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3WaysWeGetEqualinCreativeIndustries

Accenture
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3 Ways We Get Equal in Creative Industries

There’s been a major spotlight on gender equality around the globe throughout the past year. While progress is being made, there’s still plenty of work to be done to get to equal—by businesses, by men…and by women.

A clear gender gap
About 12 percent of creative directors are female, according to The Institute of Practitioners in Advertising (IPA). Yet women make 83 percent of purchasing decisions. There is a clear gender gap in the creative industries, with a far-reaching impact on businesses and the people they employ.

At the 2018 Cannes Lions Festival of Creativity, the focus was on actions to close the gender gap in the creative industry. So, what actions can organizations take to establish a culture of equality and unlock benefits for everyone in the creative world—and beyond?

Three keys to getting to equal
Accenture’s report, Getting to Equal: Closing the Gender Pay Gap, shows that creating a culture of equality unlocks women's potential, and it uncovers the key drivers of a workplace culture where everyone, regardless of gender, can advance and thrive.

Based on 28,000 interviews around the world, Accenture identified three key areas that organizations, as well as women themselves, can focus on to help close the gender gap:

  1. Digital fluency. Most businesses are being transformed by digital, so fluency is now a requirement. Digital technologies represent the single biggest career opportunity of the future. This is well recognized by undergraduate women, who generally enjoy online learning, social media, collaborating and communicating with colleagues.

    What’s the solution for businesses? Incorporate digital technologies in everyday jobs to connect, learn and work together. If governments and businesses get involved and help double the pace at which women are becoming digitally fluent, Accenture predicts that we could reach gender equality in the workplace by 2044 in developed countries, and by 2066 in developing countries.

  2. Career strategy. There is a vital need for women to aim high, make informed choices and proactively manage their careers. Career barriers often come as a result of women’s choices—some of which are limited by confidence and cultural acceptance.

    What’s the solution for businesses? Create a culture of confidence so women want to step forward. Facilitate mentoring and leadership learning, offer flexible work environments and focus on competence in assessment, salary reviews and promotions.

  3. Tech immersion. In today’s digital workforce, it’s imperative that women stay up-to-date with the latest technological developments and embrace opportunities to acquire stronger digital skills. By 2030, tech immersion could contribute to a 5 percent pay gap reduction and boost women’s income by $0.5 trillion.

    What’s the solution for businesses? Encourage young women in your community to pursue Science, Technology, Engineering and Math (STEM) subjects. Get them to try things that offer immersion, such as taking a course in coding or computing. Offer continuous learning and development opportunities for all employees.

Transparency in setting targets can help align a whole business behind the goal of attaining gender equality. Accenture’s latest research, When She Rises, We All Rise, brings encouraging, actionable news about equality in the workplace.

Accenture is committed to inclusion and diversity and to achieving a gender-balanced workforce by 2025.

Join a company committed to creating equal opportunities for all to advance and thrive in their careers. Find your fit with Accenture Interactive.


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Accenture is a global collective of innovators who look to improve the way the world works and lives. Working with our clients, we apply innovation and intelligence at the heart of their organizations. Empowered with leading-edge technologies, continuous learning opportunities and a global [...]

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