Gender Shift

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Gender Shift

  1. 1. EURO RSCG WORLDWIDE Vol 9, 2010GENDER SHIFT:Are Women the New Men?
  2. 2. “I’m nota feminist. I hail men, I love men.” – Lady GagaPHoTo cREDITS: Cover, page 4, 9, 12, and 17 Getty Images, Inside front cover Shutterstock Images LLC, Page 18 Veer
  3. 3. The millennials are a generation like no other. They are more mobile, more multicultural, andmore fluid adopters – and adapters – of new technologies than any generation that has comebefore. They live in a world without roadmaps or commonly recognized authorities, creatingtheir own content, communication channels, and life paths. They differ from earlier generationsin at least one other important way as well: In much of the West, they have grown up in the“postfeminist” era, with women broadly acknowledged as men’s equals – if not always treatedas such. The civil rights protests and demonstrations these young people have witnessed intheir lifetimes haven’t been about women versus men but about the rights of immigrants orpeople with minority sexual orientations. The notion of “women’s liberation” is a dusty artifact,of no relevance to young people other than as a source of humor or historical context.In this paper, we examine the millennial generation through the prism of gender, seeking tounderstand the direction in which this cohort will advance society in years to come. In additionto abundant secondary research, Euro RSCG surveyed 600 adults in each of five markets:China, France, India, the United Kingdom, and the United States. The sample in each marketwas made up of 500 millennials (aged 18 to 25) and 100 Gen Xers/baby boomers (aged 40to 55), for a total of 3,000 respondents. For the purposes of this report, we focus only onfindings from millennials in the three developed nations in the West, a decision based on thevery different cultural, political, and economic realities of China and India. Findings from thosemarkets will be shared separately.TABLE OF CONTENTS 1 Introduction 2 Millennial Women: A Break from Feminism 5 Rethinking the “Weaker Sex” 8 Where Does That Leave Gender Relations?14 Parenting and Partnering: Relationships Redefined19 And What of Men? The Masculine Miasma20 Conclusions Gender Shift 1
  4. 4. Millennial Women:A Break from FeminismYoung females in the developed markets of the West are outof step with the world built by their mothers. They simplycannot conceive of a time when most universities and jobopportunities would have been beyond their reach. They havealways had access to “the pill” and reproductive freedom,and, for the most part, they have grown up expecting towork outside the home and be on equal footing with theirromantic partners. The notion that they would ever need aman’s “permission” to buy or sell property or enter into a legalcontract is absolutely alien to them.Young women have, of course, had to There are still barriers for the gendersstruggle – to gain the respect of older maleteachers and colleagues, against sexual U.S.harassment, to earn equal pay. It’s nosurprise, then, that large majorities of men U.S.and women in our sample believe genderbarriers still exist. As we’ll explore, however, Fthe struggles today’s young women face areon a plane far removed from the hand-to- Fhand combat in which their mothers engaged.The notion of an outright battle of the sexes U.K.is no longer relevant for young women. Theydon’t consider their rights a cause to be U.K.fought, nor do they perceive their decisions 0% 25% 50% 75% 100%and life choices as having an impact onwomen as a whole. Where there was oncecommon cause, there is now a focus on Agree strongly Agree somewhat Neutralindividual achievement and satisfaction. Disagree somewhat Disagree stronglySo what is the big issue and objective foryoung adults today? In a word: happiness –how to define it, how to gain it, how to keepit. And this doesn’t just apply to women:Euro RSCG’s New Consumer study, fieldedin late 2009, found that half the global Symbol keysample (and 63 percent of leading-edgeProsumers) were actively trying to figure U.S. U.S. Male U.S. U.S. Femaleout what makes them happy. In our newMillennials survey, we asked respondents F France Male F France Femalewhat happiness means to them. Theiranswer was unequivocal: Happiness means U.K. U.K. Male U.K. U.K. Female“love” – selected by a majority of women2 Prosumer Report Vol.9
