The pandemic presents an opportunity to bring about an equitable division of domestic responsibilities
With the doubling of the Indian economy over the last two decades, the number of working-age women has grown by a quarter. However, there has also been a decline in the female labour force participation rate (FLFPR) from 31.2 per cent in 2011 to 23.3 per cent in 2017.
A report from the 2019 G20 Osaka summit suggests that India has the largest gender gap in labour force participation among G20 countries, next only to Saudi Arabia. It becomes harder to diagnose the cause of the decline in FLFPR in the Indian context, given that more women are pursuing higher education and fertility rates are declining. One argument advanced for the widening gap in FLFPR is the motherhood penalty women face in terms of their participation in the labour force. Evidence from literature suggests that the burden of unpaid work and childcare is a major constraint for women participating in the workforce.
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Arielâs #ShareTheLoad movement started in India in 2015 to address the inequality in Indian households. Launched in February 2019, Ariel Indiaâs Sons #ShareTheLoad campaign garnered widespread national and international acclaim from consumers, media, the advertising and marketing industry and celebrities for its impactful message of change. The award-winning campaign has now made it to the most-awarded work for Media excellence in the WARC list for 2020.
WARC (World Advertising Research Centre) is an online marketing intelligence service that is an independent benchmark for excellence in creativity, media, and effectiveness. It is built on a rigorous methodology developed in consultation with Douglas West, Professor of Marketing at Kings College, London.
To connect with socially aware consumers, you need to operate in a socially responsible manner
The value of honesty and genuine communication should never be overlooked when marketing to savvy consumers, writes Sefiani senior consultant Julia Hoy.
March 15, 2021 5:57
by JULIA HOY
The world is now aligning behind the idea that for a sustainable future, companies need to set net-zero carbon emission targets. As companies roll out their target announcements, the world is watching to see which ones act to meet their commitments, and which use it as a front to continue with business as usual. There is huge appetite from stakeholders – from shareholders to partners, employees and consumers – to understand what companies are doing to make a positive difference. The challenge and opportunity for companies is to meaningfully engage their audiences on their sustainability journeys.
Procter & Gamble India commits to achieve equal representation of female directors behind camera
P&G will build, fuel and connect a pipeline of diverse female talent in advertising, media and content opportunities as a systemic solution Delhi, February 19, 2021
Procter & Gamble has announced its commitment to achieve equal representation of female directors behind the camera for its advertisements across brands in India over the next three years.
P&G will lead this through a comprehensive set of actions to do its part to build, fuel and connect a pipeline of diverse female talent in advertising, media and content opportunities as a systemic solution.