12th March 2021

Defining Moments – March 2021

In celebration of International Women’s Day, we round up the winners and losers of a bumper week of bandwagon jumping.

Fifty Fifty

Ikea, the famous Swedish furniture maze, has launched Fifty Fifty – a card game “designed to spark friendly debate among housemates and couples” after research showed that women still accounted for three times the amount of unpaid care and domestic work than men.

The game has been created on Instagram Stories, with participants encouraged to discuss questions that range from: “Name the best and worst household chores,” to “Ever think, ‘I’ll just get on and do it myself’ and then feel grumpy and unappreciated afterwards?”.

The unmeasured economic contribution of unpaid care and domestic work that is still largely fulfilled by women around the world undervalues women’s existing contribution, whilst the lack of equity among household chores continues to limit women’s potential. An interesting, thought provoking campaign driving conversation (and hopefully change) on an often-overlooked issue.

Women belong in the kitchen?

This isn’t ever a good trope to use on a day supposed to celebrate women’s achievements and highlight inequality (or any other day for that matter). Well, this is precisely what Burger King did earlier this week when launching its initiative aiming to “help female Burger King employees pursue their culinary dreams”.

There are a few things to unpack here. Burger King’s intention was to drive positive change in the restaurant industry where women only account for 20% of chefs. It’s another amazing case of ‘how did this get through any corporate sign-off process?’ but in reality, the outrage at the clumsy unveiling could be better directed at companies who are doing nothing to combat gender equality.

This being said, there is a lesson about big brands trying to hijack awareness days. The sensationalist and provocative campaign was a naked attempt at self-promotion, and trying to gain economic advantage from a campaign to raise awareness of the endemic economic disadvantage that women face globally was tone-deaf at best.

Go when the woman is green

From life-saving medicine to the seat belts in our cars, much of the world around us is designed with the ‘default male’ in mind. There are signs everywhere – that most of us have become immune to – that point to the unconscious biases deeply rooted throughout society.

This week, Transport for London (TfL) unveiled twenty pedestrian crossings across the capital which instead of depicting the traditional ‘green man’ – or for that matter a woman wearing a dress – depict a series of green women.

Rather than a standalone gimmick, the announcement included further commitment to supporting women’s progression into senior management roles including the use of anonymised software to eliminate any unconscious bias in the recruitment process.

Strong start to the year

Now for something a little closer to home. Definition Group has announced a flurry of new business wins worth £700k to get 2021 off to a flying start.

New briefs include global brand experience agency, FIRST, which designs and produces hybrid, digital, and live experiences; and global Recruitment Process Outsourcing provider Cielo.

Other new clients include recycling charity WRAP and manufacturer of starches, sweeteners, proteins and alcohol Sedamyl.

The strong results come off the back of Definition Group’s acquisitions of London-based brand strategy and creative design agency Redhouse and Yorkshire-based leading employee engagement agency Words & Pictures toward the end of 2020.

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