The Future Is FeMale

2
OUR STUDY
FIELDED IN 2017 IN 32 MARKETS, N = 12,168
Argentina ● Australia ● Belgium ● Brazil ● Cambodia● Canada ● China ● Czech Republic● Denmark ● Ecuador● France● Germany● India
Indonesia ● Ireland ● Italy ● Japan ● Malaysia ● Mexico ● Myanmar ● Netherlands ● Philippines ● Poland ● Portugal● Russia● Saudi Arabia
Singapore ● South Africa ● Spain ● United Arab Emirates ● United Kingdom ● United States

3
For more than a decade, Havas has been tracking the roughly 15‒20% of consumers who are
influencing trends and shaping markets around the globe.
Key characteristics:
• Embrace innovation
• Constantly seek out information & experiences
• Enthusiastic adopters of new media & technologies
• “Human media” who transport attitudes & ideas
• Marketing savvy and demanding of brand partners
• Highly influential and sought-after for opinions & recommendations
In this study, 21% of the sample qualify as Prosumers
WHO ARE PROSUMERS?

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OBJECTIVE: UNDERSTAND CHANGING GENDER PERCEPTIONS IN A POSTFEMINISTWORLD
Including:
o Feminist?Who,me?
o Questioning gender equality
o Men are mechanical,women are nurturing
o Women have rights but no real power
o Single workplace,double standard
o Babies over boardrooms
o A move away from traditional gender relationships
o Boys don’t cry,but girls can be alpha males
o Advertising is outdated

WE ARE SAIDTO BE LIVING IN A POSTFEMINIST OR
EVEN A POSTGENDER SOCIETY
YET, FEMINISM AND GENDER ARE EVEN BIGGER
TALKING POINTSTODAYTHAN A DECADE AGO

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DESPITETHE CHALLENGES WOMEN STILL FACE,THERE IS A GROWING SENSE
THATTHE FUTURE BELONGSTO FEMALES
In the future, it will be women who will
lead change in the world
Image: Otherwild.com

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FEMALE EMPOWERMENT IS EVERYWHERE—THIS DIORT-SHIRT QUICKLY
SOLD OUT, BUT IS IT STILL RELEVANT?

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THIS DISCONNECT IS ACTUALLY ATTHE HEART OF CURRENTTENSIONS
LESSTHAN 1/4 OF OUR SAMPLE
– INCLUDING FEWERTHAN 1
IN 3 WOMEN – CLAIM TO BE
FEMINISTS

WILLWOMEN FOREVER BETHE SUBORDINATE SEX
OR
ARETHEYTHE FACE OFTHE FUTURE?

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A MAJOR POINT OF CONTENTION DURINGTHE WOMEN’S RIGHTS MOVEMENT
OFTHE 1970S IS NOW A WIDELY HELD BELIEF
% AGREEING STRONGLY/SOMEWHAT

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ANDYET, VERY FEW PEOPLE GLOBALLY CLAIMTO BE FEMINISTS
I am a feminist
Image: Unsplash, Alexa Mazarello

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FEMINIST IS A LOADEDTERM – MEANINGWHATEVERTHE USER DESIRES
VS

15
Feminism has done more harm
than good
26% / 29%
PROSUMER / MAINSTREAM
FOR MOST, FEMINISM HAS BEEN POSITIVE – BUT MEN ARE DIVIDED

16
SOME ARE MOREWARY OF FEMINISMTHAN OTHERS
Feminism has done more harm than good
MEN/WOMEN
44/29
41/41
52/35

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TO SOME EXTENT, FEMINISM BELONGSTOTHE PAST –TODAY’S FIGHT IS
ABOUT MORETHAN BASIC RIGHTS
INTHE 21ST CENTURY,THE WOMEN’S MOVEMENT IS ABOUT…
HAVING AN EQUAL NUMBER OF SEATS ATTHETABLE
BEING ABLETO HELP SETTHE AGENDA
PUSHING SOCIETY IN A BETTER DIRECTION
VS
Images: US Embassy The Hague@flickr.com, Northwestern University

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IT’S NOW LESS ABOUT MENVS.WOMEN AND MORE ABOUT PROGRESSIVEVS. CONSERVATIVE
35
23
64
32
I am a feminist
Females
Males
Democrats
Republicans
Image: WTOP.com

19
51
43
64
32
In the future it will be women
who will lead change in the
world
Females
Males
Democrats
Republicans
43
38
52
33
Today, women have rights but
no real power
Females
Males
Democrats
Republicans
VS
THE REALITYWE PERCEIVE IS FILTEREDTHROUGH A SOCIOPOLITICAL LENS…

20
29
44
23
54
Feminism has done more harm
than good
Females
Males
Democrats
Republicans
…AND SO ISTHE WAYWE PERCEIVETHREATS

