How Unilever Got Caught Discriminating Against Women (And My Part in Getting Them To Change)

It’s been a very good week for journalism and feminism.

It actually started a few weeks ago, when my friend Kate wrote a piece about a contest she’d entered to win a commercial space flight. The contest was sponsored by Axe (or Lynx as it’s known in the UK), the men’s deodorant brand, and Kate was disturbed by the sexism of the contest’s marketing. Ads feature damsels-in-distress saved by handsome men (lifeguards, firemen) who subsequently ditch these men for other, less Hollywood-looking men in astronaut suits. The tagline: “Leave a man. Return a hero.” The campaign gives the impression only men can be astronauts, and that only men can enter the contest, and Kate was right to kick up a fuss about it.

On Sunday, one of these ads aired during the Super Bowl, and I noted the sexism of it to the friends I was watching with. To my amusement, not one person had picked up that there was a contest being advertised at all. And when I told them, everyone was convinced that it had to be for men only even though I told them I knew of at least one woman, Kate, who had already entered. So I wrote my own post about the campaign, noting that in addition to being sexist, it appeared to be thoroughly counter-productive.

That’s when things started to get interesting. Late on Monday, both Kate and I got word via our blog comments that in other countries, the contest was open to men only. Countries such as Russia, Mexico, the Ukraine, Indonesia, Kuwait, the UAE and Saudi Arabia. That was despite the fact that Axe spokespeople had told both of us that the contest was open to women when we’d asked.

I was angry that Axe had lied to us, and that they had confined the contest to men in the markets where they thought they could get away with it. But equally, I wondered if they had misjudged which markets those might be. At least *some* of those countries had to have anti-discrimination laws.

So I did some digging. A Russian lawyer pointed me to clauses in the Russian Constitution and Criminal Code that barred “abasement of dignity” on the basis of gender “in mass media.” A Mexican lawyer sent me to the country’s advertising regulator, whose code of ethics bars sexism in marketing materials. And a quick scan of the Unilever website (Unilever is the Anglo-Dutch conglomerate which owns Axe) found that the firm’s own code of ethics bans gender discrimination. I wrote up the relevant laws and codes in a second post and asked Axe to clarify how it was going to square the contest rules against them. That was Thursday.

Meanwhile, the sexism of the advertising was beginning to get press coverage elsewhere, at Discovery magazine and the BBC and the #astrogrrls hashtag on Twitter was busy.

Late on Thursday night, Axe came back to me with the following statement:

Unilever has communicated to all markets in all regions, that the contest is open to both men and women. Upon review, certain markets are currently revising their terms & conditions to reflect this directive.

Wow.

I write a lot about sexism and a lot about companies behaving badly, but as much as I advocate for the significance of journalism, it’s really quite rare when it leads so quickly to this kind of change.

What made it work was the fact that we – myself, Kate, Remco Timmermans, Carmen Victoria, reporters in Russia and around the world, and space geeks on Twitter – were able to coordinate with each other and eager to share information instead of jealously guarding our own scoops. One of the big surprises for me about Unilever’s mishandling of this was their assumption that it would be possible to have different contest terms in different countries, and to tell reporters and activists in different countries different things about the contest, without any of us comparing notes. Discrimination and false PR statements are always wrong, but in a digital age, they are also stupid. You will get caught.

I rail a lot against the state of contemporary feminism and in particular at the disappointing vitriol-to-substance ratio of online feminist discourse. If you’re following me on Twitter, or have the (mis)fortune to know me offline, you probably hear enough about this in one day to last you a lifetime. This week was a much-needed reminder of all the good the web can do for feminist organizing, when we’re using it to make each other stronger and not to tear each other down.

On Unions and Gender

I’ve got a post up at Foreign Exchange, my Forbes blog, today about some new research on the British labor movement. The paper takes two trends of the last 30 years – increasing numbers of women in the workforce and declining union participation – and wonders whether they are related. The researcher, Getinet Haile, finds a few ways they are:

1. As more women enter a workplace, union participation falls. Namely, workplaces with more than the median percentage of women see a 12-percentage point decline in union density relative to workplaces where the balance is below the median.

2. That decline has more to do with men than women. Men in the workforce are 15 percent less likely to be union members if their workplace – and therefore their union – has an above-the-median level of female participation. Women in the workforce are just 7 percent less likely to be union members in a diverse workplace.

3. In female-dominated workplaces, common in fields like education or social care, union membership is still strong, and indeed, actually increases with overall diversity – i.e. the entrance of men into these fields.

4. All of the above trends are stronger in the private sector than in the public sector.

Haile goes on to explain how cultural tensions inside unions may explain some of these trends. It’s a powerful reminder that while we talk about unions as built on an assumption of class solidarity, the union movement has historically relied on the common demographic makeup of the workforce (mostly white, mostly male) to act as a kind of social glue between workers. As the workforce grows more diverse – something we should celebrate – unions may have to find new ways of binding workers together. Or they may simply fade from relevance.

Are Men Threatened By Women At Work?

Some of them are, according to a new study I’ve written up at Forbes.

Researchers at Harvard and UNC-Chapel Hill surveyed men in three kinds of marriages: traditional (wives who don’t work), neo-traditional (wives working part-time) or modern (wives working full-time). And they found that the more traditional a man’s marriage, the harder he was likely to be on the women he works with.

There is an obvious reason for this: that men who live in traditional marriages are more likely to have more traditional worldviews overall and less likely to have been exposed to feminist or gender-egalitarian ideas.

The more interesting suggestion is that these men are acting out of self-interest. We know that the earnings premium for married men is highest for those whose wives don’t work outside the home, and instead provide supportive labor in the home that enables their husbands to be better employees.

And so the authors of this paper suggest that men with stay-at-home wives are enforcing in the workplace an order that they know benefits them personally, seeing the women who work for them as proxies for what their wives could become. The values these men express – that women aren’t competent at their jobs, that marriages work better when women stay home– are actually rationalizations for a self-interested reaction to a perceived threat.

Read the whole post here.