How does machism manifest itself in the socio-economic world and in the consumerism of our society? Are we sufficiently aware of the micro machismo that we encounter in our day-to-day lives? What do women have to do to join and fully develop in the labour market? In a new episode of La Plaça de Territori 17, Lara de Castro, from the 11Onze Human Resources team, and Gemma Vallet, director of 11Onze District, answer all these questions.

Fortunately, ideas, attitudes and practices based on a learned cultural attribution of male superiority are becoming less and less present in our society. However, there is still a long way to go to eliminate sexist attitudes and micro machismo from everyday life. Looking at a man if you buy a car, or at a woman, if you buy a hoover, are behavioural practices that we have come to accept, but which are becoming increasingly unwelcome in a society that continues to evolve towards gender equality in all socio-cultural spheres.

As de Castro points out, “all of this is so commonplace, so normal, even for women, that until all of this is nipped in the bud, we will not be able to move forward“. Even so, there must also be a change of attitude on the part of women, “we will become more accepting of our bodies, our age, our wrinkles and the fact that we are women. That we are also capable of managing certain things that until now have only been managed by men”.

Gender pay gap, an unresolved issue

According to a report issued by CCOO, the gender pay gap has been reduced, but the average salary of women would have to grow by 24% to be equal to that of men. As Lara de Castro explains, “The pay gap is huge. But it is all about confidence, not only the confidence that the world gives me when it comes to earning money but also the confidence that I have when it comes to creating this money” she continues, “when I earn the money, it empowers me and makes me change my mentality”.

Advertising marketing has not facilitated this empowerment of women, on the contrary, it has helped to reinforce the macho attitude of society, even so, as Gemma Vallet points out, “advertising, in the end, is a mirror of society. And it is a mirror that amplifies. But as we adopt new behaviours, advertising will have to reflect these new behaviours”.

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