131107 fondation l'oreal final presentation mlm par by Ben Bonnet

Women in science Final presentation

November 8th 2013

Objectives

Overview of women status in science

Zoom on French and US initiatives

• Draw an overview of today's status for women in science in 14 countries • Size improvement that has been done over the past 15 years • Identify and size gaps in share of women all along science career (academic and professional)

• Select most interesting initiatives developed in France and in the US • Map them according to targeted audiences and types of actions • Identify key success factors and potential next steps for L'Oréal Foundation • Provide a detailed overview of initiatives Copyright © 2013 by The Boston Consulting Group, Inc. All rights reserved.

Two streams of analysis gathered in one core presentation and three additional deliverables

1• Core presentation integrating both modules

2• Systematic country analysis for 14 countries (50 pages)

4• Detailed findings for France and the US – Description of initiatives (40)

Deliverables 3• Excel file consolidating all data collected for the study

– Illustration of selected best practices (25)

Scientific career

2007

2008

2009

2010

2011

2012 2013 Source

High school female student in science Scientific career High school male student in science Total high school 2007 2008 2009 2010 2011 2012 2013 Source of women in high school High school femaleShare student in science Bachelor female student 122191 120189 123687 129505 Scientific career High school male student in science male student 226590 221330 224640 232400 Total high school Bachelor 2007 2008 2009 2010 2011 2012 2013 Source bachelor 348781 341519 348327 361905 of women inTotal high school High school femaleShare student in science Share of women in122191 bachelor 36% Eurostat Bachelor female student 120189 35% 123687 35% 129505 36% Scientific career High school male student in science Master female student male student 226590 221330 224640 232400 Total high school Bachelor 2007 2008 2010 2011 2012 2013 Source Master male2009 student bachelor 348781 341519 348327 361905 of women inTotal high school High school femaleShare student in science Total master Share of women in122191 bachelor 36% Eurostat Bachelor 120189 35% 123687 35% 129505 36% High school male student in female sciencestudent Share of women in master Master female student 226590 221330 224640 232400 Total high school Bachelor male student Doctorate female student 2824 3096 3320 3573 3866 Master male student bachelor 348781 341519 348327 361905 Share of women inTotal high school Doctorate male student 6286 6748 6445 7080 7427 Total master Share of women in122191 bachelor 36% Eurostat Bachelor female student 120189 35%doctorate 123687 35% 129505 36% 9110 9844 9765 10653 11293 Share of women inTotal master Master female student Bachelor male student 226590 221330 224640 232400 Share of women 34% BMBF's data portal Doctorate female student 2824 3096 31% 3320 31% 3573 34% 3866 34% Master male student Total bachelor 348781 341519 348327 361905 Female researcher 101 639 120 511 Doctorate male student 6286 6748 6445 7080 7427 master Share of women inTotal bachelor 35% 35% 36% 36% Eurostat 364 055 336 141 doctorate Male researcher 9110 9844 9765 10653 11293 Share of women inTotal master Master female student researcher 437780 484566 Share of women Total 34% BMBF's data portal Doctorate female student 2824 3096 31% 3320 31% 3573 34% 3866 34% Master male student of women 23% 120 511 25% UNESCO Female researcherShare 101 639 Doctorate male student 6286 6748 6445 7080 7427 Total master Female scientific 502 000 535 000 364 055 508 000 554 000 1 005 000 795 000 336 141 doctorate Male researcher 9110 9844 9765 10653 11293 Share of women inTotal master scientific 1437780 765 000 1 773 000 1484566 859 000 1 852 000 2 095 000 1 674 000 researcher Male Share of women Total 31% 31% 34% 34% 34% BMBF's data portal Doctorate female student 2824 3096 3320 3573 3866 2 267 000 2 308 000 2 367 000 2 406 000 3 100 000 2 469 000 of women Total scientific 23% 25% UNESCO Female researcherShare 101 639 120 511 Doctorate male student 6286 6748 6445 7080 7427 32% Eurostat Female scientific Share of women 502 000 535 000 22% 508 000 23% 554 000 21%1 005 000 23% 795 000 32% 336 141 364 055 Total doctorate Male researcher 9110 9844 9765 10653 11293 Male scientific 1437780 765 000 1 773 000 1484566 859 000 1 852 000 2 095 000 1 674 000 Share of women Total researcher 31% 31% 34% 34% 34% BMBF's data portal Total scientific 2 267 000 2 308 000 1999 2 367 000 2009 2 406 000 3 100 000 2 469 000 23% 25% UNESCO Female researcherShare of women 101 639 120 511 of women in health and 72% 78% Share of women502Share 32% Eurostat 000 535 000 22% 508 000 23% 554 000 21%1 005 000 23% 795 000 32% Male researcher Female scientific 336 141 Share 364 055 of womenin sciences 31% 44% 1437780 765 000 1 773 000 1484566 859 000 1 852 000 2 095 000 1 674 000 Total researcher Male scientific Share of women in engineerin 15% 18% UNESCO 2 267 000 2 308 000 1999 2 367 000 2009 2 406 000 3 100 000 2 469 000 Share of women Total scientific 23% 25% UNESCO Share of women in health and 72% 78% 32% Eurostat Female scientific Share of women502 000 535 000 22% 508 000 23% 554 000 21%1 005 000 23% 795 000 32% Share of womenin sciences 31% 44% Male scientific 1 765 000 1 773 000 1 859 000 1 852 000 2 095 000 1 674 000 Share of women in engineerin 15% 18% UNESCO Total scientific 2 267 000 2 308 000 1999 2 367 000 2009 2 406 000 3 100 000 2 469 000 Share of women Share of women in health 22% and 23% 72% 21% 78% 23% 32% 32% Eurostat Share of womenin sciences 31% 44% Share of women in engineerin 18% UNESCO 1999 2009 15% Share of women in health and Share of womenin sciences Share of women in engineerin

