Women and the new working environment - Inforum Report Winter 2011

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Our latest trend report in partnership with Inforum Michigan - learn about trends affecting women in today's rapidly changing work environment.

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Women and the new working environment - Inforum Report Winter 2011

  1. 1. Winter 2011 a Sphere Trending publication in association with:©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com
  2. 2. © 2011 Sphere Trending. All rights reserved. The text, graphics and information (“Content”) provided in this work are furnished by Sphere Trending for educational and internal research purposes only, in order to givemeaning and dimension to the trends discussed herein. Content may also be subject to the copyright, trademark and other proprietary rights of third parties. Any use, display, reproduction, publication or preparation of derivative works incorporating or based upon any Content without prior authorization from Sphere Trending and/or the applicable third party violates U.S. and foreign copyright laws. Without limitation, reproduction or publication include, color or non-color photocopying, printing, scanning, faxing, and mail, email or Internet posting or distribution of any such Content. ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 2
  3. 3. women survivethe recession Women are the positive demographic coming out of this most recent recession as they continue to make headway as entrepreneurs, in advanced education and earnings.New challenges come from a rise in Elder Care responsibilities, generational workplace adjustments, the increasing role TRENDSPOTTING! Elea Blake cosmetics in Chattanooga is of technology and a need to run by entrepreneur who creates custom beauty balance it all. products & skin carea new way of working & living From the rise in the ‗personal business‘ segment (a business of one) to new tools for communication, the workplace is changing to be anywhere, anytime and anyway. Home is evolving for new ways of working, office space is downsizing and remixing, and new communities are being developed to include actual businesses as part of the space.TRENDSPOTTING! Smallworks laneway homes in Vancouver are garage-sized structures built on the existing lotof a single-family dwelling to be used by boomerang kids, aging family members, caregivers, or renters ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 3
  4. 4. gen now women in the workforcegood news!―There is a bright spotin Americandemographic trends:single, childlesswomen in theirtwenties who aremuch more likely tograduate from college COALESSE AT NEOCON 2011 ICF GROUP AT NEOCONthan their male As the gender gap continues to close,counterparts and now office furniture manufacturers andare earning 108% of designers are deliberately changing their range of furniture and office itemstheir male peers‖ to reflect a more feminine aestheticJames Chung / Research Advisor‘s Many respondents cite a mobile device as ―the most importanttechnology is a technology‖ in their livespriority Seven of 10 employees have ―friended‖ their managers andThe Cisco Connected World coworkers on FacebookStudy (a survey of 3,000 college students & Two of five students have not boughtyoung professionals) revealed that one a physical book (except textbooks)in three college students and in two yearsyoung professionals consider the Most respondents have a FacebookInternet to be as important as account and check it at least onceair, water, food, and shelter. a day ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 4
  5. 5. Gen X - A generation that is overworked and under-rewarded Bloomberg Businessweekbridging the gap “The fate of Gen X may beGen X workers are best positioned to to become the all-importantbridge both the world of the Zoomer traffic cops, assumingworker and the Gen Now worker. responsibility for brokeringSome Gen-Xers have surpassed their between the generations onZoomer counterparts in the corporate either side of them to keephierarchy, finding themselves in an traffic moving along.”equally awkward position and asking:"How can I manage someone who is tento twenty years older than I am?― At the same time, Gen-X managers are showing Gen Now the ropes, while oftenfinding that this younger set values the end product more than they value the timethey spend at the office and that they may not expect to sacrifice their highlyprized work/home-life balance in order to advance their career. Meno Consulting ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 5
  6. 6. multiple roles Even with the substantial growing role men have assumed in household and child caring responsibilities, women remain the primary caregivers for children or aging family members, moving in and out of that role throughout their lifetimes. Eldercare is an important issue for Zoomer women in todays work force as they become 3 Gen caregivers (themselves, adult children and aging parents). Analysts contend that many businesses lose valuable production from the estimated 30 percent of working Americans who have to contend with the needs of elderly parents and other relatives.relevant solutionsNew ways of providing solutions to today‘s working mom: Amsterdam-based Foodzy tracks and rewards healthy and fun eating habits withbadges; element of fun – such as rewards for eating cake on one‘s birthdayor barbecuing multiple meals over the course of the summer, all whilecompeting against friends if you want. FOODZY via Springwise ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 6
  7. 7. the personal businessThe ―personal business,‖ which is a newterm to describe a business with noemployees, is growing in numbers and ineconomic influence. These businessesnow number roughly 20 million – how tomarket to a business of oneINTUIT Sept 2011 Worldwide, there are 820 co-working spaces as independent professionals and those with workplace flexibility seek out places for community and interaction15-20 million are road warriors/mobile workers(cars addressing a need for work spaces)72% check business email outside of work hours(connected 24/7 to the office – the new norm)61% often use a computer/laptop at night in bed(changes in bedroom furniture to address this fact)By 2015, half of all devices on U.S. corporate SVP MOBILE SYSTEMSnetworks will be mobile(the ability to work anywhere, anytime, anyway) Mesa del Sol is a 12,900-acre mixed-use district located in Albuquerque: designed for 100,000 people and as a hub for creatives, it represents a new concept in communities where businesses are part of the concept, creating a new ‗4th workplace‖ (#1 Home; #2 Office; #3 Public Spaces) ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 7
