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WOMEN EMPLOYMENT

CURRENT CHALLENGES OF FEMALE EMPLOYMENT

Percentage of Labour Participation 1970 to 2012

While female employment has witnessed a immense developments in the 20th century. Women still face problems today that hinder a greater and genuine development in the workplace.

FAMILY LIFE ISSUES

EDUCATION AND TRAINING

According to the Denver Women’s Commission, even though most women work outside the home, they are still the primary caregivers for their young children as well as elderly or infirm relatives. Consequently, many women can only pursue their careers on a part-time basis, resulting in fewer promotion

Some women find themselves passed over for promotion because they lack the educational background required for advancement. Older women in the workforce are less likely than their younger counterparts and than men to have a university degree. Women with family responsibilities find it particularly difficult to take courses in the evenings or other job training opportunities that might be

“There are parents who can afford to take the financial hit to be back at their jobs, but the cost of childcare means mothers are locked out of the job market,”

‘Nursery costs outweight my full time job salary. So I would rather spend time at home’

women at the workplace

Women employment has been steadily rising since the 19th century. Initially as a reserve labour spurred on by capitalism, women went into the labour market by necessity, as a secondary source of income in families.

After i pass my A levels, I am never touching physics ever again,”

Alison Garnham Child Poverty Action Group

Alison, 17

-Clare, 35

Whilst overall employment ratio is maintained, women are still outnumbered severely in some sectors, such as STEM.

Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.

THE GLASS CEILING - INEQUALITY IN SALARY

gender stereotyping

On average, women earn significantly less than men. Women also tend to work harder because many of them believe they need to prove their dedication. Women often are not reimbursed for the overtime hours they put in out of a strong sense of obligation and commitment.

Some organizations, especially those that may be male-dominated, still subscribe to the mentality of the “old boys network.” In such organizations, women might find that their opinions are not solicited, or respected. Barbara Annis, a world renowned expert on gender issues in the workplace, claims that women often feel ignored during business meetings, which might lead to lowered self-esteem and

‘Women earn on average across sectors,

19% less than their male counterparts.’ -UK Office for National Statistics

‘I get interrupted whenever I speak. I can feel the guys judging me behind my back as I talk’ -Clare, 27


WOMEN TIME DIVISION: 1965 - 2012

CHILDCARE Childcare has stagnated over the decades, the time spent on children has remained constant and unchanging. However, with the rise of childcare costs, this creates a dilema in women’s advances in the Labour Market. Interestingly, parents in the UK have a high reliance on ‘informal’ childcare, ie relying on non-official care from relatives or friends. Over a third of parents 36.9% - use this kind of care for kids aged 3-5. In France it’s 19.6% and even lower in Denmark, where it’s 0.1%. The UK has the highest costs of childcare for any country apart from Switzerland - 26.6% of average family incomes

HOUSEWORK/MAINTENANCE

A third relies on informal care

women at home Whilst women employment has been rising increasingly over the last decades, housework has also diminished, due to increasing participation of the male members of the family, as well as technological advances that reduced the time spent.

I want to go back to work, but the rising costs of full time childcare actually outweighs my earnings.

Counter top ovens Became popular in the 1960s onwards.

Vacuum Cleaners Became popular in the 1940s onwards.

App Kettle Starting to gain popularity

Washing Machines Became popular in the 1960s onwards.

Dishwashers Became popular in the 2000s onwards.

Smarthomes with Smartphones Starting to gain popularity


BIOLOGICAL DIFFERENCES

brands that appeal to women 80% of all purchasing choices are made by women. 1- altruistic code

the female disposition

The FEMALE Brain: Utopian Impulse At Rest: Most activity in the Limbic System

-Ethical brand positioning -Championing the consumer brand positioning -promotional activity that feeds back to community -corporate social responsibility

3- aESTHEtic code -Selling an ‘whole aesthetic -Maing the functional more pleasurable

(feelings)

FAIRTRADE: Ensure producers have been paid a price that coveres the costs of sustainable production and living

Limbic System

According to studies, up to 80% of all purchasing choices are done by women. Through a study of their purchasing habits and marketing strategies of various brands, a series of codes that women adhere to generally are revealed.

