Maid ive been and im before we stop crunching the numbers heres something the advertising executives missed the growing market for women who fancy a ride on fast wheels yeah were no longer being draped over motorcycles just to ramp up sales then we have banning the rub i think its pretty cool. Well documented by one thats long been dominated by men. The fish is a women only event they want to break the stereotype. Thats muddy cannot win by monday you know your children partner at home called friends you havent seen for a while get on your motorbike and head to pet for lads to do something thats just for you. 4 years ago they were called founded whats now europes biggest women only motorbike festival petra lets. Her aim was to get more women interested in motorbikes and to connect them with each other. For fun calling every year we see a handful of women who dont have motorbike licenses and 2 arent into the scene but the next as they have a license and come by motorbike home. And having an impact on the market since 2011 the number of women with motorbike licenses in germany alone has risen by around a quarter to almost 5000000. More than twice as many men have to bike licenses the industry remains very male centric. Its difficult when you go into a store i wanted something for me with different sizes and i was kind of intimidated theyre only guys in the store theyre guys they dont like even talk to you or if i wonder always with my friends. To introduce themselves to my friends but they dont even like shake my hand thats been in my home to see all awareness is growing and as a target group were taken more seriously but theres still a. Long way to go before the motorbike market gets more female friendly especially in terms of clothing for nothing since ive been snooping. In the past women were often just used as decoration to sell most to buy. But thats changing slowly the industry is taking note women bikers are a force to be reckoned with. Steph ive done my kind we didnt have any female role models in the past showing us that it was totally normal for women to ride motorbikes do mechanical work and go on longer trips by themselves so there was no one inspiring us but were changing that now i want us and. If they were caught nick to have a role model her father she began writing a motorbike 10 years ago so she could join him on the legendary route 66 in the us. They came for and were told its a brand i didnt really have much of a desire to ride a motorbike before but i love challenges and i really adventurous im like to travel. So thats why i got my license and took that trip with my father. These days shes passionate about motor bikes but theyre still just a hobby riding a motorbike is about having fun and living life to the full. If in the. Sitting in a car its like you have a picture frame around you. But with a motorbike youre in the picture right in the middle theres no frame that youre looking at from your right in the middle and thats a different feeling. A feeling that shared by a growing number of women that petra lets event is all about networking and creating community its also a safe space where women. Compelled that confidence. Is needed and. I live in the here and now for me its just important that the scenes growing and that theres an interest that more women become aware of it because its such a cool thing is that. When youre on the road its just you and your motorbike its time for yourself overstay says month physics. These women are born to be wild the global Motorcycle Market is writing high with some 100000000000 euros in 2018 its expected to keep growing and thats some part to women. Its not just women in germany who are confronted with cliches japan is one of the richest and most technologically advanced economies in the world but society there is still very traditional it has the biggest gender pay gap among members of the o. E. C. D. The organization for Economic Cooperation and development only women in south korea and the stone paid less on average compared to men i know im half japanese hoss german i visit japan often and when ever i see my japanese on she always asked me when them are finally getting married you know essential needing a woman and all and you know even 30 yet. Its ridiculous and many people this think im not female enough and im too emancipated male female roles are still firmly entrenched in japan but i met one woman there who is trying to question gender stereotypes with a very unusual product try this on for size. A big day in recent years weve seen the concept of brands for men emerge many people online for example find the idea strange or gross. Believe it but i think people should be able to wear whatever they want whether they are men or women. Just because it feels comfortable or they like it we are starting this brand to enable that. In mom but i want to tell you. Im a super tiny 29 years old and im in the process of launching a gender neutral underwear brand that i. Knew i was thinking i think typical japanese underwear stalls dont offer that much for i a t. Theres a lot of floral lace pink. Id like to have a place that offers simpler more neutral designs which are more comfortable to wear. When talking about gender or sexuality in japan i feel like im being choked and. Theres no direct or physical violence involved but you can speak about it and thats distressing i think thats very typical of japan. I initially thought the brands would be mostly for women but i found out that many large a man worry about their breasts showing. Them in the sun men dont want their nipples to show and i realized that the only reason why many men dont buy bras is simply because theyre scared of what others might think i mean i can claim im going to bed a vast amount just as i have the body of a woman i thought when i wear this the whole doesnt bother me. And many men prefer it that way so we chose the design purposely we thought why not leave it that way so that anyone could wear it if they want to. Move because we want our products to be available internationally they will be on sale online. And were also collaborating with a Japanese Department store chain to sell them there as well. The problem is the way women are perceived inch of pearls and start ups that have just gone public women hold less than 5 or 10 percent of any important