School, work, family and sport are the sectors investigated by the Henkel observatory with results that do not seem very reassuring.
The Gender and Stereotypes Observatory, which Henkel launched in 2022 with Eumetra and which the multinational company presented on Friday in Italy, as part of its activities to support the concrete implementation of gender equality, even records some steps back compared to the previous edition.
The survey analyzes the different roles in the organization of the home and caring for the family on a representative sample of 2 thousand people aged 18-55 belonging to the online community of the magazine DonnaD: the second edition of the observatory was created with updated data on a comparable sample and was further enriched with an in-depth analysis of Gen Z by listening to direct stakeholders.
“We want to understand how the role of women is evolving, there is still a long way to go, but the new generations give us signs of hope,” said Mara Panajia, president and CEO of Henkel Italia, also emphasizing the company’s strong social responsibility. in the development of society and breaking down prejudices and stereotypes.
School, work, family and sport these are the sectors that the observatory has investigated with results that seem less than reassuring: studies and work are not gender neutral, for Italians there are “female” and “male” faculties, even though men and women have different predispositions and 52% of women and 64% of men say the same.
Work is also divisive: 62% of the female population believe that there are men’s jobs and women’s jobs, while in the family, roles at home are divided by gender, with different perceptions of workload, whereas 38% of men say they do. cleaning with a partner, but only 23% of women confirm this.
Men continue to set strong boundaries even in sports that they label as masculine and feminine, a vision that also holds true among Gen Z, where 17% of boys and 14% of girls have influenced the choices of others.
The role of communication,In his small way, breaking these stereotypes is very dear to Panaji, as he recalls that Tbwa\Italia’s Dixan campaign with a father who takes care of the household linens gave rise to an army of men who fight with washing machines and dishwashers, “but welcome,” said the president and CEO of Henkel.