FEMINISM IS NO LONGER JUST ABOUTWOMEN’S
RIGHTS; NOW, IT’S ABOUT A FAR BROADERWORLDVIEW
– ANDTHETERM MAY BE DUE FOR AN UPDATE

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INTHE PAST,THE RISE OF FEMINISM GAVE MANYTHE CHILLS
US Department of Energy Doomsday Report, 1991

24
TODAY, MOST ARE NO LONGER AFRAID
51%
VS
49%
Among the exceptions:
Russia and Cambodia

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HOWEVER, RESENTMENT CONTINUESTO EXIST
49% 61% 45% 49% 49%

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Image: Weber State University

SO EVEN IFTHETERM FEMINIST HAS FALLEN
OUT OF FAVOR,THE FIGHT FOR GENDER EQUALITY
IS FAR FROM OVER

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WE ARE STILL FAR FROM COMPLETE GENDER EQUALITY
There is no more gender inequality; we are all equal

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GENDER EQUALITY IS A MATTER OF
CULTURAL PERCEPTION

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IS GENDER INEQUALITYTHE FAULT OF SOCIETY OR WOMEN’S CHOICES?
IT DEPENDS ONTHE CULTURE
28% / 22%
MEN /WOMEN

32
33/29 48/59
24/23
22/23 17/19 47/44
OVERALL, GENDER INEQUALITY IS PERCEIVED AS A BIGGER ISSUE
INWESTERN MARKETS
54/42
16/12 66/5320/21 41/38 4849
THERE IS STILL A LOT OF WORKTO BE DONE
BEFORE MEN AND WOMEN ARETREATED AS
EQUALS (MOSTLY DRIVEN BYTHE WEST)
A LOT OF PROGRESS HAS BEEN MADE ONTHE
ISSUE, SOTHERE IS LESS NEEDTO PUSH FOR
MORE EQUALITY
There is no more gender
inequality; we are all treated as
equals
PROSUMER 33%
MAINSTREAM 30%

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MANY PEOPLETHINKTHETWO GENDERS ARE SIMPLY INHERENTLY UNEQUAL
43% / 43%
True gender equality will never exist because the genders are not equal

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ISTHE SEXES’ PERCEIVED INEQUALITY A MATTER OF “NATURE” OR “NURTURE”?

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GENDER STEREOTYPES ARE STILLVERY MUCH ALIVETODAY
A majority of MEN think
MEN are…
A majority of WOMEN
think WOMEN are…
A majority of MEN think
WOMEN are…
A majority of WOMEN
think MEN are…

HOWEVER,WE FOUND SOME INTERESTING
DISTINCTIONS IN HOW MEN & WOMEN RATETHEIR
OWN ANDTHE OPPOSITE SEX

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WHILE BOTH SEXESTHINKTHEY ARE EQUALLY SMART, BOTH MEN &WOMEN
THINK MEN ARE BETTER LEADERS

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ARE RIGHTS ENOUGHWHEN MEN STILL RULETHE WORLD – AND WORKPLACE ?
Today, women have rights but no real power
LESSTHAN 23% OF PARLIAMENTARY
REPRESENTATIVES GLOBALLY ARE WOMEN (2016)
GLOBALLY, ONLY 24% OF SENIOR
MANAGEMENT POSITIONS ARE HELD BY WOMEN

41
WE KNOWTHAT WHENWOMEN ARE HELD BACK, COUNTRIES & COMPANIES
ARE HELD BACK ASWELL

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YET NOT ALL MEN ANDWOMEN SEETHE CONNECTION
The world would be a better place if more women were in positions of power

44
BOTH GENDERS RECOGNIZEWOMEN ARE BEING SHORTCHANGED INTHEWORKPLACE…
ONLY 4.2% OF THE TOP 500 US
COMPANIES ARE RUN BY WOMEN
=
21 WOMEN CEOs
---
FROM 2006TO 2016,THE MEDIAN
GLOBAL GENDER PARITY
SCORE INCREASED BY ONLY
3.4%
64% / 52%
WOMEN / MEN
There are not enough women in executive
positions today
Source: World Economic Forum Gender Disparity report 2016
VS

45
… AND EFFORTS ARE BEING MADETO CHANGETHIS – BOTH AT
WORK AND INTHE HALLS OF GOVERNMENT

46
A HOPEFUL SIGN OF CHANGINGTIMES : MOST OF US HAVE COMETOTERMS
WITHWOMEN IN POSITIONS OF AUTHORITY

SO WHAT IS KEEPINGWOMEN BACK
INTHEWORKPLACE?

