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Redefining gender roles The changing role of women at work, at
home and as consumers
July 2013 1
WHAT’S IN THIS REPORT?
Changes in women’s role in the workplace
Changes in women’s role at home
The digital woman
Redefining marketing to women
Conclusions
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ABOUT THIS REPORT
This report aims to explore the changes in
women’s role in the UK, focusing on
the gender equality challenges in the
workplace and within the home and what is
being done to close the gap between men
and women. This is just a snapshot of a
complex issue and is intended to set the
scene rather than offer an in-depth
analysis of root causes.
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IF YOU ONLY HAVE A MINUTE…
• The number of women in the labour market has increased from 53% in 1971 to 66% in 2013, helping to partially close the Gender Participation Gap. However, there is still a significant pay gap, with women earning on average 15% less than men. Women are also less likely to occupy senior positions.
• There are a number of initiatives trying to address these issues, highlighting the value women bring into the workplace, encouraging women into male dominated occupations and promoting flexible working patterns, but more needs to be done to promote equality at work.
• We’re also seeing changes in gender roles within the home, with men getting more involved in domestic duties like shopping and childcare, although there’s still a way to go.
• Marketers must acknowledge the multiple roles, needs and frustrations of the modern-day woman. Marketing to women isn’t about making everything seem feminine; it is about meeting their needs and building an emotional connection with them.
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Changes in women’s role in the workplace
In recent decades, women have joined the labour market in increasing numbers...
... partially closing the Gender Participation Gap
Sources: Fawcett Society, The Changing Labour Market, 2013 Office for National Statistics, March 2013
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The employment rate for women rose from 53 % in 1971 to 66% in 2013. Male employment rates were at 92% in 1971 and are now at 76%
Factors that have influenced women’s participation:
Increasing economic need for women to work as a single wage is often not enough to support a family
Growing desire among women to achieve economic independence
Increased participation in higher education
Economic development and the expansion of the service industry, creating more work opportunities for women
Improved employment rights (i.e. maternity leave and pay)
Improvements in childcare
However, we still have a pay gap of 15% in the UK…
... despite equal pay legislation being in place for more than 40 years
In 2012, comparing those in full-time work, women earned an average of 15% less per hour than men – this means that for every £1 a man takes home, a woman takes home 85p.
Sources: The Fawcett Society, March 2013: Equal Pay; Ipsos MORI, March 2011: International Women’s Day Poll for EQUALS, Ipsos / Fleishman Hillard ‘Women, Power, Money’ July 2013
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84% women in the UK believe that “Men are often paid more than women, even for doing the same work”
The gap in pay between men and women is perceived to be the 2nd biggest challenge facing women in the UK
Women are also less likely to occupy senior positions
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... holding fewer than a third of top jobs in the UK
2%
5%
14%
14%
17%
17%
18%
22%
31%
33%
Senior ranks in the armed forces
Editors of national newspapers
Senior judiciary
University vice chancellors
Directors FTSE 100 companies
Cabinet
Senior police officers
Member of Parliament
Civil service top management
Head of professional bodies
UK average all sectors: 31%
Source: Sex and Power 2013: Who Runs Britain?
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