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The Future Is FeMale: Are We Equal Yet?

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Are women forever to be the subordinate sex, or are they the face of the future? Compiling the views of 12,168 men and women ages 18+ in 32 countries, Havas’ “The Future Is FeMale″ study reveals society’s current attitudes toward gender and gender equality.
Nearly half the women (45%) and Prosumers (44%) surveyed around the globe agree that it will be women who lead change in the world, and around a third of men (30%) and 4 in 10 millennials said the same. Yet, globally, only 1/3 of men and 1/4 of women believe the sexes are equal.
Brands can help pave the way to a more equitable future by shining a light on those areas most in need of change and by modeling with their own businesses and supply chains how best to empower and support people, regardless of gender.

For more information on Havas' The Future is FeMale report visit: mag.havas.com/prosumer-reports

Published in: Marketing
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The Future Is FeMale: Are We Equal Yet?

  1. 1. ARE WE EQUAL: NOW? 45% 42% True gender equality will never exist because the genders are not equal MALES MALES FEMALES FEMALES 66% 56% 21% 11% 68% Which would you prefer? (choose one) Which of these things prevent women from earning as much as men? (Choose all that apply.) A female boss Makes no differenceA male boss PROSUMERS MAINSTREAM TOTAL TOTALTOTAL There are not enough women in executive positions today % AGREEING STRONGLY/SOMEWHAT ARE WE EQUAL: AT WORK? Source: Havas survey of 12,168 men and women ages 18+ in 32 markets Download the white paper at http://mag.havas.com/prosumer-reports/ % AGREEING STRONGLY/SOMEWHATFEMALES MALES 49% 38% 31% 31% 48% 44% TV commercials show too many outdated gender stereotypes I resent the way women are depicted in a lot of advertising I resent the way men are depicted in a lot of advertising ARE WE EQUAL: AT HOME? ARE WE EQUAL: IN ADVERTISING? Today, women have rights but no real power PROSUMERS 54% MAINSTREAM 47% MALES 41% FEMALES 56% TOTAL % AGREEING STRONGLY/SOMEWHAT Women and men who work in the same positions should be paid the same 91%FEMALES 84%MALES 24% 31% Male-female relationships work better when the man is the dominant partner 52% 44% 39% Sexism/gender bias Women take more time off to raise their families Men still make the rules 26% Women don’t stand up for themselves/negotiate better deals 13% Men are more productive workers 15% 11% Women aren’t willing to work as hard as men Men are more reliable workers 18% 11% Women tend to choose lower-paying careers Men create more value in the workplace Parenting comes more naturally to women than men % AGREEING STRONGLY/SOMEWHATMALES FEMALES 54% 55% % AGREEING STRONGLY/SOMEWHAT The world would be a better place if more women were in positions of power PROSUMERS 45% MAINSTREAM 39% MALES 34% FEMALES 46% There is no more gender inequality; we are all equal 35%26% Are We Equal Yet? What Marketers Need to Know About Global Perceptions of Women Are women forever to be the subordinate sex, or are they the face of the future? Compiling the views of 12,168 men and women ages 18+ in 32 countries, Havas’ “The Future Is FeMale″ study reveals society’s current attitudes toward gender and gender equality. Nearly half the women (45%) and Prosumers (44%) surveyed around the globe agree that it will be women who lead change in the world, and around a third of men (30%) and 4 in 10 millennials said the same. Yet, globally, only 1/3 of men and 1/4 of women believe the sexes are equal. Brands can help pave the way to a more equitable future by shining a light on those areas most in need of change and by modeling with their own businesses and supply chains how best to empower and support people, regardless of gender.

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