after the anticipated. massive spring summer supposed to prevent flooding but they only delay the inevitable. how will we live in the future. 66 me using sea levels starts to sit on the w. . pink fungo is 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 we end up paying of course monetizing genda welcome to maid

i've been and i'm. before we start crunching the numbers here's something the advertising executives missed the growing market for women who fancy a ride on fast wheels yet when no longer being draped over motorcycles just to rev up sales ben we have bounding the rub i think it's pretty cool. the wealth of money to buy one that's long been dominated by men. but this is a women only event they want to break the stereotype. the best it's money cannot win by money you need 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. and calling everyone you know we see a handful of women who don't have motorbike licenses and who aren't into the scene . they have a license and come by motorbike. 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. but still more than twice as many men have money to buy it says 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 their only guys in the store there guys they don't like even talk to you or if i'm on the road with my friends. to introduce themselves to my friends but they don't even like shake my hand that's the name i don't the self 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 or nothing since evolution is. 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 its. staff are done so we don'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 to. believe in a comic 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 . and we're told it's a fun 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. list and then. sitting in that 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 but you're looking at it 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. when you're on the road it's just you and your motorbike it's time for yourself so all the states has money bus physics tools 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.

well it's not just women in germany who are confronted with clichés 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 study paid less on average compared to men i know i'm half japanese hof german i visit japan often and when ever i see my japanese on she always asked me when my finally getting married you know essential meeting 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. day

in recent years we've seen the concept of brands for men in marriage many people online for example find the idea strange or gross. 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 tranny 29 years old and i'm in the process of launching a gender neutral underwear brand.

and you know i was. i think typical japanese underwear stalls don't offer that much for i a t. there's a lot of floral lace pink ones 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.

prove. that it was i initially thought the brands would be mostly for women but i found out that many large and then worry about their breasts showing. up on them some men don't want their nipples to show and i realized that the only reason why many men don't buy bronze is simply because they're scared of what others might think it's funny how can a man mind i'm going to bed a vast amount of and i have the body of a woman but 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 read a. little. more

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 her in startups that have just gone public women hold less than 5 or 10 percent of the important positions inch of her and we have a term. it's for when a woman gets married and therefore stops working at a company and mining and parenting go together and they're seen. it's the ultimate goal and source of happiness for women for many people here still think that way.

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. people's perceptions can change well 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 what we want to present our products without gender bias and change the way people perceive these things. i just went to the addresses to get ready for my 1st show a wash cut and blow dry cost 55 euros for me but for you it was the only thing 29

euros that's pretty good i don't buy it there are things that 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 a german study shows half of all gender specific services are more expensive for women even things like having your clothes washed and i and men only pay more in 90 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 searching years 80 in comparison to men for the same products and services just targeted specifically at women when made a charge more it's only 7 and a half years more ok i'm starting to feel bad see. here's a colleague christine take on gender cliches and gender.

good i hope the women coke 0 for men. carry 3 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 is going to go there because we already have to divide everything into pink and blue just to sell more. in marketing and out of the reader gender marketing targets male and female consumers differently the danger is that it reinforces stereotypes and traditional roles. sewing 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 man gender marketing sometimes even invents unnecessary products supposedly for women for example a lady's electric screwdriver and got. that as what they are smaller and has simple to operate buttons because apparently we're weaker and less intelligent. as women have emancipated themselves the market has discovered a gold mine but it's one that can only be exploited if we women go along with it

they're on the ballot do we really want this. that you would you buy a lady's electric screwdriver well i'm not the strongest as you can see but just like christina out of principle i definitely would not buy it well you know what sales went through the roof pretty interesting stuff so pink and cuddly for goals blue and robust the boys that dictated by a lore 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 they're strong colors of recalled the red garments worn by kids while gals will bloom 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. these conditions gender roles can make us sick that's what he has picked out says he's editor in chief at pink's thinks it's not very

friendly i he said gunson it's actually were nice we just want people to realize that pink isn't just for girls and blue for boys gender roles are 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. and we're 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. enough apparently only girls in pink get their ears pierced and seriously how many

parents would buy a little boy a lie like suitcase with a picture of a unicorn not many boys get the blue ones with the puppies. in the tall sally 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 penguin because that's still in perfect condition i'd buy him a new one a blue one so i've been sold 2 items when i really only needed one. and that's mark you could just buy a green bike that's one solution sure then we come across this poster the slogan is practice makes perfect the city's construction industry is looking for trainees. it would have been nice if 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 pink stings website. users are invited to send in agree just examples

of sexist advertising standards 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 out for our children and when we convey to women they're expected to be sexually available all the time 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 that 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 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 when was cultural and religious roots they

had stuff headscarf 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 a 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 headscarf for working was live with it. every time i do this. i feels that it's getting more like course focus

and pop was so it's strange to keep. archery is an ancient sport and one recommended by the prophet mohammed. less dari 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 her 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 him. when i work i fill that out i'm difficult to apply an appropriate heat up to good really office at that time and there is no big grand listening to me so often in the other hand there's a lot of prayer in the right albeit granted they tried to make this he just be here and why not in a nation people made their own. marketing to this biggest population was

a little village in the world this far off economically immoral and joe. 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. 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 will 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 influences egypt its kind of friend because everybody is. very very. easy to find. egypt now. collaborates with $200.00 indonesian designers from buying to marketing and sales the whole operation is coordinated in the company headquarters in jakarta. lestari currently has a staff of $120.00. with a young business coming knew she wanted to work in a field she knew well and that was fashion 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 of here itself. it's like. our watches are mostly

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 the stain 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 you wanted me. to make this company growing and sustainable i think because i'm one of the 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 the boss but i am 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 i end up having a boy and a girl i'm going to buy doles boards 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. thank you. well i hope that you've enjoyed our show marketing it's stimulating stuff yes thanks for joining us and remember you can see any of those reports again on the main website see you again next time.

the virus has become part of the system. is the world on the brink of a major transition some believe globalization is coming to an end while others think we should keep going full speed ahead of future for as long as we can. or is it time for a green dino future scenarios for the economy and society little $3000.00. fish 30 minutes on g.w.

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