Women 2020: How women's actions and expectations are changing the future - Future Perspectives - Kantar
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Future Perspectives
Women 2020:
How women’s actions
and expectations are
changing the future
1 Women 2020
Future Perspectives Women 2020
are thought pieces
which take a concise,
future-focused view
of important issues
for business and
marketing strategists.
For more information please visit Women represent just under half the global
www.thefuturescompany.com
population and are the fastest growing group
of consumers worldwide. Yet analyses of their
role in society are often one-dimensional and
linear. Usually, the examination focuses on how
social and economic conditions exert changes
on women’s roles and identities.
This paper inverts that perspective by exploring
how women act as catalysts for fundamental
changes, which are shaping not just their own
world, but everybody’s world.
We show that understanding women is
important, both because they are potential new
sources of growth, and because the changes in
how women think and act have repercussions
for their wider society and, by implication, for
popular and consumer culture.
© 2013 The Futures Company. Some rights reserved. 2
There are four key dimensions ■■ Decision-making This paper will explore these
in which women’s changing ■■ Workplace
four dimensions and point to
& economy
circumstances, attitudes the new opportunities which
■■ Communication & identity
and behaviors are effecting arise from a world where
change: ■■ Innovation women act as catalytic agents
of change.
DECISION- WORKPLACE &
MAKING ECONOMY
To:
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Em
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um
Ag
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ee
Co
Woman
as...
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ro
Us
er
gl
e
Sin
l es
In
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e
or p
lti
Mu
COMMUNICATION
INNOVATION & IDENTITY
3 Women 2020
Introduction
Mapping women’s experience
of economic and social change
Acknowledging that in terms of their economic greater social agency.
women effect change (as contribution to society These include labor policy,
well as being affected by and the rate of change in access to finance, access
change) does not mean terms of the social and to education, legal and
that women are always in a cultural prominence they are social status of women and
position to make pro-active permitted. business environment. We
empowered decisions about have used a selection of these
their own circumstances. It is said that change in factors in our Opportunity
Before exploring the four attitudes and societal Tension Framework.
dimensions, is it important values takes a generation;
to understand that women’s in the case of the social role By taking workforce
agency will be different both of women this change is participation (a factor often
within and between markets. happening even more slowly. taken in isolation as a proxy
In order to make sense of While greater economic for progress for women) and
this diversity of experience participation is positively charting it against five social
between markets, we have correlated with social factors used in the Economist
developed the Opportunity change, changes in women’s Opportunity Index, we can
Tension Framework. economic role often outpace see interesting patterns that
changes in their social agency. suggest different correlations
One of the key tensions that between economic and social
is often overlooked is the There is a range of factors to progress of women in different
disparity between the rate at evaluate the access women parts of the world.
which women make progress have to opportunities for
© 2013 The Futures Company. Some rights reserved. 4
The Opportunity Tension Framework
(Economic vs social participation of women in society)
Cambodia
Ethiopia
Bolivia
Laos Norway
Thailand Switzerland
China Kenya Sweden
Vietnam Canada Australia
Germany Finland
United Arab Emirates Japan United Kingdom
Russia Peru United States
France
Brazil Hong Kong, China
Argentina
Cameroon Albania Spain Poland
Indonesia
Bangladesh Philippines Croatia Social
Colombia Greece
Botswana Singapore Italy
Malaysia Mexico Chile
South Africa
Sri Lanka
Nigeria
Morocco Turkey
India
Tunisia
Pakistan
Egypt
Economic
Saudi Arabia
Iran Algeria
Syria
Yemen
Social Axis (X) =
5 x factors from the
Economist Opportunity
Index: primary and
secondary education, Sweden
women; citizenship
rights; political
participation; access to Brazil
technology and energy;
gender empowerment ( Italy ) Social
measure
Economic Axis (Y)
= 1 x factor from ( India )
Economic
Euromonitor Passport:
female employment
rate (as a percentage
Yemen
of working age 15–64
female population)
Country examples (and exceptions) in each of the quadrants are explored on
pages 7 and 8
5 Women 2020
Introduction
Patterns of change across the
Opportunity Tension Framework
The chart on page 5 reveals three distinct groups:
Below average Above average Above average
economic participation economic participation economic participation
Below average rights Below average rights Above average rights
and opportunities and opportunities and opportunities
Lagging Ones to watch Closing the gap
In the bottom left of In the top left of the In the top right of the
the framework, we have framework, we see framework, we see
markets where women markets where women markets where women
have below average have above average have above average
economic participation economic participation and economic participation
and below average rights below average rights and and above average rights
and opportunities. Four of opportunities. These are and opportunities. Most of
the six CIVETS countries markets where women’s the G8 countries (France,
(Colombia, Indonesia, participation in the formal United States, United
Vietnam, Egypt, Turkey and economy has rapidly Kingdom, Russia, Germany,
South Africa) are found in grown and outpaced their Japan, Italy and Canada)
this part of the framework. access to social rights and are found in this part of
They are furthest behind, participation – which have the framework, with the
but the economic change not developed at the same exception of Italy. These are
curve will be steep when it fast rate. These markets are markets with an established
happens. the ones to watch. Three of balance between economic
the BRICs (Brazil, Russia and social progress for
and China but not India) women, where change is
are found in this part of the slowing.
framework.
