Havas Worldwide: Millennials & Gender
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Transcript of Havas Worldwide: Millennials & Gender
11
Millennials & GenderNovember 2010
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What We’ll Cover Today
_About the Study
_Shaped by Boomers
_Women Unleashed
_The Masculine Miasma
_Blurred Roles and Identities
_What Do Millennials Want?
_What It Means for Brands
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U.S.n=600
Francen=600
U.K.n=600
About the Study
_Proprietary online survey by MicroDialogue, summer 2010_ 500 aged 18–25 and 100 aged 40–55 in each of 5 markets (n=3,000); data
in deck comes from millennials only_ Due to enormous cultural and historical differences influencing gender in
East vs. West, we’re focusing here only on gender relations in France, U.K., and U.S.
_Extensive secondary research
_Contributions from Havas Worldwide agencies in Europe and U.S.
Chinan=600
Indian=600
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Inheriting a World Shaped by Boomers
Image: Creative Commons/[email protected] Image: Creative Commons/SpreePiX-Berlin.com
Image: Creative Commons/WilliamsProjects.com
Digital Advances
A generation of hothouse
flowers—cosseted and watched over
Attitudes and Culture
Youthful rebellion, freedom—more openness about sex and pleasure
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Life Before Women’s Lib?
Image: Creative Commons/[email protected] Image: Creative Commons/[email protected]
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To Millennials, It’s Unreal!
Millennials are not only digital natives, they are also native to a gender-remapped society
Image: Creative Commons/[email protected]: Creative Commons/[email protected] Image: Creative Commons/[email protected]
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Hence, the Generational Disconnect
Image: Creative Commons/[email protected]
Image: Creative Commons/[email protected]
“I am not a feminist. I hail men. I love men.”
-Lady Gaga“I'm not some Tammy Wynette
standing by my man.”—Hillary Clinton
b. 1947
b. 1986
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In <40 Years, We’ve Gone from This…
“Bill—I’m annoyed over this! Let 1,000 alumni sons or other well qualified guys
in FIRST—their livelihood depends
on a university education. Women’s
DON’T!”
1972 note from director of development Arthur J. Horton to Princeton University president William G. Bowen on eve of Princeton’s admitting women
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…to This…
_ 57% of bachelor degrees
_ 61% of master’s
_ 51% of doctorate degrees
In the last 1/3 of 20th century, in every society in which females have been given equal access to education, they have proved more than equal to males.
Image: NorthernSun.com
Outperform boys at every level academically
_ 56% of students in higher education
_ Outperform boys at all levels of education
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…and This:
_Women are primary or co-breadwinner in 2/3 of families
_Btwn 1997 and 2007, # of women-owned businesses +44%, 2x as fast as men-owned firms
_40 years ago, women owned 5% of small businesses; now they own 30%
Source: Jobs and Economic Security for America’s Women, National Economic Council, October 2010 Image: Creative Commons/[email protected]
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“A Man Should Earn More Than His Female Partner”
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14
21
15
6
16
0
5
10
15
20
25
30
35
U.S. France U.K.
% Agree
Male Female
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Workplace Is Increasingly a Woman’s World
_Rise of post-industrial economies and spread of technology have made world of work gender neutral
_Most jobs, especially high-paying jobs, don’t require physical strength or endurance—there’s no intrinsic advantage to being male
_Many emerging jobs require skills that come more naturally to women; in fact, men dominate just 2 of the 15 job categories projected to grow most over next decade
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New Rules: Tone Down the Testosterone
_Today’s highly civilized, highly networked societies rely on complex rules and restrictions; they leave little scope for old-style testosterone-driven aggression
_Increasing emphasis on more “female” styles of cooperation and collaboration
_Suggestions that women in power might have averted financial crisis
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Which Is Not to Say Women’s Struggle Is Over…
_Almost 50 years after Equal Pay Act, women are still paid 77¢ to man’s $1
_Only 2.6% of Fortune 500 cos are led by female CEO; only 15.2% of their board seats are filled by women
_At top 100 law firms, only 17% of equity partners are women
Source: Jobs and Economic Security for America’s Women, National Economic Council, October 2010
…but millennials are less apt to perceive institutionalized sexism or believe barriers will keep them as individuals down; we’ve entered postfeminist era
This image cannot currently be displayed.
Image: [email protected]
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…but the Trend Is Clearly UP
“Women live longer than men. They do better in this economy.
More of ’em graduate from college. They go into space and
do everything men do, and sometimes they do it a whole lot better. I mean, hell, get out of
the way—these females are going to leave us males in the dust.”