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

72% 31% 15%

78% 44% 18%

UNESCO

– Restitution of interviews (15)

Executive summary Women's status in science global situation today... •

Over the 14 countries analyzed worldwide, 2 distinct groups emerge regarding women's status in science. Only one has a maturity level enabling the launch a science focused schooling initiative to be valuable (Europe, US, Japan, China)

•

In these countries over the past decade, share of women among science researchers has improved by 12% (+3pt, from 26% to 29%) but gender parity is still far from being reached

•

Representation gap of women in science arises as early as Bachelor level, continues throughout the scientific career and is strengthened with uneven representation of women across scientific fields (healthcare vs. other sciences)

•

Two interventions are required to improve women's status in science: act as early as possible and throughout the entire academic path and promote more specifically non health related scientific fields

•

Strategy and means of actions to deploy these interventions depend on the goal L'Oréal Foundation wants to achieve

•

Increasing number of women engineers, by targeting of high school girls, should be L'Oréal Foundation's additional strategy

... Sets the ground for a possible call for action

Overview of French and US initiatives encouraging high school girls to pursue scientific studies highlights stereotypes as the main hurdle to tackle •

However, it is poorly addressed in both countries and therefore appears as a promising sweet spot to leverage for action

•

When addressed, associations struggle to find the right balance between sufficient reach and efficient communication type

Going forward, L'Oréal could play an important role by leveraging its marketing power to spread messages breaking stereotypes

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Agenda

Overview of women status in science Zoom on French and US initiatives

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Executive summary: overview of today's global situation Over the 14 countries analyzed worldwide, 2 distinct groups emerge regarding women's status in science • "Women in Science advanced countries" (France, UK, Spain, Germany, US, Japan, China) with a high level of schooling and a fair integration of women into society in general and more specifically into the scientific world • "Women in Science emerging countries" (Brazil, Argentina, India, Indonesia, Morocco, Egypt, South Africa) with a low level of schooling and a weak integration of women outside of the domestic sphere

In these countries over the past decade, share of women among science researchers has improved by 12% (+3pt, from 26% to 29%) but gender parity is still far from being reached •

A first representation gap of women in science arises as early as Bachelor level (32%) and continues throughout the scientific career (11% of women in top academic positions)

•

Moreover, a second representation gap occurs across all academic levels: women choose primarily health-related scientific studies vs. engineering and general science

Overall today, a girl graduating from high school has in average a 35% probability to enroll in a scientific Bachelor, a 18% probability to graduate Bachelor, a 8% probability to graduate Master and a 2% probability to be a science Doctor • Those probabilities are respectively 77%, 37%, 19% and 6% for a boy Reaching gender parity would enable an additional pool of 300k women to graduate as science Doctors each year •

Which means a pool of +3M potential female researcher within 10 years

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Given low level of maturity of second group, immediate launch of a science focused schooling initiative only valuable for "Women in Science advanced countries", therefore being the focus of our study

Executive summary: possible call for action Two interventions are therefore required to improve women's status in science •

Act as early as possible and throughout the entire academic path, to increase share of women in the scientific world

•

Promote more specifically non health related scientific fields, to diversify presence of women across all sectors