© 2013 The Futures Company. Some rights reserved. 6
Selected country examples
Lagging: Ones to watch: Closing the gap:
Yemen Brazil Sweden
Yemen is an example of Brazil is an example of one Sweden is an example of
one of the countries in of the countries in the ‘ones one of the countries in the
the ‘lagging’ quarter of to watch’ quarter of the ‘Closing the gap’ quarter
the framework. Yemeni framework. Change in terms of the framework. It has
women are not allowed of economic participation some of the highest female
by law to leave the home is happening fast: there has workforce participation rates
without permission from been a significant increase in Europe, alongside the other
a male family member in workforce participation Scandinavian countries. The
or an escort. Technically, from 59% to 64% in five Global Gender Gap study
women are legally entitled years. Women’s incomes found the greatest equality
to bank accounts and remain low by western between men and women
financial services without standards, and compared in these markets.5 There are
the consent of a male to men’s incomes; however, nearly twice as many women
relative, but in practice this average income for women as men enrolled in tertiary
is rarely made possible. has increased by 113% in education in Sweden. Almost
These restrictions are the five years from 2005 to half (47%) of Swedish MPs
often attributed to the 2010. The number of female are women, one of the highest
observation of sharia law, students has risen sharply in proportions of women in a
but as the Economist last five years, by 36%, to 3.5 national parliament, having
Intelligence Unit (EIU) million.3 And there has been introduced voluntary gender
observes, it is in fact “a a rapid movement into fields quotas in the 1970s. One
combination of cultural, long dominated by men (e.g. of the key factors which
tribal and religious construction and trades such differentiates Sweden and
traditions that have been as plumbing). Research by the the others in the top right
codified into law.”1 Signs of Center for Talent Innovation, hand corner is its high levels
women finding ways to defy a New York think-tank, found of affordable childcare
these social conventions that 59% of college-educated provision. In Sweden pre-
have started to emerge: Brazilian women described school places are available
the 2012 Nobel Peace Prize themselves as “very from the age of one, and
winner, Tawakel Karman, ambitious,” compared with parents spend on average
“Mother of the Revolution”, just 36% in the United States.4 no more than three percent
has raised the possibility of their household income
of a more active role for on childcare.
Yemeni women in their
society.2
7 Women 2020
Introduction
Exceptions #1: Exceptions #2:
India Italy
Despite being one of Italy is another exception.
the BRIC countries, Despite being one of the
India appears in the G8 countries, it is one of a
‘lagging’ group. Given its handful of countries where
levels of rapid economic economic participation lags
development, India has behind social participation.
an unusually low female It has one of the lowest
employment rate: in 2010 female labor participation
only 32% of the female rates (less than 47%) in the
population was formally developed world. Women
employed. A woman’s continue to be employed in
estimated annual income typically female-dominated
in India is less than a third industries such as
of a man’s income, and education, healthcare and
the average age of first- social services, which tend
time mothers is 19 years. to be lower paid. Although
Despite having had a female the wage gap is smaller
president, India was recently in Italy than elsewhere,
branded the worst of all the women make up 75% of the
G20 nations to be a woman part-time workforce and
in a poll of 370 gender rarely reach more senior
specialists from around the positions. There are few
world.6 However, there are social policies (such as tax
signs of change, at least incentives, post-maternity
in terms of economic and re-entry programs, etc.) to
educational participation. encourage people to start
Burgeoning service a family and birth-rates are
industries (call centers, among the lowest in Europe. 7
travel agencies, airlines
and hotels) are creating
demand for more female
employees. The number
of female students also
increased strongly by 52%,
to 7.1 million between 2005
and 2010. More women
are entering finance and
engineering, but progress
in terms of economic
participation is slow.
© 2013 The Futures Company. Some rights reserved. 8
Drivers of Change: factors shaping the social axis
increased by 33% since 1979,
compared to a 20% increase
for male college graduates,10
placing greater emphasis on
the role of education in earning
potential.
And as women’s economic
participation levels in the
developed world increases to
64%,11 women are continuing
to prove their potential as
educated economic producers.
2. Developments in science
and access to healthcare
Over the last 50 years,
developments in and
access to reproductive and
contraceptive technologies
(to varying degrees across
the globe) have led women to
embrace a greater sense of
bodily autonomy.
Women’s health is a growing
Drivers of change shaping workplace, at a time when priority with a number of UN
the factors on the social male participation has fallen.8 Development Goals focusing
axis of the Opportunity in particular on maternal
Tension Framework can be Higher or tertiary level health,12 highlighting
summarized as follows: education has seen the increasing knowledge and
highest enrolment of women understanding of women’s
1. Access to education across almost all regions9— physiological needs as well
and increasing workplace as economic, political and as sexual and reproductive
participation cultural barriers are eased— rights.
driving towards a future of
Improvements in access to gender parity. In response, contraception is
education on a global scale now back on the global health
have contributed to women’s In the US, earnings for women agenda, appealing specifically
increased participation in the with college degrees have to unmet family planning
9 Women 2020
Introduction
needs. A recent summit held 10% of all children set to be As a consequence, women
by the Bill Gates Foundation born through IVF in Europe by are gaining greater political
and the British Government 2020.15 representation across national
sought to fund access to parliaments, rising to an
contraceptives for women 3. Increasing commercial average of around 20%, 17
in the poorest countries.13 and political agency as well as winning positions
Nonetheless contraception, in high office; Thailand18 and
remains controversial, even in We’re seeing the balance Malawi19 voted in their first
some of the most developed of commercial and political female presidents in 2011 and
markets. The recent health power begin to shift, as more 2012.
care reform law under the educated and able women
Obama administration, which embrace active roles in Women’s power also extends
stipulates that most health politics and business across to being an engine of
insurance plans must cover the globe. business growth. Companies
contraceptives for women with more women on
free of charge, has come Perhaps because of a tense their boards of directors
under attack from religious global political climate, outperform those with fewer
and conservative groups. women increasingly view on a number of measures, as
They denounced it as a political opinions as a discussed on page 21. This
threat to religious freedom.14 universal right, with 71% suggests that strong female
having expressed anger at representation in corporate
Choice is also increasing as political systems in the year.16 leadership directly correlates
we see IVF techniques growing with a company’s financial
apace, with an estimated performance.20
© 2013 The Futures Company. Some rights reserved. 10Dimension 1: number of women entering
Decision-making their forties having never
been married has gone up
from seven percent in 1980
as a chance to do something to 12% in 2010; the rate in
more fulfilling.22 Shifting life Bangkok as high as 20%.
