the anticipated. massive 3 years are supposed to prevent flooding but they only delay the inevitable. how will we live in the future. 66 mean things in the sea levels starts to fall on d w. painful goes blue for boys it just drives me crazy i gotta write gender cliches there ingrained in our brains from a very early age even today advertisers no way to make an extra buck they did the market products and services with a mock up of course which we end up paying of course monetizing genda welcome to

maid i've been and i'm before we stop crunching the numbers here's something the advertising executives missed the growing market for women who fancy a ride on fast wheels yeah we're no longer being draped over motorcycles just to ramp up sales then we have banning the rub i think it's pretty cool. well documented by one that's long been dominated by men. the fish is a women only event they want to break the stereotype. that's muddy cannot win by monday you know your children partner at home called friends you haven't seen for a while get on your motorbike and head to pet for lads to do something that's just for you. 4 years ago

they were called founded what's now europe's biggest women only motorbike festival petra lets. her aim was to get more women interested in motorbikes and to connect them with each other. for fun calling every year we see a handful of women who don't have motorbike licenses and 2 aren't into the scene but the next as they have a license and come by motorbike home. and having an impact on the market since 2011 the number of women with motorbike licenses in germany alone has risen by around a quarter to almost 5000000. more than twice as many men have to bike licenses the industry remains very male centric. it's difficult when you go into a store i wanted something for me with different sizes and i was kind of

intimidated they're only guys in the store they're guys they don't like even talk to you or if i wonder always with my friends. to introduce themselves to my friends but they don't even like shake my hand that's been in my home to see all awareness is growing and as a target group were taken more seriously but there's still a. long way to go before the motorbike market gets more female friendly especially in terms of clothing for nothing since i've been snooping. in the past women were often just used as decoration to sell most to buy. but that's changing slowly the industry is taking note women bikers are a force to be reckoned with. steph i've done my kind we didn't have any female role models in the past showing us that it was totally normal for women to ride motorbikes do mechanical work and go on longer trips by

themselves so there was no one inspiring us but we're changing that now i want us and. if they were caught nick to have a role model her father she began writing a motorbike 10 years ago so she could join him on the legendary route 66 in the us . they came for and we're told it's a brand i didn't really have much of a desire to ride a motorbike before but i love challenges and i really adventurous i'm like to travel. so that's why i got my license and took that trip with my father. these days she's passionate about motor bikes but they're still just a hobby riding a motorbike is about having fun and living life to the full. if in the. sitting in a car it's like you have a picture frame around you. but with

a motorbike you're in the picture right in the middle there's no frame that you're looking at from your right in the middle and that's a different feeling. a feeling that shared by a growing number of women that petra let's event is all about networking and creating community it's also a safe space where women. compelled that confidence. is needed and. i live in the here and now for me it's just important that the scenes growing and that there's an interest that more women become aware of it because it's such a cool thing is that. when you're on the road it's just you and your motorbike it's time for yourself overstay says month physics. these women are born to be wild the global motorcycle market is writing high with some 100000000000 euros in 2018 it's expected to keep growing and that's some part to women. it's not just women

in germany who are confronted with cliches japan is one of the richest and most technologically advanced economies in the world but society there is still very traditional it has the biggest gender pay gap among members of the o.e.c.d. the organization for economic cooperation and development only women in south korea and the stone paid less on average compared to men i know i'm half japanese hoss german i visit japan often and when ever i see my japanese on she always asked me when them are finally getting married you know essential needing a woman and all and you know even 30 yet. it's ridiculous and many people this think i'm not female enough and i'm too emancipated male female roles are still firmly entrenched in japan but i met one woman there who is trying to question gender stereotypes with a very unusual product try this on for size. a

big day in recent years we've seen the concept of brands for men emerge many people online for example find the idea strange or gross. believe it but i think people should be able to wear whatever they want whether they are men or women. just because it feels comfortable or they like it we are starting this brand to enable that. in mom but i want to tell you. i'm a super tiny 29 years old and i'm in the process of launching a gender neutral underwear brand that i.

knew i was thinking i think typical japanese underwear stalls don't offer that much for i a t. there's a lot of floral lace pink. i'd like to have a place that offers simpler more neutral designs which are more comfortable to wear . when talking about gender or sexuality in japan i feel like i'm being choked and. there's no direct or physical violence involved but you can speak about it and that's distressing i think that's very typical of japan.

i initially thought the brands would be mostly for women but i found out that many large a man worry about their breasts showing. them in the sun men don't want their nipples to show and i realized that the only reason why many men don't buy bras is simply because they're scared of what others might think i mean i can claim i'm going to bed a vast amount just as i have the body of a woman i thought when i wear this the whole doesn't bother me. and many men prefer it that way so we chose the design purposely we thought why not leave it that way so that anyone could wear it if they want to.