Strategy and means of actions to deploy these interventions depend on the goal L'Oréal Foundation wants to achieve Potential goal #1: Foster outstanding scientific achievements (current agenda of L'Oréal Foundation) Set up talent focused strategy by identifying outstanding potentials and accompanying them throughout their scientific academic path from Bachelor to Doctorate

Potential goal #2: Increase total number of women researchers •

Set up profession focused strategy increasing amount of women graduating with a scientific Doctorate by targeting women Bachelor graduates and following them until their Doctorate

Potential goal #3: Increase total number of women engineers •

Set up profession focused strategy increasing amount of women graduating with a scientific Master by targeting girls at the end of high school and following them until their Master

•

Privilege women not focused on health related issues

Focusing on women engineers through targeting of high school girls would have several benefits for L'Oréal Foundation •

New and broader audience targeted

•

Larger impact for the community

•

More anecdotally development of pool of talents likely to work for L'Oréal (esp. Research & Operations)

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

•

Over the 14 countries analyzed worldwide, 2 distinct groups emerge regarding women's status in science Women in science advanced countries Literacy rate 99%

Women in science emerging countries

Gender Share of women inequality among 1 index researchers 0.106

Literacy rate

26%

France

Gender Share of pop. inequality attending at most index1 primary school

90%

0.449

45%

98%

0.372

68%

88%

0.490

N/A

70%

0.510

68%

66%

N/A

61%

74%

0.617

61%

92%

0.505

52%

Brazil

99%

0.085

25%

Germany

99%

0.117

38%

Argentina

South Africa

Spain

99%

0.209

38% Morocco

99%

0.299

35% Egypt

99%

0.123

14%

Japan

India

96%

0.209

China

25% Indonesia

1. UNDP index capturing the loss of achievement due to gender inequality using three dimensions: reproductive health, empowerment, and labor market participation 2010 data Source: Human development report 2011, wikipedia, census, Education at a glance 2011, Population projected by level of education for Egypt 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Immediate launch of a science focused schooling initiative only valuable for "Women in science advanced countries" Horizon 20 years

Step 1

Step 3

Focus of study

Women in science advanced countries

Launch of a potential new initiative Consistent with L'Oréal Foundation current scope of action

Increase schooling rate to widen pool of talents Outside of L'Oréal Foundation current scope of action

Women in science emrging countries

Step 2

Launch of a potential new initiative Consistent with L'Oréal Foundation current scope of action

Increase schooling rate to widen pool of talents Outside of L'Oréal Foundation current scope of action

Launch of a potential new initiative Consistent with L'Oréal Foundation current scope of action

Focus on advanced countries since emerging countries will be drawn once schooling rate is sufficient Threshold to be reached in order for initiative to be useful ~50% of population attending high school BCG analysis 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

End of the 1990's

Beginning of 2010's

26% women among researchers

29% women among researchers

+3 points (12%)

Over the past decade, +12% in share of women among science researchers but parity still far from being reached

Need to tackle the issue by identifying its root cause Note: Countries considered are France, UK, Germany, Spain, US, Japan Source: Eurostat, UNESCO 1999 and 2009 data, DDG research, BCG analysis 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

First representation gap of women in science arises as early as Bachelor level and continues throughout the scientific career 2 Middle school

High school

University

Researcher career1

Top academic 2 achievement

Bachelor Masters Doctorate

81% 51%

68%

70%

Career achievement Nobel prize

97%

89%

75%

= 49%

32%

30%

25% 29%

Gap initiation

11% 3%

1. Are considered as researcher professionals engaged in the conception or creation of new knowledge, products, processes, methods and sciences and also the management of the project concerned; management being also included in researcher oversized data especially for China 2. Data only available for EU-27 BCG analysis, China targets 10 major universities not entire country Source: UNESCO, national statistic bureau 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Similar scientific performances for boys and girls aged 15 Science performances More girls average performers

