Awareness will work against casual, environmental sexism. That's the fucking point: It's background radiation so you don't even pay attention to it. Get it? That sort of atmosphere of boys club is actively hostile to non-conformant people.

Be aware of the environmental issues, don't tolerate flare ups even if a person is technically competent, think about how you could be a little more welcoming. Doing that would be a huge first step and will do a lot towards making the generational changes you're talking about reality.

We all, collectively, have the power to make technology an environment welcome to all races, creeds, and biological persuasions. Do as much as you can personally and try to make sure other people are aware of the issue.

As a male geek all my life the "boys' club" atmosphere bothers me. I think that's a little funny and a little sad.

I've noticed that pointing out the problem correctly usually works great, because nowadays most people don't do it out of spite, as the article said.

I don't think many people "truly believe" that women are objects. I think most people who are contributing to the problem are just ignorant of the effects their actions have.

If this is true, then increasing awareness can have a significant impact on culture.

I think this argument hits it on the nose. Almost all of the offenses stem from ignorance, not malice. Almost all of the offenders would change their behavior if they were aware of the impact it had.