stages and lifestyle choices
are starting to have a marked The Economist has reported
impact on the shape and size that in South Korea young
of households. men complain that women
are on “marriage strike.”25 The
Remaining childfree is an decision of women to remain
increasingly appealing single is having a significant
lifestyle choice, chosen by impact on the growing
43% of Gen X women in the numbers of single person
From: Consumer UK and the US.23 As they households, a phenomenon
To: Agent of Change invest in themselves, women which is gaining visibility
are delaying or forgoing through publications such as
Understanding women’s marriage. In Eastern Europe, Going Solo: The Extraordinary
decision-making—in co-habitation is becoming Rise and Surprising Appeal of
life-stages, lifestyles and a common precursor or Living Alone.26
purchasing—is becoming alternative to marriage,
increasingly important, in which—coupled with The tension between tradition
particular due to significant increasing divorce rates— and modernity is sharpened
change for women in the accounts for a reduction in as emerging markets develop.
area of control and choice. the number of marriages. The pursuit of a better life
It is through their decision- Asians are marrying later, and is tinged with a desire to
making that their ability is less, than in the past.24 There keep the best of the past.27
manifested to act as catalysts has been a rapid increase Kavita Ramdas observes that
of change. in the number of women in women in most countries are
Asia who remain unmarried both “viciously oppressed by
As life expectancy increases, and have never married or cultural practices and at the
the traditional life stage cohabited. In Thailand, the same time the preservers
trajectory will change. By
2050, global average life
expectancy is predicted 64% of women rate the value of
to be 75 years (up from 65
years in 2000-2005); in
“having the freedom to make my
developed countries, it will be own choices” as an essential guiding
82 years.21 In North America
and Europe, many people are
principle in life.
choosing—and need—to work Global MONITOR 2012
past traditional retirement
age. Others see retirement
11 Women 2020Dimension 1 Decision-making
From individual spending of culture.”28 In Middle husbands they consider their
to family budgeting Eastern states, the roles of equals.”30
women are changing with
In developed markets, greater opportunities and There has been a proliferation
women have for many encouragement to work, of online dating sites catering
years been considered to drive and vote but there are to particular tastes and
‘hold the purse strings’. also cultural and personal criteria. Sites like Jdate.com
In the US, women control expectations to fulfill the (“The Leading Jewish Singles
73% of household traditional role of being the Network”) and Shaadi.com
spending, the equivalent homemaker.29 (positioned as “The World’s
of more than $4 trillion Largest Matrimonial Service”
in annual discretionary Education has a large role to with offerings for those
spending.33 In emerging play in women’s expectations seeking Bengali, Gujarati,
markets, women are about marriage. In Iran, Hindi partners, among
beginning to have more women now account for others) are increasingly
earning power, but their nearly 60% of university making it possible to play
spending patterns are enrolments. A recent New by the cultural rules and
very different to men’s and York Times article notes expectations, while still
often more fragmented. that having raised their creating some element of
Where men will spend on horizons during four years choice. Some parts of the
themselves and on of university, “many of these role of the parent in Asian
recreation, women are women have trouble finding cultures in finding a suitable
more likely to be supporting
more than one dependant.
When women and girls
earn income, they reinvest
90% of it into their
families, as compared
to only 30–40% for
men.34 As women in
developing markets gain
more autonomy and
freedom, they become
both decision-makers for
big-ticket items and also,
importantly, consumers of
previously male dominated
categories. Brands
designed for women
increasingly shape the
mainstream markets for
categories traditionally
dominated by men.
© 2013 The Futures Company. Some rights reserved. 12match for their child have Dated attitudes to aging
been taken online; allowing In the US, the
women to cast their nets With shifting life stages,
wider, while still conforming average social expectations based on age
to and maintaining tradition. gamer is a start to change, allowing
for greater expressions
In our own client work we 43 year-old of identity.36 83% of US
have found in Africa further
woman.35 Baby Boomers “don’t
examples of women using feel constrained by social
technology to maintain expectations about what
social convention, while is or is not appropriate
extending the boundaries for someone of my age
of the limitations imposed they once did and divorce is or gender.” 68% say
on them. In Nigeria, women no longer out of bounds.”31 they will be physically
have started using mobile Even in markets such as Iran, and mentally capable of
phones to make one-to-one there are signs of change. working into their seventies
business calls with male In the last decade in Iran and eighties.37 This is now
colleagues and clients, divorces have more than being reflected in attitudes
although it would be deemed doubled, prompting society to age and beauty, with
inappropriate for them to to begin to accept single campaigns and product
meet in person without women.32 Change in terms ranges such as Dove’s
a chaperone. Technology of social conventions and Pro-Age, and the increasing
creates precedents where the opportunities for women is visibility of older models
rules have not yet been set in much slower than economic such as Daphne Selfe.38
terms of social conventions change, but it is happening.
or gendered behaviors.