  5. 5. “There is a special placein hell for women who donot help other women.” – Madeleine K. Albright, U.S. Secretary of State (1997–2001)Which of the following best describes what and a plurality of men in each of the three“happiness” means to you? markets on which we are focused. When we look at love and friendship combined, thoseU.S. selections tower over the percentages that chose the options of “freedom,” “money,”U.S. and “power.” That’s an important shift: It appears men and women are moving away F from what have long been considered the coveted prizes at the end of the rat race – F namely, money and power – in favor of love and friendship, which perhaps earlierU.K. generations took for granted. And whereas baby boomer women in the feminist era wereU.K. all about gaining new freedoms, that has 0% 25% 50% 75% 100% become much less of an issue for millennial females, who are far less likely than their mothers to have struggled against life andFreedom Money Power work restrictions. What young women want today is something their mothers may haveLove Friendship Having taken for granted. children This intensive quest for love and friendship may hit some snags along the way. As this paper will show, millennial opposite-sex couples have some issues to resolve on their way to “happily ever after.” Gender Shift 3
  6. 6. “But let me tell you, this gender t hing is history. You’re looking a a guy who sa t t down with Margaret Tha cher t across the t able and talked about serious issues.” – George H. W. Bush U.S. President (1989–1993)Don Draper: “Let me ask you something: Whatdo women want?”Roger Sterling: “Who cares?” from “Mad Men”4 Prosumer Report Vol.9
  7. 7. Rethinking the “Weaker Sex”In the era of the women’s movement during the secondhalf of the 20th century, girls and women had the oddsstacked high against them. Males were considered bettersuited to everything from academics to athletics – and tojust about all careers. Those females who managed to breakthrough gender barriers found themselves surrounded by(not often welcoming) males. Vanderbilt University School ofMedicine in Tennessee admitted but one woman to the Class of1959. By 1977, the number of female students had increasedto a whopping…nine. At Harvard University in 1972, only six ofthe 421 tenured professors were women. Normally progressiveSan Francisco didn’t accept its first female firefighter until1987 – and only after a lawsuit forced its hand. How different the situation is today: In the United States, according to the Bureau of Labor Statistics, women now earn 60 percent of master’s degrees, about half of all law and medical degrees, and 42 percent of M.B.A.s. And the aforementioned Vanderbilt University? In 2010, for the first time, its medical school enrolled a class made up of more women (60) than men (44). In the workplace, women hold 51.4 percent of managerial and professional jobs – up from 26.1 percent in 1980. About a third of America’s physicians are now women, as are 45 percent of associates in law firms. And these strides are not limited to the U.S. or even the West: In China, women own more than 40 percent of private companies. In March 2010, Forbes titled an article “Why China Is an Incubator for Female Billionaires,” noting that the first fortunes in China were amassed by women such as Xiu Li Hawken, owner of the country’s first commercial real estate company. As significant as specific educational and career successes is the fact that women in general are seen as being on an upward trajectory, while men are perceived to be moving in the opposite direction. Famed biologist Ronald Ericsson, who has been accused of misogyny in the past, says Gender Shift 5
  8. 8. today “it’s the women who are driving all that percentage continued to fall, slowlydecisions.” He explains “Women live longer until 1991 and then plummeting to just overthan men. They do better in this economy. 15 percent by 2003. Rosin reports that thisMore of ’em graduate from college. They go shift is now beginning in other rapidly indus-into space and do everything men do, and trializing countries, including China and India.sometimes they do it a whole lot better. Imean, hell, get out of the way – these femalesare going to leave us males in the dust.” It will be women who lead change in the worldIn most of the Western world, the Great U.S.Recession has served to further exacerbatemen’s decline. Of the 11 million U.S. jobs U.S.destroyed since December 2007, 66 percentwere held by men. Moreover, men dominate Fjust two of the 15 job categories projectedto grow the most over the next decade. In all Flikelihood, a growing number of men will beobliged to stay at home and count on their U.K.wives to support them and their children. U.K.To some extent, women have become the 0% 25% 50% 75% 100%new men – and vice versa. In an article inThe Atlantic entitled “The End of Men,”journalist Hanna Rosin reminds us that “man Agree Disagreehas been the dominant sex since the dawnof mankind,” before adding that “for the firsttime in human history, that is changing – andwith shocking speed.” The primary reason?