position inch of her and we have a term. Its for when a woman gets married and therefore stops working at a Company Manning and parenting go together and theyre seen. As the ultimate goal and source of happiness for women many people here still think that way. So i dont think were going for a niche market here maybe its too simplistic but focusing on male female customers limits i think a market is just going to double. Up. Peoples perceptions can change and i think that can happen quickly its our goal that people wont be looked at strangely just for wearing what they like thats why we want to present our products without gender bias and change the way people perceive these things. I just went to their dresses to get ready for my fair share a wash cut and blow dry cost 55 euros for me but for you it would only been 29 euros thats pretty good i dont buy it there are things and lots of perks that you get as a woman ladies nights free drinks free cocktails dating apps the cheaper for women well theyve got to get 0 interest somehow but overall you guys definitely have a better deal and gemma study shows how all gender specific services are more expensive for women even things like having your clothes washed and i and men only 9 percent of the cases the study looked at only 41 percent of services where the same price and if you look at the average price difference women end up paying quite a lot more than men search in years 80 in comparison to men for the same products and Services Just targeted specifically at women when met a charge more its only 7 and a half years more ok im starting to feel bad see. Heres our colleague christina take on gender cliches and gender mark. Good i hope for women coke 0 for men. Calorie free coke was commonly associated with women. So as the years went by a separate sugar free version was created for the stronger sex. But about cafe for women because we like to hang out over a good coffee for men theres mcdonalds a quick simple meal there we do we already have to divide everything into pink and blue just to sell more. In marketing definitively the gender marketing targets male and female consumers differently the danger is that it reinforces stereotypes and traditional roles. Machines cookbooks ions vacuum cleaners last year a german Supermarket Chain launched a Mothers Day Campaign that was so sexist it backfired. Is that of course men and women are different and it would be nonsense to develop sanitary products for men for instance you need to toiletries have to be divided into pink and blue. Is it really necessary for items that everyone uses to look different for men and for women it is. Better than gender marketing sometimes even invents a necessary product supposedly for women for example a ladies electric screwdriver what i have got. Was that they are smaller and have simple to operate buttons because apparently were weaker and less intelligent. As women have emancipated themselves. The market has discovered. Can only be exploited if we women go along with it. Products never buy an electric screwdriver designed for. That you would you buy a ladys electric screwdriver well im not the strongest as you can see just like christina out of principle i definitely would not buy it you know what sales went through the roof pretty interesting stuff so pink and cuddly for goals blue and robust for boys is that dictated by a law of nature or something no actually not far from it its a fairly modern invention in fact in the 19th century childrens clothes were often white or left on bleached that way they could be washed at a High Temperature without a color fading and i was surprised to find out that pink and red were actually colors seen as very masculine because its strong colors and recalled the red garments worn by kates well gals wool blue because that was seen as more delicate and it was associated with the virgin mary but you try telling that to a screaming 5 year old. Or the pacifier for a Little Princess blue for boys even when theyre babies theyre slaying dragons where do these gender stereotypes come from. The Advertising Industry thats where girls wear pink and white dolls. They never wear blue. Thats for boys. Marketing professionals peddle stereotypes that marcus for our entire lives. Are these conditioned gender roles can make us sick thats what he has picked out says hes editor in chief. Thanks thanks thanks its not very friendly i he said gunson its actually were nice we just want people to realize that pink isnt just for girls and blue for boys its like a gender roles or something we can play with we shouldnt pigeonhole children we should help them figure out their identity and let them do things their own way. Pick out has 4 children their mother works in a different city during the week he shoulders all the parenting himself. Hes one of 5 members of the pink stinks team its financed by donations. In. A completely run of the mill german city lets take a Wander Around the main shopping street and see what sort of gender stereotyping we can discover in the shop windows. We dont have to look far. Apparently only girls in pink get their ears pierced and seriously how many parents would buy a little boy suitcase with a picture of a unicorn not many boys get the blue ones with the puppies. On the top i have a daughter and she had a pink bicycle and i have a son whos 18 months younger than he now needs a bike too but even though he could just have the pink one because thats still in perfect condition id buy him a new one a blue one so ive been sold to items when i really only needed one. And thats why you could just buy a green bike that is one solution should nice of this campaign and aim for more diversity theres a shortage of skilled workers these days and they could have featured a few women almost for me its a job for women too of course it is. More examples of gender stereotyping can be found on the pinks things website users are invited to send in agree just examples of sexist advertising. Sexism when its a case of discrimination based on gender and when we men constantly convey the message that we arent capable of looking after our children and when we convey to women that theyre expected to be sexually available all the time and to take care of the household and look after the kids not because they can not because they want to but