‘Freeing the Workplace’: Industry Experts Talk 2022, the Year of ‘Shecovery’

In response, companies like Facebook and Twitter have implemented permanent work-from-home policies to better accommodate the broader workforce. Others, like Pinterest and PR agency Inkhouse, have beefed up paid family leave policies for women and caregivers. It is not only about attracting more women to the workplace, but also about keeping them there; the foundations of what marketing and advertising experts have dubbed “Shecovery”. To bring women back into the workforce, companies are prioritizing flexible work policies to better support employee health and wellbeing. If companies don’t act on workplace equality, marketing and advertising experts say they risk losing half of their workforce.

“Every stage of the female experience in life, which used to be very taboo in the workplace, is now openly addressed and considered in terms of workplace expectations,” said Emily Safian-Demers, editor at Wunderman Thompson Intelligence.

Earlier this year, Wunderman Thompson Intelligence, the research and reporting arm of the ad agency, published its annual report, titled The Future 100 which summarizes trend forecasts in 10 different sectors. According to the report, workplaces around the world have spent the last year scaling up initiatives to better optimize the workplace for women and ultimately stop the bleeding. By numbers, the International Labor Organization has found that 64 million jobs held by women have been lost globally due to long-standing gender inequalities, which can range from an unequal division of domestic labor to lack of childcare. It’s unclear what those numbers look like for the marketing and advertising industry in particular.

However, the advertising and marketing industry has in the past lagged behind other industries when it comes to parental leave and other work-life balance initiatives.. But in today’s talent market and in light of the “Shecession”, the tide seems to be turning.

“Creating a supportive environment for women in the workforce is critical to the business because we cannot create our best work without a diversity of thoughts and experiences,” said Katy Thorbahn, Partner and Director CEO of creative agency Shiny, “which includes the voices of women at all levels and in all positions.

Optimizing the workplace, Digiday reports found that companies have started renting out publicly available wages to reverse the gender pay gap, providing childcare services and even workplace policies. business regarding pregnancy loss.

Over the past year, companies like Shiny, video ad agency Quirk, and digital agency PMG have all committed to these efforts, each rolling out their own initiatives to provide more leverage to all employees, but most importantly to working parents.

“If you don’t help someone stay in the workforce and show them how your company can actually better support them, you’re going to lose them,” said Marla Kaplowitz, president and CEO of 4As. , adding that companies dealing with the Great Resignation are seeing it happening now with employees leaving agencies.

While companies have made progress on their policies and offerings, there’s still a long way to go before “Shecession” is in the rearview mirror, said Stacey Delo, CEO of After, a career resource for the mothers. This is especially true as new variants of Covid-19 loom overhead, creating new breaking points for working mothers, she added. In reality, recent projections from McKinsey and Oxford Economics suggest that women’s jobs will take longer to recover. In the best-case scenario, improvements in gender parity could be increasingly significant by 2030, according to the report.

It’s easy to create initiatives that look good on paper, Delo said. But it’s another thing to make sure that hiring managers, managers, HR officers, and executives are well-equipped to follow through.

“We still don’t know what it will look like when more companies return to the office, and what the impact will be on women,” she said. “And unfortunately we still can’t predict what else Covid has in store for us.”

Looking ahead, Wunderman Thompson Intelligence predicts that the “Shecession” is likely to affect businesses for years to come. According to the report, companies that adopt policies for women and carers as soon as possible will be in the best position to deal with whatever is to come.

“It’s a current within a broader, more macro trend that we’ve been reporting, which is the liberation of the workplace – workplaces that work better not just for women, but for people who have physical abilities. people of different ethnicities and backgrounds,” said Safian-Demers.

About Geraldine Higgins

Check Also

$10 million gift to Drexel University will support underrepresented students and civic partnerships

Ronald W. Disney and his …