“The global economy is evolving in a way thatis eroding the historical preference for malechildren, worldwide.”Rosin posits that women’s increasedeconomic power has led many would-beparents to believe a daughter would have abetter life than a son. When couples look atsociety, they see a virtuous circle for girls(more successful education, more stableemployment, more opportunities, stayingcloser to parents/family), while, for boys,they see a vicious circle marked by lesseracademic and career achievement, moredrugs and/or alcoholism, and perhaps evencriminal activity.As a consequence, more parents, if allowedto choose the sex of their child, would choosea girl. This is an enormous change for tradi-tionally patriarchal societies. In South Koreaas recently as 1985, about half of all womenin a national survey said they “must have ason.” That in itself was a departure from atime when “many wives who failed to producemale heirs were abused and treated asdomestic servants,” according to Rosin. But6 Prosumer Report Vol.9
  9. 9. “All societies on the verge of deathare masculine. A society can survive with no societyonl one man; ywill survive a shortageof women.” – Germaine Greer And yet...Women’s Productivity an Important Women Continue to FaceDriver of U.S. Economy Discrimination and Other Barriers– Women are the primary or co- – Almost 50 years after the Equal Pay Act, breadwinner for 2/3 of American families. women are still paid an average of 77 cents for every dollar paid to men.– In addition, women are the primary caregivers to children and often aging – of companies in the Fortune 500, only parents, subsidizing the economy with 2.6 percent are led by a female cEo and free or underpaid labor. only 15.2 percent of board seats are occupied by women.– Between 1997 and 2007, the number of women-owned businesses – At the country’s top 100 law firms, only grew 44 percent, twice as fast as men- 17 percent of equity partners are women. owned firms. – only 1 in 14 women earns more than– Forty years ago women owned 5 percent $100,000 a year, compared with 1 in 7 men. of all small businesses. Today they own 30 percent. – In industries in which women’s share of total employment is greater than– Total sales of women-owned, privately 50 percent, median weekly earnings are held firms exceeded $1.2 trillion in 2007. less than in industries in which their share of total employment is less than– Women make up more than 3/4 of jobs in 50 percent. the education and healthcare sectors.Source: Jobs and Economic Security for America’s Women, National Economic Council (U.S.), October 2010 Gender Shift 7
  10. 10. Where Does That LeaveGender Relations?The millennial woman has a new, self-defined “place” in theworld – a place of her own choosing and making. The womenwho have gone before her have pushed through most of thebarriers of old, giving her generation far more control overtheir destinies. Perhaps nowhere is this more evident than inhuman biology: In the course of mere decades, women havegone from hostages to their reproductive systems to overlords.As she works her way up the career ladder, a young womancan freeze her eggs and/or arrange for artificial insemination,rechanneling biology to suit her purposes. A male partner isoptional. Meanwhile, the millennial male, who in previous eraswould have had the luxury of having a woman at home (firstmother and sisters, then wife) to tend to his every need andsupport his career advancement, now is on his own. Ratherthan enjoy the automatic fruits of a male-dominated world, hemust compete against men and women for a shrinking pieceof the pie. And he must behave in a way that may go againsthis very nature – sublimating his natural tendencies towardsexual conquest and aggression in a world now full of rules,restrictions, and consequences.The Perennial Question: What DoWomen Really Want?Our study has found that millennial females “I don’t care if men find it hardare pulled in many directions by a multiplicity to know what women want theseof needs and objectives. No surprise there. days; I don’t care if they are angryIn looking at the archetypes, however, twoopposite aspirational figures appear: the or frustrated because someoneVeronicas versus the Bettys. (For those (us) changed the rules while theydeprived of Archie comic books in their weren’t looking and forgot to sendyouth, Veronica is the self-centered, take- them a goddamned memo. Getno-prisoners rich girl, while Betty is thequintessential “girl next door”: wholesome used to it, guys. or get a cat.”and hard-working.) – Victoria, on Heartless Bitches International8 Prosumer Report Vol.9
