Why is Euro RSCG interested in the changing gender dynamic?
Many of us have suspected a real shift in gender roles and attitudes over the past decade but haven’t really defined what this means. Following this study, it’s clear that the gender wars of the past are no more and that millennials view gender in a totally different way than their parents’ generation did. Our findings offer valuable lessons to marketers looking to connect with today’s youth generation.
What is our Gender Shifts study all about?
The millennials are a generation like no other. They are more mobile, more multicultural, and more fluid adopters – and adapters – of new technologies than any generation that has come before. They live in a world without roadmaps or commonly recognized authorities, creating their own content, communication channels, and life paths. They differ from earlier generations in at least one other important way as well: In much of the West, they have grown up in the “postfeminist” era, with women broadly acknowledged as men’s equals – if not always treated as such. The civil rights protests and demonstrations these young people have witnessed in their lifetimes haven’t been about women versus men but about the rights of immigrants or people with minority sexual orientations. The notion of “women’s liberation” is a dusty artifact, of no relevance to young people other than as a source of humor or historical context. In this paper, we examine the millennial generation through the prism of gender, seeking to understand the direction in which this cohort will advance society in years to come.
The study reviews in detail:
Generation clash: The Ms. Generation vs. post-feminist youth
The descent of man: Implications of females outpacing males at school—and increasingly at work; the new glass ceiling and the feminization of the workplace
Millennial archetypes: Veronicas vs. Bettys
Rethinking life choices: The millennial quest for love, happiness, and balance
Implications for marketers
Who created the study?
Prosumer Reports is a series of thought leadership publications by Euro RSCG Worldwide – part of a global initiative to share information and insights, including our own proprietary research, across the Euro RSCG network of agencies and client companies. Euro RSCG Worldwide is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. Euro RSCG is made up of 233 offices in 75 countries and provides advertising, marketing, corporate communications, and digital and social media solutions to clients, including Air France, BNP Paribas, Charles Schwab, Citigroup, Danone Group, Heineken USA, IBM, Kraft Foods, Lacoste, L’Oréal, Merck, PSA Peugeot Citroën, Pernod Ricard, Reckitt Benckiser, sanofi-aventis, and Volvo. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA:HAV.PA).
For more information about Prosumer Reports, please visit www.prosumer-report.com or contact Naomi Troni, global chief marketing officer, at naomi.troni@eurorscg.com.
How was the Gender Shift study fielded?
Euro RSCG surveyed 600 adults in each of five markets: China, France, India, the United Kingdom, and the United States. The sample in each market was made up of 500 millennials (aged 18 to 25) and 100 Gen Xers/baby boomers (aged 40 to 55), for a total of 3,000 respondents. For the purposes of this report, we focus only on findings from millennials in the three developed nations in the West, a decision based on the very different cultural, political, and economic realities of China and India. Findings from those markets will be shared separately.
Where can I get complete findings?
Complete findings of the Gender Shift study and all our earlier studies—including data for each market—are available to employees and clients of Euro RSCG Worldwide by contacting alicia.scuoch@eurorscg.com. Key findings from the Gender Shift study, along with select data, are available to the public on this site.
I want to learn more about how Euro RSCG can help my brand.
For new business inquiries, please contact:
Naomi Troni
Global Chief Marketing Officer
Euro RSCG Worldwide
T +1 212.886.2009
E naomi.troni@eurorscg.com
I am a member of the media. How can I get more information?
For inquiries regarding Euro RSCG Worldwide’s Gender Shift study or other proprietary research, please contact:
Eric Edge
Global Chief Communications Officer
Euro RSCG Worldwide
T +1 312.640.4747 (Chicago)
T +1 212.886.2012 (New York)
E eric.edge@eurorscg.com
