Womom Power

Active woman and mother, an affirmed status

Year after year, women increase their position, influence, and economic role in society. Simultaneously key maternal behaviors and values such as attention, protection, and forward thinking are being increasingly valued among the public.

But there is also an increase in adverse attitudes: inappropriate statements by politicians, aggressive behavior in public places, health scandals, contesting abortion rights, wage inequality, and persistent social inequalities.

Faced with this situation, women raise their voices and stand for their “right” to lead both a professional and a family life.

To respond to this expectation, companies and brands must develop initiatives and messages that demonstrate their commitment:

• Facilitate life for working parents, including both males and females, by better taking into account their constraints in the company’s organization
• Value active women, in all aspects of their lives, through their messages and products
• Relieve feelings of guilt among women to boost their self-confidence.