\nCel mai mare advertiser din lume pl\u0103nuie\u015fte s\u0103 ajung\u0103 la egalitate \u00eentre sexe \u00een cadrul companiei, potrivit Fortune.<\/p>\n
\nProcter & Gamble, care de\u0163ine sute de produse, de la detergentul Tide \u015fi p\u00e2n\u0103 la pampers, a anun\u0163at la \u00eenceputul s\u0103pt\u0103m\u00e2nii c\u0103 lucreaz\u0103 la un proiect prin care, p\u00e2n\u0103 \u00een 2023, cel pu\u0163in jum\u0103tate din reclame s\u0103 fie regizate de femei. \u00cen prezent, doar 10% din reclame sunt regizate de femei.<\/p>\n
\n\u00cen timp ce Procter & Gamble nu-\u015fi creeaz\u0103 propriile reclame, cheltuie aproximativ 7 miliarde de dolari pe reclame propriilor produse.<\/p>\n
\nDoar 30% dintre angaja\u0163ii industriei de marketing \u015fi advertising din lume sunt de sex feminin, iar Procter & Gamble promite c\u0103 va schimba regulile jocului.<\/p>\n
\nCompania \u00ee\u015fi propune s\u0103 semneze promisiunea \u201eFree the Bid\u201d, care va cere ca cel pu\u0163in o femeie regizor s\u0103 fie inclus\u0103 \u00een orice grup de candida\u0163i finali pentru produc\u0163ia unei reclame.<\/p>\n
\nPentru a \u00eencuraja schimbarea, P&G a anun\u0163at dou\u0103 parteneriate noi: unul cu Queen Collective pentru a crea dou\u0103 filme de 12 minute, produse integral de femei, \u015fi altul cu Katie Couric, pentru a-i sus\u0163ine noile proiecte video din compania ei de media.<\/p>\n
\nCorpora\u0163ia va lucra \u015fi la propriul gender pay gap \u00een r\u00e2ndul pozi\u0163iilor de director de crea\u0163ie. Doar 41% dintre aceste locuri \u00een companie sunt ocupate \u00een acest moment de femei. Compania sper\u0103 s\u0103 ajung\u0103 la un raport egal \u00een urm\u0103torii cinci ani.<\/p>\n
\n\u00cen timp ce P&G sper\u0103 s\u0103 inspire \u015fi alte companii s\u0103 adopte politici asem\u0103n\u0103toare, compania transmite \u015fi mesajul conform c\u0103ruia egalitatea \u00eentre sexe \u00een companie este bun\u0103 pentru business.<\/p>\n
\nPotrivit unui studiu realizat de ini\u0163iativa #SeeHer, o astfel de mi\u015fcare genereaz\u0103 cu 10% \u00eencredere mai mare \u00een brand \u015fi v\u00e2nz\u0103ri mai mari cu 20%.<\/p>\n
\nMarc Pritchard, \u015feful de brand al P&G, arat\u0103 spre acest efect, not\u00e2nd c\u0103 \u201eUnele dintre cele mai performante branduri din structura P&G au multe campanii \u00een aceast\u0103 direc\u0163ie. Este foarte clar c\u0103 promovarea egalit\u0103\u0163ii \u00eentre sexe nu este doar o for\u0163\u0103 a binelui, ci o for\u0163\u0103 de cre\u015ftere\u201d.<\/p>\n
\nAcesta a declarat pentru Bloomberg c\u0103 \u201eegalitatea conduce cre\u015fterea. Dac\u0103 am ajunge la nivel global la egalitate economic\u0103 \u00eentre femei \u015fi b\u0103rba\u0163i, economia lumii ar putea c\u00e2\u015ftiga 28 trilioane de dolari\u201d.<\/p>\n
\n <\/p>\n
\n <\/p>\n
\n <\/p>\n","protected":false},"excerpt":{"rendered":"
Cel mai mare advertiser din lume pl\u0103nuie\u015fte s\u0103 ajung\u0103 la egalitate \u00eentre sexe \u00een cadrul companiei, potrivit Fortune. Procter & Gamble, care de\u0163ine sute de produse, de la detergentul Tide \u015fi p\u00e2n\u0103 la pampers, a anun\u0163at la \u00eenceputul s\u0103pt\u0103m\u00e2nii c\u0103 lucreaz\u0103 la un proiect prin care, p\u00e2n\u0103 \u00een 2023, cel pu\u0163in jum\u0103tate din reclame s\u0103 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[272,200,946],"class_list":["post-161622","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-companie","tag-femei","tag-sex"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/161622","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=161622"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/161622\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=161622"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=161622"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=161622"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}