As women become more
economically active and
gain greater independence,
cultural norms gradually
begin to soften. For example,
in India it is reported that
“As the economy has
boomed, the rigid boundaries
governing traditional Indian
life are beginning to fall,
especially among the growing
urban middle class. Dating
among twentysomethings
is growing popular, love
matches (as opposed to
arranged marriages) don’t
provoke the family scandals
13 Women 2020Dimension 1 Decision-making
education systems that
put rural women seeking
professional urban work at
a serious disadvantage. The
government has implemented
education initiatives to
reduce the cost of education
Women and urbanization in the countryside and is Boomerang motherhood
in China encouraging skilled urban
teachers to spend a few years The counter trend to the
China’s cities contain more working in rural schools.42 growth in single person
than 690 million people,39 households is a generation
of whom 40% are rural While China’s urban of Millennials who return
migrants.40 Women who leave population is expected to to live at home in their
their agricultural villages increase by more than 130 twenties and thirties, due
for urban life are typically million by 2020,43 there is to high rents, debts and
seeking the wages available a question as to whether unemployment. Referred to
in China’s factories. While the job market will keep up variously as the ‘boomerang
many succeed in supporting with this growth. Currently, generation’, NEETs (not in
the families they left behind, exports constitute a huge education, employment,
their departure means rural part of China’s economy and or training) or by more
towns are often populated by are vulnerable to a global localized names, e.g. in Italy
the old and the young with slowdown. bamboccione. According
few in between. Many women to the Office of National
don’t take their children with To mitigate the problem Statistics, in the UK alone
them to the city as China’s that would result if demand more than three million
hukou resident classification for Chinese exports falters, 20-34 year olds are living
system means migrants China needs to develop at home with their parents,
do not have equal access a domestic consumer or one in four people in this
to education and health base. With urban Chinese age group.45 This pattern
care benefits. However, the women matching and in is extending the usual
government is aware of a many cases surpassing the timeframe during which
need to redraft these laws in educational and workplace women are supporting their
the face of urbanization and representation of their male children, and putting greater
social unrest, and plans to counterparts, many are financial pressure on 60+
extend social benefits to a investing in clothes, beauty parents approaching or in
majority of migrant mothers products and homeware at retirement. In developed
by the end of 2012.41 an unprecented rate.44 This Asia, postgraduate
increased purchasing power unemployment means more
Hukou is not the only source challenges the norm of NEETs are returning home,
of inequality between women as familial caretakers extending the number of
urban and rural women. and positions them as the years parents must support
Rural areas generally have potential backbone of an their offspring.46
inconsistent, low quality emerging consumer market.
© 2013 The Futures Company. Some rights reserved. 14the authority to begin shaping and beyond. With more women
their independent and personal in employment in Arab countries
destinies. than ever before, this is fast
becoming a reality.
In a recent survey, 82% of Arab
women believed that the level Of the 100 most powerful
of participation of women in the Arab women in 2012, almost
The changing role of political and socio-economic half are from diverse cultural
women in the Arab world agendas of their countries is backgrounds,42 including
moderately to substantially film-makers, entertainers and
The role of women within better than it was five years businesswomen. The top of the
the Arab world is changing. ago.40 list, UAE’s female first minister,
Many Arab nations have Sheikha Lubna, combines
traditionally embraced a This new model for the political and diplomatic
sense of high conservatism participatory role of women expertise with business acumen.
grounded in dictatorial in the Arab world is seen at She leads trade development
politics and strict religious its starkest during the recent strategy and has also launched
doctrines. This has helped to activism in the Arab Spring, her own perfume range.
shape a number of decade- which saw women of all ages
long myths of Arab women take part in political protests So ultimately, the role of
that are beginning to shatter. across the Gulf, adopting roles women within the Arab world is
typically reserved for men, changing rapidly. Independence
Traditionally, Arab women which gave them a unique and equality is on the agenda
have been perceived as taste of political freedom and and as a result, traditional
reserved in society, signified societal change. perceptions are increasingly
by religious dress dictated by challenged.
socio-religious codes. Their Traditionally, political instability,
lack of political and economic cultural legacy and religious
standing is conducive of doctrine has precluded women’s
their subordination to male involvement in political domains.
counterparts. And where However, this is changing. In
women have begun to Algeria, 31% of their elected
stand up to political and parliament are female,41 the
societal injustices, they have highest in the Arab world and
faced severe gender-based more than in many European
harassment and punishment. parliaments.
However, with many Arab After all, many Arab women
countries facing political are striving for equality within
instability, there is a growing society and a voice within
sense that women feel that political and socio-economic
they can have a deeper and agendas, and to advance as
more equal role to play in leaders in business, politics,
modernizing society, and have media and creative industries
15 Women 2020Dimension 1 Decision-making
What to expect in the future
1. Pushed back life stages gradual change, rather than with user reviews to facilitate
Expect less of a correlation revolutionizing to create decision-making, will become
between age and life stage, dramatic, immediate change. even more popular.
as the classic life stages are Opportunity Opportunity
prolonged to match longer Identify ways to help resolve Be the curator and shape
lifespans, later first children the tension between tradition the conversation in online
and later retirement. and modernity. spaces. Explore ways to
Opportunity support automization of
Identify and understand 4. Shifting patterns certain regular purchases to
segments in a way that isn’t in male-dominated enter default buying patterns.
tied to age, but rather to an categories/new audiences
extended lifestage model for established categories 6. Gateway spending
and the new mindsets which Expect categories with a Expect access to other
emerge from it. typically male-dominated audiences through women.
consumer base, e.g. gaming, As women’s earning power
2. Living Solo automobile, alcohol, to adapt increases their role as holder
Expect single person to the opportunity in the of the purse strings will
households to continue to female market. become more prominent.
grow, as acceptability of Opportunity Their spending is focused not
women living independently Find new growth in only on themselves, but on
grows and as more women established categories, the people they support and
chose to remain unmarried. in emerging as well as in care for (children, partners,
Opportunity established markets. parents, etc.). This means it
Explore new needs arising will be important to think of
from women choosing to live 5. Where and when women not only as having
alone (from home decoration, Expect women’s use of an increased income, but
trades and social needs) and technology and media as redistributors of their
devices which consolidate to increase, and greater spending.
functions and purposes. demand for synergy Opportunity
and synchronization Understand that there is
3. Finding ways to play between online and offline more than one consumer to
within the rules experiences. Automization be reached through women.
