Market products and services with a mock up of course which we end up paying of course monetizing genda welcome to 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 yet when no longer being draped over my disciples just to rev up sales then we have banning the rub i think its pretty cool. Well documented by one thats long been dominated by men. But this is a women only event they want to break the stereotype. Thats my kindle and 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 need. 4 years ago if they were called nick 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 who arent into the scene by the neck as they have a license and come by motorbike. 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. But still more than twice as many men have motorbike 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 their only guys in the store there guys they dont like even talk to you or if im on the road with my friends they introduce themselves to my friends but they dont even like shake my hand was the name i dont 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. In the past women were often just used as decoration to buy. But thats changing slowly the industry is taking note women by kids are a force to be reckoned with. Staff are done by 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 the 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 one i didnt really have much of a desire to ride a motorbike before but i love challenges and i really adventurous and 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 writing a motorbike is about having fun and living life to the full. If in the. In 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 youre right in the middle and thats a different feeling. A feeling that shared by a growing number of women the petrel lets event is all about networking and creating community its also a safe space where women can build their confidence. Its neighbor it and. I live in the here and now for me its just important that the scene growing and that theres an interest that more women become aware of it because its such a cool thing. Its not. When youre on the road its just you and your motorbike its time for yourself to overstate this month physics toward these women are born to be wild the global Motorcycle Market is riding 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 3rd biggest gender pay gap among members of the o. E. C. D. The organization for Economic Cooperation and development only women in south korea at the studio paid less on average compared to men i know im half japanese hof 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. Most. Of the 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. 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. The mom but i want to tell you. Im a super tranny 29 years old and im in the process of launching a gender neutral underwear brand. New i was. Saying i think typical japanese underwear stores 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. Theres no direct or physical violence involved but you can speak about it and thats distressing i think thats very typical of japan. That it was i initially thought the brands would be mostly for women but i found out that many larger men worrying about their breasts showing. Up on them in the sun men dont want their nipples to show and i realized that the only reason why many men dont buy brands is simply because theyre scared of what others might think im talking about come and give. Us a vast amount of dollars 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 read a. Little. More 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 her in startups that have just gone public women hold less than 5 or 10 percent of any important positions 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 they see. As the ultimate goal and source of happiness for women for many people is still think that way. Since 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. Down 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 what we want to present our products without gender bias and change the way people perceive these things. Or that. 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 in 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 a german study shows how all gender specific services are more expensive for women even things like having your clothes washed and i and men only pay more in 90 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 a colleague christine take on gender cliches and gender. God 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 lets go to the we do we are we have to divide everything into pink and blue just to sell more. In marketing and out of the vijender marketing targets male and female consumers differently the danger is that it reinforces stereotypes and traditional roles. Sewing 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 man gender marketing sometimes even invents a necessary product supposedly for women for example a ladys electric screwdriver and got. Smaller and has 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. Do you have a soft spot for products never buy an electric screwdriver designed for women. Now here would you buy a ladys electric screwdriver well im not the strongest as you can see but just like christina out of principle i definitely would not buy it well you know what sales went through the roof 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 they call a 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 keep well girls will bloom 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 at pinks thinks thats 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 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 more children. Their mother works in a different city during the week he shoulders all the parenting himself. Well hes one of 5 members of the pink stinks team its financed by donations. And i think you know were 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. Enough apparently only girls in pink get their ears pierced and seriously how many parents would buy a little boy a while back suitcase with a picture of a unicorn not many boys get the blue ones with the puppies. On the top sam 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 penguin because its 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. Of our best mark you could just buy a green bike thats one solution sure then we come across this poster the slogan is practice makes perfect the citys Construction Industry is looking for trainees. It would have been nice if this campaign and aim for more diversity theres a shortage of skilled workers these days and they could have featured a few women with a must for me its a job for women too of course it is. More examples of gender stereotyping can be found on the pink stings 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 theyre expected to be sexually available all the time 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 then the 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 they had stuff headscarf 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 a 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 headscarf for working was live with it. Every time i. Say show i feels that its getting more like course focus and. A need to keep. 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 her jump an online shop for muslim fashion she sees the hit job as a symbol of her religious beliefs and also of empowerment. And when i work ive fills that im difficult to fly and appropriate heat up the good of the office and there is no big brand as a mini. In the other hand theres a lot of big. International big brand they try to make this he just be here and why not in a nation people made their own. Marketing to this biggest population was a label they live in the world theyre so far off it cannot make em orlando. And so she set about building up a homegrown fashion marketplace to fill that 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. 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 will 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 is. Very very. Easy to find. Egypt now. He just collaborates with 200. 00 indonesian designers from buying to marketing and sales the whole operation is coordinated in the Company Headquarters in jakarta. Lestari 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 fashion 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 of any kid itself to be islamic. Or watch us or a muslim face its not only about how we are or it was how we also. Like concious about how we me so we have to be very careful about this was in a wall of the. Produce our own clothes. How you can impact our environment. Lestari 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 its a plan yet a Family Friendly Team Oriented management style. If you wanted me. To make this Company Growing and sustainable i think because im woman im not im not feeling that i am the boss i was thinking about here. And i cannot do anything without my team and im not positioning myself as a boss and pushing myself a year with. These days she also has stuff in london working towards establishing he jumped in europe to helping indonesian style modest fashion. 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. Look here. Well thats youve enjoyed our gender marketing its stimulating stuff 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. Folks. From. Commitment. To. The. Conflict zone in march Prime Minister all been secured an open ended right to rule by decree in order he said to fight the coronavirus pandemic my guest this week from budapest is bosher dovekie a hunger many people of the ruling few deaths party theres the government being honest about his motives or is this new law just the latest move to cement also return remove conflict so for. 30 minutes upon d. W. This woman is defying the regime. To a must move has been searching for her husband and son for years both might be victims of syrias secret service now theres a ray of hope suspected henchmen of a song. In germany. Some can spam. Through 90 minutes on d w. To be told that the street. Is for. The children is for. Beethoven is for. Beethoven is for covering. Beethoven 2020. 5th anniversary here on d. Dont you know. The power of chords. Where i come from i never saw the sun where to. Have you know nothing brazil in the sun was always a man since the portuguese word for sun its masculine when i moved to germany as a 10 year old i want to come to him on t. V. That would change how i see the world because into a monkey the sun was famously. Seen in now but the side of a good listener so i read a ponytail instead of a deep voice extroverted guy seemed absolutely incredible. I realized how language shapes the thinking how definitions are not only a mental image just put our whole perception of the world. Inside save my life and was one of the reasons i became a journalist im a storyteller and i use my words to help with intercultural in this town because my name is a limb and i work in a 2000. Player. Playing. This is d. W. News a live shot from berlin cyclon own tonic crashes ashore forcing millions in india and bangladesh to flee the storm has already claimed lives as it pushes inland and the coronavirus pandemic is making it even more difficult to keep people safe also coming up scientists look to aerosols in their search to find out how the corona virus spread and the case of the choir after lins cathedral could help provide some much needed answers. And to the muslim call to prayer
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