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.