The market products and services with a mock up of course we end up paying of course monetizing genda welcome to mate ive been and im. Before we start 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 rev up sales ben we have been well documented by one thats long been dominated by men. But this is a women only event they want to break the stereotype. The best suits my became known by monday you know your children partner at home call friends you havent seen for a while get on your motorbike and head to pack for lads to do something thats just for you. 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 money to buy and to connect them with each other. Every year we see a handful of women who dont have motorbike licenses and who arent into the scene by then and 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 money to buy 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 often 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 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 for nothing the sense of uncertainty. In the past women were often just used as decoration to sell much to buy. But thats changing slowly the industry is taking note women bikers are a force to be reckoned with. Stefan so 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. Between the cosmic to tell 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 14. 00 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 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 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 youre right in the middle and thats a different feeling. A feeling that shared by a growing number of women in the country lets event is all about networking and creating community its also a safe space where women can build their confidence. If maybe it isnt here when i live in the here and now for me its just important that the scenes growing and that theres an interest and that more women become aware of it because its such a cool thing. When youre on the road its just you and your motorbike its time for yourself so when state does money bus visits towards these women are born to be wild the global Motorcycle Market is riding high worth 100000000000 euros in 2018 its expected to keep growing and thats some part. To women. Well 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 huf german i visit japan often and when ever i see my japanese on she always asked me when my finally getting married you know essential meeting a woman and all and you know even 30 yet. Its ridiculous and many people this think im not female enough that im too emancipated male female roles 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. Mean the browns. Did in recent years weve seen the concept of brands for men in marriage 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 were starting this brand to enable that. The mom but ill tell you. Im a super tiny 29 years old and im in the process of launching a gender neutral underwear brand. And you know. 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 and then worry about their breasts showing talk among them sun men dont want their nipples to show and i realized that the only reason why many men dont buy brothels is simply because theyre scared of what others might think i mean i can claim im going to bed i say. 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. But if i want to be home i say me. 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 theyre seen. As the ultimate goal and source of happiness for women many people here still think that way. 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. 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 top audits without gender bias and change the way people perceive these things. I just went to the addresses to get ready for my fair share a wash cut and blow dry costs 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 parks that you get as a woman ladies nights free drinks free cocktails dating apps are cheaper for women well theyve got to get 0 interest somehow but overall you guys definitely have a better deal a german study shows half of 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 were the same price and if you look at the average price difference women end up paying quite a lot more than men searching euros 80. 00 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 christine take on gender cliches and. 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 already have to divide everything into pink and blue just to sell more. In marketing defended the vijender marketing targets male and female consumers differently the danger is that it reinforces stereotypes and traditional roles. Machines cook books 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 unnecessary products supposedly for women for example a ladys electric screwdriver to him got. Smaller and has simple to operate buttons because apparently were weaker and less intelligent. Themselves the market has discovered a goal. But its one that can only be exploited if we women go along with it. This. Do have a soft spot for dark products but ill never buy an electric screwdriver designed for women. That you 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 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 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 kates while 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. All 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 pedal stereotypes that marcus for our entire lives. These conditions gender roles can make us sick thats what he has picked out says hes editor in chief at pinks thinks its not very friendly i think in their guns and 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 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. And 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 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 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. 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 for me its a job for women too of course it is. More examples of gender stereotyping can be found on the pink stinks website. Users are invited to send in agree just examples of sexist advertising standards sexism when its a case of discrimination based on gender and when we men constantly convey the message that we arent capable of looking out for our children and when we convey to women that 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 that 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 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 they had stuff. Can be very controversial and thats despite europes long history of covering up womens heads 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 the next indonesian entrepreneur the aging the starry Business Model based on creating head scarves for working was slim women. Every time i do the archery station i feels that its getting more like focus focus and populist so is training 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 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 him. When i work fills that im difficult to find appropriate he up the good with the office at that time and there is no big rallies in indonesia and so often in the other hand there is a lot of prayer in the russian army granted they tried to make this he just be here and why not in a nation of people made their own. Marketing to this biggest population was a Little Village in the world this far off Economic Empowerment to. 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. 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 influences egypt its kind of fredricka everybody is. Very very. Easy to find. Egypt now. 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 stock of 120. 00. With a young business coming 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 itself. Islamic. Our watches are mostly in faith here its not only about how we wear our laws but how we also. Concious about how we made it so we have to be very careful about this was a noble of the broke 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 FriendlyTeam Oriented management style. If i want to. Make this Company Growing and sustainable i think because im one of im not im not feeling that im the boss i was thinking about here. And i cannot do anything without my team and im not putting myself as a boss but putting myself last year 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 boards 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 that youve enjoyed our Show 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 hour. A good. Half of. This woman is defying the regime. But one must move has been searching for her husband and son for years both might be victims of syrias secret service now there is a ray of hope suspected henchman of us on our own trial in germany ahd some goes on to. Give her a match on g. W. Or. The 3 g. Camps for us and for our planet. Global ideas is on its way to bring you more conservation adone makes it scream. How can we protect habitats mob we cant make a difference to. The ideas environmental series of emotive 3000 on w. And all mom. Ah im going crazy thing in all the time. How to handle our new lives in times of the. Khurana pandemic reporter. Just like everyone else and shes looking for answers thankfully with the help of. A few other. Nice thank you this is not money as we know it.