Changing attitudes towards women as workplace leaders

Our mini report draws on our TGI consumer data to explore how, although support among consumers for women in the workplace remains strong overall, recent years have seen a significant decline – across multiple markets around the world – in support by young men towards women as leaders and their role in the workplace.

We look at what is driving this trend as well as where TGI insights reveal opportunities for addressing these changing attitudes so that support for women as workplace leaders continues to thrive and grow.

The themes explored in the report include:

• Acknowledgement of women as being as capable as men at being leaders is high, at over 80% of adults in Britain, but for men aged 15-24 it has fallen in recent years to only 51%.
• Agreement with the attitude statement ‘a woman’s place is in the home’ and ‘I think we should strive for equality for all’ has fallen in recent years among young men – in various markets around the world.
• One factor driving this trend seems to be a sense of disempowerment among young men. Not only have more of them agreed that there is little they can do to change their life in recent years, but they are considerably more likely than women to believe this.
• However, there are reasons to be optimistic for the future:
  • Decline in support for women’s working rights among young men has only slightly impacted the overall support among the public at large, which remains very high
  • Young men who are unsupportive of women as leaders are particularly likely to be open to influence – providing an opportunity to change minds.
  • These same young men are particularly likely to be among the heaviest consumers of a range of media – providing a number of opportunities to effectively engage this cohort and influence their attitudes.

To download the report please complete the form to the right.

We also have a dedicated article exploring the themes covered in the report in more detail, which you can access here.