga, the partners say they've "been inside the machine of the industry for years" and have watched "firsthand how the industry was shifting before most people even saw the signs." "After years of greenlighting, funding, and shipping some of the biggest games in the world, we saw the writing on the wall and decided to break out, banding together to do something different," they say. MacLean assumes the role of CEO, while Newcosky and Menard are chief technical officer and chief creative officer, respectively. “We need to stop building games for the players we had five years ago, and concentrate our creativity on the players of today and tomorrow. Gen Z and Gen Alpha demand entertainment experiences that meet their need, and they’re not interested in an outdated industry playbook,“ said MacLean. “Our vision is to create social game experiences that can expand or contract to fill any available amount of time, and that connect players to the people that matter most to them," added Menard. "We know that playing in a safe, trusted space, with high-quality content, and with meaningful interactions with other players are non-negotiables for this audience." Nemcosky said: “By adapting game development to a player-focused methodology, with rapid iteration, always-playable builds, and early and ongoing community feedback, we’re making games the way they need to be made for the future. We’re delivering games tailored for the players of today and tomorrow, and we see our vision as the path forward to successful, sustainable games and companies."