Tech firm apologises for hostess lampshade outfits

A prominent technology firm in the United States, Palo Alto Networks, has recently issued an apology for a controversial promotional stunt that took place at a trade event in Las Vegas. The company, which specializes in cybersecurity, aimed to promote their sponsorship of a networking event called the CyberRisk Collaborative Happy Hour at the Black Hat conference. However, the method they chose to attract attention involved two women dressed in outfits resembling lampshades, which covered their faces. This decision quickly drew criticism from various quarters, with many labeling the act as 'sexist', 'creepy', and 'tone deaf'. Nikesh Arora, the CEO of Palo Alto Networks, acknowledged the backlash and admitted that the choice was a misjudgment. He stated that this was 'unequivocally not the culture we support, or aspire to be'. The company faced significant backlash on social media, where many users expressed their outrage over the portrayal of women as mere props. Olivia Rose, an executive advisor, voiced her frustration by questioning whether the company viewed women as nothing more than 'lampshade holders' at the event. Her comments resonated with many, leading to a wave of criticism directed at the firm. One individual who captured the image described the scene as 'sexist', while another Reddit user, who claimed to have attended the event, described it as 'creepy' and 'gross', stating they left early due to discomfort. The concept of using women in such a manner is not entirely new. It seems to draw inspiration from the so-called 'booth babes' of the early Consumer Electronics Shows in the 1960s, where women were often hired to attract attention at events that were predominantly attended by men. By the 1990s, the practice of employing scantily-clad women for promotional purposes began to face backlash, and by the 2010s, it had largely faded away. However, the male dominance in the tech industry remains a significant issue, and concerns about the treatment of women persist. The tech network Women Who Code has expressed that their vision of a tech industry where diverse women and historically excluded individuals can thrive at every level is still not realized. Lidiane Jones, one of the few female CEOs in the tech world, emphasized that the journey for women in the industry is still not equitable today.