100

50 22 22 10

Level 4

22 22

21 18

US Level 2/3

0 Level 0/1

More girls average performers

100

21 18

Level 5/ 6

Level 0/1

100

Level 2/3

46 49

Level 5/ 6

42 44

28 31

25 25 15 15

15 11

Japan

0 Level 0/1

Level 2/3

Level 4

Level 5/ 6

17 17 8

0 Level 0/1

100

Level 2/3

Level 4

Level 5/ 6

100

More girls good performers

49 53

37 36

38 26 23

23 22

15 16

Level 4

100

Germany

France

Science performances

13 10

Shanghai

0 Level 0/1

Level 2/3

Level 4

Level 5/6

Level 0/1

Level 2/3

Level 4

Level 5/ 6

100

50 18 18

Spain

19 16 5

Source: PISA 2009, BCG analysis

Level 0/1 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Level 2/3

Level 4

Level 5/ 6

Backup

PISA study performed by OECD assessing performance of boys and girls aged 15 International evaluation performed by OECD every 3 years in ~65 countries assessing 15 year old students capabilities in 3 topics • 3 topics assessed – Written comprehension – Mathematics – Sciences • A 6 level scale to evaluate students performance: students reaching level 4 and above are considered as performing well or very well Copyright © 2013 by The Boston Consulting Group, Inc. All rights reserved.

3 indicators measured with data collected from the study • Performance indicators in the 3 topics assessed • Contextual indicators linking students performances to specificities of their schools • Trend indicators analyzing variations with previous study 3 rankings presented for each topic assessed • Allocation of students by level of performance achieved • Ranking and performance of students by country • Performance according to gender for each country Figures of the PISA 2009 study, PISA 2012 not available yet 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

3 4

After high school, regular drop-off of women, from first specialization at Bachelor level to top academic position High school

University Bachelor

France

46%

37%

43%

36%

26%

Germany

51%

36%

N/A

34%

25%

Spain

50%

46%

48%

56%

38%

49%

50%

N/A

44%

38%

USA

50%

46%

41%

35%

Japan

51%

23%

14%

24%

14%

China

46%

28%

18%

25%

Data 2010 Share of women 1

1. First specialization occurs in high school 2. Gap occurs when loss >5 points or share becomes <40% Data France, UK, Japan 2011, data China 2012 Source: INSEE, local ministries of Education, Eurostat, Destatis, UNESCO 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

University Master

University Doctorate

Researcher career

Moment when gap2 occurs

Resulting in only 11% women among top academic positions European scope Vertical segregation towards women present across all academic fields...

100

2006: Proportion of men and women in typical academic career EU-27

...particularly marked in science and engineering fields with a faster pace of improvement 2006: Proportion of men and women in typical academic career in science and engineering EU-27

100 81

80 78 64 55

44 36

33 22

20 11

0 PhD.

Academic staff grade C

Academic Academic staff staff grade B grade A

Women 2006

0 PhD.

Academic staff grade C

Academic Academic staff staff grade B grade A

Men 2006

Source: UNESCO 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Unequal representation of women on boards of main scientific institutions

2010 Share of women on boards

100

34 % 29 %

28 %

27 % 20 %

17 % 6%

Spain

France

Germany

China

Japan

Note: Total number of borads varies considerably between countries Source: WIS database, BCG analysis 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Dramatic under representation among science Nobel Prize winners: ~3.5% of Nobel prizes awarded to women 5 Nobel prizes awarded to women out of 132 (~3.5%)

Nb of Nobel prizes awarded1

1998-2013: Nobel prizes awarded by gender

Medicine: L. Buck (USA)

Medicine: E. Blackburn (Australia) C. Greider (US)

Medicine: F. Barré Sinoussi (France)

Chimie: Ada Yonath (Israël)

1 1 12

9 7

8 6

4 0

Women

08 Men

Women scientists who received the award of the L'Oréal Foundation

1. Including Fields Medall awarded every 4 years Source: nobelprize.org 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Second representation gap occurs across all academic levels: women choose primarily health-related scientific studies

100

Healthcare 1999-2009: Stable trend 82 %

Science 1999-2009: Decreasing trend

Engineering 1999-2009: Increasing trend

50 % 41 % 40

44 % 38 %

35 % 36 % 28 %

25 % 25 % 20

19 %

21 %

25 %

24 %

18 % 12 %

Source: UNESCO, Morocco Ministry of higher education, Egypt central agency for Public mobilization and statistics, China confidential study, Brazil paper Olinto 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Among the (few) Nobel prizes awarded to women, 80% were in medicine 1998-2013: Split of Nobel prizes per field and per gender 4 out of 5 Nobel prizes awarded to women were in medicine 80%

42 39

37 1

14 10 14

Women

Men

Medicine

Chemistry

Physics

Mathematics (mĂŠdaille Fields) 2

1. Including Fields Medal 2. Fields Medal awarded every 4 years Source: nobelprize.org 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Today, a girl graduating from high school has in average a 2% probability to be a science Doctor vs. 6% for a boy 2% 8%