Expect women to continue of certain regular purchases Greater understanding
to find ways to preserve or transactions is likely of their decision-making
some of the main traditions to become common, to patterns and purchase
and cultural conventions of streamline household journeys will be required,
their societies, while finding responsibilities. More not only to reach them
ways to play within them efficient aggregator and as consumers, but other
– doing old things in new curator sites, which offer potential audiences in their
ways. Optimizing to achieve curated choice combined circle of care.
© 2013 The Futures Company. Some rights reserved. 16“When we asked
women to paint
a vision of their
ideal digital
future… they talked about
wanting more synchronicity
between devices, and greater
synergy between online and
offline experiences, especially
with respect to shopping”
Dayna Dion, Cultural
Strategy Director,
Ogilvy & Mather
17 Women 2020Dimension 2:
The workplace and the economy
figures have grown steadily than 90% of the average
across the globe. While in male wage. In some markets
some markets women’s the gap is even wider, with
workforce participation is women in Japan and South
starting to reach a plateau, in Korea earning less than 70%
others women represented of the average male wage.54
an untapped source of
economic growth. Even in markets where the
pay gap is closing and pay
But workforce participation parity (equal pay for equal
figures obscure some work) is being achieved, this
From: Employee important nuances. Women changes dramatically after
To: Economic are more likely to be a woman has a child, when
Powerhouse employed in the informal the pay gap opens up again.
economy, and are less likely Research shows that women
Big shifts in women’s to occupy senior positions.52 who had previously never
relationship with and role in Just twelve Fortune 500 felt disadvantaged by their
the workplace are having an companies are run by gender in the workplace,
impact on everything from women.53 Women are also— suddenly find themselves
national GDP, to family life. across all markets—paid less feeling side-tracked (or more
How employers adapt to than men for the same work. accurately ‘slow-tracked’) in
these changes will be central According to the OECD, in terms of pay and access to
to their ability to make the most countries the average promotions.
most of the workforce. female wage is still less
Women are the world’s The shape of women’s career pathways
greatest underdeveloped
source of labor, with nearly It seems likely that the ideal shape of a woman’s career path
one half of working-age will need to be revisited. Historically the career trajectory has
women not currently been about consistent progress up the career ladder, which is
active in the formal global often irreparably interrupted at the first child. An alternative
economy.50 In the US alone, model proposed by Benko and Weisberg is that of irregular
the additional productive ‘stairstepping’ whereby women make gradual progress until
power of women entering their first child, maybe go part-time or try an alternative form
the workforce since 1970 to of employment while their children are young, and then reach
the present day accounted the peak of their career in their forties when their children
for about a quarter of the leave for college. Such a redefinition of the pathway of a
economy in 2011.51 For successful career would also start to shift life stages, creating
the past century female a new phase of life, with distinctive characteristics during a
workforce participation woman’s forties.
© 2013 The Futures Company. Some rights reserved. 18“The point at In the corporate sector,
women at the top, C level
“In a post-
which the
pay gap jobs and board seats, tops industrial
starts to open out at 15, 16%... Even in the
[in the UK] is the point non-profit world... women
society where
at which a woman has at the top are only 20%.”56 women are
children… That to me is Change is slow: McKinsey
a very powerful point estimates that at current
educated, if you
when you start to feel rates of change, women will really force that
your gender. You might still account for under 20% of
not have felt seats on Europe’s executive choice [between
disadvantaged before committees in 2022.57 career and
then, but after that you
will feel it.” In a recent article in motherhood],
Dr Tracey Jensen, The Atlantic, Anne-Marie you’ll end up
Lecturer in Media Slaughter made the case for
and Cultural Studies, “why women still can’t have with a lot of
University of Newcastle
it all”. She pointed towards a
change of expectations for
women who
Women in many developed women in developed markets, choose the
countries are more which distinguishes the
educated than their male current generation of young
career, and birth
counterparts. In fact, women women from the generation rates of 1.2 to
now outnumber men in before them. Women born in
higher education everywhere the late 1950s and 1960s who
1.4 children
except sub-Saharan Africa entered the workforce in the per woman.
and China.55 But this is not late 1970s and 1980s believed
translating into more women that they could have it all. For Long-term GDP
in leadership positions. them, that meant that “women growth flatlines,
should be able to have both
As Sheryl Sandberg, COO careers and families in the pension
of Facebook, reminded same measure and to the schemes become
her audience at a TED same degree that men do.”58
conference, a non-profit However, the younger women unaffordable,
series of conferences devoted of the Millennial generation
to “ideas worth spreading” in (Gen Y) are increasingly
and a lot of
Technology, Entertainment accepting that there are likely things start to
and Design, women still to be trade-offs when it comes
have a long way to go to gain to starting a family. That is
go wrong.”
representation in leadership to say, many women feel Gender Norms, Democracy in
roles: “Of the 190 heads of they face an either/or choice America, The Economist59
state, nine are women. Of all between family and career—
the people in parliament in that in practice the two are
the world, 13% are women. mutually exclusive.