because theyre women and therefore its their job thats gender based discrimination. Its high time to smash gender stereotypes. Lets just let boys and girls be whatever they want to be. And as we just saw with the Construction Industry and gender stereotyping also affects the professions that we choose but lets move away from europe for a moment and take a look at a very different gender specific product one with cultural and religious roots to head stuff head scarves can be very controversial and thats despite europes long history of covering up womens heads men as well men and women up until the middle of the last century wouldnt leave home without a hat on their head but some people see the headscarf now as a symbol of womens oppression of sexism and in a few islamic countries women are required to cover their heads by law but many muslim women say that for them wearing a headscarf is liberating a way of stopping themselves from being reduced to a looks or a way of expressing themselves one of them is this next indonesian entrepreneur the aging the starry Business Model based on creating head scuffs for working with slim women. Every time i do the artery. I feels that its getting more like. A new. Archery is an ancient sport and one recommended by the prophet mohammed. Lestari says her faith is very important to her both in her private and her professional life. Shes an entrepreneur based in jakarta. 8 years ago she founded his joke an online shop for muslim fashion she sees the hit job as a symbol of her religious beliefs and also of empowerment oh i ring in and when i work i fill that out im difficult to apply an appropriate heat up the border the office at that time and there is no big rallies in indonesia and so off in the other hand theres a lot of big. International big granted they try to make this he just be here and why not in a nation of people with their own. Marketing to this biggest population wasnt even the world theyre so far off Economic Empowerment you know. And so she set about building up a homegrown fashion marketplace to fill the gap. 20 years ago religious symbols were less ubiquitous in indonesia. But these days conservative islam is increasingly popular and the market for modest dress is growing indonesia is home to some 200000000. 00 muslims thats around 90 percent of the population. Here. Lestari started wearing the hijab when she was 14 against her mothers will. Today shes turned a fusion of faith and fashion into a successful Business Plan in the past it tended to be mainly the older generation who wore veils today modest clothing expresses not only Muslim Identity but is also a style statement this event for his club members has drawn several instagram influencers egypt its kind of fredricka everybody. Very very. Easy to find. Egypt. Egypt collaborates with 200. 00 indonesian designers from buying to marketing and sales the whole operation is coordinated in the Company Headquarters in jakarta. Stari currently has a staff of 120. 00. With a young business woman knew she wanted to work in a field she knew well and that was fashioned traditional muslim dress generally involves keeping the body covered except for the face and hands the fabrics mustnt contain gelatine because that support product the whole process has to be hell out there you cant itself. Islamic. Or watch us or a muslim face here its not only about how you wear our laws but how we also. Like concious about how we made it so we have to be very careful about this was a wall of the. Produce our own clothes how it can impact our environment. Stari is one of the few women in the indonesian startup scene she has 2 children and has sometimes encountered investors who doubt that a young mother is capable of running a business she often works from home because its so much more convenient its important to her to pioneer a Family Friendly Team Oriented management style. If i want to. Make this Company Growing and sustainable i think im one of im not im not feeling that im the boss i was writing about here. And i cannot do anything without my team and im not positioning myself as a boss but im putting myself in play here with. These days she also has stuff in london working towards establishing each up in europe to helping indonesian style modest fashion go global. Well if i end up having a boy and a girl im going to buy doles and skateboards for both of them and my bicycles are only going to be great good luck with that theres no pressure on me im married to a man sorry. Q. Well i hope that youve enjoyed our show gender marketing its stimulating yes thanks for joining us and remember you can see any of those reports again on the main website see you again next time you next time. In. A city in ruins morocco a symbol of a long conflict in the philippines between the muslim and the christian population. When i asked fighters occupied the city president detergents response most of. It is not the kind of freedom that we want philippines in the sights of ins. 15 minutes on d. W. The virus has become talk of the system. Is the world on the brink of a major transition some believe globalization is coming to an end while others think we should keep going full speed ahead of future for as long as we can. Or is it time for a clean deano future scenarios for the economy and Society Living 3000. 00. To 90 minutes off d w. Indeed of climate change. Because remain civil. To. What is today how for the future. G. W. Dot com for the city the looking to get. A clear cut answer. To your leaving what do they dream of at night. As cleaners they see the face of. Their job censoring for the social media industry. In the uk there are sounds of socalled content monitors to forge a scrum terrifying images from a long line platform submission job for starvation wage. This training is enormous the bagley. I need to stop there some to walk up to. The cleaners social medias shadow industry starts tonight on g. W. The best. Place the big. This is g. W. News alive a from brad let loose and plunges during the pandemic worlds Carbon Emissions a fall by nearly a 5th as people stay home and workplaces are shattered their hopes for the biggest drop in Greenhouse Gas emissions a since world war 2 also coming up a supercycle out heads toward india and bangladesh forcing 1000000
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