Changing attitudes to feminism present challenges for businesses

In particular, the views of ‘generation Z’ (gen Z) – those born between 1997 and 2012 – are shifting from positive perceptions of feminism to negative. Recent research conducted by Kings College London’s Policy Institutre and the Global Institute for Women’s Leadership found that 16% of gen Z held negatives views on feminism compared to 13% of those over the age of 60.

While it is natural to see cyclical changes to of beliefs across generations, the extent and severity of the “anti-feminist” or misogynistic views of young men today are a cause for concern.

There is no doubt that this trend is being felt in educational settings, including schools and universities. Teachers across the UK have provided anecdotal reports of deteriorating behaviour, such as an increase in unsolicited pornographic images being sent to girls as young as 12 years old, ‘upskirting’ – taking pictures or videos to see up a female’s skirt – slut-shaming and anti-feminist themed microaggressions such as hostile communication as well as the use of derogatory or negative attitudes towards women and girls. Girls are reported to view behaviours like this as “just another part of life”.

What is not yet known is the impact this trend will have as gen Z increasingly enters the workforce and takes up senior / managerial positions. Although the impact of these changing attitudes is yet to be felt within most workplaces, human resources (HR) and diversity and inclusion (D&I) leads should take note now and take action as soon as any impacts are felt.  This is particularly the case because these findings have emerged despite current generational trends showing that each new generation tends to be more inclusive and open in its viewpoints.

Some reasons behind this increase in anti-feminist attitudes could be the increased visibility of extreme anti-feminist views on the internet, or the accessibility of extreme pornography and the over-sexualisation of women in the media. Psychological phenomena find that behaviour is learnt through role models. Role models, in the traditional sense, may include parents, grandparents and teachers. However, role models in the modern world now often include internet personalities, with some of these people preaching anti-feminist or even misogynistic views to an extreme.

Additionally, some young men who are still in school or higher education or are in the early stages of their career may be yet to experience varied real-life exposure to some of the challenges women continue to face in the workplace – whether the difficulties in striking a balance in a working family, the menopause or sexist harassment, as well as the general gender-based disadvantages that still occur on such a widespread basis.

Further potential factors influencing this trend include the increase in technology and the speed at which items can be delivered to homes thanks to technology, bringing a sense of immediacy to younger people. Younger generations have grown up surrounded by cloud computing and an “always on” culture. It means when they see and hear movements and discussions about tackling inequality, for example racial discrimination, but do not see immediate results, it can be difficult for some to understand the differences being made.

There are some important steps that employers should take now. This includes taking time to review their education and training to ensure that employees understand that the elevation of certain groups, such as women or other minority groups, does not come as a cost to other groups.  True D&I programmes seek equity between groups, not for one to be better off or than another or favoured in place of another. Programmes on the impact of inequality and importance of allyship will be vital and must be delivered in a way that allows for open debate and challenge.

It is also important to ensure that unacceptable or discriminatory views expressed by any individuals are acknowledged and addressed swiftly.  Employers must ensure that every voice within the organisation feels heard, and that individuals feel respected in their places of education or work.