19 Women 2020Dimension 2 The workplace and the economy
Some encouraging changes in their company treats
are happening: globally, men and women equally,
81% of large companies now only 30% of women agree.64
offer flex-work options in the Characteristics which
recognition that this helps are typically associated
employees manage work/life with women include being
balance and saves money.62 ‘friendly, emotional, and
However, statistics such as unselfish’, however, as Robin
these don’t acknowledge Ely identifies, these are
the distinction between traits which are at odds with
The secret to resolving companies offering flex- widely held beliefs about
this tension seems to lie, work options and workplace what a leader should be:
overwhelmingly, in access culture making it acceptable ‘assertive, self-confident, and
to affordable childcare. In to take up the option entrepreneurial’, typically
the UK, the cost of childcare without being judged by considered male traits.
for two pre-school children management or peers. One What’s more, she adds,
represents a third of average proposed solution to this lies when women exhibit these
household income.60 For in the behavioral economics characteristics they run the
many women staying at principle of the ‘default risk of being seen as “abrasive
home is more affordable option’, whereby people instead of assertive, arrogant
than paying for childcare are more likely to select instead of self-confident, and
from income earned at options that are considered self-promoting instead of
work. An analysis of the mainstream, rather than entrepreneurial.”65 However,
EIU Women’s Economic being seen to go against the there is a shift happening.
Opportunity Index shows that grain. In her Atlantic article, In a world of project-based
the countries which score Slaughter proposes the work, flatter teams, and
highest in terms of economic ‘normalization’ of face-to- matrix-based organizations,
opportunity for women are face meetings during school traditional ideas about what
also those which have strong hours and dial-ins outside of makes an effective manager
public policy which creates school hours.63 are becoming less ‘male’.
provision of childcare for all
women. In Sweden, top of Aside from the practical While deeply engrained
the EIU Women’s Economic barrier of childcare provision, socially-conditioned norms
Opportunity Index, local other workplace biases that are likely to change only
municipalities are obliged to have impeded women’s slowly there are some
provide day care to children progress are starting to organizational changes that
under 12 whose parents are change. In the past the will become increasingly
working or studying, and qualities rewarded with prevalent in employers’
high quality private day care promotions and higher pay attempts to address
is also available, costing have been gendered-male diversity in the workplace.
between one percent and qualities. A recent McKinsey A quantifiable case for
three percent of household survey in Europe found that the value of retaining and
income.61 while 65% of men believe developing women to board
that the evaluation system level is beginning to emerge.
© 2013 The Futures Company. Some rights reserved. 20A recent report Women as the key to countries, especially in
demonstrated that reducing poverty remoter rural areas.
companies with the most
women on their boards of Women create economic One example of a brand
directors outperform those growth and play a critical demonstrating leadership in
with the fewest women on role in the elimination this space and investing in
their boards, with return of poverty, and their women as agents of change
on invested capital at 66% contribution is fundamental is Coca-Cola’s ‘Five by
higher in firms with strong to a number of aid Twenty’ campaign,67 which
female representation. associations’ strategies aims to enable the economic
Fortune 500 firms with the to target health, nutrition, empowerment of five million
best record of promoting education and poverty women across its global
women to senior positions, in developing countries. value chain by 2020.
including their board of Micro-finance schemes are
directors, are more profitable more successful when run
than their peers.66 through women, who are
more likely to reinvest in
their communities. A more Opportunities also exist to
“There’s been recent model that has been partner with aid agencies
this light- developed which is also who work closely with
bulb moment yielding results with women women in developing
with aid and is micro-consignment. markets. For example, Tilda’s
international partnership with the UN
development agencies The MCM (Micro World Food Programme
that actually, if you don’t Consignment Model), through an initiative called
push women into a more
developed by the Ashoka ‘Mums Helping Mums’.68
prominent position
you’re not going to get Fellow, Greg Van Kirk, acts Tilda donates the cost of
the results. It’s through as an initial distribution a nutritious meal to the
women that we’re making channel to provide World Food Programme for
progress.” access to basic products: every 1kg pack sold, thereby
eyeglasses, water filtration connecting mothers in the
Caroline Hurford, Public
Information Officer, buckets, stoves and solar UK with their counterparts in
UN World Food lamps, for rural villagers the developing world.
Programme in ‘base of the pyramid’
markets.
It creates opportunities
for villagers to act as
micro-entrepreneurs
arming individuals with
the education, training
and products necessary to
market and sell essential
products in developing
21 Women 2020Dimension 2 The workplace and the economy
Culturally conditioned careers: the STEM story
Traditionally there have in the gendering of certain women in STEM would
been some industries that industries. In China women mean long-term job security
have been dominated by are often encouraged to and prospects for women.
men, and others by women. become secretaries, tour What’s more, the pay gap is
This is down to two main guides and hostesses, rather significantly smaller in STEM
factors. The first is that than lawyers, managers and fields than in other sectors in
when work was largely executives.71 These gender the US. Women in non-STEM
agricultural or manual, there biases in industries lead to careers face a 21% gap, while
was a bias towards physical an even greater disparity in women in STEM fields face
strength which put men pay and social status and in a pay gap of around 14% to
at an advantage. In fact, how valued those roles are in their male counterparts.75
there are still countries in society as a whole.