  11. 11. “Some of us arebecoming t hemen we wantedt marry.” o —Gloria Steinem Gender Shift 9
  12. 12. A minority of young women (Veronicas), “Men have called me a man-hater,excited by their new power, admire dominant a feminazi, frigid, a bitch…but infemales, as seen in the form of Madonna my mind it always translates asin her video “Express Yourself ” or Beyoncéin “Telephone.” They enjoy depictions of ‘You don’t need me to validate yourwomen in power and envision the feminine existence, and that scares me.’”ideal as the sort of women who populated – Kim, on Heartless Bitches InternationalHollywood during the film-noir years:calculating women of mystery and beautywho could more than hold their own againstmen. In Veronica’s world, the men are but bitplayers, there to be manipulated and used. What do you look at first when looking for a job?The majority of millennials, in contrast, U.S.appear more inclined to be Bettys. They seethemselves as wholly equal to men and look U.S.forward to a life marked by career success(for them and their partners) and the sort of Flife-work balance that eluded their mothers,who ultimately realized in the 1980s and F1990s that “having it all” really meant“doing it all.” U.K.Looking at our survey findings, we see that U.K.millennial females are significantly more 0% 25% 50% 75% 100%likely than males to emphasize life-workbalance over salary when choosing a job. Thisgender divide is particularly apparent in the Salary Company ethics CompanyUnited Kingdom, where only a quarter of men productsbut more than four in 10 women cite life-work balance as their top priority. And while Work atmosphere Ability to balance work and lifewomen, like men, are most likely to link workwith earning money, they are slightly morelikely than men to say work is mostly aboutpersonal fulfillment. Interestingly, they are What does work mean to you?less likely than men to value work as a meansof being useful to society, suggesting a more U.S.insular focus on self and family. U.S.What we are seeing among many millennialfemales is that their vision of ideal Fwomanhood is somewhat more traditionalthan that of their feminist mothers. They, Ftoo, want it all, but their definition of allhighlights family and personal time at least U.K.as much as career. These women are far lesslikely than their mothers were to feel they U.K.have something to prove in the workplace, 0% 25% 50% 75% 100%and they are conscious of the high costsof the sexual revolution. Without wantingto trade in any of the respect or freedom Earning money Personal fulfillment Being a partwomen have earned, they look back wistfully of societyto a time when men were ready and able totake on the role of protector and provider. Being useful Contributing to the A wasteIn a world of Jon Gosselins and Judd Apatow to society country’s welfare of time10 Prosumer Report Vol.9
  13. 13. “Why do you have t break up with o Be a man. Justher?st calling.” op – Joey, on “Friends”Men should be the ones to lead and initiate in romance characters (men frozen in the Adolescent Age), women are looking for controlledU.S. masculine strength (not aggression), self- assurance, and competence – a man onU.S. whom they can count no matter what. In other words, they are looking for Edward or F Jacob from the Twilight series. They want the fantasy, the chance to be loved and taken care F of instead of constantly feeling they are the ones taking care of everything and everyone.U.K. We see this desire for tradition in responsesU.K. to the statement: “Men should be the ones 0% 25% 50% 75% 100% to lead and initiate in romance.” In each market, females were significantly more likely to agree than disagree with thatAgree strongly Agree somewhat Neutral statement, whereas men in two of the three markets were much more apt to disagree.Disagree somewhat Disagree strongly [The exception was U.S. males, who were fairly evenly split between those who agreed (33 percent) and those who disagreed (29 percent).]I don’t have any common values with the When we say young women want a returnprevious generations to some aspects of traditional gender roles, we are not suggesting they want to returnU.S. to gender inequality. Far from it. What they seek, to varying degrees, is a return toU.S. gender distinctions. They want to celebrate the sexes’ differences and enjoy the yin and F yang that makes both parties stronger. They want men to act like, well, men! But this F doesn’t mean they want men to dominate – at home or at work.U.K.U.K. 0% 25% 50% 75% 100%Agree strongly Agree somewhat NeutralDisagree somewhat Disagree strongly Gender Shift 11