35%

Entering scientific Bachelor

Graduating from scientific Bachelor

Graduating from scientific Master

Graduating from scientific Doctorate

6% 19% 37%

77%

Entering scientific Bachelor

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Graduating from scientific Bachelor

Graduating from scientific Master

Graduating from scientific Doctorate

18%

Reaching gender parity would enable an additional pool of 300k women to graduate as science Doctors each year

+300 000 women Doctorates if parity was achieved today

10 years from now

2010 Share of women at each step of scientific career

% 50

+3.2m Bachelors enrolled

+1.6m Bachelor graduates

+0.9m Masters

+0.3m Doctorates

+3 million potential researchers

7,602 20 2,909

1,455

679 166

0 0

High school

Size of cohort in thousand

Share of women

60 Bachelor enrollement

100

Bachelor Graduate

Doctorate Graduate Master Graduate

Note: If gender parity is reach total size of cohort increases BCG analysis Source: INSEE, local ministries of Education, Eurostat, Destatis 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Two interventions are therefore required to improve women's status in science

Promote more specifically non health related scientific fields, to diversify presence of women across all sectors

Improve overall women situation in science

BCG analysis 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Act as early as possible and throughout the entire academic path, to increase share of women in the scientific world

Even up share of women across all scientific fields

Increase share of women in science

Strategy and means of actions to deploy these interventions depend on the goal L'Oréal Foundation wants to achieve High school

Researcher career

University

Top academic achievement

Bachelor Master Doctorate

3 potential goals

= Gap initiation

Increase number of women engineers

2 Increase number of women researchers

Strategy and means of action

BCG analysis

Increase total number of women engineers • Increase amount of women graduating with a scientific Master by targeting girls at the end of high school • Follow them until their Master • Privilege women not focused on health related issues

Increase total number of women researchers • Increase amount of women graduating with a scientific Doctorate by targeting women Bachelor graduates • Follow them until their Doctorate

Nobel prize

3 Foster outstanding scientific achievements

Profession focused strategy 1

Career achievement

Middle school

Talent focused strategy 3

Foster outstanding scientific achievements

• Identify outstanding potentials • Accompany them throughout their scientific academic path from Bachelor to Doctorate

Focusing on women engineers would have several benefits for L'Oréal Foundation • New and broader audience targeted (high school girls) • Larger impact for the community

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Backup

+ 100 000 p.a. women engineers (requiring a Master)

+10 000 p.a. women researchers (requiring a Doctorate)

+1.1m required

+0.47m required

(i.e. 22% of women high school students not already enrolling in scientific Bachelor)

(i.e. 9% of women high school students not already enrolling in scientific Bachelor)

+0.2m required

+0.03m required

(i.e. 50% of women scientific Bachelor graduates not already enrolling for scientific Master)

(i.e. 7% of women scientific Bachelor graduates not already enrolling for scientific Master)

Option 1 Increase number of women high school students enrolling for scientific Bachelor

Option 2 Increase number of women Bachelor students enrolling for scientific Master

Option 3 Increase number of women Master students enrolling for scientific Doctorate BCG analysis

Choice of target population would depend on goal selected

+0.04m required N/A

not enough available women Master graduates

Most efficient option in regards of % of cohort to address

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Backup

+ 100 000 p.a. women engineers (requiring scientific Master) More efficient to target high school female students nb in million

1.1m i.e. ~22% of available female high school graduates

4 1.1 2

0.2

2.8

1.5

0.7

0 End of high school

0.1 Label

Master graduate

Bachelor graduate

1.5 0.2

Female high school graduates most efficient target

0.2

Scenario 2 Target Bachelor students

1.0

0.5

0.2m i.e. ~50% of available female Bachelor graduates

0.1 1.0 0.7 Rest of women cohort

0.0 End of Bachelor Note: Hypothesis 50% success rate end of Bachelor Source: BCG analysis 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Master graduate

Additional nb of women Current nb of women 23

Scenario 1 Target high school students

3.8

Backup

+10 000 p.a. women researchers (requiring scientific Doctorate) More efficient to target Master female graduates nb in million 8 4.46 0.45 2 2.79

0.09 1.45

0 2.0

Scenario 2 Target Bachelor students

End of high school

Bachelor graduate

0.70

0.04

Master graduate

0.01 Doctorate graduate

Female Bachelor graduates most efficient target

1.5 1.0 0.5

0.03m i.e. 7% of available female Bachelor graduates

0.37 0.03 0.04 1.05 0.70 0.17

0.0 3.0

End of Bachelor

0.01

Master graduate

Doctorate graduate

0.04 0.70 -0.05

0.01 0.70

End of Master

Doctorate graduate

2.5

Scenario 3 Target Master students

2.0 1.5 1.0

Not enough available female Master graduates

0.5 0.0 Master enrolled

Note: Hypothesis 50% success rate end of Bachelor, 2/3 success rate end of Master, 100% success rate for Doctorate Source: BCG analysis 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Rest of cohort