  8. 8. did you know…? As employees become more mobile, the average amount of space per employee nationwide, in all industries, has dropped to 250 square feet from 400 OFS NEOCON 2011 square feet in 1985. Small space office Within 10 years, that is designs, shared spaces expected to drop further, and flexible spaces were key at NeoCon to 150 square feet. 2011 – even wirelessly New York Times Jan. 2011 powered furniture making sitting at any KI - NEOCON 2011 desk, anywhere a reality!On the days that they worked,24% of employed persons didsome or all of their work at home,and 83% did some or all of theirwork at their workplace(no difference between men & women)Bureau of Labor Statistics 2010With more than 25 billion mobile appsestimated to be sold in 2011 (versus 10 billionin 2010), small business apps are the new,must-have marketing tool IPAD HOLDER / L‘EDITO (MAISON 2011) ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 8
  9. 9. staying in touch Woman significantly lead men when it comes to social networking: 68% of women and 54% of men use social media to stay in touch with their friends. 60% of women and 42% of men use social media to stay in touch with their family. 34% of women and 22% of men use social media to stay in touch with their coworkers. REBTEL Sept 2011early adopters53% of young women (Gen Y) identified themselves as earlyadopters. One researcher noted they are ―the first to try newtechnologies, even before they become mainstream.‖ (Adage)First adult generation with‗Gender Equality‘: expertsbelieve that the frequency inwhich women are starting toembrace technology is not allthat surprising, considering socialmedia sites and other platformsare more about buildingrelationships and staying intouch with others. ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 9
  10. 10. seeking out uplifting feelingsWomen over-index forconsumption of digital newscontent, but when it comes tostreaming video, they are morecompelled to seek outabsorbing, entertaining newscontent (time-shifted TV, movies,funny videos). To escape thestress of the work day, womenturn to surfing, looking at videos cuteroulette.com curates cute videos in a ‗chat roulette‘ style – you never know what cuteness will appear on your screen!of cute animals, reading jokesand other “happy things.” These A Nielsen study revealed that Internetonline activities balance outtheir day and contribute to their use among working women with kids –overall sense of well-being. a group that might otherwise have the least available time to spend online –new services was extremely strong. Moreover, women aged 35 to 44 had strongerWhat creative services can digital activity – outpacing theiryou offer to uplift someone‘s younger counterparts in this category.mood? Feeling weighed downby emotional baggage? A newweb service (secretly a music site)offers a quick pick-me-up. Simplyupload your drama to EmotionalBag Check—whether yourburden relates to relationships,school, or work—and youll getadvice from a stranger in theform of a song she hand-pickedto help you cope. Kraft created an online talk show with the semi-iconic Soleil Moon Frye (80‘s TV character Punky Brewster). The web series, titled HerSay, ran weekly featuring Kraft brands, including Jell-O and Chips Ahoy! The goal of the show is ―to be a part of conversations‖ that moms arehttp://emotionalbagcheck.com having online today. www.hersay.com ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 10
  11. 11. women-owned small businesses INTUIT Sept 2011 Women-owed small businesses will generate up to 57% of the 9.72 million small business jobs that the U.S. Bureau of Labor Statistics expects will be created between 2009 and 2018. A study conducted by the U.S. Small Business Administration examined characteristics of male and female small business owners: While men had more experience prior to starting their business, women were more likely to have positive revenues. Men were more likely to spend extra effort looking for business opportunities and women were more likely to prefer low-riskINTUIT Sept 2011 businesses. ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 11
  12. 12. women in the workforce Until the mid-1960s, fewer than half of women worked in any capacity outside of the home. Today, more than 70 percent of American women are working for wages. (The Hamilton Project) higher education Women in the workforce first surpassed men in obtaining college degrees in 2006 when 34 percent of working women held INTUIT Sept 2011 bachelors degrees, compared to 33 then percent of men. These numbers continue to favor women - In one out of five According to the 2010 U.S. Census Bureau, married couples, the 37 percent of employed women have a wife earns more than bachelors degree or higher, compared to the husband. Thats a 35 percent of men. huge shift in 40 years, when this was the case in just 4 percent of American marriages. now a desk designed for laptop bags as seen at NeoCon 2011 / SteelcasePEW RESEARCH ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com 12
  13. 13. © 2011 Sphere Trending. All rights reserved. The text, graphics and information (“Content”) provided in this work are furnished by Sphere Trending for educational and internal research purposes only, in order to givemeaning and dimension to the trends discussed herein. Content may also be subject to the copyright, trademark and other proprietary rights of third parties. Any use, display, reproduction, publication or preparation of derivative works incorporating or based upon any Content without prior authorization from Sphere Trending and/or the applicable third party violates U.S. and foreign copyright laws. Without limitation, reproduction or publication include, color or non-color photocopying, printing, scanning, faxing, and mail, email or Internet posting or distribution of any such Content. ©2011 Sphere Trending, LLC 1116 VOORHEIS RD. WATERFORD, MI 48328 www.spheretrending.com

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