  14. 14. “I’m not going back t work”. o12 Prosumer Report Vol.9
  15. 15. A man should earn more than his female partner In our survey findings, females were significantly more likely than males to sayU.S. they share common values with previous generations. Those traditional values don’tU.S. extend to the content of pay stubs, however. Only a minority of millennials believe a man F should earn more than his female partner. This sentiment was most common among F American men (30 percent of whom feel this way) and least in evidence among women inU.K. France (6 percent).U.K. When we asked the respondents whether 0% 25% 50% 75% 100% men should be masculine and women feminine, we found some interesting cultural distinctions. Men in the United States wereAgree strongly Agree somewhat Neutral most likely to cling to gender stereotypes, with nearly six in 10 believing men should beDisagree somewhat Disagree strongly masculine and women should be feminine. In both cases, they were significantly more likely than U.S. females to agree with the statements. In the United Kingdom, men andA man should be masculine women had relatively similar responses to both statements, with nearly half of both sexesU.S. wanting to see traditional images maintained. It was very different in France, especiallyU.S. looking at the figures for men. Whereas just more than one-third of French males believe F it’s necessary they be masculine, nearly two- thirds believe women must be feminine. A F clear double standard, and one that is not in evidence among French women.U.K.U.K.A woman should be feminineU.S.U.S. F FU.K.U.K. 0% 25% 50% 75% 100%Agree strongly Agree somewhat NeutralDisagree somewhat Disagree strongly Gender Shift 13
  16. 16. Parenting and Partnering:Relationships RedefinedThe male-female relationship has undergone fundamentalchange in the past four decades, and nowhere is this moreapparent than within the home. The experience of parentingand coupling is a far cry from what it was when the babyboomers first wed. For many couples, parenting has becomethe focal point of the marriage, as children have moved out ofthe shadows of “seen and not heard” and onto center stage.We’ve all heard the terms helicopter parents (parents whoconstantly hover), curling or lawnmower parents (who vie tosmooth out all of life’s obstacles), and even Black Hawk parents(who will do anything and everything to ensure their children’ssuccess) – each one used to describe different aspects of thisphenomenon. Parenting has grown from a biological functioninto an all-consuming passion. Where once the husband andfather sat at the center of the family, now his offspring haveassumed the throne.For women, motherhood has been reinvented– no longer so much an expectation orobligation as a choice and source of femininebliss and self-discovery. In 1991, when actressDemi Moore appeared pregnant and cladonly in body paint on the cover of VanityFair, it was a scandal. Twenty years later, noone would bat an eyelash. That’s becauseover the past two decades, we have enteredthe Age of Narcissus. Having a baby hasbecome a source of erotic pleasure (the bodyblossoming) and channel of self-promotionand family branding. The fashion industryhas brought out lines not only for pregnantwomen but also for their bambini. Baby Diorworldwide and Bon Point in Europe are buttwo examples. Having a child is now theultimate in personalization, as celebritiesand others turn their babies into “Mini-Me’s.”Katie Holmes’ daughter Suri as baby doll –the American Girl doll brought to life. Timethat once would have been spent catering tohubby’s every need is now devoted to posting14 Prosumer Report Vol.9
