The lack of female representation in the market

On March 8, 1917, in Russia, approximately 90,000 workers demonstrated against Czar Nicholas II. They fought against poor working conditions, hunger and Russian participation in the war, the protest known as “Bread and Peace” in 1921 was determined the date of the International Women’s Day.

March is historically marked by women’s struggle for gender equality, a structural problem. There is a whole historical and social construction that allowed and reinforced inequality in treatment between men and women. In general, this disharmony is present daily in our lives.

Despite the fact that women today are responsible, on average, for 66% of purchase decisions in Brazilian households, according to a study by Sophia Mind, the brands do little to put themselves in their place. It is necessary that these take a stronger position in relation to representativeness, bringing advertisements and more real products, which demonstrate the difficulties and pleasures of being a woman. It is necessary to treat women with respect, to listen and to put into practice their opinions.

In the job market, women represent 50% of entrepreneurs at an early stage and 43.5% of entrepreneurs established in Brazil, according to the 2019 Global Entrepreneurship Monitor study. And despite that, it is not easy to be an entrepreneurial woman. The percentage of women who were working was 45.8% in the third quarter of 2020, according to the most recent data from the Institute of Applied Economic Research (Ipea), an extremely low number.

All this demonstrates the urgency of the market and the brands to adapt to the abdications and needs of women, who are the majority of the consumer and entrepreneurial market in the country, so it is important that e can achieve equality of work and justice and so that brands and the consumer market can adapt to everyone’s needs.