move because we want our products to be available internationally they will be on sale online. and we're also collaborating with a japanese department store chain to sell them there as well. the problem is the way women are perceived inch of pearls and start ups that have just gone public women hold less than 5 or 10 percent of any important position inch of her and we have a term. it's for when a woman gets married and therefore stops working at a company manning and parenting go together and they're seen. as the ultimate goal and source of happiness for women many people here still think that way.

so i don't think we're going for a niche market here maybe it's too simplistic but focusing on male female customers limits i think a market is just going to double. up . people's perceptions can change and i think that can happen quickly it's our goal that people won't be looked at strangely just for wearing what they like that's why we want to present our products without gender bias and change the way people perceive these things. i just went to their dresses to get ready for my fair share a wash cut and blow dry cost 55 euros for me but for you it would only been 29

euros that's pretty good i don't buy it there are things and lots of perks that you get as a woman ladies nights free drinks free cocktails dating apps the cheaper for women well they've got to get 0 interest somehow but overall you guys definitely have a better deal and gemma study shows how all gender specific services are more expensive for women even things like having your clothes washed and i and men only 9 percent of the cases the study looked at only 41 percent of services where the same price and if you look at the average price difference women end up paying quite a lot more than men search in years 80 in comparison to men for the same products and services just targeted specifically at women when met a charge more it's only 7 and a half years more ok i'm starting to feel bad see. here's our colleague christina take on gender cliches and gender mark.

good i hope for women coke 0 for men. calorie free coke was commonly associated with women. so as the years went by a separate sugar free version was created for the stronger sex. but about cafe for women because we like to hang out over a good coffee for men there's mcdonald's a quick simple meal there we do we already have to divide everything into pink and blue just to sell more. in marketing definitively the gender marketing targets male and female consumers differently the danger is that it reinforces stereotypes and traditional roles. machines cookbooks ion's vacuum cleaners last year a german supermarket chain launched

a mother's day campaign that was so sexist it backfired. is that of course men and women are different and it would be nonsense to develop sanitary products for men for instance you need to toiletries have to be divided into pink and blue. is it really necessary for items that everyone uses to look different for men and for women it is. better than gender marketing sometimes even invents a necessary product supposedly for women for example a ladies' electric screwdriver what i have got. was that they are smaller and have simple to operate buttons because apparently we're weaker and less intelligent. as women have emancipated themselves. the market has discovered. can only be exploited if we women go along with it.

products never buy an electric screwdriver designed for. that you would you buy a lady's electric screwdriver well i'm not the strongest as you can see just like christina out of principle i definitely would not buy it you know what sales went through the roof pretty interesting stuff so pink and cuddly for goals blue and robust for boys is that dictated by a law of nature or something no actually not far from it it's a fairly modern invention in fact in the 19th century children's clothes were often white or left on bleached that way they could be washed at a high temperature without a color fading and i was surprised to find out that pink and red were actually

colors seen as very masculine because it's strong colors and recalled the red garments worn by kate's well gals wool blue because that was seen as more delicate and it was associated with the virgin mary but you try telling that to a screaming 5 year old. or the pacifier for a little princess blue for boys even when they're babies they're slaying dragons where do these gender stereotypes come from. the advertising industry that's where girls wear pink and white dolls. they never wear blue. that's for boys. marketing professionals peddle stereotypes that marcus for our entire lives. are these conditioned gender roles can make us sick that's what he has picked out says he's editor in chief. thanks thanks thanks it's

not very friendly i he said gunson it's actually we're nice we just want people to realize that pink isn't just for girls and blue for boys it's like a gender roles or something we can play with we shouldn't pigeonhole children we should help them figure out their identity and let them do things their own way. pick out has 4 children their mother works in a different city during the week he shoulders all the parenting himself. he's one of 5 members of the pink stinks team it's financed by donations. in. a completely run of the mill german city let's take a wander around the main shopping street and see what sort of gender stereotyping we can discover in the shop windows. we don't have to look far. apparently only girls in pink get their ears pierced and seriously how many parents

would buy a little boy suitcase with a picture of a unicorn not many boys get the blue ones with the puppies. on the top i have a daughter and she had a pink bicycle and i have a son who's 18 months younger than he now needs a bike too but even though he could just have the pink one because that's still in perfect condition i'd buy him a new one a blue one so i've been sold to items when i really only needed one. and that's why you could just buy a green bike that is one solution should nice of this campaign and aim for more diversity there's a shortage of skilled workers these days and they could have featured a few women almost for me it's a job for women too of course it is. more examples of gender stereotyping can be found on the pinks things website users are invited to send in agree just examples of sexist advertising. sexism when it's a case of discrimination based on gender and when we men constantly convey the

