In Support of Female Breadwinners and More: Gender News Weekly

Changing Perceptions of Female BreadwinnersA new campaign is trying to change the stigma surrounding female breadwinners Conceived by Alisa Leonard founder and CEO of Hello Q the Breadwinners Project aims to better understand the unique needs and challenges of American female breadwinners who now make up half of all US household breadwinners The campaign features 35 women who are the sole or primary wage earners in their families and plans to use survey insights from other female breadwinners amp8220to help shape strategic solutions for both the private and public sector to drive opportunity equality and inclusion for women in the work force now and in the futureamp8221 according to the mission statement on the campaignamp8217s website quotIn terms of traditional market research we know fairly little about this population We still tend to segment women and think about women in these very traditional terms The soccer mom is now dead we know that segment doesn39t exist anymore but agencies still think they do and they don39t really know a whole lot about the household female breadwinnerquot Leonard told Adweek Check out the campaign website hereamp160Clients Demand Ad Agencies Diversify Their WorkforcesAfter a number of recent controversies on diversity issues in the advertising industries in the past two weeks two huge clients HP and General Mills have commanded that their advertising and public relations agencies diversify their ranks or they will be moving their business elsewhere Ann Simonds General Millsamp8217 Chief Marketing Officer told Ad Age that under the current review the food manufacturer is requiring participating agenciesamp8217 creative departments to be staffed with at least 50 women and 20 people of color to insure that their amp8220creative excellence is as robust modern and relevantquot as possible This week HP also took a stand on diversity CMO Antonio Lucio sent out a letter to HPamp8217s five agencies asking them to come up with a plan to diversify their workforce within a year reported the Wall Street Journal amp8220Including women and people of color in key roles is not only a values issue but a significant business imperativeamp8221 he wrote Read WomenAdvancing contributor Kristi Faulkneramp8217s thoughts on this subject in her latest columnamp160Is Toxic Masculinity Harming the Environment A new study on menamp8217s and womenamp8217s ecofriendly habits have uncovered that many men will avoid green products and practices because they believe they are too amp8220feminineamp8221 Mic reports Notre Dame business professor James Wilkie and fellow researchers found that quotthe concepts of greenness and femininityamp160are cognitively linkedamp8221 amp8220Stereotypical feminine behavior and attitudes are more in parallel with taking care of the environment Male traits tend to conflict with this idea of maintaining a nice environment for other peoplequot he told the Washington Post Women the study found also had a gendered view on taking care of the environment In a survey of 127 students the majority of men and women identified green products as feminine amp160quotAs a result of this stereotype men may be motivated to avoid or even oppose green behaviors in order to safeguard their gender identityquot the researchers concludedamp160Other Headlines this WeekOn Being a Black Female Math Whiz During the Space RaceThe Black List for Female Directors New Survey to quotShine a Spotlightquot on Rising Talentamp160South Africa39s First Black Female Pilot is Helping Other African Women Take OffKevin Roberts Exits with Swipe at amp8220Cold and Timid Soulsamp8221 Who Attacked Him for Sexist StanceCindy Gallop Takes on Advertisingamp8217s Closed Loop of White GuysThis Study Reveals Why the Gender Wage Gap Explodes When Women Hit Their 30samp160The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160

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In Support of Female Breadwinners and More: Gender News Weekly

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Connor Zickgraf

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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Connor Zickgraf

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