Scenario 1 Target high school students

0.47 m i.e. 9% of available female high school graduates

Additional number of women Current nb of women 24

Agenda

Overview of women status in science Zoom on French and US initiatives

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Executive summary Stereotypes appear to be the biggest hurdle to increase participation of high school girls in scientific studies, despite similar capabilities as boys in science Key success factors to reduce the representation gap of girls in science have clearly been identified • Engage the whole ecosystem: beyond female students, also engage their parents, educators, etc. • Provide help and incentives all along the orientation journey

Benchmark highlights densely covered areas, with most initiatives focusing on actions to raise awareness and to stimulate interest – Likely little room for L'Oréal to act On the contrary, many attractive areas remain uncovered • Breaking stereotypes, identified as the biggest hurdle, is poorly addressed in both countries and is a promising sweet spot to leverage for action • Key actions enabling conversion of girls in scientific studies (guide, support and finance) are also less covered and would be worth addressing later on, once stereotypes undermined Moreover, in France and the US combined, ~80% of benchmarked initiatives have a reach below 5% • Most initiatives struggle to find the right balance between sufficient reach and efficient communication type Going forward, L'Oréal could play an important role by leveraging its marketing power to spread messages breaking stereotypes 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Many players already try to close this gap: 17 key initiatives analyzed in France and 23 in the US (not exhaustive) • Most initiatives, both in France and the US, target students

Stereotypes appear to be the biggest hurdle to increase participation of girls in scientific studies Science is not a girl's thing: it is not feminine to work in science

To be a top scientist you have to be a men

Stereotypes on girls in Science

"Boys don't date girls loving science""Scientists are men or tomboy women"

"All the Nobel prices are men"

Only a few exceptional girls succeed in science

"Marie Curies is the main model that comes to mind, but she is inaccessible"

Girls don't perform as well as boys

"Girls have lower grades in math and physics than boys"

Science is not connected to girls' aspirations

Stereotypes on Science in general

Quotes

"Working in a lab on a math formula doesn't help changing the world"

Scientists are solitary persons working on abstract subjects

"Students think about scientists as maddoctors"

Most everything has already been discovered

"Scientific jobs don't offer any openings"

Related stereotypes

Source: BCG interviews and desk research 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Backup

Acknowledging stereotypes would have an immediate positive impact on girls Evidence has been put forward that breaking stereotypes enables women to gain confidence in mathematics1

The experiment

Background

Group 1 is told that the test measures their skills in mathematics

Group 2 is told that test never proved any difference in the performance between men and women

Women have worse grades than men

Women have the same grades as men from both groups

Results

• Male and female student with a good level in math are asked to take a difficult test • Students are split homogenously (in gender) between two groups

Stereotype threat undermines performance of women

1. «Under suspicion of inability: Stereotype threat and women’s math performance», Spencer, Steel and Quinn (1999), Journal of Experimental Social Psychology, n° 35, p. 4-28 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

1• Engage the whole ecosystem, not only female students – Educators (teachers and counselors): Major representatives of science to girls on a daily basis. Necessity to ensure a stereotype-free teaching of science and an effective orientation of girls in science – Parents: Currently not well leveraged although they are key in the orientation of their children, and can act as obstacles if not convinced by the opportunities and suitability of the science education path for girls – Authorities: To leverage if/when needed, especially if programs are embedded in the education system 2• Provide help and incentives all along the orientation journey

Raise awareness

Stimulate interest

Guide & Support

Finance

Break stereotypes and inform on scientific careers

Make girls want to pursue the scientific path through active discovery of opportunities

Help girls take the plunge of scientific studies, providing all the necessary tools

Make sure nothing stands in the way

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Key success factors to reduce the representation gap of girls in science have clearly been identified

Main actions to implement along the two key success factors are battle-proven

Raise awareness "Great careers in science exist" "Girls succeed as well as boys"

Stimulate interest '" Science is flourishing "

Guide & support "I am seriously considering working in Science"

Educators1

Parents

Break stereotypes and work on image of girls and women in science Inform2 on science education and careers opportunities

Connect with the scientific careers on the field through visits & conferences

Make discover3 the job reality on the field through meaningful interactions and activities

