and. in the water. system it's happening faster than anticipated a. massive spring summer supposed to prevent flooding but they only delay the inevitable. how will we live in the future. 66 meters using sea levels starts to sit on d w. pink fungo is blue for boys it just drives me crazy i gotta write gender cliches they're ingrained in our brains from a very early age even today advertises 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'm been and i'm keogh 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 yet when no longer being draped over motorcycles just to rev up sales then we have bending the rub i think it's pretty cool. well documented by one that's long been dominated by men. but this is a women only event they want to break the stereotype. that's it's my kindle and by monday you know your children partner at home call 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 these dons out. 4 years ago if they were called make founded what's now europe's biggest women only motorbike festival petra lets. her aim was to get more women interested in money to bikes and to connect them with each other. on call and every year we see a handful of women who don't have motorbike licenses and who aren't into the scene but then 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 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 there only guys in the store there guys they don't like even talk to you or if i wonder which 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 or nothing since even if you look. 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.

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 us and. israeli conflict to have a role model to 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 the one 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 motorbikes but they're still just a hobby riding a motorbike is about having fun and living life to the full. it's 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. of 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 when i live in the here and now for me it's just important that the scene is growing and that there's an interest that more women become aware of it because it's such a cool thing it's not. when you're on the road it's just you and your motorbike it's time for yourself overstay says month visits to 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 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 hof 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 that i'm too emancipated male female roles 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. most . of the 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. 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. the 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. new homes player. i think typical japanese underwear stores don't offer that much for ayat there's a lot of floral lace pink. i'd like to have a place that off with 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 and i think that's very typical of japan. say that it was i initially thought the bronze would be mostly for women but i found out that many large a man 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 bras is simply because they're scared of what others might think i'm talking about crime and i don't give them a vast amount of dollars 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. it is

a new one if you ask me. 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 any 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 manning and parenting go together and they're seen. it's the ultimate goal and source of happiness for women many people here still think that way. since 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 the 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.

but. i just went to the addresses to get ready for my fair show a wash cut and blow dry cost 55 euros for me but for you it was the only thing 29 euros is pretty good i don't buy it there are things in lots of parks 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 how all gender specific services are more expensive for women even things like having your clothes washed and i and men only pay more in 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 so 10 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. i'm starting to feel bad. here's our colleague christina

take on gender cliches and gender. good i hope for 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 let's go to the way we do we already have to divide everything into pink and blue just to sell more. magazine defend it to 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 ladies' electric screwdriver or to him girl. 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 a gold mine but it's one that can only be exploited if we women go along with it on the ballot do we really want this. thank 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 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 they call a 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 kids while gals will 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. all of a 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 like dolls. they never wear blue. that's for boys. marketing professionals pedal 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 that'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 and 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. well he's one of 5 members of the pink stinks team it's financed by donations. and i think you know 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 suitcase with a picture of a unicorn not many boys get the blue ones with the puppies. on the top sally 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 now you could just buy a green bike that's one solution. 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. 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. sexism when it's a case of discrimination based on gender 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 one with cultural and religious roots to head off 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 their 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 scarves for working with slim women.

every time i do the artery. i feels that it's getting more like. 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 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 and when i work i feel that i'm difficult to fly and appropriate heat up the border the office at that time and there is no big rallies in indonesia and so often in the other hand there's a lot of prayer in the racial big granite they try to make this. why

not in a nation of people with their own. marketing to this biggest population was able willing in the world part off economic empowerment so. 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 more distress 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 star for $120.00. with a young business woman 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 itself and the. islamic. part was just for a muslim face 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 i want to

meet responsibly to make this company growing and sustainable i think because i'm one of i'm not i'm not feeling that i'm the boss i think 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 is no pressure on me i'm married to a man. thank you. well 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.

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