48
SOCIETY & INSTITUTIONALIZED SEXISM REMAINTHE BIGGEST HINDRANCE
Sexism/gender bias
Men still make the rules
Which of these prevent women from
earning as much as men?
47% / 56%
MEN /WOMEN
GLOBALLY
36% / 41%
MEN /WOMEN
GLOBALLY
Image: Lynn Friedman@flickr.com

49
WOMEN STILL STRUGGLEWITH SELF-CONFIDENCE
ONLY 15%
OF WOMEN
Women are better bosses/managers than men
31%
OF MEN
Men are better bosses/managers than women
VS
Women don’t stand up for themselves/
negotiate better deals
Which of these prevent women from earning as
much as men?
30% / 22%
WOMEN / MEN

50
WOMEN ALSO STRUGGLEWITH LIFE BALANCE
Women take more time off to raise their families
Women tend to choose low-paying jobs
Which of these prevent women from earning as
much as men?
40% / 47%
MEN /WOMEN
17% / 19%
MEN /WOMEN
Image: Unsplash, Valeria Zoncoll

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WHILE FOR NOW WOMEN LAG INTHE WORKPLACE…

52
…THIS MAY CHANGE GIVENTHE CURRENTTRENDTOWARD A
MORE “FEMALE” STYLE OF LEADERSHIP
Image: Steve Jurvetson@flickr.com

54
FOR MEN ANDWOMEN ALIKE, FAMILY COMES FIRST
Being a successful parent is more important than having
a successful career
75% / 72%
Image: Unsplash, Danielle Macinnes

55
There is no greater success than being a great
parent
People who are single all their lives (no long-term
relationship, no children) are missing out on an
important part of life*
FAMILY IS A CRUCIAL PART OFTHE HUMAN EXPERIENCE
69% / 58%
81% / 68%
51/47 75/78 57/5577/50 76/54 88/70 80/68 78/81 79/8173/61 77/55 87/66
*Source: Havas Prosumer Report, “The New Dynamics of Family”Image: Unsplash, Priscilla Du Preez
% AGREEING STRONGLY/SOMEWHAT % AGREEING STRONGLY/SOMEWHAT

56
BUTWHAT HAPPENS WHEN WEWANTTO COMBINE
WORK AND FAMILY?

57
IN MOST PLACES,WOMEN ARE STILLTHE ONES CALLED UPONTO SACRIFICE
THEIR CAREERS IN FAVOR OF FAMILY
I leave most of the childcare to my spouse/partner
10/19
IN PLACES WHERE WOMEN & MEN CAN
ACCOMMODATE BOTH FAMILY AND WORK, IT’S
OFTEN THANKS TO THE STATE (E.G., HEAVILY
SUBSIDIZED CHILDCARE, JOB PROTECTIONS)
VS

58
IS IT BECAUSEWOMEN ARE BETTER SUITEDTO CHILDREARING?
(SURPRISINGLY GIVEN HISTORIC GENDER NORMS, BARELY MORETHAN 1/2 AGREE!)
Parenting comes more naturally to women
than to men
58% / 53%
Image: Unsplash, Alexander Dummer

59
SOME MEN STRUGGLEWITHTHETACIT EXPECTATION & SOCIETAL PRESSURE
TO BETHE BREADWINNER

60
WHICH HELPSTO EXPLAINWHY SO FEWTAKE FULL ADVANTAGE OF PATERNITY LEAVE
SWEDEN OFFERS 480 DAYS OF
SHARED PARENTHOOD LEAVE
(INCLUDING BONUSES),
BUT ONLY 14% OF SWEDISH
MEN ACTUALLY TAKE IT
Source: National Geographic Gender Revolution, 2017
Image: Unsplash, Andrew Branch

61
FOR BOTH MOTHERS AND FATHERS, GUILT IS A FREQUENT COMPANION
Image: Donnie Ray Jones@flickr.com

63
PARENTING MAYTENDTOWARDTRADITIONAL GENDER PATTERNS, BUT
MALE-FEMALE PARTNERSHIPS ARE NOW FAR MORE EGALITARIAN
Male-female relationships work better when the
man is the dominant partner
29% / 27%
41% / 36%
Relationships work better when chores are
divided according to traditional gender roles

64
51/5260/57
Relationships work better when the man earns
more than his female partner
30% / 27%
OUTSIDE HIGHLYTRADITIONAL CULTURES, LARGE MAJORITIES HAVE NO PROBLEM
WITHWOMEN OUTEARNINGTHEIR BOYFRIENDS/HUSBANDS
VS
64/63 63/60
MEN/WOMEN

65
OF ALL OPTIONS GIVEN,THE FEMALE AS PRIMARY BREADWINERWAS DEEMED
THE LEAST LIKELY CAUSE OF MARITAL DISCORD
Of the following, which do you think would be most likely
to cause a couple to get a divorce? (Please choose the 3 most likely causes.)