WAITROSE CSR: Generous Benefits Help Local Shops building relationships with local areas: Cooking Bus: a mobile classroom for schools; Chef Scholarships

CATH KIDSON: Washed out pastel colours, springs of flowers as ornamental patterns aestheitc suggests a bygone, more ‘perfect’, happier and prettier world. VOLKSWAGEN BEETLE: Its unique forms symbolise a break from the 1950s Austerity. Embody a carefree spirit, sense of exploration as opposed to mere utility, as seen in the mid 20th century. ‘Hippy’ sense of unconsciousness.

2- ORDERING code

4- CONNECTIVE code

-Females tend to plan and multi-task -Attention to detail

-Brands offer a network of support that goes beyond pure financial gain

Reptilian System

The MALE Brain: Achievement Impulse

JOHN LEWIS:

At Rest: Most activity in the Reptilian System

Offer 3 hour sessions for new mothers Give detailed financial advice and recommendations on a personal basis. FIRST DIRECT Efficient, Ad free websites, Easy to Navigate, secure 24 hour phonelines, serviced by humane, cheerful and optimstic employees.

OPRAH’s BOOK CLUB: Draw viewers in by discussing and recommending titles followed by running reading groups, access to reviews, and even discounts CHARITY SPORTS EVENTS: A major charity event where yearly thousands of women join in to power walk in their bras


jobs conventionally associated with women

The Growth of clean energy Since the early 2000s, investment in clean tech has been steadily increasing. International organisations have been set up. Global superpowers are leading the popularization of the clean tech industry. In the USA, the Obama administration is pledging to invest $150 billion over the next decade on energy technology and says that could create 5 million jobs.

FOSSIL FUEL INDUSTRIES

Public Investsments ($mil)

Annual Cleantech Investment in North America, Europe, Israel, China, & India Year Investment ($mil) 2001 506.8 2002 883.2 2003 1,258.6 2004 1,398.3 2005 2,077.5 2006 4,520.2 2007 6,087.2 2008* 8,414.3 Source: Cleantech Group[3]

CAME INTO PROMINENCE IN THE EARLY 2000s.

women representation in industries 2015

2013

2011

2009

RATIO IN 1990

2007

RATIO IN 2014

within cleantech

14.4% of leadership positions held by women AIR

Clean Tech Industries

ENERGY STORAGE

Executive positions held in

RENEWABLE ENERGY

Fortune 500 Enterprises

Clean technology includes recycling, renewable energy (wind power, solar power, biomass, hydropower, biofuels, etc.), information technology, green transportation and many other appliances that are now more energy efficient.

Executive positions held in

Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.

2005

2003

CLEAN TECH INDUSTRIES

40% of leadership positions held by women

INDUSTRIAL DESIGN

Prominent Female Leaders in the Cleantech Energy

ENERGY EFFICIENCY

TRANSPORTATION

Nurses, Teachers, Vets, HR managers, Reporters, Accountants, Psychologists, Public Relations managers

WATER

AGRICULTURE

Joan MacNaughton Chair, World Energy Trilemma for the World Energy Council

Lady Barbara Judge Chair UK Atomic Energy Authority

Estelle Brachlianoff Executive vice-president of Veolia


press coverages and networking

women case studies danielle fong, 27 Fong is Co-Founder and Chief Scientist of Lightsail Energy, a company that uses compressed air and water to solve one of the greatest environmental conundrums of our time: how to efficiently and economically store clean energy so it can be used to power the world.

women in cleantech

The surge in female representation within Clean Tech Industry is starting to catch the attention of the world. Female workers in the industry are also organising expositions, fairs, and networking platforms.

Working Environment: Lab

Primarily research

Is involved with air compressor heat storage

ANN MARIE SASTRY, 40

Women is spearheading the development of clean technology. Be it research, development or implementation, government initiatives are pouring into the field. Women networking platforms are held annually to further encourage joint collabora-

More power, less battery—that’s the rallying cry of Sastry’s Michigan-based startup Sakti3, which posits that its solid-state lithium-ion battery will revolutionize hybrid cars. Sastry was a professor at the University of Michigan until taking a leave of absence to build Sakti3.