message that we aren't capable of looking after our children and when we convey to women that they're expected to be sexually available all the time and to take care of the household and look after the kids not because they can not because they want to but because they're women and therefore it's their job that's gender based discrimination. it's high time to smash gender stereotypes. let's just let boys and girls be whatever they want to be. and as we just saw with the construction industry and gender stereotyping also affects the professions that we choose but let's move away from europe for a moment and take a look at a very different gender specific product one with cultural and religious roots to head stuff head scarves can be very controversial and that's despite europe's long

history of covering up women's heads men as well men and women up until the middle of the last century wouldn't leave home without a hat on their head but some people see the headscarf now as a symbol of women's oppression of sexism and in a few islamic countries women are required to cover their heads by law but many muslim women say that for them wearing a headscarf is liberating a way of stopping themselves from being reduced to a looks or a way of expressing themselves one of them is this next indonesian entrepreneur the aging the starry business model based on creating head scuffs for working with slim women. every time i do the artery. i feels that it's getting more like. a new. archery is an ancient sport and one recommended by the

prophet mohammed. lestari says her faith is very important to her both in her private and her professional life. she's an entrepreneur based in jakarta. 8 years ago she founded his joke an online shop for muslim fashion she sees the hit job as a symbol of her religious beliefs and also of empowerment oh i ring in and when i work i fill that out i'm difficult to apply an appropriate heat up the border the office at that time and there is no big rallies in indonesia and so off in the other hand there's a lot of big. international big granted they try to make this he just be here and why not in a nation of people with their own. marketing to this biggest population wasn't even the world they're so far off economic empowerment you know.

and so she set about building up a homegrown fashion marketplace to fill the gap. 20 years ago religious symbols were less ubiquitous in indonesia. but these days conservative islam is increasingly popular and the market for modest dress is growing indonesia is home to some $200000000.00 muslims that's around 90 percent of the population. here. lestari started wearing the hijab when she was 14 against her mother's will. today she's turned a fusion of faith and fashion into a successful business plan in the past it tended to be mainly the older generation who wore veils today modest clothing expresses not only muslim identity but is also a style statement this event for his club members has drawn several instagram

influencers egypt it's kind of fredricka everybody. very very. easy to find. egypt. egypt collaborates with $200.00 indonesian designers from buying to marketing and sales the whole operation is coordinated in the company headquarters in jakarta. stari currently has a staff of $120.00. with a young business woman knew she wanted to work in a field she knew well and that was fashioned traditional muslim dress generally involves keeping the body covered except for the face and hands the fabrics mustn't contain gelatine because that support product the whole process has to be hell out there you can't itself. islamic. or watch us or a muslim face here it's not only about how you wear our laws but how we also.

like concious about how we made it so we have to be very careful about this was a wall of the. produce our own clothes how it can impact our environment. stari is one of the few women in the indonesian startup scene she has 2 children and has sometimes encountered investors who doubt that a young mother is capable of running a business she often works from home because it's so much more convenient it's important to her to pioneer a family friendly team oriented management style. if i want to. make this company growing and sustainable i think i'm one of i'm not i'm not feeling that i'm the boss i was writing about here. and i cannot do anything without my team and i'm not positioning myself as

a boss but i'm putting myself in play here with. these days she also has stuff in london working towards establishing each up in europe to helping indonesian style modest fashion go global. well if i end up having a boy and a girl i'm going to buy doles and skateboards for both of them and my bicycles are only going to be great good luck with that there's no pressure on me i'm married to a man sorry. q. well i hope that you've enjoyed our show gender marketing it's stimulating yes thanks for joining us and remember you can see any of those reports again on the main website see you again next time you next time.

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think we should keep going full speed ahead of future for as long as we can. or is it time for a clean deano future scenarios for the economy and society living $3000.00. to 90 minutes off d w. indeed of climate change. because remain civil. to. what is today how for the future. g.w. dot com for the city the looking to get. a clear cut answer. to

your leaving what do they dream of at night. as cleaners they see the face of. their job censoring for the social media industry. in the uk there are sounds of so-called content monitors to forge a scrum terrifying images from a long line platform submission job for starvation wage. this training is enormous the bagley. i need to stop there some to walk up to. the cleaners social media's shadow industry starts tonight on g.w. . the best.

place the big. this is g.w. news alive a from brad let loose and plunges during the pandemic world's carbon emissions a fall by nearly a 5th as people stay home and workplaces are shattered their hopes for the biggest drop in greenhouse gas emissions a since world war 2 also coming up a supercycle out heads toward india and bangladesh forcing 1000000.