Last December, a short youtube ad originally made for the Philippines went viral. It was created by Pantene Philippines. That could make you wonder for what reason the ad of a hair care company went viral!
The first time I saw the ad, I was pretty surprised to find out it was by Pantene. But have a look yourselves!
The idea for the ad is based on the 2013 Global Gender Gap Report where the Philippines rank fifth concerning gender equality. However, a survey in the country showed a different picture when women and men were asked about their opinion of both genders in the working place: gender bias and double standards are still prevalent.
Double standards at an early age
In my opinion, we have to work on the issue of double standards starting at an early age. As small children, girls are encouraged to play with their dolls and care for them whereas boys are given tools and a children’s workbench. Trying out each other’s toys is fine, but we still want our children to play the right role according to their gender. At this early age, we already start to implant double standards into the next generation. By judging children in different ways based on their gender when they are actually doing the exact same things, we show them that there actually is a difference between them.
The same issue some years later
About 15 to 20 years later, early in our careers, double standards play an important role again. The Pantene ad shows a woman who is seen as bossy whereas her male counterpart is “a boss”. It is hard to see what causes a difference in the perception of women and men. Usually, we expect women to be more caring and reserved than men. Seeing a woman who deviates from our expectancies is often seen as abnormal and negative. Men are usually the more direct and leading forces. It is not seen as natural when a man stays at home and cares for his children. It deviates from our expectancies, too. But where exactly is the difference? Both genders do something they have not been expected to do for centuries. They deviate from their usual role.
Why can’t we cheer both women and men on for doing what they feel like doing and not apply double standards?
We should not only support women to realize their dreams, we should also support men if they want to stay at home and care for their family because applying double standards is wrong for both genders!
Carolin
Completely true about what is said in regards to children and how we initiate the double standard at an early age with something as simple as telling them what toys they should and should not play with. Almost unpreventable, this will follow them down the road as it's hard to change what is absorbed during the development stage of a person's life. We as a whole have come a long way in the past 50 years, but there is still work that needs to be done.
ReplyDeleteGender equality is the new business standard, so don't become stubborn and burn bridges...they are hard to replace.