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Viewpoint #23
Eve-olution: The new rules of the female century
The world is changing: 52% of men in key European capitals say they now live by women's rules. In Britain, 53% of millionaires will be women by 2020. New research calculates that raising female employment to male employment levels in Europe would boost EU GDP by 13%. Add to these figures the fact that more female than male students graduate from key universities in the Eurozone - and with better degrees - and you are witnessing a world in flux.
Sociologists refer to it as the rise of the female century, economists call it the decade of Womenomic business practices, and trend forecasters have dubbed it an Eve-olutionary revolt. Whatever you call it, as women take the lead, a new and vital design, graphic, visual and retail language is required to engage their minds as well as their credit cards.