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Us humans seem to both love and hate change. We want change as it is in our nature to seek growth and evolvement.But change also requires effort and getting off the path of status quo. We might argue that we´re too busy and don´t “have the time” to deal with this right now… that “we´ll do it when all the ´important´things are dealt with.

This thinking is a failure  that gender equality and diversity may just be the solution for. That it IS the marketing campaigns, the new audiences and markets we are looking for, the higher productivity and profitability we are seeking. Step one in being successful in achieving change is to have clearly identified the wins.

In our lectures, we will give you the numbers in black and white on what your industry stands to win with creating the change that is needed. The media industry sadly lags behind the development of the rest of the world in a myriad of ways. It seems to have missed the fact that we live in a 'sheconomy' where women stand for 85% of decisions of consumer-purchases of products and services.

The industry seems to just now be waking up to the fact that most of the biggest blockbusters of the last years were movies headed by female characters, including Star Wars, Wonder Woman and The Hunger Games. Just recently, we have seen unprecedented blockbusters and movie-award winning films with greater diversity, such as Black Panther, and Oscar winning films such as Moonlight and Hidden Figures.

In Sweden - where the Swedish Film Institute has made conscious efforts to distribute financing for the film industry more gender equally – movies directed and produced by women have led to benefits such as increases in the amount of nominated films for awards. Showing that a greater perspective is longed for and welcomed by audiences globally.

In the US, consumer power movements such as the #NotBuyingIt campaign has transformed the type of commercials the market now accepts, and expects. In a matter of less than 4 years, commercials during the SuperBowl (with an audience consisting of 46% women) have gone from being overly sexists to having true substance and creative content – to the benefit of both women, men, girls and boys. The world has actually evolved much further than the film-, advertising- and media industries have – creating not only a misrepresented view on genders, but one that is downright faulty and ultimately highly damaging to our general views on what men and female are capable of. 

In American movies, studies by the Geena Davis Institute on Gender in Media, report that although female lawyers in reality make up the majority of law students in real life, female lawyers make up only 7% of those portrayed on screen.

In fact, only 15% of women on screen are portrayed as being professionals at all. This misrepresentation in the media industry allows for a completely backwards and misguided view on gender and gender stereotypes in society. It is backwards and out-dated, and soon it will not be marketable at all.

In TakeTwo's lectures, we will use statistics and research findings to show how we can move away from the fear of “loosing” something if we change – and instead learn what we stand to win by growing and evolving instead of remaining stagnant – in order to meet the demands of the new marketplace.

And do you want to hear what's best of all?

Gender equality is not pie in itself, but an enabler. With gender equality the pie gets bigger. Just like with economic growth of nations, when the economy grows, there is more for everyone. It's a win/win situation. This is true also for the media industries – there are new audiences to be won, new markets to explore, new ways of doing things better. We'll tell you how.