  17. 17. “The two women exchangedthe kind of glancewomen use when noknife is handy.” – Ellery Queen photos of the little (and not-so-little) ones Within this equal partnership, however, we on Facebook and blogging about virtually find that women are the “deciders” in some every moment of motherhood, from first important respects. When men were the kicks in the womb to college dormitory décor acknowledged heads of household, major and beyond. A 2010 international study by decisions were largely theirs to make. These Internet security firm AVG found that days, it seems more and more that women 81 percent of children under age two have an are calling the shots on the home front – and online presence, including fully 91 percent in that is at least partly because they have more the United States and 73 percent in Western life decisions to make. Though there has Europe. Nearly a quarter of parents share certainly been an increase in stay-at-home images from prenatal sonograms on the Web. dads in recent years (sometimes due more to economic realities than free will), men for the most part are expected to stay the Partners, Inc. course in the work force from schooling’s end all the way to retirement. Women, in Where couples once were “man and wife,” contrast, are seen as having options. They now they are full-fledged partners, sharing can work through their pregnancies, take resources and responsibilities as they work minimal maternity leave, and keep their toward common goals. It is marriage as merger. focus on career. They can spend a few (or more) years at home when their children are young and then try to re-assimilate into the paid work force. Or they can craft some sort of compromise, juggling career andMarshall: “oK, I’m just saying that childrearing with part-time work, flexibleit’s my wedding, too, and I should hours, job sharing, or the like. By and large, what these women choose determines whathave a say in it.” their male partners need to do. If a coupleLily: “But I’m the bride. So, I win.” decides it’s best for the woman to stay homeMarshall: “But I thought marriage with the kids, the onus is on the male partneris about two equal partners, to pick up the slack financially. If the woman opts to return to paid work full-time, theresharing a life together.” is pressure on the man to take on moreLily: “Right, but I’m the bride. household responsibilities, from cleaningSo, I win.” and grocery shopping to ferrying the kids to robotics club and tai chi.– from “How I Met Your Mother” (U.S television show) What this means is that men have to be able to slip in and out of the role of provider according to the woman’s needs. Gender Shift 15
  18. 18. From Gilded Cage to Guilt-Filled Age Bottom line: Mothers can’t win. Whatever choices they make, whatever path theyHaving more life choices isn’t always an choose, someone somewhere will be pointingadvantage for women. Every choice involving the finger of blame. As often as not, thatemployment and childrearing has heavy finger belongs to the woman herself. Guilt isimplications for the family – and potentially a powerful emotion.dire consequences. At least that is howwomen are made to feel. This leads to important questions: As the new generation of women become olderWhen baby boomer women stormed into and more millennials enter into parenthood,the work world, they traded the world will they have stronger defenses againstof homemaking for a life riddled with social criticism of their life choices than theiruncertainty, second-guessing, and copious boomer or even Xer mothers did? Are weamounts of guilt. The modern mother more reaching a point at which women will refuseoften than not sees the downside of every to be lured into the myth of the “perfect wifecompromise she makes – not enough time and mother,” content simply to do the bestfor her kids, not enough time for work, a they can? And will the postfeminist era seehome not as spotless as she remembers from less of a divide between women who makeher own childhood, meals not sufficiently different life choices? Perhaps the nextnutritious or made from scratch. And gender movement won’t be about rights butsociety – including other women, political mutual respect.and religious figures, and the media – hasdone its best to stoke that guilt, constantlyquestioning women’s choices and blamingall manner of social ills on mothers whowork too much, love too much or toolittle, or otherwise don’t manage to fulfillthe divergent expectations of neighbors,relatives, and random commentators.Mothers have been blamed for everythingfrom the rise in childhood obesity toincreased rates of attention deficit disorderand autism. A recent cover story in Timemagazine was entitled, “How the First NineMonths Shape the Rest of Your Life.” In it,author Annie Murphy Paul tells us one’sexperiences as a fetus may prove more life-affecting than childhood experiences oreven one’s genetic makeup: “The nutritionyou received in the womb; the pollutants,drugs and infections you were exposed toduring gestation; your mother’s health andstate of mind while she was pregnant withyou – all these factors shaped you as a babyand continue to affect you to this day.” Great.Citing work in the field of “fetal origins,”she goes on to say: “…the nine months ofgestation constitute the most consequentialperiod of our lives, permanently influencingthe wiring of the brain and the functioning oforgans such as the heart, liver and pancreas.The conditions we encounter in utero…shapeour susceptibility to disease, our appetiteand metabolism, our intelligence andtemperament.” No pressure there.16 Prosumer Report Vol.9
