Gender Equality in the Workplace: DDB Life Style Study Spotlight
International Womens Day on March 8th will be observed through both
organized events and informal activities in many countries around the world. This will be a day to celebrate women, their accomplishments, and the progress that has been made towards gender equality. It will also be a day to raise awareness about the discrimination and violence against women that persist to this day in far too many places. In recognition of this event, we thought it opportune to examine attitudes about women, specifically attitudes related to women in the workplace, with data from the 2014 DDB Life Style Study. It is worth noting as context that although we live in a time when it is assumed in the United States that women enjoy equal rights with men, the fact is there is no federal legal protection against sex discrimination. The Equal Rights Amendment has not yet been made part of the US Constitution. In fact, the constitutions of only 23 US states provide some measure of guarantees of equal rights on the basis of gender. Legislative milestones such as the Lilly Ledbetter Fair Pay Act, which President Obama signed into law when he first took office in 2009, have made it easier for workers in general, and women specifically, to challenge unequal pay. This was a major victory in the battle against gender discrimination in the workplace and clearly reflects the belief held by a significant majority of Americans that men and women who do the same job should receive equal pay. Indeed our DDB Life Style Study data indicates that 95% of US adults 18+ agree with this view. It is in disappointing contrast then to know that the majority of US adults also believe that discrimination against women in the workplace happens a lot, with 70% of men and a significantly higher 86% of women in agreement, and only the reciprocal minority believing such discrimination only happens rarely. In the same vein, 55% of Americans believe that women have fewer opportunities in the workplace than men. When we consider both gender and age effects on this total, there is a significant impact for both. As example, 69% of Boomer women believe women have fewer opportunities in the workplace than men, while only 52% of Boomer men would agree. The same pattern holds when examining attitudes within gender for both
Millennials and GenXers, and, surprisingly, when comparing Millennial
women, for whom 57% agree, with Boomer women. Millennials simply have not been in the work force as long, says Denise Delahorne, SVP, Group Strategy Director of DDB US, and so the likelihood is less that they or someone they know have had an opportunity denied where gender might have been a factor. Consistent with majority beliefs about rampant discrimination and lack of opportunity for women in the workplace is the view that the bar is set much higher for women to achieve professional success. Women are significantly more likely than men to believe that a woman has to be a superstar to get to the top of her profession while a man just has to be above average. 61% of women hold this view compared to 39% of men. Across generations, our data indicates that Boomer women are significantly more likely to believe this than their GenX and Millennial counterparts. Finally, when we consider attitudes about leadership, there is a definite gender bias against women. 36% of men believe men are naturally better leaders than women while only 17% of women would agree. In perhaps the most telling barometer of this sentiment, 29% of men indicate they think the President of the United States should be a man. More surprising, 21% of women also share this view. One can only wonder how US attitudes might have evolved had the Equal Rights Amendment passed in 1979, and bringing with it social change and cultural condemnation of gender discrimination. International Womens Day is an opportunity to shine a light on gender equality around the world and at home, bringing renewed scrutiny and dialogue to an issue worthy of our attention. The DDB Life Style Study is the nations longest running and largest longitudinal study of attitudes and behaviors. Conducted annually since 1975, the sample is balanced to the US Census on gender, age, and race. This proprietary survey, with its 600+ questions, enables DDB to provide exceptional insight into American consumer attitudes and behaviors. The 2015 study was fielded in January 2015, and the data cited here are from a sample of 2860 US Adults. 2015 DDB Worldwide Communications Group Inc.