Support an updated and innovative teaching suitable to both boys and girls

Connect & Mentor girls with role models, connect them with girls sharing the same interest and science communities

Equip teachers with tools and trainings for efficient counseling

Empower through tutoring and coaching to increase self-confidence and skills

Authorities Lobby to fight against stereotypes

Inform on science education and careers opportunities

Involve in program design when needed

Proactively follow-up in key enrollment period to support conversion in science studies

Engage4 by offering discovery programs

Finance

Finance through scholarships

"I am doing it" Sources : benchmarks, expert interviews, BCG analysis 1. Teachers and counselors 2. Interventions in classrooms or job/education fair, education and career development tools 3. Conferences, corporate/labs/college visits 4. Internships, holiday camps, contests 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Students

Many players already try to close the representation gap of girls in science

France – 17 initiatives

US – 23 initiatives

Type of Player

NGO Collaborative Corporate Governement Academic

8 4 0 2 3

13 4 3 1 2

Geographic coverage

National State / local

15 2

15 8

Target audience1

Students Educators Parents Authorities

16 7 2 5

21 12 11 1

Reach vs. target2

reach < 5% 5%<reach<20% reach > 20%

10 2 1

15 1 1

Non exhaustive – selected examples

1. Some initiatives target more than 1 audiences, hence sum is bigger than the total number of initiatives 2. 4 initiatives in France and 6 in the US without estimate of reach vs. target 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Backup

17 initiatives analyzed in France (I)

Initiative name

Type of player

Femmes et Sciences

Non Profit

Femmes et Mathématiques

Non Profit

Femmes Ingénieurs

Non Profit

Elles bougent

Non Profit

Wax Science

Non Profit

Women In Nuclear

Non Profit

Association Pour la Parité dans les Métiers Scientifiques et Techniques (APMST)

Non Profit

"Allez les filles, osez les sciences"

Non Profit

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Students

Educators

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ ✓ ✓ ✓

Parents

Geo. coverage Authorities

National

State/local

✓ ✓ ✓

✓ ✓ ✓ ✓ ✓ ✓

✓

Reach vs. target

✓ ✓

Targeted audience

✓ ✓

✓

Backup

17 initiatives analyzed in France (II) Type of player

Initiative name 9

European Platform of Women Scientists

Collaborative

European Women in Mathematics

Collaborative

11 INWES

Collaborative

12 Elles en Sciences

Collaborative

13 Infinités plurielles

Government

Mission pour la place des femmes au CNRS

Government

15 Mademoiselle fait Centrale

Academic

16 Vis ma vie à l'ISEL

Academic

17 Fille et Technologie

Academic

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Students

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Educators

✓ ✓

Parents

✓ ✓

Geo. coverage Authorities

National

✓

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

State/local

Targeted audience

N/A

✓ 33

Backup

23 initiatives analyzed in the US (I) Initiatives name

Type of player

1 Techbridge

Non Profit

2 Girls who code

Non Profit

3 Girlstart

Non Profit

4 Science club for girls

Non Profit

5 Engineer Girl

Non Profit

6 Engineer Your life

Non Profit

7 Aspire

Non Profit

8 Dot Diva

Non Profit

9 Girls Scout

Non Profit

10 Girls Incorporated

Non Profit

11 Brain Cake

Non Profit

12 STEM for Dance

Non Profit

13 Girl Geek Dinner

Non Profit

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Students

Educators

Parents

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ ✓ ✓

✓

Geo. coverage Authorities

National

✓

✓ ✓ ✓

✓ ✓ ✓ ✓

✓

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

State/local

Reach vs. target

Targeted audience

N/A

✓ 34

Backup

23 initiatives analyzed in the US (II) Initiatives name 14 National Center for Women and IT

Type of player Collaborative

National Girls Collaborative Project

Collaborative

Expanding Your Horizons

Collaborative

17 Texas Girls Collaborative Project

Students

Educators

Parents

✓

✓ ✓

✓

Collaborative

18 DigiGirlz (Microsoft)

Corporate

19 Sci Girls (PBS)

Corporate

20 Thor Mentor Ad. (Marvel)

Corporate

21 Council for Women & Girls

Government

22 MIT Women's Technology Program

Academic

23 Coastal Studies for Girls

Academic

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

✓ ✓ ✓ ✓ ✓ ✓

✓ ✓

Geo. coverage Authorities

✓ ✓ ✓

✓

✓ ✓

National

✓

✓ ✓ ✓ ✓

State/local

Reach vs. target N/A

✓

Targeted audience

N/A

N/A N/A N/A

✓ ✓

✓

French initiatives highly focused on awareness raising Benchmark: mapping of implemented actions High-school Audience