  19. 19. “When women kiss,it always remindsme of prizefIghtersshaking hands.” – H.L. Mencken Gender Shift 17
  20. 20. 18 Prosumer Report Vol.9
  21. 21. And What of Men? TheMasculine MiasmaIn 1963, Betty Freidan wrote the seminal book The FeminineMystique, based on a survey of her fellow alumnae from theall-female Smith College Class of 1942. In it, she made theargument that women were victims of a false belief systemthat required them to find their life’s meaning – and identity –through their husbands and children. Nearly half a centurylater, our thesis – what might be called The Masculine Miasma –posits that where men once found identity and meaningthrough their roles as head of household, sexual aggressor,protector and provider, and decision-maker, now they havelost that identity and are faltering even as women are growingstronger and more confident.Earlier, we discussed the impact of women’s Another changed reality is that men haveemployment decisions on both the household a new role within the home. In some ways,and expectations for her partner. As some the realignment of the sexes has been a realwomen seek to restore a better life balance boon for the modern man. Just as womenby stepping out of the work force to focus have dialed up the “mommy experience,”on family and self, many are finding their men, too, have plunged into parenthood,partners unwilling (and often unable) to step with young fathers taking on tasks andup and close the lost-income gap. Raised in responsibilities their own fathers would havea post–women’s lib world, these young men rejected as women’s work. The new dynamicdon’t consider it their obligation to provide of households is allowing men to bondsole financial support for the family. Working with their children in a way that used to beelbow to elbow with girls at school and reserved almost exclusively for women. It iswomen in the workplace, they have come no longer automatically assumed that fathersto expect shared responsibility and shared know best, but neither is he relegated toduties. And though household incomes are the outskirts of the family’s emotional core.well above what they were in the 1950s and That’s to the benefit of the entire family, but1960s (thanks in large part to two-income also serves as a source of conflict. Not everyhouseholds), the proportion of incomes woman is willing to allow her partner equalneeded to cover necessities has skyrocketed. parenting status. Deep down – or even at theFor instance, the average American family surface – most moms believe that when itnow spends more than half its total income comes to the children, they truly do know best.(52 percent) on housing and transportationalone, according to the U.S. Departmentof Housing and Urban Development. Thismakes it far more difficult for a man toshoulder the financial burden of a householdsinglehandedly, even if he were inclined todo so. And that means many women whootherwise may have chosen to return to thehome simply don’t have that option. Gender Shift 19
  22. 22. ConclusionsWe are at a point at which the roles of both sexes have changeddramatically – and likely for good. The question remainswhether men and women can move forward in a way that ismutually fulfilling now that gender roles and traditions havebeen turned on their head. One very positive sign is that, evenin the midst of the global recession, a majority of the youngmen and women surveyed in the three markets are achievingtheir most important goal: They are happy.What It Means for Marketers I consider myself happyA lot has changed in the decades since the U.S.baby boomers first entered adulthood. Theirchildren’s attitudes are testament to that. U.S.And marketers must change right alongwith each generation, constantly repairing Fdisconnects created over time. A fewthoughts on tone and content: FStop Man-Bashing: U.K.Judging from the content of TV commercials U.K.and sitcoms, men are a sorry lot. It’s a wonder 0% 25% 50% 75% 100%they’re able to brush their teeth without thesupervision and assistance of their far-more-capable wives. While the bumbling, skill- Agree strongly Agree