Young females in developed markets are out of step with the world created by their feminist mothers—and that is influencing their attitudes and behaviors at work and home. The Millennials and Gender study from HAVAS Worldwide surveyed 3,000 adults in China, France, India, the U.K., and the U.S. The resultant white paper, “Are Women the New Men?” examines new gender relations and roles in the three developed markets in the West (results from China and India will be released separately).
Why is HAVAS Worldwide interested in the changing gender dynamic?
Many of us have suspected a real shift in gender roles and attitudes over the past decade but haven’t really defined what this means. Following this study, it’s clear that the gender wars of the past are no more and that millennials view gender in a totally different way than their parents’ generation did. Our findings offer valuable lessons to marketers connecting with today’s youth generation.
What is our Gender Shifts study all about?
The millennials are a generation like no other. They are more mobile, more multicultural, and more fluid adopters – and adapters – of new technologies than any generation that has come before. They live in a world without roadmaps or commonly recognized authorities, creating their own content, communication channels, and life paths. They differ from earlier generations in at least one other important way as well: In much of the West, they have grown up in the “postfeminist” era, with women broadly acknowledged as men’s equals – if not always treated as such. The civil rights protests and demonstrations these young people have witnessed in their lifetimes haven’t been about women versus men but about the rights of immigrants or people with minority sexual orientations. The notion of “women’s liberation” is a dusty artifact, of no relevance to young people other than as a source of humor or historical context. In this paper, we examine the millennial generation through the prism of gender, seeking to understand the direction in which this cohort will advance society in years to come.
The study reviews in detail:
Generation clash: The Ms. Generation vs. post-feminist youth
The descent of man: Implications of females outpacing males at school—and increasingly at work; the new glass ceiling and the feminization of the workplace
Millennial archetypes: Veronicas vs. Bettys
Rethinking life choices: The millennial quest for love, happiness, and balance
The implications for marketers
Who created the ‘Prosumer Report – Gender Shift: Are Women the New Men’ study?
The Prosumer Reports are a series of thought leadership publications by HAVAS Worldwide – part of a global initiative to share information and insights, including our own proprietary research, across the HAVAS Worldwide network of agencies and client companies. HAVAS Worldwide is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Ageand Campain in the same year. HAVAS Worldwide is made up of 233 offices in 75 countries and provides advertising,marketing, corporate communications, and digital and social media solutions to clients, including, Air France, BNP Paribas, Charles Schwab, Citigroup, Danone Group, Heineken USA, IBM, Jaguar, Kraft Foods, Lacoste, L’Oréal, Merck, PSA Peugeot Citroën, Pernod Ricard, Reckitt Benckiser, sanofi-aventis, and Volvo. Headquartered in New York, HAVAS Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA:HAV.PA).
For more information about the Prosumer Reports, please visit www.havasworldwide.com/prosumer-reports or contact Naomi Troni, global chief marketing officer at firstname.lastname@example.org
How was the Gender Shifts study fielded?
HAVAS Worldwide surveyed 600 adults in each of five markets: China, France, India, the United Kingdom, and the United States. The sample in each market was made up of 500 millennials (aged 18 to 25) and 100 Gen Xers/baby boomers (aged 40 to 55), for a total of 3,000 respondents. For the purposes of this report, we focus only on findings from millennials in the three developed nations in the West, a decision based on the very different cultural, political, and economic realities of China and India. Findings from those markets will be shared separately.
Where can I get complete findings?
Complete findings of the Gender Shifts study and all our earlier studies—including data for each market —are available to employees and clients of HAVAS Worldwide by contacting email@example.com. Key findings from the Gender Shifts study, along with select data, are available to the public on this site.
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Greta Garbo, They’re Not So Totally Over This “Modern Woman” Thing Move Over, Boys Seeking a Return to Chivalry Three Lessons for Marketers
Young females in developed markets are out of step with the world created by their feminist mothers—and that is influencing their attitudes and behaviors at work and home. The Millennials and Gender study from HAVAS Worldwide surveyed 3,000 adults in China, France, India, the U.K., and the U.S. The resultant white paper, “Are Women the New Men?” examines new gender relations and roles in the three developed markets in the West (results from China and India will be released separately). Among the findings:
The notion of living life alone is anathema to the younger generation. These pioneers of social media evince a strong need for face-to-face companionship and enduring love. When we asked millennials to cite their greatest fear regarding the future, the majority of females in the three markets and more than four in 10 men chose “being alone.” That fear trumped all other choices, including being sick, poor, or homeless.
Millennial women take their equality with men for granted and have difficulty even imagining a time when females were denied entry to most schools and occupations. Nevertheless, they are keenly aware of the double duty women pull in the aftermath of the women’s movement, not so much “having it all” as “doing it all.” Six in 10 millennial females point to life-work balance or work atmosphere as the most important factors in choosing a job; only three in 10 say salary is their top concern.
It’s been well under a century since women gained the right to vote in the three markets studied, yet there’s clear support for the notion that it is women who will lead global change. A majority of women in each market agreed that women will be the leading change agents and so did sizeable minorities of men (43% in the U.S. and France; 35% in the U.K.).
Millennial women would never tolerate a return to male domination, but they do show signs of nostalgia for gender distinctions and a time when men were ready to step up to the plate as providers and protectors. When asked whether “men should be the ones to lead and initiate in romance,” females were significantly more likely to agree than disagree. Are men up for the job? Not exactly: Millennial males in two of the three markets shot down the notion.
1. Knock off the man-bashing: Millennials want to see more role models and fewer buffoons.
2. Toss out gender prescriptions: Pink and sparkly for girls and dark and macho for boys perpetuates gender stereotypes that increasingly don’t apply. Let kids be kids.
3. Acknowledge the new couples paradigm: Rather than depicting a dominant/subordinate or capable/incapable scenario, show how each person’s strengths combine to create a stronger whole.
Greta Garbo, They’re Not
So Totally Over This “Modern Woman” Thing
Move Over, Boys
Seeking a Return to Chivalry
Three Lessons for Marketers