Bachelor

Action type Traditional

Innovative

Traditional

Innovative uncovered

Break stereotypes

"Dérivée" show

Allez les filles, osez les sciences

Inform

Shadowing

Make discover

Filles et Mathématiques: une équation lumineuse

Mondial de l'automobile

Allez les filles, osez les sciences

Mondial de l'automobile

Connect

Students

Engage

Faites de la Sciences

Finance Connect

Educators

uncovered uncovered

Support Equip Follow up

Parents

Inform

Authorities1 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

1. Includes only lobbying

Empower

US initiatives mainly focused on innovative means Benchmark: mapping of implemented actions (II) High-school Audience

Bachelor

Action type Traditional

Innovative

Traditional

Innovative uncovered

Break stereotypes Inform Make discover Connect

Students

Empower Engage Finance Connect

Educators

Support Equip Follow up

Parents

Inform

Authorities1 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

1. Includes only lobbying

Benchmark key takeaways

Benchmark highlights densely covered areas with most initiatives focusing on actions to raise awareness by informing and to stimulate interest with discovery activities • Likely little room for L'Oréal to act

• Breaking stereotypes, identified as the biggest hurdle, is poorly addressed in both countries and is an promising sweet spot to leverage for action • Key actions enabling conversion of girls in scientific studies (guide, support, finance), are also less covered and would be worth addressing later on, once stereotypes undermined • In France specifically, initiatives target poorly parents and teachers

Moreover, in France and the US combined, 83% of benchmarked initiatives have a reach below 5%

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Most initiatives struggle to find the right balance between sufficient reach and efficient communication type Illustration on France for students

Antagonism between communication type and impactful mean to convey message Small size event

% of message acknowledgment2

Department size event

Fully digital

94%

Impact of each acknowledgment2

x 10

Communication type

Total weighted message acknowledgment2

Impact # of girls reached # of events / month

20 girls per event

~800 girls per event

~35k girls on the website

(0.03% of the target1)

(~1% of the target1)

(50% of the target1)

~300 events / month

~10 events / month

(~30 events per volunteer1)

(~1 event per volunteer1)

✗

Feasibility

−

✓

Daily events

✓✓

Find the right advocates to increase target reach while keeping high impact of message delivery 1. target cohort size of 73k girls ; on average ~10-12 volunteers in benchmarked associations 2. The Keller Fay’s TalkTrack Britain Study and the Keller Fay’s TalkTrack USA Study, November 2011. 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Backup

The critical 2% rule: Reaching the right 2% of advocates opens the door to ~90% of a community The power of Word-of-Mouth (WoM) – How initiatives could multiply their effort Illustration on students Same strategy to be replicated with other audiences (e.g. parents)

Most living creatures act by Sport friends

behavior of their neighbors

WoM

a group of people The larger the group and the

WoM

Only a minority of informed individuals needed to influence

Best friends

Family

WoM

observing and mimicking the

Advocates (2%) WoM

School friends WoM

better placed the informed

WoM WoM

WoM

individuals are, the smaller the proportion of individuals needed to guide the group

Summer friends

Source: "Effective leadership and decision making in animal groups on the move", 2005, Nature Publishing Group; "Brandwashed – Under pressure, the power of peers" , Martin Lindstrom. BCG analysis 131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

Suggested role for L'Oréal Foundation

Objective

Help break stereotypes in a systematic, sustained way and create long-lasting impact through a marketing and communication campaign, targeting all audiences • Breaking stereotypes is the corner stone to encourage efficiently girls to pursue a scientific path • Opportunity to capitalize on L'Oréal marketing & communication know-how and experience • Initiative will benefit to existing associations working on the promotion of science to girl

Potential approach: Advocacy marketing

Advocacy marketing could reconciles two majors concerns around actions tackling the issue of girls in science • Necessity to organize small group discussions rather than large conferences in order to have an impact • Importance to have a wide reach among students, parents and educators 4-step initiative: • Step 1: Select the highest potential communities with shared beliefs among students, educators and parents • Step 2: Identify target advocates among selected communities • Step 3: Develop disruptive and powerful messages around the image of women in science • Step 4: Ensure continuous relationship and viralization through a mix of offline and digital – Allows reaching different occasions and audiences – Leverage Women in Science program by involving laureates and grant holders as role models

131107-Fondation L'Oreal-Final presentation-MLM-Par.pptx

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