somewhat Neutraldeficient guy may be good for a laugh, youngpeople want to see demonstrations of male Disagree somewhat Disagree stronglystrength and responsibility. Let’s show morerole models and fewer buffoons.Toss out Gender Prescriptions:It’s hard to imagine who at the U.K.supermarket chain Sainsbury’s thought itwas a good idea to label a line of children’sdress-up costumes by gender. But therethey were: the pilot, superhero, and soldiercostumes labeled “Boy” and the princess,beautician, and nurse costumes labeled“Girl.” No sexism there. Pinkstinks and otheradvocacy groups are calling for an end tothe “culture of pink” – which puts girls intoa box centered on beauty rather than brainsor aptitude – and challenges the tendencyto create separate boys’ and girls’ versionsof even the most basic products (pink worldglobe, anyone?). Let’s listen to them.2o Prosumer Report Vol.9
  23. 23. Reflect the Blurring of Gender Lines: Don’t count out courtliness:Gender distinctions are no longer set in Just because we’re living in a more egalitarianstone. The NFL is targeting women. Men society doesn’t mean women – and men –are enjoying herbal wraps at their local don’t value a chivalrous turn. Young malesday spa. It only makes sense to move away and females appreciate those everyday actsfrom “either/or” in favor of “and.” Dolce of courtesy that create a connection between& Gabbana’s Anthology fragrance line, for two strangers – extending a hand to someonemen and women, includes five scents based who has fallen, offering a seat on the bus,on the Tarot, each one intended to reveal a doing some small act that reminds us of ourparticular side of the wearer’s personality: shared humanity and of what really mattersle bateleur (the seducer), l’impératrice (the in our frantically paced world. Chivas Regal,star), l’amoureux (the charmer), la roue maker of premium scotch whisky has createdde la fortune (the player), and la lune (the a campaign under the tagline, “Live Withdreamer). The fragrances are for men, for Chivalry.” One piece of copy reads, “Millionswomen and mixed. The print and the TV of people. Everyone out for themselves.advertising features well-known models of Can this really be the only way? No. Here’sboth sexes. to honor and to gallantry (depiction of man in tuxedo carrying a woman over muddyLet Women Be Human: terrain in a rainstorm)…Here’s to a code of behavior that sets certain men apart from allTrashy and trendy brand Diesel shows both others. Here’s to us.” A welcome reminderyoung males and females in its last ad that chivalry and gallantry are not the solecampaign: “Be Stupid.” The ads speak to province of vampires.a state of mind that’s all about a carefreeattitude and enjoying life. The ads stand out, Acknowledge the New couples Paradigm:in part, because of their inclusion of women.Sometimes a woman really is “just one Speak to the new reality of male-femaleof the guys.” household partnerships by spotlighting the couple as successful brand or company – depicting how the two work together to manage the day-to-day workload (home, kids, jobs), keep the venture (family) moving forward, and increase profits (family happiness/satisfaction). Rather than depicting a dominant/subordinate or capable/ incapable scenario, show how each person’s strengths combine to create a stronger whole.
  24. 24. “It was a man’s world. Then Eve arrived.” – Richard ArmourProsumer Reports is a series of thought leadershippublications by Euro RSCG Worldwide – part of a globalinitiative to share information and insights, including ourown proprietary research, across the Euro RSCG networkof agencies and client companies.Euro RSCG Worldwide is a leading integrated marketingcommunications agency and was the first agency to benamed Global Agency of the Year by both Advertising Ageand Campaign in the same year. Euro RSCG is made upof 233 offices in 75 countries and provides advertising,marketing, corporate communications, and digital andsocial media solutions to clients, including, Air France,BNP Paribas, Charles Schwab, Citigroup, Danone Group,Heineken USA, IBM, Kraft Foods, Lacoste, L’Oréal, Merck,PSA Peugeot Citroën, Pernod Ricard, Reckitt Benckiser,sanofi-aventis, and Volvo. Headquartered in New York,Euro RSCG Worldwide is the largest unit of Havas, a worldleader in communications (Euronext Paris SA: HAV.PA).For more information about Prosumer Reports,please visit www.prosumer-report.comor contact Naomi Troni, global chief marketing officer atnaomi.troni@eurorscg.com.Follow us on Twitter @prosumer_report

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