E X P L O R I N G & Q U A N T I F Y I N G T H E H O U S E H O L D HANDICAP
The Household Handicap & The Equa3on That Keeps Her Behind
Leads to a Percep3on of Lack of Focus, Dedica3on and Capabili3es in the Workplace And means that when it comes 3me to promote or reward employees, hardworking, dedicated and capable women are oGen passed over
The Household Handicap has evolved through the genera3ons
Genera3onal Comparison Boomers (1946-‐1964): Men = Providers Women = Housewives
Genera=on X(1965-‐1980): Men = Providers/somewhat involved Women = Career Ambi=ons
Millennials (1980-‐2000): Men & Women = Providers and Household Managers
Influences
Civil Rights, Vietnam War, Sexual Revolu3on
First genera3on that grew up as latchkey kids/ used day care
Digital Media
Genera3onal Traits
“The American Dream”, being greedy, materialis3c and ambi3ous.
Increasing divorce rates, pragma3sm, skep3cism/ cynical, cau3ous with money
typically grew up as children of divorce, merged families, coddled kids, best educated, members of global community, earn to spend
Women’s Goals & Values
Marriage – to a provider, Purity, innocence, love
Pushback on tradi3onal housewife role. Self-‐ starters, feel personal responsibility to provide for the family. Don’t feel women must be married for financial security. More informal, have high career expecta3ons and self-‐reliance
achieving self-‐worth instead of relying on husband, hope to make life contribu3ons to world Marital view: objec3ve defini3on of family member’s role broke down. Individuals may vary in how they understand the expecta3ons of marriage. “No marriage”, “DINK”, “cohabita3on only” rise gradually. Fiercely independent, Confident, achievement
Household Care Perspec3ve
Women take care of the house. In 1970, men did 2 hrs. of housework, women did 25
OGen women s3ll feel the responsibility is more on them but also want and ask for their husband’s involvement
How women view household responsibility: share & husband who don’t have full 3me job do it & hire the third person to do it
Cultural Icon
Jane Fonda, Mrs. Cleaver, Diane Keaton
Jennifer Aniston; Julia Roberts; Jeanine Garafalo, Madonna
Mindy Kaling, Amy Schumer, Janelle Monae
Conclusion:
The evolving economy and culture con3nuously change women’s self iden33es, values and aetudes toward the division of household management. Stereotypes are constantly being rethought and redefined. Cultural icons like Murphy Brown and Workin’ Girls challenged the norm and fueled conversa3ons among the general popula3on
while the tasks that women do in the home have changed, the 3me spent on domes3c labor has not • According to Ruth Schwartz Cowen notes in her book, More Work for Mother, domes3c workers today are held to higher standards of cleanliness, have more cleaning appliances, spend more 3me as consumers (approximately 8 hours a week buying and transpor3ng goods that were previously delivered), face greater pressure to provide enriching experiences for their children, have less help from adult rela3ves, and not nearly enough help from male partners.
The Household Handicap, Three Driving Factors Invisible /
Unequal
/
Less Valuable
Invisible We call them norms because they seem normal -‐ so normal that many of us don't no3ce the assump3ons we're making MENTAL HOUSEWORK: Women spend 2-‐3 hours/week thinking about and planning through how they're going to do it all • • • • • • • • • • • • •
Arranging/managing all the family celebra3ons Family feast days Camp sign-‐up Managing carpools Buying friend birthday presents Your kids’ social calendars Meal planning Babysimers Paperwork Doctor/den3st/vet appointments Toilet paper Clothes shopping Making sure there’s enough coffee
Source: hmp://www.pobronson.com/factbook/pages/278.html
Invisible Women are 20-‐40% more likely than men to experience mental health problems ranging from depression to phobias ‘as a result of the stress of juggling many roles’ • •
Women who work more than 60 hours a week are at a higher risk of several chronic diseases. 10 over3me hours a week are linked to increased hospitaliza3on rates in women, but not men, and an increase of five hours of over3me work heightened the risks of early death in women, but not in men.
Source: hmp://www.huffingtonpost.com/entry/equally-‐dividing-‐housework-‐household-‐chores_us_576875ebe4b0ubc8beb7012 hmp://lifestyle.one/grazia/news-‐real-‐life/opinion/chore-‐wars-‐s3ll-‐expected-‐charge-‐housework-‐2016/
Unequal Women con3nue to carry a higher household workload than men • When both male and female household partners have full-‐3me jobs, the woman s3ll does significantly more housework than the man-‐15 more hours per week, totaling an extra month of 24-‐hour days each year • 80% of married women do more household chores…….. 10% of men do an equal amount • On an average day, women spent more than twice as much 3me preparing food and cleaning; and 4x as much 3me doing laundry • Men spent more than twice as much 3me doing ac3vi3es related to lawn, garden and houseplants, and doing interior and exterior maintenance, repairs, and decora3on Source: Time Survey, 2014; The Ins3tute for Public Policy Research Thinktank ( hmps://www.theguardian.com/society/2012/mar/10/housework-‐gender-‐equality-‐women); hmp://www.bls.gov/tus/charts/household.htm hmp://www.huffingtonpost.com/entry/equally-‐dividing-‐housework-‐household-‐chores_us_576875ebe4b0ubc8beb7012
Unequal Married moms are hit the hard, with 19 hours/week for housework alone • 54% of parents who work full 3me say that mom does more when it comes to managing the children’s schedules and ac3vi3es • 47% say this is the case when it comes to taking care of the children when they’re sick
Source: Pew Research Center, 2003-‐2011 American Time Use Survey; hmp://www.pewsocialtrends.org/2015/11/04/raising-‐kids-‐and-‐running-‐a-‐household-‐how-‐working-‐parents-‐share-‐the-‐load/
Unequal Moms of young children are carrying the heaviest work load • In households with children under 6, moms spend 1 hour providing physical care (bathing, feeding) per day, men spent 23 minutes
Source: (hmp://www.pewsocialtrends.org/2015/11/04/raising-‐kids-‐and-‐running-‐a-‐household-‐how-‐working-‐parents-‐share-‐the-‐load/) NOVEMBER 4, 2015 (hmp://www.bls.gov/TUS/CHARTS/CHILDCARE.HTM) October 26, 2015 (hmp://www.usatoday.com/story/news/na3on/2013/03/14/men-‐women-‐work-‐3me/1983271/) 12:08 a.m. EDT March 14, 2013
Unequal Dads have more leisure 3me, which means they also have more 3me to relax and recharge • Dads have about 5 more hours a week to : watch TV, play games/sports and pursue other passions and interests
Source: hmp://www.bls.gov/news.release/atus.nr0.htm
Unequal Culture is also sending signals that girls are just not as important as boys • For every hour of television a girl watches, the fewer opportuni3es she thinks she has in life and the more likely she is to link her physical appearance to self-‐worth. • For every hour of television a boy watches, the more sexist his views become and the more permanently ingrained are society’s narrow expecta3ons for his behavior as well. • In the interna3onal films we studied, less than 25 percent of employed characters were female, while women make up 40 percent of the global workforce. • Only 14 percent of C-‐suite execu3ves portrayed were female, while women comprise 24 percent of senior management globally.
Source: hmp://www.mckinsey.com/business-‐func3ons/organiza3on/our-‐insights/addressing-‐unconscious-‐bias
Less Valuable The value of unpaid work like housework, household management and caring for family members has oGen been overlooked or discounted -‐ and this the work that has largely fallen on the shoulders of women, whether they work full 3me or not • Women worldwide devote an average of 4.5 hours each day to unpaid work -‐-‐ cooking, cleaning, changing the baby's nappies. Men contribute less than half that much 3me • The BEA (Bureau of Economic Analysis) found that incorpora3ng “nonmarket household produc3on” raises the GDP measure by 39% in 1965 and 26% in 2010
Source: (The Organisa3on for Economic Co-‐opera3on and Development (OECD) is an intergovernmental economic organisa3on with 35 member countries, founded in 1961 to s3mulate economic progress and world trade. ); hmps://blog.bea.gov/2012/06/11/household-‐work/
Less Valuable It starts in childhood, girls are paid less for chores than boys • Perhaps seeng a pamern of the future, while each girl aged 12 to 18 in the family increases a mother's housework by an hour – but doesn't change the father's housework. Boys the same age, however, add three hours a week of housework for their mothers, and almost one hour for husbands.
Source: hmp://www.pobronson.com/factbook/pages/278.html
Less Valuable And moms feel their careers have suffered as a result of the sacrifices she’s made for her family • Parents are nearly 3x as likely to say that the father in the household is more focused on his career than the mother is focused on hers (35% vs. 13%) • Mothers are three =mes as likely as fathers to say that being a working parent has made it harder for them to advance in their job or career (51% vs. 16%) • 42% of moms reduced work hours •
28% of dads
• 39% of moms took a significant amount of 3me off •
24% of dads
• 27% of moms said they quit their job at some point for family reasons •
10% of dads
Source: Pew Research Center
Less Valuable Even among those who say both mom and dad are focused on their career, the numbers don’t add up • 50% in households where parents report that they are equally focused on their careers, say that the father earns more than the mother • In fact, there even seems to be a Lesbian wage premium of a 9% earnings premium for lesbians over heterosexual women • Women who have never lived with a male partner make more money than women who have. Lesbians who had previously lived with male partners made 20% less than those who'd never cohabitated with a husband figure.
Source: hmp://www.forbes.com/sites/susanadams/2013/03/04/10-‐things-‐sheryl-‐sandberg-‐gets-‐exactly-‐right-‐in-‐lean-‐in/#7fe1ae37466f hmp://www.smh.com.au/business/workplace-‐rela3ons/mummy-‐tracked-‐why-‐women-‐s3ll-‐do-‐many-‐more-‐unpaid-‐chores-‐than-‐men-‐20160225-‐gn415p.html
Less Valuable Not only are they earning less overall and doing more work at home, but they’re also doing more “office housework” • Women are more likely to plan office par3es, buy snacks and ensure the workspace is clean and organized. They get the coffee, buy birthday cakes, clean up aGer mee3ngs and take notes. • And what happens when they don’t? They run the risk of viola3ng (both male and female) colleagues expecta3ons of them. • Meanwhile men are more likely to be recognized and appreciated for doing such tasks • The 3me women spend on these necessary but unrecognized chores taxes their energy, undermines their workplace authority, and reduces the 3me they could be spending on more socially and professionally recognized and valued work.
Source: Men and Women of the Corporate, Rosabeth Moss Kanter, hmp://qz.com/599999/at-‐work-‐as-‐at-‐home-‐men-‐reap-‐the-‐benefits-‐of-‐womens-‐ invisible-‐labor/
Less Valuable All of this is crea3ng a serious family/marriage crisis for many • 44% of couples stated that ‘a lack of equality’ was the primary reason for the breakdown of their marriages. • The majority of divorces (69%) are now ins3gated by women, with a lack of domes3c equality thought to be the cause. • 72% agreed the best marriage is one in which husband and wife both work and take care of the hours Though some3mes women are geeng in their own way in terms of progress • Some women don't believe the men are as good at tasks as they are • Women, not just men, define their own roles in terms of their domes3c responsibili3es Source: hmp://lifestyle.one/grazia/news-‐real-‐life/opinion/chore-‐wars-‐s3ll-‐expected-‐charge-‐housework-‐2016/ hmp://www.pobronson.com/factbook/pages/278.html hmps://lifereimagined.aarp.org/stories/23611-‐Men-‐Grab-‐a-‐Mop-‐It-‐Could-‐Be-‐an-‐Aphrodisiac
Why should our industry care?
Why should brands/adverOsing care? • Only 13% of women in commercials are portrayed working outside the home • Only 2% of commercials featuring men showed them performing domes3c tasks, such as cooking, cleaning, or caring for children • 69% of girls in one study said that magazine models influence their idea of the perfect body shape. • Exposure to the “ideal” body images has been found to lower women's sa3sfac3on with their own amrac3veness. • 47% of girls were influenced by magazine pictures to want to lose weight, but only 29% were actually overweight
hmp://www.unh.edu/news/cj_nr/2008/may/lw13tv.cfm 1. Ea+ng disorders: body image and adver+sing . (2008, December 11). Retrieved from hmp://www.healthyplace.com/ea3ng-‐disorders/main/ ea3ng-‐disorders-‐body-‐image-‐and-‐adver3sing/menu-‐id-‐58/ 2. Carpenter, C., & Edison, A. (2005). Taking It All Off Again: The Portrayal of Women in Adver3sing Over The Past Forty Years. Conference Papers -‐-‐ Interna+onal Communica+on Associa+on, 1-‐25. Retrieved from Communica3on & Mass Media Complete database.3.Sta+s+cs on women and media. (2005). Retrieved from hmp://www.mediarepormowomen.com/sta3s3cs.htm4. Rowland, H. (n.d.). Obsessed with thin: has the media gone too far?. Hilary Fashion, Retrieved from hmp://www.hilary.com/fashion/bikini.html5.Shocking sta+s+cs. (n.d.). Retrieved from hmp://www.colorado.edu/ studentgroups/wellness/NewSite/BdyImgShockingStats.html
Women feel misunderstood by marketers
• 59% of women feel misunderstood by food marketers • 66% feel misunderstood by health care marketers • 74% feel misunderstood by automo3ve marketers • 84% feel misunderstood by investment marketers • 91% of women in one survey said that adver3sers don’t understand them Source: hmp://she-‐conomy.com/facts-‐on-‐women
APPENDIX
US pay gap • According to Ins3tute for Women’s Policy Research, in 2015, female full-‐ 3me workers made only 79 cents for every dollar earned by men, a gender wage gap of 21 percent. hmp://www.iwpr.org/ini3a3ves/pay-‐equity-‐and-‐discrimina3on • In 2014, the median income for men who worked full-‐3me was $50,383. For women, it was $39,621. That $10,762 disparity works out to $897 a month. hmp://money.cnn.com/2016/04/12/pf/gender-‐pay-‐gap-‐equal-‐pay-‐day/ • Women have raised their hourly pay 1.5 cents since 2012 (from 76.5 cents to 78 cents), according to the Census Bureau.
• Pay gap by gender and loca=on: • According to data from the American Community Survey, in 2014 the pay gap was smallest in Washington, D.C., where women were paid 90 percent of what men were paid, and largest in Louisiana, where women were paid 65 percent of what men were paid.
• Pay gap by gender and age: • Women typically earn about 90 percent of what men are paid un3l they hit 35. AGer that median earnings for women are typically 76–81 percent of what men are paid.
Pay gap by gender and industry: People in service industries like housekeeping and food are not quite at gender parity, with men earning 1-‐2% more than women whereas Law has the widest pay gap of all, with men typically earning 43.3% more than their female counterparts.
Several facts about pay gap • The wage gap persists regardless of industry The same Glassdoor study also found that on average women earned between 2 cents and 7 cents less for every dollar their direct male counterparts made in 25 major industries. • The wage gap is present within occupa=ons. • In sales, women are paid just 62 cents for every dollar paid to men. In produc3on, just 66 cents. In management, 80 cents. And in office and administra3ve support occupa3ons, just 87 cents. • The wage gap exists regardless of educa=on level. • Women with master’s degrees working full 3me, year round are paid just 72 cents for every dollar paid to men with master’s degrees. Further, among full-‐3me, year-‐round workers, women with doctoral degrees are paid less than men with master’s degrees, and women with master’s degrees are paid less than men with bachelor’s degrees. • Discrimina=on and bias s=ll contribute to the wage gap. • 62 percent of the wage gap can be amributed to occupa3onal and industry differences; differences in experience and educa3on; and factors such as race, region and unioniza3on. That leaves 38 percent of the gap unaccounted for, leading researchers to conclude that factors such as discrimina3on and unconscious bias con3nue to affect women’s wages. • hmp://www.na3onalpartnership.org/research-‐library/workplace-‐fairness/fair-‐pay/americas-‐
• Source: hmp://www.dailymail.co.uk/news/ar3cle-‐2487879/Women-‐work-‐harder-‐men-‐especially-‐ Italy-‐11-‐hours-‐week.html