Gender statistics can be quite disheartening from the rate of female foeticide to the percentage of women in the workforce, but if one digs a bit deeper and go beyond depressing statistics we can discern a trend, a positive trend where women are breaking glass ceilings.
Today women are at the fore of all spheres be it politics, business and sports. So clearly the world is changing steadily and surely.
Phumzile Mlambo-Ngcuka, executive director UN Women; Mary Kom, Olympic medalist and boxing world champion and Marc Pritchard, chief brand officer, P&G, discussed tryst with gender inequality.
Mary Kom said, “When I started boxing - the society, my relative and even my parents didn’t allow me. I thought why women should not take part in boxing. If men can then why women can’t and I took this challenge."
When asked about portrayals of women through advertisement campaigns, Pritchard said, “We have a study that was done by ANA See Her Movement and it says that 29 percent of ads are either stereotyped, objectified or diminish the character of women – that’s unacceptable and we need to change that.”
“The same study shows that when you have gender-equal advertising campaign it has a 10 percent increase in trust and I am told 26 percent increase in purchase intent. Our best ads, our best campaigns are the most gender equal,” he added.