The Athena doctrine: Female values are the future

This article, based on an international sample of 64,000 men and women, shows a consensus in how male and female values are defined and a general wish for "female" values to be more dominant.

The Athena doctrine: Female values are the future

John GerzemaBAV Consulting

The term 'feminisation' has been a recurrent theme in social observations. In this article, based on a massive international sample of men and women, John Gerzema observes a surprising consensus both in how male and female values are defined and in the wish for female values to be more dominant. The ascendency of female values has important implications for society, politics and business.

Some years ago, the American 'anti-feminist feminist' Camille Paglia enraged her feminist sisters by declaring that if the world had been run by women, "we...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands