A Havas survey of over 12,000 people in 32 countries has revealed a shift in attitudes towards gender stereotypical products.
The Future is FeMale, commissioned by Havas, asked over 12,000 men and women their views on gender stereotypes, gender-neutral products and raising children.
Brand owners have slowly been shifting into de-gendered products, with John Lewis opening a gender-neutral clothing range, as well as Target in the US.
Other companies are beginning to de-gender their products, packaging, in-store experience and other marketing communications – including advertising. 61 per cent of women and 46 per cent of men surveyed believe children should be raised in a gender-neutral way, with as few restrictions on children as possible.
When asked whether certain attributes apply more to men or women, significant overlap between the genders was shown in the results. 75 per cent of both men and women believe the two sexes are equally valuable to society; 69 per cent of men and 71 per cent believe the sexes are equally smart.
64 per cent of men and 68 per cent of women believe they are equally intellectual; and just over 60 per cent of both sexes believe they are equally intelligent.
A majority of women (52 per cent) and 44 per cent of men surveyed agreed with the statement that:
“I do not believe in set genders; gender is fluid and people can be what they feel they are.”
Nearly half of the global sample agreed with the statement that, “women today have rights but no real power.” A majority of the men and women said they believe there are not enough women in executive positions.
When asked what prevents women earning as much as men, both sexes almost unanimously agreed that it was sexism or gender bias.
Marian Salzman, Chief Executive Officer of Havas PR commented on the findings:
“As brand marketers, we have to keep in mind that moving towards an agendered future is about expanding not curtailing freedom of choice.
A girl who likes to dress up as a princess and walk to school with a sparkly pink backpack should feel comfortable doing so – as should a boy who wishes to do the same.”