—Ronald Ericsson, biologist who pioneered sperm separation for gender selection
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“It Will be Women Who Lead the Change in the World”
43 4335
6559
54
0
10
20
30
40
50
60
70
U.S. France U.K.
% Agree
Male Female
1818
And What of Millennial Guys?
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The Boy Crisis (TrueEquality.com)
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And That’s Not Just in the West
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Gender Once Came with Clear-Cut Guidelines…
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“A Man Should Be Masculine”
59
37
4649 49 49
0
10
20
30
40
50
60
70
U.S. France U.K.
% Agree
Male Female
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“A Woman Should Be Feminine”
5662
4943
5448
0
10
20
30
40
50
60
70
U.S. France U.K.
% Agree
Male Female
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For women, the dissolution of gender boundaries has meant more freedom and opportunity—a chance to broaden their identities
For men, it has caused confusion
If a man is no longer head of household, sexual aggressor, protector, and provider…what is he?
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Seriously, What Are Men For?
_All through history women have been regarded as secondary to men in status and value
_Now science has shown that female, not male, is the default gender for all embryos
_The short Y-chromosome that determines male sex is gradually losing its genes and could become extinct
_With IVF and same-sex relationships well established, there is serious discussion about whether men are necessary at all
Unlike any previous generation, millennials
have grown up in a media environment that is
coming to regard women as the mainstays and
men as secondary
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And yet, millennial women aren’t looking to take over the world
They want partners they can count on…
…and even some degree of return to tradition
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“Men Should Be the Ones to Lead and Initiate in Romance”
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18
24
44
27
41
05
101520253035404550
U.S. France U.K.
% Agree
Male Female
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They Don’t Want to Have or Do It All; They Want Balance
_Millennial women have seen firsthand that for previous generations of women, “having it all” also meant “doing it all”
_Their response: “No thanks”
_Unlike their feminist mothers, they don’t feel they have anything to prove in the workplace, and they aren’t willing to sacrifice everything for a paycheck
Image: Creative Commons/[email protected]
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“Which of the Following Best Describes Your Ambition in Life?”
Living with Someone I’ve Chosen
Being Rich Being Famous
Having an Exciting Job
29
27
38
38
26
17
13
22
9
13
11
23
2
4
2
1
1
5
31
26
41
35
29
24
24
21
9
13
33
32
0% 20% 40% 60% 80% 100%
Feeling Useful to Society
U.S. Male
U.S. Female
French Female
French Male
U.K. Male
U.K. Female
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“What Do You Look at First When Looking for a Job?”
Salary Company Ethics Company Product(s)
Work Atmosphere
31
46
28
33
30
32
4
7
5
4
6
8
4
4
3
6
4
4
18
20
24
24
22
26
42
24
40
33
38
30
0% 20% 40% 60% 80% 100%
Ability to Balance Work and Life
U.S. Male
U.S. Female
French Female
French Male
U.K. Male
U.K. Female
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Which of the Following Best Describes What “Happiness” Means to You?
Freedom Money Power Love
16
20
17
22
13
22
5
11
4
9
2
12
1
3
2
4
2
3
61
43
57
48
62
42
13
22
9
12
16
20
4
1
10
6
5
2
0% 20% 40% 60% 80% 100%
Friendship Having Children
U.S. Male
U.S. Female
French Female
French Male
U.K. Male
U.K. Female
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“What Is Your Biggest Fear for the Future?”
Being poor
Being homelessBeing sick
Being bored
Being unsuccessful
Being alone
Males Females
Being poorBeing homeless
Being sick
Being bored
Being unsuccessful
Being alone
Though ratings were close, the genders lean slightly toward tradition, with millennial men fearing poverty and lack of success more than do women, while women are more fearful of being alone.
3737
What Does It Mean for Marketers?
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Stop and Think
_Just because it’s the postfeminist era doesn’t mean we’re not going to notice sexist stereotypes
_We were far from the only ones to notice iPad ads showing a man reading the NYT or WSJ, while a woman is busy creating a photo album or reading a Nicholas Sparks novel
Image: Creative Commons/[email protected]
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Stop Man-Bashing
_Millennial men and women aren’t at war—and never have been
_Young women want to be able to count on men, and it’s not helpful to either sex to constantly see men (especially husbands) depicted as less than capable or responsible
_Let’s see more role models and fewer buffoons
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Toss Out Gender Prescriptions
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For more insights from Havas Worldwide research, please visit www.prosumer-report.com.
And follow us on Twitter (@prosumer_report).