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Why are we still talking about ‘women’s issues’ in 2018?

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28 February 2018

Author: Daniela Walker

Image: Blood, Sweat and Whatever by Thinx

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How can all businesses embed an empowered female mindset? Our new content channel, Female Futures, explores the issues, opportunities and solutions


Today we're launching Female Futures, a new content channel on our trends intelligence platform, LS:N Global. 
We believe that a better tomorrow for everyone means having empowered women involved in decision-making and product creation from the start. 

Through this channel we will explore not only the challenges of gender equality but the solutions that could begin to take shape if men and women work together to create a better future for everyone. It is not a diversity initiative or a marketing campaign. Our mission is to add to the conversation in an actionable way and help the businesses we work with build more innovative and profitable brands.

It's time to build brands that move beyond pink. It’s time to take action.EXPLORE FEMALE FUTURES ON LS:N GLOBAL 

Chroma by Medina Dugger

Why are we still talking about ‘women’s issues’ in 2018?

Because it is still very necessary. At a time when we have a global sexual harassment movement – which is not just limited to women but has skewed towards female victims – it is clear that women still end up the loser in power play dynamics in the office.

What’s more, the new UK law that will force companies of more than 250 employees to reveal their pay gaps is already showcasing how far we are from wage equality: at Barclays, it was revealed last week that there is a 48% gap between the average hourly pay of men and women in its International unit – which include the investment and corporate banking teams, so the higher echelons of finance.

Our Female Futures channel will not only explore these issues, but also the innovators and entrepreneurs who are solving them. 

 

Back to Basics campaign by American Apparel

How will we define femininity?

We do not believe that femininity is a construct of biological sex. It is a mindset and is one that could benefit all businesses if they embed it throughout their workplace, from hiring practices to product development.

To explore notions of what femininity actually means, we will interview both women and men alike to understand how femininity should be defined in an era where more and more people are unwilling to make gender a signifier of their identity.

We will explore what it means to have a ‘feminine’ business model without reducing gender to stereotypes. Being feminine doesn’t just mean being ‘all-female’ – female empowerment is on the cusp of becoming a gimmick, and something that businesses must work to embed into their working practices and not just their marketing campaigns. Read why we think American Apparel's latest campaign misses the point. 

 

Love Wellness

What should businesses stop, start and continue right now to make a better future?

The most obvious is to get women a seat at the table. We can only begin to create a better future if we have more equality in the boardroom, the bullpen and the workshop. How many products that are designed or advertised for women are actually made by women? To begin this journey, businesses need to rethink the design cues used in female-targeted products – something we explore our Trends Intelligence report on Rebranding Femininity.

 

Piss Off campaign by Icon

How can men help make a female future happen?

Gender equality is an economic issue, it is an infrastructural issue – it is not just a female issue. Men can use the power that they already have in order to enact the infrastructural changes that are needed to enable female flourishment.

This is something we will explore throughout Female Futures, but for now, read our Viewpoint interview with Jill Filipovic, author of The H-Spot: The Feminist Pursuit of Happiness.

Join the conversation

These are topics that we hope to address, and that we want to hear thoughts on from our subscribers as well – because building a female future is not something that can happen in a silo. We would like to have as many voices represented on this topic as possible. Click here to share your answers to these questions, and help us further our research into making a female future happen.

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