which women are actively In the UK, a man is six
excluded from work which times more likely to work
involves lifting or heavy in a science, engineering or
physical labor.69 The second Gender bias in technology occupation than
is that certain career paths a woman.76 Much of this is
are socially conditioned to
industries leads down to decisions about
be gendered, for example to even greater subject choice at school and
in industries concentrated university. For example, the
around ‘the five cs’: Caring,
disparities in number of female students
Cashiering, Catering, pay and status graduating in STEM subjects
Cleaning and Clerical. In is in decline. In 2005 women
the UK, for example, this made up 24% of computer
‘gendering’ of industries is science students in higher
very visible, with 60% of education; by 2010 they
female workers employed in Nowhere is this more visible made up just 19%.77
the ‘five Cs’ sectors, where than in the STEM (Science,
pay tends to be lower.70 Technology, Engineering, and Ceri Goddard, chief executive
Mathematics) disciplines. of the Fawcett Society,
A report by the Women A report by the US argues that this is down
and Work Commission Department of Commerce to a lack of understanding
calls this ‘occupational found that women are vastly of the distinction between
segregation’, and blames underrepresented in STEM economic and social/cultural
it on gender stereotypes jobs and among STEM degree progress: “We assumed
established in school, where holders despite making that because women were
girls are still encouraged to up nearly half of the US moving into economic life
enter traditionally female- workforce and half of the all of our social and cultural
gendered roles.63 There are college-educated workforce.73 stereotypes would just
market-specific cultural Why is it important? STEM disappear, the truth is that
factors at play here too is a growth sector,74 so more we have only just started to
© 2013 The Futures Company. Some rights reserved. 22STEM: Science, Technology, Engineering and Mathematics
challenge the notion that There is evidence of lab, which turns into a
women are good at the developed markets taking runway (or catwalk) on
caring professions while men action to try and rectify which they interact with
are good at logic, science this underrepresentation, various glamorized pieces
and industry. This divide is largely because it is seen as of scientific equipment.
fuelling the gender pay gap.”78 an investment in economic The campaign was
heavily criticized for its
communication approach
(“it has lipsticks but no lab
coats”).80 Nonetheless, it
demonstrated investment
in redressing the balance.
Other non-government
examples include Little Miss
Geek, a campaigning agency
working to inspire women
to consider a career in
technology.
In contrast, in developed
markets, there is also a
counter pattern emerging
with increasing numbers
of men moving into
However, there are signs that competitiveness. In the typically female dominated
some cultures, particularly US, President Obama’s professions. In 2010, the
in Asia, are bucking the administration has developed number of men applying
gendered-industries “Educate to Innovate” to become teachers in UK
stereotype. This is largely strategies, which aim to grew by almost 50%.81 In
due to emerging markets increase participation by the US, the New York Times
having more students women and girls in STEM. reported that between 2000
overall graduating in those and 2010 occupations that
disciplines. A third of all Similarly efforts are being are more than 70% female
Bachelor’s degrees in the US made in Europe. Recently accounted for almost a third
are in STEM fields, compared the European Commission of all job growth for men.82
to 53% of first degrees in released an advert as part These changes signal a
China and 63% in Japan. of their campaign ‘Science: shift that could undermine
Each year, India produces It’s a girl thing’ to try and the dynamics dominating
about twice as many encourage more girls to culturally-conditioned
engineering and computing study science. The advert gendered careers.
graduates as America.79 shows three girls in a
23 Women 2020Dimension 2 The workplace and the economy
What to expect in the future
1. Economic growth will Change here is likely to be Opportunity
outpace social progress slow, and will come into force Smart employers will attract
Rapid economic development sooner in more established and keep the best women
will continue to happen in markets, following suit of employees by supporting
markets where workforce the Scandinavian markets. accessible childcare provision
participation in the formal There is the possibility of for all parents and make
economy hasn’t yet reached this affecting school hours flexible working a genuine or
capacity (e.g. Japan and and terms to mirror working default option.
South Korea). However, patterns, and adapt to
tensions will arise in these growing number of dual 4. Forties is the new
markets from the disparity income families. thirties
in the pace of change Opportunity With the pushing back
between earning potential/ Play a leadership role in of life stages, women
contribution to the economy rolling out initiatives which experiencing a ‘pause’
and social change in women’s facilitate real choice for new in their progress in their
opportunities to act with parents, and retain female thirties, there will be a new
greater autonomy. talent. The business case interest in women’s forties.
Opportunity for retaining talent will be Expect a re-evaluation of
Acknowledge and resolve the championed by leading the current model of a steep
cultural tension emerging businesses. climb to being ‘established’
from this disparity in pace of before first child, to what
change and the new needs 3. ‘Trade-off’ lifestyle has been called, by Benko
and positioning territories choices and Weisberg, irregular
that this tension might bring. In the shorter term, there is stairstepping, meaning that
a reversal of the Gen X-ers’ women reach a career peak
2. Childcare is everyone’s belief that women can ‘have in their forties when their kids
business it all’, to a generation of Gen leave for college. Brands will
Expect increasing Y women, who feel they are start to take an interest in
politicization of childcare, likely to have to weigh up this opportunity.
especially in markets the ‘trade-off’ with the goal Opportunity
where women are highly of achieving wellbeing and Focus on new audiences
economically and socially balance, rather than rapidly and play a role in shaping
active (‘closing the gap’ climbing the career ladder. a changing space where
markets). Governments will This will persist until greater new identities may emerge.
be obliged to take a longer progress is made with Innovate for new ‘life stage-
term view of the impact of childcare provision to take based’ needs.
making cuts in children’s the ‘either/or’ out of the ‘work
services, particularly if this vs starting a family’ equation
means fewer women are able for women.
to return to the workforce.
© 2013 The Futures Company. Some rights reserved. 245. Business case evaluation and remuneration, professions. In markets
not feminist cause which often contribute such as China and India with
Organizations will need to to gender imbalances in growing tech and engineering
examine which skills and leadership positions. industries, this is likely to
competencies are valuable mean a faster elimination
in their workplace and lead 6. Counter-currents in of the longstanding gender
to business growth. This is career choices imbalance in the STEM
likely to affect policies to Decisions regarding career (Science, Technology,
evaluate a broader set of paths will be based more Engineering and Math)
skills and contributions, and on growth areas in industry sectors.
promotion models in order to and long-term employment Opportunity
remove socially conditioned prospects than socially- Support the transition into
biases around behavioral conditioned gendered and out of typically male- or
characteristics of success. skills and paths. In markets female-dominated industries
Opportunity like the US with an aging and seek ways to take
Articulate the business population, this will mean advantage of the influx of new
case for initiatives which men moving into traditionally skills.