66
33% / 38%
MEN /WOMEN
Men should initiate romantic relationships
THESE SHIFTING ATTITUDES ARE ALSO AFFECTING DATING
VS
60/5968/73
MEN/WOMEN% AGREEING STRONGLY/SOMEWHAT
Image: Lorianne DiSabato@flickr.com

67
THOUGH MEN ARE DIVIDED ON WHO SHOULD PICK UPTHE CHECK
34% / 27%
MEN /WOMEN
Which comes closer to your point of view?
31% / 35%
MEN /WOMEN
When a man and woman are
dating, the man should pay for
all or most of the expenses
When a man and woman
are dating, they should
split the expenses equally
64/63 17/2083/91 17/9
VS VS
31% / 34%
MEN /WOMEN
When a man and woman are dating,
the expenses should be divided
according to how much each person
earns/can afford
19/18 0/0

69
THE NOTIONTHAT ATHIRD GENDER EXISTS DATES BACKTO ANTIQUITY

70
RECENTLY,THE IDEA OF MULTIPLE GENDERS IS LESS ABOUT CULTURAL CUSTOMS
AND MORE ABOUT POLITICS & EQUALITY

71
DESPITETHE NEWNESS OFTHE CONCEPT, INCREASINGLY MORE PEOPLE
VIEW GENDER AS FLUID
I do not believe in set genders; gender is fluid, and
everyone can be what they feel like

72
A GROWING NUMBER OF BRANDS ARETAPPING INTO GENDER FLUIDITY

74
SOCIETY MAY BE EMBRACING GENDER FLUIDITY, BUTWE REMAIN DIVIDED ON
HOWWE SHOULD RAISE OUR CHILDREN

75
ONCE AGAIN, CULTURE COMES STRONGLY INTO PLAY
As much as possible, parents should raise
their children in a gender-neutral way so
as not to impose rigid gender restrictions
Girls should be raised as girls and boys
should be raised as boys (different activities,
playthings, clothing, etc.)
VS
91% 100% 75%
53%
TOTAL
47%
TOTAL
88% 73% 64%

76
A COUNTRY’S CHILDREARING PREFERENCES CORRELATETO CONCERNS OVER GENDER NORMS
78% 98% 64% 67% 95% 38%
20% 22% 20%
VSVS
19% 23% 25%

78
TRADITIONAL FEMININITY IS CHALLENGED
VS
Image (right): uniformofman.com

79
17% MEN VS 12% WOMEN
A woman who does not wear makeup is not
feminine enough
WOMEN ARE INCREASINGLY FREE FROMTRADITIONAL GENDER NORMS

80
12% MEN VS 8% WOMEN
A woman who does not wear high heels is not
feminine enough
NO HEELS, NO PAIN

81
BRANDS ARE JOININGTHE DISRUPTION

82
WHILE WOMEN ARE INCREASINGLY LIBERATED FROM
FEMININE STEREOTYPES, MEN ARE STILL CONSTRAINED
BY MORE RIGID MASCULINE NORMS

83
YES, SOME BRANDS ARE CHALLENGING MALE STEREOTYPES…

84
… BUT IN REALITY, IT’S ALL ABOUT MASCULINITY
67% / 62%
A man should be masculine

85
EVEN INTHE FASHION INDUSTRY, MASCULINITY REIGNS
THE 8 HIGHEST-PAID MALE MODELS,ACCORDINGTO MODELS.COM

86
46% / 47%
A man who wears makeup is not masculine enough
31% / 31%
A man who devotes a lot of care to personal
grooming (e.g., shaped eyebrows, spa facials) is not
masculine enough
AND 15YEARS LATER, METROSEXUAL MAN IS STILL FACING PUSHBACK
VS

87
HIPSTERS’ FACES =TESTOSTERONE BILLBOARDS
Image: Unsplash, Frank Marino

89
GENDER PERCEPTIONS MAY BE CHANGING, BUT ADVERTISING IS LAGGING BEHIND

90
FEW AREWILLINGTO ADMITTHEY’RE FANS OF SEXUALIZED ADVERTISING
VS

92
SOME BRANDS ARE MAKING HUGETURNAROUNDSWITHTHEIR COMMUNICATIONS
FROM… TO…

93
MANY BRANDS ARETAPPING INTO #FEMVERTISING

94
BRANDS ALSO ARE ADDRESSINGTHE GENDER PAY GAP…

96
…DISCRIMINATION INTHE WORKPLACE…

97
…UNNECESSARY GENDER DISTINCTIONS…

98
…AND GENDER STEREOTYPES IN GENERAL FOR BOTHWOMEN…

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