Working Environment: Labs

Development

Is involved with fuel cells

NETWORKING PLATFORMS

Julia Perez, 35

The Clean Energy Education & Empowerment (C3E) Initiative was launched by the 23-government Clean Energy Ministerial in 2010. The Initiative was born out of recognition that the ideas and talents of all members of society are essential to meeting our future clean energy challenges.

As the site and installation team lead for Senvion, an international manufacturer of onshore and offshore wind turbines, I am responsible for managing the team which oversees all phases of a wind farm’s installation. My team ensures that all the tools and equipment are in place to install and commission the turbines on schedule and

Implementation

Is involved in Wind turbine installations

Working Environment: Lab/outdoors/office


Day in a life of

Julia Perez

2300 CAN yOU PLEASE bUy bAGUETTES ANd APPLES ON THE wAy bACk? -MUM

2100 LAPTOP ALLOwS FOR MObILE wORkING

user: julia perez

1900 GROCERIES Julia returns home..

Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.

1700

1500 JULIA

1300 OFFICE HOME

1100

bREAkOUT/kITCHEN SPACE FOR LUNCH ANd INFORMAL CHATS

LAUREN

0900

TEAM MEETING....


VISUALISING RELATIONSHIPS

initial armillary sphere concept The main concept of the armillary sphere is

Spheres have been in use for centuries. LOL.

VISUALISING RELATIONSHIPS


body scale prepositions Bringing the domestic to the office Creating new furniture to cater for ‘informal caregivers’ including relatives, grandparents etc


flexible working Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.


arm. sphere developments Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.


an office day care The office day care would introduce a central garden surrounded by office workers. The entire floor of the office is organised around one central ring shaped desk. Each member of the company would take alternate turns to take breaks in the central garden to care for the children. 25minutes each, taken by 30 people would add up to almost 7 hours of childcare.

11

12

1

10

Office Day Care

2

9

3

8

4 7

6

5

-Kitchen facilities -Gardens -Open Area for Play

Office

-A ring shaped desk surrounds the entire office

Group discussion

-Tablets and PCs for presentation -flexible working screens


a family bed Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.


arm. sphere developments Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.


19M

80M 30M 80M

REPRESENTATIVE COMPANIES IN SILICON VALLEY:

SILICON VALLEY CA, USA

170M

30M 80M

19M 30M 80M

80M

29M

silicon valley:

24M

iTs grasp on GLOBAL DOMESTICITY Silicon Valley is noted for its innovation. Its most famous companies are both at the forefront of innovation, but is also household items that affect domestic and workspaces around the world.

60M 80M

19M

AND THE THOUSANDS OF STARTUPS ... .... 30M 80M

19M

is noted for its rich culture of sharing and cooperation. Offices are increasingly leading the US in terms of parental policies. Cooperation includes cooperation across various

10 MILLION USERS

S.V CHANGED THE WAY WE SHOP.....

COMMUNICATE

ORGANISE

ENTERTAIN OURSELVES

POWER OUR HOMES


1.HOUSING + WORKSPACES:

2.SHARED OFFICES:

3.CAMPUS OFFICES:

4.EMS FACTORIES:

Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.

Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.

Women as a labour market has existed since Capitalism took off in the Industrial Revolution. Initially as a reserve labour force, women’s role has ranged from the factory, to the office donig menial tasks.

Manufacturing has practically disappeared in Silicon Valley for 2 decades with companies moving them into countries like China. However, manufacturing

HACK HOSTELS

new form of urbanisms Silicon Valley’s rich culture of sharing, networking and communication has spawn a variety of new urbanisms on a scale unseen in other cities. These scenes most cater for the young and the unattached. An employee of Google pointed out, that working on the Googleplex is very much like living on a University Campus.

INCUBATORS

EG. GOOGLEPLEX

EG. FLEXTRONICS


companies targeting families

A HOME WITHIN AN OFFICE I started researching on companies in Silicon Valley with products that target specific user groups - women. In particular, women as mothers and as committed individuals.



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