redress the gender biases in female-dominated caring
25 Women 2020Dimension 3:
Communication & Identity
Women are faced with more
choices than ever – and
Household
while the types of choices chores and
and their breadth varies
dramatically from market to
preparing kids’
market, choice (expectation meals cause
and reality of it) are a central
dynamic in women’s lives. pressure for
As they have moved into around 12%
the workplace and become
From: Single Role more socially independent, more women
To: Multiple Roles their repertoire of roles than men,
has become increasingly
As the decisions women broad. Understanding this suggesting that
make and the role they play in multidimensionality of
the homemaker
society changes, so too does women’s lives is key for
the way they consider and brands. is still a role
express their identities. The
evolution of communications As the choices women are
that women
to, from and among women able to make increase, so are expected to
depends on how these shifts too does the pressure of
are understood and reflected decision-making, in terms of
fulfill.
Global MONITOR 2012
in popular and consumer what to prioritize day to day
culture. and how best to sequence the
stages of their lives.
Much of this pressure is
rooted in the tension between
Multiple roles need good energy management professional life (career) and
In emerging markets where new members of the global home life (family).
middle class are adjusting to the pace and opportunities
in the marketplace, time continues to be the biggest With working mothers no
pressure. Women are under particular pressure as they are longer exceptional, there is
expected to excel in a growing number of roles. Women starting to be a convergence
are increasingly looking to brands to provide convenience of roles in the home,
and time-saving solutions in their busy lives. But at the supported by both cultural
same time, convenience is not enough and women look for and public policy change in
solutions to help them manage their energy levels, to pick developed markets. In the
up pace and relax as the occasion demands. UK, new paternity leave rules
came into effect last year
© 2013 The Futures Company. Some rights reserved. 26meaning that parents will be Recent data suggests
legally entitled to share time that urban American Being the main
off work during their baby’s 20-something women are
earner in the
first year.83 In Iceland and making more money than
Germany, paternity leave men of the same age.88 household
entitlement is closer to that Similar data are seen in
for maternity leave, allowing Western Europe. The threat
is almost as
both parents to contribute to to the traditional male role important for
their child’s first months.84 and erosion of men’s sense of
purpose as main breadwinner
women as it is
Men are becoming more has led to concerns about for men – with
visible in new roles: the men’s mental health. Men
number of stay-at-home are losing out in terms of 64% of women
fathers in the UK has risen education, relationships compared to 73%
tenfold in the last decade.85 and work, as captured in
There is starting to be some Kay Hymowitz’s 2011 book of men citing it
acknowledgement, at least in Manning Up.89 According to as a signifier of
the language of public policy a 2011 study, the number of
in western markets, of the men with depression will rise success.
more equal weight between because of socio-economic Global MONITOR 2012
the role of mother and father. change and shifting gender
Last year, the US State roles.90 Yet men remain
Department decided to make less likely than women to
US passport application seek professional advice for the type of woman which
forms more “gender neutral” mental health issues. appeared in an advert for a
by removing references to diet drink: “You understand
mother and father.86 With such dramatic changes how this works… men want
in the roles women have in her [therefore] women want
Nonetheless, some society, there are also shifts to be her.”91 In contrast, we
characteristics of socially occurring in how women are now starting to observe
conditioned roles/gender think of themselves and an ideal of femininity which
norms for household define their own identity. takes more of the attitude
responsibilities persist. that “Women want to be her
According to a recent survey Historically, ideals of because other women
by the Institute for Public femininity were expressed admire her.”
Policy Research in the UK, as a male ideal of beauty
married women still shoulder and sexual attractiveness.
the larger share of domestic This male-directed ideal of
chores; 80% of married female identity has been
women do more household perpetuated for many
chores, and just one in 10 years, and is captured in TV
married men do an equal drama series Mad Men by
amount of cleaning and advertising executive Don
washing as their wives.87 Draper’s remark to explain
27 Women 2020Dimension 3 Communication & Identity
Ideals of Female Identity
Male-directed Ideal Real Beauty Real Femininity
Female identity defined Female identity explored Female identity defined
relative to women’s role through the lens of by ideal qualities —
in men’s lives authenticity and natural internal and external —
physical attributes that are admired in
women by other women
There is recognition of the these emerging identities.
importance of focusing on But some leader brands
inner-directed goals, rather have captured a female
than seeking validation aspiration based on female “There’s
outside, evidenced by the strength and on succeeding definitely a
success of magazines such on your own terms. A recent movement
emerging
as Psychologies in the UK, campaign for Sure Maximum
towards this
which aim to enrich readers’ Protection runs with the idea
mentality of: she’s the
emotional life. This new of unapologetic feminine woman that women
feminine identity is in a state strength: “Women are strong. want to be because she’s
of flux and both popular Not strong ‘with an asterisk’, a leader, because she’s
culture and communications not strong ‘but’, strong ‘full confident in who she
are still exploring what stop.’”92 Nike takes a similarly is and grounded in her
femininity is when it isn’t powerful stance on women identity.
defined by male-directed defying social convention I really believe that the
ideals. Pop artists such as and being unabashedly new benchmark for
women is ‘are other
Adele, Lady Gaga and Nicki motivated, competitive and
women inspired by her?’”
Minaj channel these new, driven. Its recent Voices
more powerful visions of commercial captures the new Dayna Dion,
Cultural Strategy Director,
femininity, capturing young desire of women to be seen
Ogilvy & Mather
women’s imaginations and as competent and successful,
desire for self-expression. in the context of sport, but in
a way that could be applied
The communications industry more widely to the emerging
has been slow to adapt its zeitgeist of femininity.93
portrayal of women to reflect
© 2013 The Futures Company. Some rights reserved. 28You can also read
